The TikTok Effect: How #HorrorTok Is Creating a New Generation of Horror Fans

I am not a TikTok guy. I just...can't. I have tried because I keep hearing how it's so great for authors, but I absolutely hate the app. I have realized that social media has passed me by and I am fine with BlueSky, Facebook and Instagram with Threads thrown in. However, let's take a look at TikTok and horror fiction.

If you’ve spent any time scrolling through TikTok, chances are you’ve stumbled upon a corner of the app where book lovers scream (with joy and terror) about their favorite horror stories. Welcome to #HorrorTok—a thriving sub-community that’s breathing new (and undead) life into the horror genre.

From bone-chilling book recs to spine-tingling storytime videos, #HorrorTok has exploded in popularity, and it’s changing the face of horror fandom in real-time. Whether you're a horror author looking to connect with readers or a fan looking for your next scare, it’s worth taking a closer look at how TikTok is reshaping the horror landscape.

What Is #HorrorTok?

TikTok is more than just dance trends and comedy skits—it’s become one of the most powerful tools for book discovery in the digital age. Under hashtags like #BookTok, #SpookyTok, and #HorrorTok, creators post short videos where they recommend books, review them, or act out scenes with spooky soundtracks and dramatic lighting.

#HorrorTok specifically focuses on horror fiction, ranging from gothic classics to indie screamers and everything in between. Think Stephen King alongside T. Kingfisher, Poe with Paul Tremblay, and viral new favorites like Things Have Gotten Worse Since We Last Spoke by Eric LaRocca.

Why TikTok Matters for Horror

1. It’s Introducing Horror to New Generations

For many readers, horror starts in high school English class with Edgar Allan Poe’s The Tell-Tale Heart or The Fall of the House of Usher. But for Gen Z and younger millennials, TikTok is the new classroom. And this time, the horror comes with aesthetics, jump cuts, and dramatic readings.

Creators use TikTok’s short-form video style to give quick, enticing rundowns of horror books—complete with tags like:

• “This book destroyed me”

• “Read this if you want to be traumatized”

• “I couldn't sleep for three nights after this one”

That kind of emotional and sensational pitch draws in curious readers who might never have picked up a horror novel before.

2. It’s Reviving Classic Horror Titles

#HorrorTok isn’t just about what’s new. Thanks to its viral nature, classics and backlist titles are getting rediscovered. Shirley Jackson’s The Haunting of Hill House has seen a major resurgence, as has House of Leaves by Mark Z. Danielewski. Even books like The Exorcist and The Shining are finding fresh audiences.

The TikTok algorithm has no timeline—it doesn’t care if a book is 50 years old or five months old. If a video gains traction, that book could trend for weeks.

3. It’s Amplifying Indie and Self-Published Authors

One of the most exciting elements of #HorrorTok is how indie horror authors are going viral alongside mainstream names. Readers on TikTok are passionate about supporting under-the-radar books, especially ones with original voices, brutal twists, and emotional weight.

Books like:

• The Troop by Nick Cutter

• Crossroads by Laurel Hightower

• Tender Is the Flesh by Agustina Bazterrica

...have become #HorrorTok staples, often recommended with urgent, breathless enthusiasm.

Some authors have even credited TikTok with changing their careers—selling thousands of copies overnight after one viral video.

What Kind of Horror Works on TikTok?

Certain horror vibes and aesthetics tend to perform especially well on TikTok. If you're a horror author or fan, pay attention to these trends:

● Psychological Horror

Books that mess with your head are favorites—especially those with unreliable narrators or shocking twists. Think Gone Girl meets I'm Thinking of Ending Things.

● Body Horror & Extreme Horror

Gruesome descriptions and shocking scenes make for dramatic content—perfect for the reaction-driven culture of TikTok. Creators often film their “live reactions” to the most disturbing parts of a book.

● Queer and Diverse Horror

TikTok’s community leans progressive, and there’s huge support for LGBTQ+ horror, BIPOC authors, and stories that flip traditional horror tropes on their heads.

● Gothic and Atmospheric Horror

Slow-burn creepiness with lush prose and haunted mansions? #HorrorTok eats it up. Books like Rebecca and Mexican Gothic are constant recommendations.

How Horror Authors Can Leverage #HorrorTok

Even if you’re not a content creator, TikTok offers tons of opportunity for horror authors. Here’s how to get involved:

Create “Book Aesthetic” Videos

Film short videos with eerie music, visual themes, or moody lighting that matches your novel’s tone. You don’t need to show your face—just the vibe.

Use Popular Hashtags

Hashtags like #HorrorTok, #SpookyTok, #IndieHorror, #BookTok, and #CreepyReads can help your content get discovered.

Collaborate with BookTokers

Send ARCs or free eBooks to creators who review horror. Many are eager to spotlight indie voices, and a single well-crafted video could lead to a surge in interest.

Show Off Reader Reactions

If readers leave intense reactions, creepy fan art, or emotional reviews, share them (with permission)! User-generated content is gold on TikTok.

The Future of Horror Is Social

TikTok has democratized book discovery. Readers don’t need to browse dusty shelves or rely on bestseller lists anymore. A 15-second video with spooky music and a good hook can launch a book into the public consciousness overnight.

For horror fiction, this is a golden age. It’s never been easier to discover new stories, connect with fellow fans, or go viral for something dark and terrifying. #HorrorTok proves that the appetite for horror is alive and well—and it’s growing faster than a cursed videotape countdown.

Final Thoughts

Whether you're a longtime horror fan or someone who accidentally wandered into the creepy side of TikTok, one thing’s for sure: #HorrorTok is shaping the future of horror literature. It’s making horror more accessible, more diverse, and more popular than ever.

So go ahead—download TikTok, search #HorrorTok, and let the algorithm show you your next nightmare. You just might fall in love with horror all over again.

My cult horror novel The Given is arriving May 30 and you can find it at this link.

Or you can visit my entire online bookstore and see all of my work in all formats.