A few weeks after Emily Henry’s second romance novel, You and Me on Vacation, was published in May 2021, she noticed a “giant” spike in sales. Her editor and agent had noticed it too. They were all emailing and texting, trying to figure out what was happening, when someone finally cracked it: “It’s BookTok”.
Henry had already made it on to the New York Times bestseller list twice, first with her romance debut, Beach Read, then with You and Me on Vacation. But TikTok videos made by impassioned fans vaulted the American author to a new level of fame. Since then, videos tagged #EmilyHenry have been viewed more than 300m times, and her books have sold more than 4m copies. Three of her five romances are being adapted for film.
