The Unconventional Rise of a Bestselling Self-Published Book Through TikTok

Keila Shaheen's book, "The Shadow Work Journal," defies traditional book marketing strategies and skyrockets to the bestseller list, thanks to TikTok.

Last summer marked a profound turning point for Kohn Glay after encountering "The Shadow Work Journal" through a TikTok ad. What started as a simple purchase transformed into a viral recommendation that garnered over 58 million views. Glay's enthusiastic promotion led to the sale of more than 40,000 copies, propelling him into a new career path and cementing his role as a key influencer in promoting the book.

Despite misconceptions, Keila Shaheen, the mastermind behind the journal, emerged as the true author. Her journey from self-publishing the book in 2021 to selling over a million copies, primarily through TikTok, showcases a groundbreaking shift in book marketing dynamics.

Shaheen's success story highlights the transformative impact of TikTok on the publishing industry, with its ability to drive sales and catapult unknown authors to stardom. While traditional publishers have tried to tap into TikTok's potential, Shaheen's exceptional rise as a self-published author raises questions about the replicability of her unconventional approach within the industry.