Transforming the reading habit with Instagram and TikTok: the case of Valeria Rossi
Keywords:
reading promotion, social media, BookTok, bookstagram, literature, Instagram, TikTok, pandemicAbstract
This study examines the emergence, expansion, and influence of a literary content creator who, by leveraging widely accessible platforms such as Instagram and TikTok, has achieved significant impact in promoting reading among the Peruvian population and, in certain cases, across Latin America. The project originated with the aim of bringing literature closer to adolescents during the health crisis triggered by the COVID-19 pandemic, providing a space of calm and peace in response to the distress caused by the prevailing uncertainty. Books and their stories provided a powerful source of inspiration and emotional refuge. On TikTok, the phenomenon known as BookTok boosted the viral spread of literary content through hashtags like #LibrosEn60Segundos (#Bookson60seconds) and #BookTok, establishing a precedent for the emerging generation of creators. Simultaneously, the bookstagram community on Instagram had already begun sharing literary reviews and recommendations using specific tags. However, from mid-2020 onward, this movement experienced exponential growth, solidifying its role as a pivotal trend in the promotion of young adult literature.