FeaturedNewsSocial MediaTiktok

TikTok collaborates with Emirates LitFest to launch #BookTok

TikTok has announced its collaboration with Emirates Airline Festival of Literature (Emirates LitFest), aiming to unleash the creative prowess of passionate readers in the MENA region through the #BookTok Challenge.

The challenge, with its 209.3 billion views worldwide, has emerged as a hub on TikTok uniting book enthusiasts, writers, storytellers, and educators.

The platform has seen libraries participating in popular TikTok trends, recapturing the experience of exploring a local library, while creators share their beloved reads.

Celebrating the community, TikTok and Emirates LitFest are launching the challenge inviting book lovers and creative minds to showcase their passion for books in videos on TikTok from January 9 to January 22, with an opportunity to be honored for their #BookTok content during the Emirates LitFest closing ceremony on February 4.

To join the challenge, users simply need to post a unique and eye-catching video related to their reading habits, storytelling, reviews, book recommendations, and tips and trends with #BookTok to get noticed.

International literary agents attending the festival will also contribute engaging videos to the #BookTok page on the social media platform.

Kinda Ibrahim, General Manager of Operations, TikTok Middle East, Turkey, Africa, Pakistan and South Asia said: “At TikTok, we believe in the magic of storytelling and providing a space for creativity to a vibrant community of creators.

“Our #BookTok challenge, in collaboration with the Emirates Airline Festival of Literature, unites the dynamic world of short-form videos with the rich tapestry of literature.

“We are excited to see the passion that book lovers, authors, storytellers, and educators will infuse into this celebration of words and stories that transcends borders and artistic imagination.”

Submissions with the hashtag will be eligible for public voting from January 22 to 25. Users can participate in the selection process to identify the top 10 videos on a dedicated voting page on TikTok.

Following this, a judging panel featuring three global authors – Sara Hamdan, Cecelia Ahern and Salha Obeaid – will then pick five winners and five runners-up from the shortlist.

The official announcement of the winners will take place on February 4 at the concluding ceremony of the Emirates Airline Festival of Literature, followed by a performance by Rashed Alnuaimi.

Winners will be awarded an exclusive Montegrappa Hemingway pen, and a TikTok Book Awards trophy.

The chosen Montegrappa Hemingway pen is not just a writing instrument but a tribute to the multifaceted life of Ernest Hemingway.

Ahlam Bolooki, Director at of the Emirates Airline Festival of Literature said: “We are thrilled to partner with TikTok for a new chapter in our endeavor to celebrate the love of books in this digital age.

“In these transformative times, where storytelling meets digital media across many touch points, a new movement is born in the world of literature.

“TikTok users are having conversations around books that reach billions of people. A movement that is influencing the publishing industry is a major way.

“Through our partnership with TikTok, we celebrate this shift and look forward hosting the region’s first ever book awards at the Emirates Airline Festival of Literature.”