on Jane Friedman site:

Two months ago, mentions of TikTok flooded my online writers groups, all due to a New York Times headline: How Crying on TikTok Sells Books.

Yes, it’s true, TikTok does have the remarkable power to sell books. Ever since I started marketing and promoting my memoir, sales have correlated to the popularity of my videos on TikTok. Visitors who come to my website from TikTok are ten times more likely to click through to purchase my book than those who come through targeted (and expensive) Facebook ads.

TikTok has also driven the increase in my Instagram audience (+33k in eight months) and my newsletter sign-ups (+3k in eight months).

How in the world am I getting people interested in my writing (and actually buying my book) by using a video-only app?