Branding, Culture / Feb 28, 2025

How #BookTok is Reviving Print and Why Gen Z is Leading the Analog Comeback  

Kyle Duford

Partner/ECD

We've been told our attention spans were shrinking ever since Gen Xers were kids. First it was television in general, then MTV, then the Internet, and social media. Yet today, even in this hyper-digital age where attention spans have nearly vanished, AI is shaping our feeds, and everything is just a swipe away one trend refuses — against all odds — to be buried by pixels: the rise of physical books. And who’s behind it? The generation that was practically raised on screens — Gen Z.  

This isn’t just a moment. It’s a movement. A return to analog, fueled by #BookTok, nostalgia, and a need for something tangible in a digital world.

#BookTok: The Social Engine Driving Print Sales  

Once upon a time, publishers dictated which books got the spotlight. Now, TikTok does. With over 79 billion views, the #BookTok hashtag has transformed the way books are discovered, discussed, and devoured. And it’s not just talk — it’s translating into real sales.  

In 2021, U.S. print book sales hit 843 million copies, the highest in decades. 2022 followed with 789 million copies sold, keeping the momentum strong. Adult fiction was up 8.5%, and that’s no accident. TikTok’s ability to make books go viral has turned forgotten paperbacks into bestsellers overnight.  

Want proof? Just ask Colleen Hoover. Her books, some years old, skyrocketed in sales thanks to #BookTok’s viral influence. A social-first strategy reshaping a century-old industry? That’s branding magic in real time.  

Barnes & Noble’s Phoenix Moment  

Not long ago, Barnes & Noble was struggling. Big-box bookstore retailer Borders, Waldenbooks, and Brentano's — the latter two were owned by Borders — all filed bankruptcy and liquidated in 2011. Barnes and Noble hung in, changing business models, introducing the NOOK, and closing poor-performing stores to stave off its own undoing (they closed over 100 stores from 2008's watermark of 726). Competing against Amazon seemed like a losing game. Then, something changed. Instead of fighting digital trends, they leaned into them — and found a lifeline in TikTok and the new generation.

Since 2021, B&N has seen steady sales growth in the mid-single digits, a rarity in brick-and-mortar retail. They doubled down on #BookTok-curated displays, letting social-driven demand shape in-store experiences. The result? 57 new stores opened in 2024, with 60+ planned for 2025.  

The lesson? The strongest brands don’t just react to trends. They use them to fuel reinvention.  

Gen Z: The Digital Natives Who Crave Analog  

So why is Gen Z — arguably the most plugged-in generation — obsessed with print books? Because nostalgia is currency. And tactility is differentiation.  

Here’s what’s driving the shift:  

1. Digital Fatigue – They’ve spent their lives scrolling. A physical book? That’s escape, not distraction.  
2. The Sensory Experience – The feel of a book, the smell of pages, the weight in their hands—it’s storytelling beyond words.  
3. Eye Strain is Real – Screens are exhausting. Print is restful. It’s that simple.  
4. Social Media Synergy – Ironically, TikTok and Instagram are making physical books aspirational. The “dark academia” aesthetic, cozy reading nooks, annotated pages—these are social-media gold.  
5. Visual Appeal – 59% of Gen Z prefers graphic novels and manga. And guess what? Those formats shine in print, not on screens.  

The result has been a generation that is buying twice as many print books per month as any other format. That’s a statement.  

The Bigger Picture: Analog is Having a Moment  

Books aren’t the only thing making a comeback. Vinyl records, film cameras, even handwritten journals—they’re all surging in popularity. Because in a world of digital sameness, tangible things stand out.  This can be a blog in its own right, as it's a fascinating reversal of trends set in motion two decades ago.

It’s branding 101: Scarcity creates value. The harder it is to replicate, the more meaningful it becomes.  

What This Means for the Future of Branding  

Digital-first doesn’t mean digital-only. Brands that blend online influence with real-world experiences will win. #BookTok isn’t just selling books. It’s a case study in how physical products can thrive in a digital economy.  

As we move deeper into 2025, expect more brands to follow suit. Whether it’s publishing, retail, or lifestyle branding, Gen Z is proving that the future isn’t just digital, it’s experiential.  

For companies, this isn’t just a moment to watch. It’s a playbook to follow. Because the next big movement won’t be found in the algorithm — It’ll be found in something you can hold.  

This is the kind of brand storytelling that sticks. This is how movements are made. Because in the end, the best brands — like the best books — are Impossible to Forget™.  

Kyle Duford

Partner/ECD

Kyle is an executive creative director specializing in crafting outstanding advertising and branding for global brands looking to winnable market share. Kyle’s unique blend of advertising, branding, and digital expertise allows him to create and lead some of the foremost brands through his work at The Brand Leader®. Learn more about Kyle, read his other blogs, or buy his newest book, The Brand Book: A Branding Primer.