If you are an avid reader, you have certainly heard of BookTok and Bookstagram. If not, no worries: they represent the massive online book communities on TikTok and Instagram. With the rise of these social platforms, reading as a hobby has entered a realm of mutation and continuous evolution.
Today, many readers follow a new rule: buy a book, but first, see what BookTok and Bookstagram have to say about it.
On Saturday, May 2nd, 2026, the Averroes Hall of the International Publishing and Book Fair in Rabat (SIEL) hosted a conference titled “Influence and Reading: BookTok and Bookstagram.” Moderated by Imane Benzarouel, the gathering featured Asmaa Rakho-Mom, a French author and Instagram content creator, and Morgane Moncomble, a French sensation in the “New Romance” genre and a TikTok favorite.
The discussion centered on the "embellishment" of reading, where certain books become instant best-sellers due to their virality. On these platforms, a book or genre is often judged based on its aesthetics, the endorsement of a favorite influencer, and its "trendiness." With an audience ranging from pre-teens to young adults, the influencer acts as more than just an advisor, they are a reliable mediator who can bring old classics back to life or provide instant recognition to rising young authors.
Making Books Accessible
Despite her success, Asmaa Rakho-Mom does not label herself an "influencer." Instead, her advocacy focuses on making books less intimidating. In a world where leisure reading has become less common, she aims to encourage her audience through an online space where trust and shared passion thrive.
“A Haven” for Authors
Morgane Moncomble, who considers herself a reader first and an author second, exemplifies this new era. Having won the prize for Best French New Romance in 2022 for L’As de Cœur, she understands the power of these communities. Her career began on Wattpad, a platform dedicated to community-based writing. For her, the craft is essentially about building a tribe. While she acknowledges that TikTok and Instagram offer easy access to new genres, she admits that her connection to her community is so strong that she deeply fears losing it.
The Performative Turn: Quality vs. Virality
Every era has its standards. Today, where bookshelves are increasingly stacked with "BookTok essentials," reading has become more performative than an independent hobby. This raises a crucial question: do these viral titles preserve their legitimacy as "good books," or has the hunt for virality-prioritized quantity over quality?
