Dymocks says sales are soaring thanks to #BookTok so video may have killed the radio star...but not the print star

Reading is trending again and Dymocks isn't gonna complain.

What's the key learning?

Print and digital media have long been seen as competitors, but that might not be the case right now.
TikTok has been a major growth engine for the music industry and now it's helping book sales grow too.

👉 Background: Dymocks is an Aussie bookstore chain that was founded all the way back in 1879 📚. It currently holds about 20% of the Aussie book market, making it the biggest bookseller in the country.

👉 What happened: While a few Dymocks stores had to close their doors during COVID, it's been sunshine and rainbows for this crew ever since. Book sales were up 8% in 2021 and they're up a further 2% this year.

👉 What else: Dymocks partly attributes the soaring sales to none other than TikTok. Apparently our fave social platform has made reading books cool again with #BookTok trending.

🔔 What's the key learning?

💡 While print media and digital media have long been seen as major competitors... in a strange way, that may no longer be the case.

💡 TikTok has been a major growth engine for the music industry (and Jason Derulo's career). Now, it looks like TikTok is a growth engine for the book industry too thanks to the #BookTok trend, where readers share their fave books.

💡 Last year, readers in the US bought 825 million print books. That's more than any year since records began. In Oz, we saw a 10% increase in book sales since 2020. And Dymocks is loving it.

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Dymocks says sales are soaring thanks to #BookTok so video may have killed the radio star...but not the print star

What's the key learning?

🔔 What's the key learning?

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