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Maura Phelan's avatar

It is very discouraging that discovering books for many happens only via Booktok. (It depends on the generation and of course bookstores still count for a lot). However, the industry is leaning into this channel and not seeming to make many efforts to carve out other ways for readers to find books. I know BT has done good things and brought readers together but can't we create or promote other ways as well? And let's not forget this platform is Chinese owned and no one seems bothered by this point at all......SIGH.

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Morgan Strehlow's avatar

I was thinking over the weekend about how it's been 10 years this spring since I was told by the president of a major sports industry brand that he couldn't justify creating a full-time position to handle social media. Now, sports and entertainment brands are hiring full-time positions titled "Vertical Video Specialist" (in addition to their more general social media positions) which is essentially a full-time TikTok creator for the brand. It's wild just how much TikTok has taken on a life of its own and reshaping/redefining the "social media" landscape for brands. Just because we don't understand or "get" it doesn't mean we shouldn't pay attention to it with curiosity and great respect. Ten years from now anyone shrugging off TikTok today is going to be a lot like my boss ten years ago who shrugged off social media as a short-term fad he didn't need to take too seriously or invest any time/money in.

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