In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

With the #BookTok community growing, Penguin Random House has partnered with TikTok to launch a feature allowing users to link directly to their favourite books in their posts. This change aims to increase engagement with the titles themselves – and boost the publisher's profile on the app.

Social media is transforming the way we read and buy books, with trending topics and viral posts guiding discovery and disrupting the traditional sales cycles. So, how can publishers harness these channels in their commissioning strategies? And how exactly are people talking about books online?

Viral TikTok videos have caused sales spikes for books and songs from decades past, hinting at how the platform has become a potent source of recommendations. How can brands tap into this promotional power while maintaining the authenticity and creativity that Gen Zers expect?

For book publishers and authors, marketing is a crucial step in reaching new audiences – but the way people discover titles remains something of an enigma. Tertulia is looking to tackle this problem with an AI-led approach that aims to better serve readers' needs with personalised recommendations.