Living With B

Why viral books might not always live up to the hype.

Over the past few years, BookTok and Bookstagram have taken over the internet. On this side of the social sphere, readers share their latest literary obsessions and discoveries. During COVID, BookTok exploded, with millions of videos offering book recommendations, rave reviews and viral trends that turned obscure books into overnight bestsellers.

While this wave of online book culture has undeniably brought in more readers and given countless books and authors the spotlight they wouldn’t have otherwise received, there is a growing problem with these recommendations. Simply put: the hype doesn’t alwats match the quality. Sometimes, the buzz is more about staying on trend than highlighting something with genuine literary value.

So let’s talk about why viral recommendations aren’t always as magical as they seem.

The Hype Doesn’t Always Match the Book

One of the biggest issues, in my opinion, is the disconnect between the hype and the actual content of the book.

Take Haunting Adeline, for example. The reviews rave about its steamy plot, intense atmosphere, and a male lead that has everyone in a chokehold. What often gets glossed over, though, are the major trigger warnings: stalking, sexual assault, trafficking, murder, and graphic violence (seriously, check out the TWs on Storygraph). It’s a dark romance, sure—but that context often gets lost in the flood of excitement.

And then there’s the letdown of expectations. Books touted as “life-changing,” “heartbreaking,” or full of “twists you’ll never see coming” often set the bar so high that disappointment feels inevitable. Worse, you might end up reading something that doesn’t match your tastes at all.

Popularity ≠ Quality

BookTok trends tend to favor emotionally charged stories, dramatic plots, or steamy romances. If a book checks any of those boxes, there’s a good chance it’ll go viral. And while there’s nothing wrong with those elements, they’ve started to shape a narrow idea of what makes a “great” book.

Titles like Fourth Wing (with its fast plot twists) or Icebreaker (with its instant emotional payoff) go viral because they hit the algorithm sweet spot—not necessarily because they’re the best written or most meaningful books out there.

This creates a cycle where books that prioritize entertainment value are uplifted, while thought-provoking, genre-defying, or slower-burn stories get left behind.

The Algorithm Doesn’t Understand Taste

Social media thrives on repetition. Once a book starts gaining traction (It Ends With Us, for instance), platforms like TikTok and Instagram start serving it up over and over again—creating an endless loop of the same content.

Here’s the thing: the algorithm doesn’t know your actual taste. It doesn’t realize if you’re watching out of genuine interest or just curiosity. It doesn’t know if you hated that book or if you’re doom-scrolling out of spite.

So if you engage with one Colleen Hoover review, suddenly your feed is flooded with similar recommendations—even if you’re not into that style. It quickly becomes overwhelming when every video feels like it’s suggesting the same five books over and over.

The Pressure to Join the Hype Train

There’s a very real pressure to read what everyone else is talking about. If you’re not in the loop, it’s easy to feel left out. That FOMO is strong—and sometimes, it pushes us to buy into the hype, even if the book doesn’t align with our reading interests.

It turns reading into something that feels obligatory. You’re not excited. You’re just trying to catch up. And that’s the quickest way to suck the joy out of something that should feel fun.

The Spoiler Problem

One of the biggest downsides of BookTok and Bookstagram is the spoiler problem. In an effort to build hype, many creators end up revealing major plot points, emotional moments, and key scenes. And while I get that it’s part of the excitement, I personally prefer going into a book blind—which can be really hard when you’re constantly dodging spoilers.

Even Goodreads or Fable can be guilty of this, but at least there, spoilers can be hidden. On TikTok? Good luck.

These spoiler-filled conversations can seriously undercut the joy of discovery, especially when they give away those pivotal moments before you’ve even cracked open the book.

Trends Over Everything

Social media tends to boost books that match whatever trend is hot at the moment. We’ve gone from dark academia to fantasy romance to slow-burn thrillers in the span of a few years. While these trends are fun and definitely help bring attention to some great reads, they also oversaturate certain genres.

Books that don’t fit the trend? They get overlooked—even if they’re better written, more creative, or just plain more interesting.

When trend-driven content rules the recommendation game, we lose variety. And the same few titles keep dominating the algorithm, leaving little room for fresh, diverse, or unique voices.

How to Navigate Recommendations Mindfully

Despite its flaws, BookTok and Bookstagram can be amazing tools for discovering new reads—if you approach them mindfully. Here’s how:

• Follow diverse creators: Look for people who read widely and thoughtfully. Genre variety, marginalized voices, indie authors—they’ll give you more well-rounded recs and help you escape the echo chamber.
• Read from multiple sources: Don’t rely solely on social media. Check out Goodreads, YouTube reviews, book blogs, or even your library’s staff picks for different perspectives.
• Don’t feel pressured: You do not have to read the latest viral book just to keep up. Skip what doesn’t interest you and trust your instincts. Your reading life isn’t a trend—it’s personal.

Final Thoughts

BookTok and Bookstagram have changed how we find and talk about books—but like anything driven by algorithms and trends, there are downsides. Popularity doesn’t equal quality, and the books that blow up online might not always be right for you.

The trick is to stay curious, be intentional, and protect your joy. Read what makes you happy—even if it’s not what’s trending.

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What’s Your Take?

Do you love the hype or find yourself constantly disappointed by overhyped reads? Share your thoughts in the comments—I’d love to hear your perspective!

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