Viral TikTok videos with '#BookTok' hashtag give book retailer Indigo a sales boost
Viral TikTok videos with '#BookTok' hashtag give book retailer Indigo a sales booston Aug 16, 2021 Canada's biggest bookstore chain is seeing rising sales thanks in part to an online community of TikTok users sharing videos reviewing and recommending books. The viral videos with the hashtag #BookTok have attracted billions of views and are driving demand for books — often older, backlisted titles — benefitting book retailers and the publishing industry at large. For Toronto-based Indigo Books and Music Inc., the #BookTok effect has ushered in a fresh sales boost after more than a year of grappling with pandemic restrictions and store closures. The popularity of reading on TikTok created a whole new level of reading excitement, particularly for teens, adding to an already strong performance in books, Indigo chief executive officer Heather Reisman said during a Friday conference call discussing the retailer's quarterly earnings.
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