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BookTok With 43 Billion Views Has Sent Barnes & Noble Sales Soaring

A table displays signs with #BookTok, at a Barnes & Noble in Scottsdale, Arizona.
A table displays signs with #BookTok, at a Barnes & Noble in Scottsdale, Arizona.Photographer: Tali Arbel/AP Photo

Barnes & Noble has found new life in a community of TikTokers that has taken the publishing industry by storm.

The group is called BookTok and its members tag videos of themselves raving about books, often in the aisles of physical bookstores. Some of the videos have gone viral racking up millions of views. This has created a class of influencers that have made bestsellers out of titles that have been sitting on shelves for years.