Platforms help encourage the habit of reading in Brazil

Brazilians read an average of 2.6 books a year. Country had 100.1 million readers between 2015 and 2019, loss of 4.6 million fans in the period

The American writer Colleen Hoover did not resist the appeals of booktokers and launched as soon as you eatcontinued from as soon as it endsbest selling book on Amazon in 2022. How could I say no to a community that changed my life?

All your (im)perfections, Verity, Until the summer is over e the ugly side of love have also taken turns among BookTok favorites in recent years. But the TikTok community dedicated to reading doesn’t just acclaim authors. Young people also become obsessed with stories recommended by literary content creators.

This is how the platform contributed to popularize Love & Ice Cream, written by Jenna Evans Welch and edited by Intrnseca, another title boosted to bestseller status in 2022 thanks to the platform. Our creators have a sense of community, creating opportunities for people to express personal tastes and feel part of a group, comments Mari Lima, TikTok community relationship leader in Brazil.

In addition to sharing best practices, the platform launched the TikTok Beta Creative Program, a solution that includes requirements to monetize content. Publishing original videos longer than one minute is one of them. Quality, revenue, metrics and performance analysis are also available through a control panel. Creators succeed when they are creative and authentic, and we work to guarantee the necessary resources, guarantees Mari.

In the universe of books, content creators present the work, connecting culture and entertainment. TikTok is yet another medium that democratizes and encourages this habit. a book club with a global reach, defines Mari. This part of TikTok history began to be written in mid-2020.

The page turned quickly, and today there is an explosion of views for the hashtags BookTok (103 billion), Booktokbrasil (12.4 billion), Booktoker (9.6 billion), Booktokbr (1 billion), Booktiktok (836 million) and Booktokclub (289 million) punctuates the platform’s success.

Booktokers and booktubers help guide trends inside and outside the networks. The case of the work of American author Colleen Hoover is an example of a trend: digital natives should continue to explore and guide searches this year, predicts Ricardo Perez, general manager of books at Amazon.com.br. The executive recognizes the importance of social networks in purchasing habits.

Content that goes viral and influencers who know how to communicate their preferences are driving shopping behavior, including on Amazon, as we saw in the list of best-selling books in 2022, with the booktoker community, attests Perez.

push
The phenomenon consolidates the reading incentive among young people and adults. Amazon supports the creation of content through the Associados Portal, a channel used to communicate offers and coupons. In Brazil since 2012, the brand, which has its origins in books, started offering 13,000 titles in Portuguese with Kindle devices and e-books, in addition to the Kindle Direct Publishing self-publishing tool.

In 2014, it began selling physical books, with 150,000 titles in Portuguese. Today, there are millions of titles, printed and digital, including more than 650,000 in Portuguese, says Perez. In 2017, the expansion reached the setting up of a marketplace and, two years later, came the launch of the first distribution center in Cajamar (SP), in addition to new categories and benefit programs. Today, there are 12 distribution centers spread across the country.
Even without opening numbers, Perez notes the receptiveness of Brazilians.

We see enormous importance in encouraging reading, regardless of format. Reading is essential for a healthy society, and our mission is to inspire readers by making it easier, notes Perez.

Read more in this week’s issue

(Credit: Upklyak/Freepik)