TikTok and Hay Festival today announced an exclusive new partnership that will see the entertainment platform become a Digital Media Partner of Hay Festival 2022, the largest arts and literature festival in the world.
TikTok and Hay Festival have come together in an exciting new partnership for the 35th spring edition of the festival in Hay-on-Wye, which will take place from 26 May to 5 June 2022. As a digital media partner, TikTok will bring the magic of #BookTok – its thriving reading and literary community – at Hay Festival to entertain and inspire book lovers. TikTok will sponsor a trio of separate panels at the Festival, including “An Introduction to #BookTok where panelists including BookTok creators Tolusuniverse and passionate TikTok journalist and creator Monika Plaha will discuss how the TikTok community shares its passion for Books with Millions and reshaping the publishing world in the process. Throughout the festival, there will be a specially created program on the official Hay Festival TikTok account (@hayfestival), which will feature exclusive content and behind-the-scenes access to the festival.
The strategic partnership will see TikTok supporting Hay Festival as it seeks to reach a more diverse audience through TikTok’s easy-to-use product and supportive community. With discoverability and creativity hardwired into the platform, the opportunities for emerging and established authors and writers are endless. TikTok will also bring new faces driving the #BookTok trend to Hay Festival. Popular #BookTok creators including abbysbooks, zai_rambles and emilymiahreads will attend the 11-day event to discuss the best new fiction and non-fiction on official Hay Festival panels and report on the Hay Festival experience via LIVE and exclusive in-app content.
The #BookTok hashtag on TikTok is powered by passionate literature users. Creators produce content that celebrates and elevates popular authors and books in the app, with popular formats including book reviews, book transports, and poetry reading. The growing #BookTok community is fueled by a variety of content and subtopics, with genres like #romancebooks, #YAFiction (young adult fiction) and #spicybooktok proving incredibly popular with younger users, while #poetry , #spokenword, #urdupoetry and #songwriting has captured the imagination of older generations. #BookTok has grown significantly over the past 12 months, reaching over 53 billion in-app views, #BookTok in-app views and consistently driving off-platform sales, especially for lesser-known authors and genres. Madeline Miller’s Song of Achilles enjoyed a resurgence in 2021, as up-and-coming authors like Casey McQuiston, Jill Santopolo and Samantha Towle were thrust into the mainstream.
As a platform designed to entertain, TikTok will give reading fans a window into the UK’s most iconic literary and arts festival. This year, Hay Festival will feature in-person appearances from Hillary Rodham Clinton, Svetlana Alexievich, Caryl Lewis, Abdulrazak Gurnah, Stephen Fry, Nicola Sturgeon, Minnie Driver, Monica Ali, Benedict Cumberbatch and Jimmy Page, all of whom attend the festival. global conversation, sharing the latest thoughts on the arts and sciences with curious audiences.
Hay Festival Communications Director Christopher Bone said: “As the spring edition of the Hay Festival returns in person for the first time in three years, we are delighted to be working with TikTok to bring the world’s greatest writers, thinkers, innovators and performers to the widest possible audience while giving Festival fans a fun look behind the scenes. This spring, the conversations taking place in our green field in Wales will go deeper than ever.
James Stafford, Head of Partnerships and Community, UK, said: “The #BookTok phenomenon has really captured the hearts of our community; with creators, avid readers and authors coming together to share their passion for literature in a unique way on TikTok. With over 53 billion views, #BookTok has breathed new life into the classics and helped propel authors into the mainstream.
“Being able to bring the #BookTok community to the iconic Hay Festival is an honor, as the joy of reading and writing is shared with an even larger global community.”
Hay Festival returns to Hay-on-Wye, with over 500 in-person events over 11 days, from 26 May to 5 June 2022