Books, Communities, and Combating the Epidemic of Our Time

Reading, by nature, is a solitary activity. We start a book and immerse ourselves in a particular universe. Unlike video, music, and other forms of content, consuming a book is something done individually. However, even this has changed today: have you heard of reading sprints? Groups that gather online—sometimes for hours—in a video call where no one speaks, and each person reads their own book. A mix of community, habit-building, and reading routine.

Books have an immense power to generate conversations, connect people, and form communities. In both the physical and digital worlds, literature transforms into a social catalyst, driving dialogues, idea exchanges, and cultural movements.

From traditional—and increasingly relevant—book clubs to digital discussions, reading is far from being an exclusively individual experience. Physical or virtual gatherings allow readers to share their impressions, debate interpretations, and discover new perspectives on the same work. These groups strengthen the bond between participants and create spaces for genuine learning and exchange.

In Brazil, TAG has stood out with its book club initiatives for several years. But now, in an even more powerful formula, it has united both sides of the story: content creators with established communities and curated quality books. First with Bookster, now with Marcela Ceribelli, promoting a deeper and more shared literary experience. This reinforces the book's role as a connection point.

Social media has further amplified this phenomenon. Instagram, TikTok, and X (formerly Twitter) have witnessed the growth of communities passionate about books. Movements like #BookTok demonstrate how literature can generate millions of interactions and even boost sales, reviving old works or highlighting new authors. What once happened only in small groups can now reach millions of readers worldwide.

Skoob, the largest social network for readers in Brazil, is another example of how literature can create connections. The platform allows readers to rate books, share reviews, and participate in reading challenges, making the reading experience more interactive and social. Skoob's success shows that even in a digital environment, books remain an aggregating and community-building element.

Another source of discussions is literary podcasts, which play an essential role in expanding this dialogue. They allow readers to delve deeper into topics, hear expert insights, and discover new books through recommendations. Similarly, online forums create spaces where people can exchange reviews, suggest readings, and discuss characters and storylines in detail.

There is also another crucial point, a highly contemporary issue where books can play a role. At the latest SXSW, one of the most debated topics was loneliness in the digital world. Experts highlighted that hyperconnectivity does not always mean real closeness and that loneliness has become a global epidemic. In this context, books can assume an even more relevant role by offering a genuine meeting point where people can connect beyond superficial social media interactions. Literature, by stimulating debates and reflections, can serve as a powerful tool to restore a sense of belonging and community while fostering deeper conversations and social interactions.

To bring this topic into an industry perspective, I introduce a new concept that Bia Granja presented at SXSW: ROF (Return Over Fan), which emphasizes the importance of building authentic and engaged communities instead of focusing solely on reach or follower numbers. In the world of books, this idea applies perfectly: beyond selling copies, the true impact of a work lies in its ability to create identification and lasting conversations among readers.

The growth of book clubs, literary social networks, and specialized forums reinforces that books are not just cultural products but also catalysts for forming bonds and fostering a sense of belonging, generating conversations and business opportunities.

Although reading is an individual experience, its impact goes far beyond the solitary reader. Books have the power to connect people, stimulate conversations, and build vibrant communities, both in physical and digital spaces. In an increasingly fragmented and lonely world, literature proves to be a powerful tool for uniting ideas and promoting meaningful dialogues.