Authors fear future of BookTok as ByteDance launches book company

they're concerned the social media company will unfairly promote their own books.

But with TikTok's algorithm-driven feed, which does not always reward even the most dedicated content creators, authors told the Times they're concerned ByteDance may choose to use user data to promote their own books from 8th Note Publishing over books that may otherwise find success naturally. Meanwhile, publishing experts say there's a difference between going viral and getting readers to actually purchase a book.

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