OMG! They're reading again!!

Hardly any other section of our society is considered as reluctant to read as children and young people. When it comes to reading, many adults react with prejudice and reproach. They usually pit one form of media against another: evil digital media versus the good old book!

For example, it is said that children who play a lot of games no longer read – but most of them didn't do that before either. They are also often accused of having no desire to read because they are constantly staring at their smartphones. In fact, this generation reads an enormous amount. For example, in their daily communication with each other, on social media or when researching a topic on the internet – but many parents consider this to be the wrong kind of reading.

Behind this lies the old misconception that reading should only ever be associated with education. We have already seen this with comics and manga. However, young people still decide for themselves what they want to read. In fact, the current strongest reading trend among young people should refute all reservations, as it comes directly from social media: we are referring to Booktok.

An internet-savvy reading movement

Because reading is a solitary activity and sharing connects people, a particularly avid and active community has developed on the social network TikTok with BookTok. Under the hashtag #BookTok and numerous sub-groups, the younger generation posts their personal book recommendations.

This internet-savvy reading movement is a contemporary continuation of so-called social reading, where avid readers used to exchange ideas in forums and blogs.

Young adult literature addresses coming of age, first love and questions of identity, but also topics such as depression, anxiety and queerness.

Although there had already been literary inspiration on YouTube and Instagram, it was BookTok that finally catapulted social reading out of its niche with around 60 million posts – and the trend is growing rapidly. This trend began during the coronavirus pandemic, when children, teenagers and young adults rediscovered reading in their isolation.

Strong emotions take centre stage

This international community on Booktok consists mainly of female creators. They stage themselves and their reading in short videos. Sometimes they stand in front of colour-coded bookshelves, sometimes they lie on their beds, engrossed in their reading. They also use dramatic elements such as music, quick cuts or explanatory text inserts.

Booktok focuses on strong emotions. These range from great enthusiasm to deep sadness, anger, outrage or disappointment. If the content is particularly moving, these videos also feature unrestrained screaming and crying. Adults tend to smile at this. But why? In any case, this target group cannot be reached with elaborate reviews.

Intense feelings, on the other hand, grip young people. This is because adolescence is a time when they themselves experience daily emotional highs and lows. Since many adolescents no longer feel that classic genres such as children's or young adult books appeal to them, new categories have now established themselves: young adult and new adult.

There is something for every age group

Young adult fiction targets readers aged 12 to 18 with dystopian novels, thrillers and fantasy stories, among other genres. While classic young adult books often have a noticeable educational approach and a sophisticated style, these works are much more accessible, authentic and emotional.

Young adult literature addresses coming of age, first love and questions of identity, but also deals with difficult topics that unsettle and preoccupy young people. For example , anxiety, depression, toxic relationships and queerness. Sexual content also occurs, but does not go into too much detail.

We have all devoured stories that were not of high literary quality – but still thrilled us.

Unlike New Adult, which is aimed at 16- to 25-year-olds and gets more straight to the point. Under the heading of spice, this category has gained a borderline pornographic reputation with its explicit scenes. However, one important aspect is often overlooked: since many of these works are mostly written by female authors, the spicy scenes primarily show a female perspective on sexuality.

A commercialised market

New Adult is also broad in terms of genre and content. It often deals with self-discovery, social controversies or starting university and working life. Even though vampires, demons and many clichés go hand in hand here, the themes in Young Adult and New Adult are as complex as young adults themselves.

Booktok emerged directly from the target group at the time. Without a plan or sophisticated marketing strategies. Today, it has become a commercialised market. Many book publishers are jumping on the bandwagon with their own series and imprints. For them, the lively community is a free marketing platform with enormous reach.

The relevant books themselves feature Booktok stickers designed to appeal to young buyers. Bookshops provide generous shelf and stacking space for them.

«We assume that New Adult has increased young people's willingness to spend money on books,» says Tanja Messerli from the Swiss Booksellers and Publishers Association. «The New/Young Adult departments are the best-performing in brick-and-mortar shops in city centres and shopping centres, and are among the few departments where sales are increasing.»

Light fare is also a good way to start

Booktok effortlessly achieves something that many parents and educational professionals fail to do: it appeals particularly to non-readers. Nevertheless, many adults consider young adult and new adult literature to be trivial and compare it to the penny dreadfuls or doctor novels of yesteryear. Yet we have all devoured stories that were not of high literary quality – but still thrilled us nonetheless.

Light reading can be a good way to open the door to more challenging works. Classic authors such as Franz Kafka are already experiencing a revival thanks to Booktok. Reading is a good thing.