Where is the new book collector? That's a question many have been asking ever since dealers started noticing the stereotypical, traditional book collectors were aging out. Here is one answer – TikTok. That's kind of a trick answer. It's like saying they are in school. Of course they are in school, since every young person goes to school. Similarly, it seems like every young person is on TikTok these days. However, there is a little more to that answer than just the obvious everyone is there. There are places on TikTok targeted to the book collector.
In the past, we have written about BookTok. This has become a very popular part of TikTok. It is a page that is inhabited by young people, mostly in their teens and low 20s, who like to read books. The majority of its viewers are female, and romance novels are their favorites. They offer book reviews, often emotional, sometimes tearful, as they dramatically describe the romances they have read. Of course, it is a bit exaggerated, but the posters have become quite adept at knowing what brings in viewers and followers, and emoting works better than monotone recitation. Some of the reviewers now get paid handsomely by book publishers as a popular reviewer can actually drive sales significantly.
These aren't necessarily book collectors. They are readers who may never have an interest in collecting. Still, it is unlikely non-readers will ever have an interest in collecting, so reading is a good first step to becoming part of the next generation of collectors. Consequently, BookTok is a helpful tool in generating the love of books that may evolve into book collecting in the future.
Now, there are places on TikTok that are more targeted to book collecting. There are various pages dedicated to old books and book collecting. They come with various titles, such as Antique Books, Antique Book Collecting, Rare Books, Rare Book Collector, and Antique Book Dealer. None of them have anywhere near the following of BookTok, but it's a start. The pages consist of links to numerous videos posted by users on the site. Reid Moon, of Moon's Rare Books in Provo, Utah, is a particularly prolific user of these pages, finding a way to display his expertise while getting his name out in front of the public. These viewers are likely people most booksellers would not come across in their normal channels.
This is a social media site, so videos can be posted by anyone to share. Some are from serious collectors, others from amateur collectors, others are from dealers, still others from people just having something to show.
Other dealers post videos on their own TikTok pages. Peter Harrington Rare Books has a whole series of informative videos about books on their TikTok page. Institutions may do the same. The Library of Congress has a rare books TikTok page. Others have posted there too, including the ever-present Reid Moon.
It is not the easiest job to find new collectors these days, but they are out there. It may take new ideas to find them.
