How Social Media Can Supercharge Book Sales | ANSHUL PATEL

Last summer, Kohn Glay's life took an unexpected turn thanks to a book he discovered through a TikTok ad. "The Shadow Work Journal," a workbook designed to help readers explore the hidden parts of their unconscious, captivated him. He quickly ordered a copy and was so impressed that he started recommending it to his TikTok followers.

“If you’re on your spiritual journey, you absolutely need to go and get you one of these,” he urged in a video that eventually went viral, amassing over 58 million views. Glay, a 43-year-old from Baltimore, began holding online classes to guide people through the journal. The demand was immense; in a few months, viewers bought over 40,000 copies of the book through TikTok, earning Glay more than $150,000 in commissions. By December, he had quit his job and launched his own business, "Happy Healin," offering spiritual mentorship via Zoom.

Glay is one of many TikTok influencers who have propelled “The Shadow Work Journal” to bestseller status. His enthusiastic promotion of the book was so effective that many assumed he was the author. In reality, the journal was created by Keila Shaheen, a 25-year-old writer from Texas with a background in marketing. Shaheen self-published the book in 2021 and has since become known as "the self-help queen of TikTok."

Shaheen’s journey to selling over a million copies of her book showcases the transformative power of social media in book marketing and sales. Platforms like TikTok have become invaluable for authors, especially self-published ones, allowing them to reach vast audiences without traditional publishing support. TikTok’s affiliate program, which lets influencers earn commissions by promoting products, played a significant role in Shaheen's success. Influencers posted videos about the journal, leading to an explosion of interest and sales.

Shaheen's story illustrates a broader trend: social media has revolutionized the book industry. Traditional publishers are now keenly aware of the power of viral videos and influencer reviews, which have boosted sales for many authors. Shaheen, however, is one of the first self-published nonfiction authors to leverage TikTok so effectively for direct sales.

Her success has prompted publishers and authors alike to reconsider their marketing strategies. The rapid, algorithm-driven marketplace of social media offers a new and potent avenue for book promotion, sometimes sidelining traditional publishing methods.

Keila Shaheen

Recognizing her unique achievements, Simon & Schuster signed Shaheen to a five-book deal, including a new edition of “The Shadow Work Journal.” This deal featured a significant advance and a 50-50 profit-sharing arrangement, a departure from standard publishing contracts. The publisher aims to tap into a broader audience, believing there's still substantial potential for Shaheen’s work.

Shaheen’s ability to connect with readers via social media has set a new standard in the industry. Her initial foray into shadow work, inspired by Carl Jung’s concepts, resonated deeply with many who were seeking personal growth during the pandemic. Her use of interactive exercises and journaling prompts in the book provided a practical tool for introspection, which struck a chord with a broad audience.

Despite some skepticism and criticism regarding the book’s depth and Shaheen’s qualifications, the journal's popularity continued to soar. It demonstrates how social media can amplify voices and ideas that might otherwise remain obscure.

Looking ahead, Shaheen’s new projects and her expanded reach through traditional publishing indicate that social media will continue to play a critical role in her success. Her story is a testament to how social media can not only boost book sales but also transform an author’s career and reach.