No, BookTok is not the new SHEIN

You can always tell when a TikTok trend goes mainstream, because it starts becoming oversaturated to the point that the hashtag becomes pretty much inescapable. You can barely move in Barnes & Noble for all their “as seen on BookTok” signs, and I know more about Colleen Hoover than I ever really wanted to.

Either way, it’s no exaggeration to say that BookTok has given the publishing industry a new lease on life, driving more young people to read than English class ever did.

This year alone...