Booktok Brasil: uma análise das estratégias de comunicação de Tiago Valente no incentivo à leitura

Abstract

The TikTok app, launched by ByteDance in 2017, reached one billion daily active users in 2022, becoming a widely popular social media platform. The Booktok, a literary community within the platform, gained prominence in 2020, impacting the book market and propelling works onto the best-seller lists. This study aims to analyze Booktok, focusing on the profile of the influencer Tiago Valente (@otiagovalente), a pioneer in Brazil with over 480 thousand followers. The research explores engagement and influence strategies within this context and their impact on the literary market, primarily through Tiago Valente's profile. Considering the existing academic gap on the subject, the investigation strives to deepen the understanding of this empirical context, aiming to broaden the comprehension of its influence on promoting reading and the literary industry, as well as analyzing the dynamics between Booktokers and their audience. The methodological approach of this research was a case study combined with content analysis to identify the engagement strategies and promotion of reading adopted by the influencer. The theoretical framework draws upon the reflections of authors such as Raquel Recuero (2009), Pierre Lévy (1997), Paula Sibilia (2007), Thaysa Costa do Nascimento (2023), Henry Jenkins (2009), and Tamara Mariana Weinberg Jeffman (2017).