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O mercado editorial em Portugal e o TikTok: A influência da comunidade literária BookTok na estratégia das editoras portuguesas
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O BookTok é a comunidade literária digital que se desenvolveu na rede social TikTok. Todos os dias, adolescentes e jovens adultos publicam vídeos em que utilizam a hashtag #BookTok e falam sobre livros. Desde 2020 que os BookTokers, os criadores de conteúdo no BookTok, têm vindo a aumentar o interesse dos jovens pela leitura. O crescimento do BookTok foi espontâneo, mas explosivo, tendo sido um dos responsáveis pelo aumento de vendas de livros registado desde a pandemia de Covid-19, em países como os Estados Unidos da América e o Reino Unido, mas também em Portugal. Por consequência, as editoras começaram a olhar para o TikTok e para a sua comunidade literária não só como promotores de leitura, mas também como locais de pesquisa de novos títulos, autores e géneros literários para os seus catálogos. Assim, esta dissertação pretendeu estudar e compreender o fenómeno BookTok em Portugal, mais precisamente a influência que está a exercer nas estratégias das editoras portuguesas. Para tal, foi feita uma revisão da literatura publicada acerca do BookTok, bem como uma recolha e análise de dados qualitativos através de entrevista realizadas a BookTokers e a editoras nacionais. Concluiu-se que o BookTok tem, de facto, influência no modo como as editoras pensam a comunicação com os seus leitores em Portugal e que o sucesso de um livro estrangeiro no TikTok é um fator a favor da sua edição no nosso país.
BookTok is the digital literary community that has developed on the social media platform TikTok. Every day, teenagers and young adults post videos using the hashtag #BookTok and talk about books. Since 2020, BookTokers, the content creators on BookTok, have been increasing young people's interest in reading. The growth of BookTok has been spontaneous but explosive, being one of the factors responsible for the increase in book sales recorded since the Covid-19 pandemic, not only in countries like the United States and the United Kingdom but also in Portugal. Consequently, publishers have begun to look at TikTok and its literary community not only as promoters of reading but also as places to research new titles, authors, and literary genres for their catalogues. Thus, this dissertation aimed to study and understand the BookTok phenomenon in Portugal, more precisely the influence it is exerting on the strategies of Portuguese publishers. To do so, a review of the literature published about BookTok was carried out, as well as the collection and analysis of qualitative data through interviews conducted with BookTokers and national publishers. It was concluded that BookTok does indeed influence how publishers think about communication with their readers in Portugal and that the success of a foreign book on TikTok is a factor in favour of its publication in our country.
BookTok is the digital literary community that has developed on the social media platform TikTok. Every day, teenagers and young adults post videos using the hashtag #BookTok and talk about books. Since 2020, BookTokers, the content creators on BookTok, have been increasing young people's interest in reading. The growth of BookTok has been spontaneous but explosive, being one of the factors responsible for the increase in book sales recorded since the Covid-19 pandemic, not only in countries like the United States and the United Kingdom but also in Portugal. Consequently, publishers have begun to look at TikTok and its literary community not only as promoters of reading but also as places to research new titles, authors, and literary genres for their catalogues. Thus, this dissertation aimed to study and understand the BookTok phenomenon in Portugal, more precisely the influence it is exerting on the strategies of Portuguese publishers. To do so, a review of the literature published about BookTok was carried out, as well as the collection and analysis of qualitative data through interviews conducted with BookTokers and national publishers. It was concluded that BookTok does indeed influence how publishers think about communication with their readers in Portugal and that the success of a foreign book on TikTok is a factor in favour of its publication in our country.
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BookTok TikTok Editoras BookTokers Criador de conteúdo Comunidades literárias Publishers Content creator Literary communities