Social media apps are changing how people buy and read books in China

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Book discussions on Douyin share similarities with BookTok – such as short-video formats and enthusiastic communities. But they go much further, by embedding the ability to buy books online. On Douyin, book-related videos not only generate interest, they also have links for viewers to buy featured books. It only takes a couple of taps to add books to users’ carts. Online creators can earn a commission in the process.

Douyin’s live streaming e-commerce is also deeply changing how Chinese people buy books. Popular influencers host hours-long live sessions to sell various products while interacting with audiences in real time – books being one of the most popular categories. The book-themed live streaming, which seamlessly blends reading, social entertainment and online shopping, becomes highly engaging for readers.

WeRead employs a gamified approach to create incentives for engagement. Users earn points and unlock free e-books by completing tasks such as sharing highlights, posting comments, gifting books and participating in individual or group reading challenges.

Qns: 

1. The book has no place in modern society. Discuss. (Cam. 2010)

2. ‘Online advertisements use increasingly sophisticated methods to target consumers.’ To what extent does this  bring more harm than good? (Cam. 2024)