#BookTok tso tawm ntawm Ib Nrab Nqe Phau Ntawv hauv Downers Grove, IL.
Diam duab courtesy of Half Price Books
Koj puas tau nyeem phau ntawv 25-xyoo-laus, "Xov Xwm Hauv Ib Lub Hnab," los ntawm Nicholas Sparks? Cov 22-xyoo-laus raving txog nws.
Qhov tseeb, cov phau ntawv lub cev ntawm txhua lub hnub nyoog tau poob mus rau qhov tseeb, lub cev txhais tes ntawm kev nthuav dav cov tub ntxhais hluas ua lag luam, vim muaj kev nyiam ntawm ib pawg ntawm mini-video platform TikTok, hu ua #BookTok. Thiab nws pom tau tias yog ib txoj hauv kev uas cov khw muag ntawv thiab cov tshaj tawm tau rub.
Barnes & Noble
Ditto rau kev tshaj tawm loj heev Penguin Random House, uas tau nkag mus rau hauv kev sib koom tes nrog kev sib koom tes nrog TikTok platform #BookTok thaum lub Cuaj Hli.
Uas taw qhia cov lus rau lwm qhov chaw muag khoom: Yog tias cov zej zog digital tuaj yeem txuag cov khw muag khoom, koj puas tuaj yeem ntim cov qauv rau koj tus kheej? Thiab yog tias muaj, cov zej zog twg tsim nyog?
Nws yog hmo tsaus ntuj thiab cua daj cua dub rau cov khw muag ntawv, Tab sis…
Nrog ntau dua 100 billion thoob ntiaj teb kev pom thaum nruab nrab Lub Ib Hlis, #BookTok yog ib qho ntawm TikTok's nyiam tuaj hashtags, social platform qhia. Raws li qhov tshwm sim, cov tub ntxhais hluas tau tuaj yeem mus rau cib-thiab-mortar Barnes & Noble khw, ua yeeb yaj kiab ntawm lawv tus kheej nrog phau ntawv thiab tom qab ntawd buying lawv - qee zaum 10 ib hlis, raws li Bloomberg Kev Lag Luam. Peb tab tom tham hardbacks, ib yam nkaus.
Ntau tus #BookTok video makers tau dhau los ua phau ntawv influencers, thiab Barnes & Noble tau ceev kom paub txog lub sijhawm.
Nyob rau hauv cov kauj ruam nrog nws koom tes nrog cov pub, Barnes & Noble carved tawm qhov chaw rau nrov #BookTok lub npe ntawm nws 600 los yog li khw muag khoom noj. Lub khw muag ntawv xov xwm tseem tau tshaj tawm nws cov pab pawg ntawm TikTok, @BNBuzz ntawm TikTok, uas suav ze li ntawm 125,000 tus thwjtim.
Ntawm cov kev siv zog los ntawm lwm tus neeg muag phau ntawv: Phau Ntawv-ib-Million (BAM!) nta cov lus qhia ntawm #BookTok cov muag kub hauv nws lub khw cib thiab muab lub vev xaib rau "Nrov tshaj plaws #BookTok Phau Ntawv, "zoo li nws cov neeg ua haujlwm pabcuam, 2nd & Charles.
Ib Nrab Nqe Phau Ntawv, ib yam nkaus, tau koom ua ke #BookTok cov yeeb yaj kiab thiab xaiv hauv nws lub khw muag khoom, nws cov email lag luam thiab ntawm nws lub vev xaib los ntawm "#BookTok Yuav Tsum Nyeem” nplooj ntawv, hais tias Kathy Doyle Thomas, tus thawj tswj hwm ntawm Half Price Books.
Doyle Thomas tau sau rau hauv email tias "Peb tau pom qhov nce ntawm kev muag khoom rau ntau phau ntawv uas tau nthuav tawm," Doyle Thomas tau sau rau hauv email. “Lub zej zog phau ntawv yog ib pab pawg neeg nruj heev uas ib txwm nrhiav ib phau ntawv zoo tom ntej los nyeem. TikTok / #BookTok yog pab cov neeg nyeem nrhiav cov kws sau ntawv tshiab. Peb nyiam qhov ntawd. "
TikTok tau ua nws txoj haujlwm los txhawb kev lag luam phau ntawv, ib yam nkaus. Thaum lub caij ntuj sov, nws tau qhia #BookTok hub, lub zej zog sab nraud-lub-app thoob ntiaj teb rau cov neeg nyiam phau ntawv. Ntawm cov hub cov yam ntxwv: lub #BookTokChallenge, uas txhawb kom cov neeg siv nyeem phau ntawv tshiab thiab qhia lawv cov kev xav (aka kev txhawb nqa hauv zej zog).
Cov neeg siv khoom tawm thaum cov neeg taug kev hla mus rau pem hauv ntej ntawm Barnes thiab Noble Inc. khw hauv New York, Asmeskas … [+]
© 2013 Bloomberg nyiaj txiag LP
Cov khw muag khoom, tsis txhob nco Cov Dab Neeg hauv Noble Zaj Dab Neeg
Qhov tshwm sim #BookTok qhia txog lub zog nyoos ntawm cov zej zog digital. Yog tias ib pab pawg ntawm cov tub ntxhais hluas nyeem ntawv npau taws dhau qhov kev sib hlub tshiab tuaj yeem cuam tshuam rau kev ua haujlwm ntawm phau ntawv xov xwm hauv tebchaws, lwm lub platform digital yuav ua li cas rau lwm cov khw muag khoom?
Nov yog ib qho piv txwv ntawm qee lub sijhawm tseem ceeb:
Livestreams, auctions thiab Dab tsi. Hauv xyoo 2022, Insider Intelligence tau tshaj tawm tias cov kev tshaj tawm hauv xov xwm, cov yeeb yaj kiab uas muaj cov yeeb yaj kiab uas muaj cov khoom muag hauv lub sijhawm tiag tiag, yuav nyiam cov neeg tuaj saib. 163.4 lab tus neeg saib hauv Asmeskas Nyob rau hauv 2023. Rau ib lub sij hawm cov kwj no tau nyob sib txawv ntawm YouTube, Instagram thiab TikTok. Tab sis tom qab ntawd lub tuam txhab kev lag luam ywj pheej Whatnot tau nkag mus rau lub Kaum Ob Hlis 2019, qhia meej los txuas rau cov neeg yuav khoom-muag hauv zej zog hauv kev sib tw digital. Pawg muaj xws li cov khoom ua si, retro video games, suab paj nruag cassettes thiab saib. Dab tsi kev muag khoom tau nce peb zaug hauv 2022 Tom qab 20x nce hauv 2021, thiab qee qhov tam sim no kwv yees kev yuav khoom nyob yuav dhau los ua ntej ntawm kev lag luam e-lag luam. Ib qhov chaw hais rau Elle magazine tias qhov kev hloov pauv ntawm cov khoom nrog kev tshuaj xyuas video yog 40% dua dua li cov tsis muaj, yog li nws yog plausible tias mini clips yuav dhau los ua tus qauv ntawm cov chaw lag luam.
Rau cov tub ntxhais hluas cov neeg yuav khoom, kev sib raug zoo yog zoo li cov khw. Tus tsov ntxhuav feem ntawm Gen Z thiab cov neeg yuav khoom ntau txhiab xyoo, 80%, muaj yuav cov khoom ntawm social media feedsRaws li Influencer Marketing Hub. Ntxiv mus, ib nrab ntawm Gen Zers xav tias social platforms zoo dua li kev tshawb fawb hauv online rau kev kawm txog cov khoom tshiab (xws li phau ntawv, tej zaum?). Yog li ntawd, social feeds yog ib lub khw muag khoom raug cai. Hauv 2022, kev muag khoom ntawm kev sib raug zoo tau kwv yees rau tshaj $45 billion, Inside Intelligence tau tshaj tawm, nrog ntau tshaj ib nrab ntawm cov neeg laus ntaus lub pob "yuav tam sim no". Txawm li cas los xij, muaj ib qho teeb meem tseem ceeb - ib feem peb ntawm cov neeg siv khoom txhawj xeeb txog cov khoom tsis yog raug cai. Qhov no tuaj yeem piav qhia yog vim li cas 43% nyiam mus yuav khoom ncaj qha nrog cov khw muag khoom dua li ntawm kev tshaj tawm hauv zej zog. Cov khw muag khoom uas sawv cev rau lawv tus kheej hauv kev pub, thiab qhia lawv rov qab cov khoom, tuaj yeem txuas qhov sib txawv.
Siv lub platform los ua pov thawj qhov tseeb. Muaj ib tug neeg phem phem nyob rau hauv zaj dab neeg no: influencers uas nrhiav kev them nyiaj rov qab rau rave tshuaj xyuas. Cov khw muag khoom, cov khoom lag luam (thiab cov kws sau ntawv) uas tau txais cov cai tswjfwm tawm tsam cov kev npaj no yuav zoo dua kev ntseeg siab nyob rau lub sijhawm thaum cov neeg siv khoom xav paub ntau ntxiv. Rov qab rau xyoo 2021, Lub Rooj Sib Tham Ntiaj Teb Kev Lag Luam tau suav tias qhov kev tshuaj xyuas cuav cuam tshuam txog $ 791 nphom hauv kev siv nyiaj hauv Asmeskas txhua xyoo. Tsoom Fwv Teb Chaws Trade Commission yog qhov tseeb xav txog cov txheej txheem tshiab los txwv qhov teeb meem, thiab Meta (Facebook thiab Instagram niam txiv) tau qhia txog qhov tshiab. Txoj Cai Tswjfwm Hauv Zej Zog Thaum Lub Rau Hli 2022. Tej zaum nws yuav yog lub sijhawm rau kev sib raug zoo platforms thiab e-lag luam los txiav txim siab txog kev lag luam tus qauv rau qhov tseeb - xav tias Lub Tsev Khaws Khoom Zoo.
Qhov no tsis yog qhov Climax; Nov yog Anthology
Thaum kawg, thaum xav txog ib qho ntawm cov cib fim no, cov khw muag khoom thiab cov khoom lag luam yuav tsum tuav lub taub hau. Kev lag luam kev lag luam tau nthuav dav sai dua li tus neeg muag khoom tuaj yeem npaj thiab tsim lub khw. Thiab txawm hais tias kev nqis peev hauv kev sib raug zoo yuav raug nqi tsawg dua li cov cib, qhov tsis zoo tuaj yeem ua rau lub tuam txhab lub koob npe nrov.
TikTok thiab #BookTok tau ua pov thawj tias kev koom tes hauv zej zog tuaj yeem tau txais txiaj ntsig ntawm ob tus neeg yuav khoom thiab cov muag khoom, vim tias kev sib koom tes ua kom muaj kev lav phib xaub. Lawv pab tsim kom muaj kev txheeb xyuas thiab sib npaug thiab cov txheej txheem ua haujlwm zoo tshaj plaws.
Cov lus qhia no yuav pab txiav txim siab seb yuav ua li cas ntxiv, vim tias #BookTok zoo li yuav yog tshooj ntxov ntawm cov qauv no. Ntau pawg yuav tshwm sim. Ntau tus neeg yuav khoom yuav ua haujlwm hauv kev cia siab los ua cov neeg muaj kev cuam tshuam. Nws tuaj yeem tshwm sim nyob qhov twg.
Leej twg paub? Vinyl cov ntaub ntawv tau tawm hauv ob peb xyoos dhau los. Tej zaum VHS tapes yuav yog tus kab mob kis tom ntej? Blockbuster tseem ua haujlwm hauv khw hauv Bend, Oregon.
Tau qhov twg los: https://www.forbes.com/sites/jennmcmillen/2023/01/22/can-booktok-save-bookstores-read-between-the-lines/