Fable, the largest app on BookTok, has been running UGC marketing for some time, with a strong acceleration starting in September this year, as shown in the graph.

Results have been ok/good, reaching 23.7 million views from 2.7k videos across 18 different accounts, all on TikTok.

While some videos appear clearly boosted, the majority seem to be fully organic.

Their approach breaks down into two main video types. One focuses on classic BookTok skits with no direct app mention, mainly farming views and occasionally adding a reference in the caption.

The other type uses a quick hook paired with on screen visuals, often highlighting stats or similar callouts.

They also put a strong emphasis on BookTok romance reading, which is one of the most active and competitive verticals on the platform.

On top of that, they often position Fable as a replacement for Goodreads, the long standing and established player in the space.