Archive for Indigo

Indigo And TikTok Forge Partnership In Wake of #BookTok’s Phenomenal Canadian Popularity

Posted in Commentary with tags , on May 12, 2022 by itnerd

Today, Indigo, Canada’s leading book and lifestyle retailer, announces a partnership with entertainment platform TikTok Canada, to launch a new #BookTok Book Club—a virtual space for TikTok’s global community to share in their love of reading by exploring new titles together alongside celebrated authors. The book club will kick off this May with Canadian author Xiran Jay Zhao’s Iron Widow.

A new title and author will be announced each month, and will be featured in an exclusive LIVE event hosted by Indigo and the author for the #BookTok community that includes a Q&A. Fans can discover TikTok Indigo Book Club content in-app, which will include features, creator content, and more. To celebrate the partnership and the May book pick, Indigo will be hosting an in-person event at Indigo Metrotown on Thursday, May 26 with Xiran Jay Zhao, which will also be streamed LIVE on Indigo’s TikTok account

Xiran Jay Zhao is a first-generation immigrant from small-town China who was raised by the Internet. A recent graduate of Vancouver’s Simon Fraser University, they wrote science fiction and fantasy while they probably should have been studying more about biochemical pathways. Iron Widow is their first novel, a blend of Chinese history and mecha science fiction for young adult readers, published by Penguin Teen Canada.

The #BookTok community on TikTok has had a significant impact on the book business, including fueling the resurgence of reading by a younger demographic, bringing attention to backlist titles, and resulting in incredible success stories for authors. The in-app content is a fantastic way to get book recommendations from other avid readers, and offers an opportunity for people to engage with one another, virtual book club style. 

Popular #BookTok recommendations are available on Indigo’s website and through curated #BookTok displays in stores, and continue to be updated as new titles rise in popularity on TikTok. For more information, and to join the conversation, follow Indigo on TikTok