Spencer Platt // Getty ImagesAuthenticity over algorithms: How these founders leveraged BookTok to launch businessesIf you’re a book lover, the algorithm knows what you’ll read before you do. Sales for physical book subscription sales surged 264% in 2024, and more than half of book shops are selling globally, according to data from Shopify. Selling surprise in an age of predictabilityFor Carl Matheson and Kate Blazeska of the Australia-based book subscription service Book Box, curation isn’t just business, it’s personal. Growth is a marathon, not a sprintWhen a micro-influencer posted about Book Box on TikTok, it exploded to 100,000 views overnight. For book subscription businesses, the pandemic accelerated everything, forcing readers online and building trust in digital commerce.