Gen Z is driving the sales of romance books — and pushing them to the top of bestseller lists.
from 2016 – has more pre-orders than any novel in Simon & Schuster history – and there are still seven weeks to publication. Its pre-orders have surpassed Stephen King'sWhat makes a romance novel a Gen Z hit
Kaileigh Klein, a 19-year-old college student in Ontario, Canada said she loves Hoover's books for just this reason – for the big emotions she writes about. "I don't know that I'll ever have a grasp on it, but I'd like to think they're responding to the entertainment factor," Hoover said."The last few years have been wild in the best way, and I'm very grateful to readers who continue to share my books and the books of other authors on their social platforms."Much of the success of the romance genre with Gen Z readers is driven by, a subcommunity on TikTok for recommending, reviewing, and discussing books.
"We'll get a rush of customers asking for something random and we're like, 'Why does everyone want this specific book?'" Koch said. The answer is always TikTok.became a smash BookTok hit, said she had no idea of the book's virality until a friend told her a TikTok recommending it had 2 million views.
Yet, the majority of the most successful BookTok romance novels are about white, straight characters and by white authors, with a few notable exceptions. The books that go viral on TikTok tend to be by white authors, and mostly white women. "There's so many good books by Black authors that get ignored," said Gen Z reader Kariem, who herself is Black and Muslim."I think a lot of books by white authors are just advertised more, and there's a lot of up and coming authors that don't have the same resources."
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