Who Publishes The Most Popular Booktok Books Right Now?

I've been deep into the BookTok scene lately, and it's fascinating how certain publishers dominate the trends. Right now, Penguin Random House is absolutely killing it with viral hits like 'It Ends with Us' by Colleen Hoover and 'The Love Hypothesis' by Ali Hazelwood. Their ability to pick up emotionally gripping romances and contemporary fiction is unmatched. Bloomsbury also has a strong presence, especially with 'A Court of Thorns and Roses' by Sarah J. Maas, which has become a cult favorite. Smaller imprints like Tor Nightfire are gaining traction too, thanks to darkly addictive titles like 'House of Hunger' by Alexis Henderson. The way these publishers tap into TikTok's love for drama, romance, and fantasy is pure marketing genius.

BookTok has reshaped the publishing landscape, and a handful of houses are riding the wave better than others. Macmillan’s St. Martin’s Press is a powerhouse, consistently delivering books that resonate with the platform’s audience. Titles like 'Icebreaker' by Hannah Grace and 'Things We Never Got Over' by Lucy Score are everywhere. Their knack for spicy rom-coms and emotional contemporaries is a perfect match for TikTok’s short, punchy storytelling style.

HarperCollins is another big player, with Avon and William Morrow imprinting dominating the historical and contemporary romance spaces. 'The Spanish Love Deception' by Elena Armas and 'Book Lovers' by Emily Henry are prime examples of their viral success. Even indie publishers like Sourcebooks are making noise with gems like 'The Cheat Sheet' by Sarah Adams, proving you don’t need a giant budget to capture BookTok’s heart.

What’s interesting is how these publishers leverage aesthetics—cover designs, tropes, and even author personalities—to create buzz. It’s not just about the story anymore; it’s about the entire *experience* around the book, from the initial tease to the fan edits flooding the algorithm.

As someone who spends way too much time scrolling BookTok, I’ve noticed a clear pattern: the most talked-about books often come from a few key publishers. Berkley, an imprint of Penguin Random House, is a standout with smash hits like 'The Dead Romantics' by Ashley Poston and 'Every Summer After' by Carley Fortune. Their focus on romance with a twist—ghosts, second chances, small-town vibes—hits all the right notes for TikTok’s audience.

Simon & Schuster’s Gallery Books also deserves a shoutout for 'The Seven Husbands of Evelyn Hugo' by Taylor Jenkins Reid, a book that refuses to leave the viral lists. Meanwhile, Orbit’s fantasy lineup, like 'The Atlas Six' by Olivie Blake, shows how niche genres can explode on the platform. The real magic lies in how these publishers curate their catalogs to align with TikTok’s love for drama, aesthetics, and shareable moments. It’s less about traditional marketing and more about creating a *feeling* that viewers want to replicate—whether it’s the heartache of a slow burn or the thrill of a morally gray hero.