TikTok has long been a source of cultural virality—whether for original wedding proposals, funny dances, or yummy recipes. But for the publishing world—particularly small, independent publishers—it has also become a marketplace.

A few years back, TikTok introduced TikTok Shop, an e-commerce tool that allows businesses to sell products directly through videos and livestreams. For small publishers operating on small margins and often ignored by traditional retail giants, this isn’t just another social platform. It’s a direct pipeline to readers, right where they’re discovering new books.

Why TikTok Shop Matters for Indie Presses

TikTok Shop’s interface is deceptively simple: You link a product (say, a debut novel) to a video post. A viewer scrolls, watches, clicks—and with just a few taps, they can buy the book without ever leaving the app.

For indie presses without the budgets for major ad campaigns or the clout to land prominent in-store placement, TikTok Shop offers something rare: direct access to a passionate, book-hungry audience. Some publishers have seen dramatic spikes in sales when a creator with even a small following features a book and includes a purchase link.

Setting up shop is straightforward. Publishers create a TikTok Shop account, upload products with metadata (descriptions, cover images, and pricing), and connect them to content. TikTok handles the checkout; publishers handle fulfillment and customer service.

Some are making their own videos—think: “aesthetic” shots of a book in a cozy café, quick author Q&As, or unboxing clips. Others partner with BookTok influencers, who know how to speak the platform’s visual language and connect with niche reading communities.

There’s also opportunity in bundling: limited-edition boxes, book-merch pairings, or seasonal promos tied to trending hashtags. But success comes with a caveat: TikTok users are incredibly sensitive to anything that feels overtly salesy. Authenticity is non-negotiable.

And then, there’s the elephant in the room: the looming possibility of a U.S. TikTok ban. While the ban initially slated for January 2025 has yet to be enforced, its uncertain future means publishers need a diversified strategy. Many creators are already repurposing TikTok content for Instagram Reels, YouTube Shorts, or even email campaigns. The takeaway? TikTok Shop should be one part of your marketing toolkit, not the foundation of it.

What to Do When a Book Blows Up

As exciting as the TikTok Shop is, what happens when a book goes viral—and you didn’t see it coming? That happened to us recently. A TikTok video featuring one of our books unexpectedly caught fire, and sales skyrocketed overnight.

It was thrilling. It was stressful. And it was a masterclass in agility.

If you find yourself in this situation, here are five key strategies to help you ride the viral wave instead of being swept away:

1. Be Ready for the Surge

• Make sure you have enough physical stock—or a plan to quickly print more. Research the printing marketplace to have a handful of printers on hand that could do a superfast small print run in case you need it. If you use print on demand, communicate any timelines transparently.
• If printing lots of inventory feels too risky, make sure your e-book version is accessible and glitch-free, with clear purchase paths.
• Watch your stock in other online retailers. We saw surges on other retailers during the times that we momentarily ran out of stock at the TikTok Shop, which led us to think that there is a significant crossover.

2. Engage in the Platform

• Comment on or share the viral post. Tag the creator in your own content. If appropriate, reach out to explore a collaboration.
• Make new content referencing the viral moment—author reactions, deeper dives into the book’s themes, or even reader shoutouts. Keep the momentum going.

3. Optimize Your TikTok Shop

• Highlight the viral moment in your TikTok shop product description.
• Guide viewers from video to purchase with strong, clear calls to action.

4. Communicate Openly

• If you’re experiencing shipping delays or backorders, say so—clearly and honestly. Readers will be more forgiving if they feel in the loop.
• A genuine thank-you post can deepen engagement and turn a one-time buyer into a long-term fan.

5. Learn and Prepare for Next Time

• Study the post: Why did it go viral? Was it the tone? The visuals? The emotional hook? Use this to shape future content on all your social media platforms.
• Keep a lightweight “viral response kit” ready—this might include a media kit, email templates, extra content, or discount codes for sudden surges.

TikTok—and especially BookTok and the TikTok Shop—offers indie publishers a rare chance to compete in a space where creativity and authenticity matter more than deep pockets.

But it’s also unpredictable. Viral moments can happen when you least expect them, and preparation is key to turning fleeting buzz into meaningful, lasting engagement.

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