Romance "is by far the biggest book genre" on the service, says Edel Flood, the head of lifestyle and education at TikTok UK.
Search the hashtag #Book Tok on the platform and you are likely to be given recommendations for "spicy" (read: sexy) books by the romance authors Colleen Hoover and Emily Henry, or blends of fantasy and romance from the likes of Rebecca Yarros or Sarah J Maas.This interest has led to the publisher launching Mills & Boon Afterglow, which will publish two titles a month from January, joining the six existing imprints that range from steamy, passionate sagas (Mills & Boon Desire) to the love stories of high-flying doctors (Mills & Boon Medical).
Afterglow is "a trend-led, tropefilled list of books with authentic and relatable characters", with "a generous dose of spice in every story", says Katie Barnes-Wallis, the marketing director.
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