TikTok Now Directly Influences Literary Awards, Raising Questions About ‘Good’ Literature
BERLIN – TikTok is extending its influence into the literary world with the launch of its own book awards, a move that underscores the platform’s growing power over book sales and raises questions about how literary merit is defined in the age of social media. The awards, announced this week, will see a longlist selected by TikTok based on both quantitative and qualitative data, narrowed down by a jury to a shortlist of four nominees.The winners, ultimately chosen by an audience vote, will each receive a prize of 2,500 euros.
The initiative marks a significant step beyond BookTok’s already ample impact on book revelation and sales.While social media buzz has long played a role in the publishing industry, TikTok’s direct involvement in awarding literary prizes introduces a new dynamic, possibly prioritizing popularity and engagement over customary critical assessment. This shift impacts authors, publishers, and the broader literary landscape, prompting debate about what constitutes “good” literature when a platform driven by viral trends takes a seat at the awards table.
According to TikTok, the longlist is steadfast using “a combination of quantitative and qualitative analyses,” though the specifics of these analyses remain undisclosed. the jury will also consider this data alongside their own evaluations when selecting the shortlist. The awards are intended to recognize popular books and authors within the TikTok community, effectively acknowledging the platform’s role in shaping reading habits.
The move highlights a growing trend: success on social media is increasingly becoming a benchmark for success in the book trade. However, it also begs the question of what happens when a company like TikTok sets the criteria for award-worthy literature and what room remains for critical examination of literary quality. TikTok itself acknowledges it may not answer the question of what makes good literature, suggesting rather that it’s redefining the question - good literature is simply what resonates with a large audience. This approach, while potentially disruptive, could fundamentally alter the dynamics of the literary industry.
