Leading book and lifestyle retailer Indigo recently joined forces with social media platform TikTok Canada to launch the new #BookTok Book Club. The hashtag has gained notable popularity in the recent years and enables users to share book recommendations. The book club starts this May with Canadian author Xiran Jay Zhao’s 'Iron Widow.' Each month, the brand will pick a new title and author.
"Indigo, Chapters, and Coles bookstores are Canada’s central hub for the booklover community. Partnering with TikTok is a natural fit, as readers look to both Indigo and #BookTok to help find their next great read," said Alison Lawler-Dean, Indigo’s VP of Marketing. "This partnership celebrates Indigo and TikTok’s shared values of creativity, authenticity, and inspiring joyful moments, but also both our passion for establishing real connections through the curation of content and ideas."
Branded TikTok Book Campaigns
Indigo and Tiktok Canada Launch Indigo’s First #Booktok Book Club
Trend Themes
1. Social Media Book Clubs - Creating book clubs on social media platforms like TikTok to promote book recommendations and engage with readers presents an opportunity for companies to reach a younger audience.
2. Branded Content Partnerships - Partnering with popular social media platforms like TikTok to promote branded content presents an opportunity for companies to engage with new audiences and generate buzz.
3. Influencer Marketing in Publishing - Using influencers or creators on social media platforms like TikTok to promote books presents a unique opportunity for publishers to reach and engage with new readers.
Industry Implications
1. Book Retail - Book retailers like Indigo can use social media platforms like TikTok to promote books and engage with readers in innovative ways.
2. Social Media Marketing - Companies can use social media platforms like TikTok to promote branded content and engage with new audiences, as demonstrated by the Indigo-TikTok partnership.
3. Publishing - Publishers can use influencers or creators on social media platforms like TikTok to reach and engage with new readers and promote their books in a unique way, as demonstrated by the #BookTok Book Club.