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TikTok Launches #BookTok Challenge to Ignite Page-Turning Passion for the Emirates Airline Festival of Literature

Updated: Jan 18

In a collaboration that blends the world of literature with the dynamic realm of short-form content, TikTok has announced its exciting partnership with the Emirates Airline Festival of Literature (Emirates LitFest), aiming to unleash the creative prowess of passionate readers in the MENA region through the #BookTok Challenge

TikTok Launches #BookTok Challenge to Ignite Page-Turning Passion for the Emirates Airline Festival of Literature

#BookTok, with its impressive 209.3 billion views worldwide, has emerged as a vibrant hub on TikTok, uniting book enthusiasts, writers, storytellers, and educators from around the globe. This community celebrates the enchantment of delving into captivating books and finding the spark to pen their tales.

The platform has seen libraries participating in popular TikTok trends, recapturing the magical experience of exploring a local library while creators share their beloved reads. This phenomenon has fostered a connection among its members, rekindling their passion for reading unexpectedly and delightfully.

Celebrating the community, TikTok and Emirates LitFest are launching the #BookTok challenge, inviting book lovers and creative minds to showcase their passion for books in captivating videos on TikTok from January 9 to January 22, with an opportunity to be honoured for their #BookTok content during the Emirates LitFest closing ceremony on February 4.

The TikTok community across the region can participate in the challenge by using the hashtag #BookTok when they post their videos. To join the challenge, users must post a unique and eye-catching video related to their reading habits, storytelling, reviews, book recommendations, and tips and trends with #BookTok to get noticed.

Renowned international literary agents attending the festival will also contribute engaging videos to the #BookTok page on TikTok, giving avid book readers an immersive and engaging experience.

Submissions with the hashtag #BookTok will be eligible for public voting from January 22 to 25. TikTok users can participate in the selection process to identify the top 10 videos on a dedicated voting page on TikTok. Following this, a judging panel featuring three global authors – Sara Hamdan, Cecelia Ahern and Salha Obeaid – will pick five winners and five runners-up from the shortlist.

The official announcement of the winners will take place on February 4 at the concluding ceremony of the Emirates Airline Festival of Literature, followed by an exceptional performance by Rashed Alnuaimi, a beloved Emirati musician and singer. Winners will be awarded an exclusive Montegrappa Hemingway pen and a TikTok Book Awards trophy.

The chosen Montegrappa Hemingway pen is not just a writing instrument but a tribute to the multifaceted life of Ernest Hemingway. Inspired by the significant chapters of Hemingway's life, each pen in this collection represents a distinct stage of his journey. With only 100 of each type - fountain pen, rollerball, and ballpoint - available, these pens are rare and exquisitely crafted with diamond-cut sterling silver trimmings, embodying both luxury and a rich literary legacy. 

Kinda Ibrahim, General Manager of Operations, TikTok Middle East, Turkey, Africa, Pakistan and South Asia, commented: "At TikTok, we believe in the magic of storytelling and providing a space for creativity to a vibrant community of creators. Our #BookTok challenge, in collaboration with the Emirates Airline Festival of Literature, unites the dynamic world of short-form videos with the rich tapestry of literature. We are excited to see the passion that book lovers, authors, storytellers, and educators will infuse into this celebration of words and stories that transcend borders and artistic imagination."

Ahlam Bolooki, Director of the Emirates Airline Festival of Literature, said: "We are thrilled to partner with TikTok for a new chapter in our endeavour to celebrate the love of books in this digital age. In these transformative times, where storytelling meets digital media across many touchpoints, a new movement is born in literature. TikTok users are having conversations around books that reach billions of people. A movement that is influencing the publishing industry in a major way. Through our partnership with TikTok, we celebrate this shift and look forward to hosting the region's first-ever book awards at the Emirates Airline Festival of Literature."

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