Mercedes Ron never expected a viral TikTok video would change her life. The Argentine-born Spanish author, who started writing on Wattpad as a teenager, watched her Culpable book series explode on BookTok in 2021—turning what had been a modest 2017 debut into a worldwide phenomenon and translations into 20 languages.
That online fervor fueled Amazon MGM Studios' decision to adapt the trilogy into films, with the final installment, Culpa Nuestra, premiering on Amazon Prime Video this week. Speaking at a panel discussion at the Frankfurt Book Fair on Thursday, Ron and Maria Contreras, head of movies and scripted for Spanish international originals at Amazon MGM Studios, revealed how they leaned heavily into BookTok fandom throughout production—from selecting soundtrack choices to making last-minute edits based on fan reactions.
"We have the audience. We can talk to them. That didn't happen before," Contreras said. "When we presented Culpa Mía at a festival, fans were waiting there from six o'clock in the morning.”
The franchise exemplifies how TikTok has disrupted traditional publishing and entertainment pipelines. BookTok has generated over 370 billion views, and 87% of users say the platform helps them find relatable content—creating what TikTok calls "storytelling powered by fandom" that drives film and television deals worldwide.
Ron discovered BookTok's impact almost by accident. "I wasn't aware until someone told me," she said. "I posted a video talking about Culpable, and finally it went viral." The pandemic-era surge in 2021 sent readers to social media, and Ron's series suddenly found massive new audiences three to four years after publication.
For Contreras, who joined Amazon in 2021 after 11 years at Atresmedia, the Culpable books immediately resonated. "When I read the book, I was like, oh my God, because we'd been looking for a project that reminded me when I was very young and I had these movies that really changed me like Dirty Dancing, Grease, 10 Things I Hate About You," she said. The forbidden love story felt "nearly a script."
But adapting beloved source material required careful navigation. Ron admitted the handoff proved intimidating. "I was so used to being just me, making all the decisions, and then I need to give them the book and trust people that I didn't know," she said. At the first screening, production team members left the room while she watched. "I was thinking that I was not gonna like this movie. And then I watched it, and I was so happy."
The production embedded fandom voices throughout. Director Domingo González was himself a fan. Producers Alex de la Iglesia and Carolina Bang had teenage daughters who were devoted readers. "We've got three fans in their homes that would kill them if they didn't make a good decision," Contreras said. Younger Amazon social media team members reviewed scripts for authenticity.
The fan-first approach extended to post-production. After the Culpa Nuestra teaser generated 173 million views—"more than Barbie," Contreras noted—the team made changes to the film's closing titles and replaced the song that would end the series.
Ron, who traces her reading journey to discovering Twilight at age 13, emphasized the importance of author-studio alignment. "You need to find the right partner to adapt your movie so you don't get disappointed," she said. "You need to find someone who speaks like you."
Contreras stressed that BookTok has reshaped studio development. "I think we think more global now because we're seeing a clear boom of all these adaptations," she said. She confirmed Amazon actively monitors social media: "It's very funny because the other day I read on BookTok, 'Are the executives at Amazon reading what we're saying?' And yes, we are."
