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Weekly News Digest

September 29, 2022 — In addition to this week's NewsBreaks article and the monthly NewsLink Spotlight, Information Today, Inc. (ITI) offers Weekly News Digests that feature recent product news and company announcements. Watch for additional coverage to appear in the next print issue of Information Today. For other up-to-the-minute news, check out ITIís Twitter account: @ITINewsBreaks.

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Penguin Random House Dives Into BookTok

Marty Swant writes the following in “Inside Penguin Random House’s Play to Reach Avid Readers on TikTok’s BookTok” for Digiday:

Much has been written about how the almighty algorithm shapes our taste in everything from food and music to movies and books, but Penguin Random House is leaning into TikTok’s major #BookTok trend to help users discover titles and engage with fellow readers.

[T]he publishing giant announced a new deal with TikTok that lets people link to books in videos using the popular #BookTok hashtag while also working with various creators to curate content. The feature will direct users to a page that has additional info about the book and the other videos about it created by various TikTok users. According to Penguin Random House chief marketing officer Sanyu Dillon, BookTok provides an ‘emotional journey’ that is driving more successful videos compared to those that merely provide a book synopsis. …

Much of BookTok’s adoption has been driven by organic content from everyday users, but Penguin is trying to approach its role by co-creating content for TikTok with creators and users. Although Penguin works with thousands of creators across its various subsidiaries, it’s also hired three micro-influencers in-house, including two for TikTok and one for Instagram.

For more information, read the article.



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