We have to talk about IRON WIDOW by Xiran Jay Zhao (which I have read). IRON WIDOW is a young adult science fiction novel that was heavily promoted on TikTok leading up to its release. The book follows the story of a young girl named Zetian, who becomes a pilot in a world where giant robots known as Chrysalises are used for combat. Zhao, who is an avid user of TikTok and has a large following on the platform, was able to use their social media presence to create buzz around the book before its release.

Zhao's promotional efforts on TikTok included sharing behind-the-scenes glimpses of their writing process, teasers of the book's cover art, and even a "book trailer" featuring animation and voice acting. These videos, which were often shared with the hashtag #IronWidow, helped to create excitement and anticipation for the book among Zhao's followers.

But according to an interview with Zhao, they don't want to promote their book on social media the way they do but would rather use social media for community and for fun. 

However, IRON WIDOW is used as a prime example of how social media can be used to create buzz around a book. Zhao's success on TikTok simultaneously highlights the growing importance of social media, especially BookTok, in the book industry and the way that publishers have been relying more heavily on authors to promote their own work in an "engaging" manner, leaving a heavy burden on authors.

For example, authors like Nandi Taylor, who self-published her debut novel GIVEN before it was picked up by a traditional publisher, have found success on TikTok by sharing excerpts from their work and engaging with readers on the platform. Taylor's book, which features a Black protagonist and draws on West African mythology, has gained a following on TikTok due in part to its unique perspective and representation.

Authors from diverse backgrounds have been able to gain visibility and reach new readers by sharing their work and engaging with the platform's community. This has led to a rise in popularity for authors from marginalized communities, as well as for indie authors who may not have the resources or connections to traditional publishing.

Similarly, TikTok has provided a space for authors like Kat Cho, whose debut novel WICKED FOX features Korean mythology and has gained a following on the platform due to its representation of Korean culture and folklore. It gained a new life because of Cho's success on TikTok. This has led to increased visibility for her work, and has helped to create a space for diverse voices in the publishing industry.

But they have also been wildly left behind. In a viral tweet, romance author Rebekah Weatherspoon wrote, “I don’t care about Colleen Hoover. Like sell your nine billion books, girl. I care that publishers, especially for adult romance, handed their marketing efforts over to the collective will of TikTok. So many debut authors of color didn’t stand a chance.”

When publishers and markets leave the promotion of a book to the author, whose job should be writing and not necessarily promoting, there are added systemic barriers for diverse authors. BookTok mirrors Twitch in terms of visibility of new and diverse creators - the algorithm is always going to prioritize "established" creators or White-centric view points (not to mention all the blatant racism on the platforms).

This means that unless a person is actively searching for books by Black authors or posts by Black creators, these will not automatically end up on your For You Page. This means searching for specific creators, looking at specific hashtags, and not just hoping that the algorithm will push it in front of them. And as The Cut points out in this article, the majority (if not all, the article is a couple months old now) of the authors who have blown up on BookTok to land new six to seven figure deals are white.

There is so much work that needs to be done to actually diversify and decolonize the publishing industry (which is partially why I'm very excited for YELLOWFACE by R.F. Kuang).

I don't think TikTok is bad for books, authors, or bloggers. I'm not writing this because I wish I had more TikTok followers. I barely post on there and don't spend that much time on TikTok (genuinely because I mostly listen to audiobooks and you can't mute TikToks like you can for Reels). And let's be real, Instagram is just as bad for only promoting the same books over and over again and burying you if you don't stan Colleen Hoover and ACOTAR.

Overall, while there are concerns about the reliance on tropes in TikTok book marketing, the platform has also provided a space for diverse authors and indie authors to try to gain visibility and reach new audiences.

By democratizing the book marketing process and allowing authors to connect with readers directly, TikTok has helped to promote some diversity and representation in the publishing industry, but only if people are looking for it. I think there's a long way to go to provide a platform for voices that are overlooked. I also think publishers are relying too heavily on authors to do the majority of the legwork for promotion. And maybe one day I'll write about the unpaid labour of book influencers.

My biggest recommendation is to learn to diversify the content creators you follow, add in searches for other hashtags, and don't be a passive social media user. We'll have to see what happens in the future, but in the meantime, be conscientious about the media you consume.