The Youth Lab

MAIN CHARACTER ENERGY: THE BOOKTOK EFFECT

The Cottagecore Catalyst: Cottagecore romanticises a slower, simpler life - think wildflowers, fresh bread, journaling, and a cottage in the woods where you spend your days reading. #BookTok sits at the centre of the cottagecore lifestyle and has become its own sub-aesthetic, think beautiful book covers, annotated pages, reading nooks lit with candles, soft-focus content featuring tea, classical music and page flips. Books like The Secret Garden, Pride & Prejudice and The House in the Cerulean Sea are cottagecore staples, as well as viral romantasy titles that have taken over the book charts in recent months.

The Power of the #BookTok Influencer: BookTok influencers are the tastemakers that sit at the centre of #BookTok, content creators in this space have built up loyal communities of thousands, sometimes millions of followers who trust their taste. With over 915K followers and 146 million likes, fame driving creators like @aymansbooks are shaping what people read next through honest recs, funny hot takes, and soul-baring reviews. Expanding far beyond specialised book content creators, global superstars are getting involved with pop stars like Dua Lipa having her own SERVICE95 bookclub giving fans curated monthly reads.

"Reading is a solitary act, so when you talk to someone who has read the same book as you, you immediately want to share your theories and thoughts, and BookTok has meant that now you have a whole community of people sharing their thoughts and recommendations. Because of this, the BookTok audience is super engaged. There is also a nice vibe between you and your audience, because while you're promoting and sharing books, the audience doesn't feel like they're being sold to; which in this day and age is rare."

Jenny Claffey, Podcaster, Content Creator and Book Club Founder

When a BookTok influencer recommends a book it can go viral and sell out overnight. Global bestselling author and Buzzfeeds Queen of Booktok, Colleen Hoover (CoHo to fans) has TikTok to thank for her overnight success as the app helped the author sell 14.3 million copies of her books in 2022 off the back of influencer recommendations and reviews. Her most popular book It Ends With Us was on the New York TImes bestseller list for a total of 58 weeks, selling over 3 million copies before being adapted into a major motion picture - that’s the BookTok effect.

READ RECEIPTS ON: #BOOKTOK IS HERE TO STAY

As Gen Z continues to redefine what it means to be a reader in 2025, the future of books is looking less like a quaint pastime and more like an evolving, identity-shaping movement. Whether it’s through viral book content, trending aesthetics or thriving bookclubs, #BookTok is rooted in intention and connection. Looking forward, think more creator-led communities, next gen storytelling and evolving aesthetics.

For a generation craving meaning, escape and community, #BookTok is here to stay.

BRAND TAKEOUTS

Emotional connection > product push: Gen Z wants to feel something. The BookTok boom shows that content which taps into nostalgia, comfort, identity and community performs best. Brands can meet this audience in those emotional spaces.

Rejection of hustle culture: The rise of “cosy culture” reflects a shift away from hustle and hype. Gen Z is rejecting burnout in favour of intention, rest, and slower living. Marketing that respects this mindset, and doesn’t shout, stands out.

The power of influencers: Gen Z trusts creators and communities more than brands. LTK's 2025 Shopper Study found that 84% of respondents trust brands more when creators demonstrate and review products on their websites. Among Gen Z and Millennial consumers, creator recommendations rank first in trusted sources for purchase decisions. BookTokers are trusted curators—not salespeople. This reinforces the importance of co-creation, UGC, and authentic storytelling over polished campaigns.

Identity-led marketing wins: Reading isn’t just a hobby—it’s an identity marker. The books people read signal who they are, what they value, and who they relate to. Smart brands can tap into this with personalised, self-expressive content and collabs. And who knows, maybe even a brand book!

At Thinkhouse, we’re all for the literary revolution! Check out the work we did with Tayto to launch their book ‘The History of Tayto’ using a mix of video and 3D compositing to bring Mr. Tayto walking across Dublin City Centre to life HERE.