Bestseller Brief | The Power of TikTok in Book Launches

Bestseller Brief

This week, here’s what’s happening in the world of books & media:
- How Neutrogena got in on #SteamyBookTok with its latest launch
- Niche business title cracks 10k sales via community
- Damien Echols lines up new Weiser release for 2026
- GRE prep market heats up with 1,800 fresh questions
- NYT bestselling author’s genius way to support indie bookstores

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

SOCIAL COMMERCE
How Neutrogena Got In On #SteamyBookTok With Its Latest Launch
Neutrogena commissioned influencer-author Serena Kerrigan to publish steamy Wattpad stories instead of ads, tapping TikTok’s 4.7 B-view #SteamyBookTok to debut its Vitamin C Glow Serum with only covert product nods. The campaign signals that Gen Z reading communities now function as shoppable media—opening paid-placement and co-creation lanes for publishers and retailers well beyond beauty.

RETAIL INNOVATION
This NYT Bestselling Author Just Came Up With An Incredible Way To Support Indie Bookstores
Author Brynne Weaver is shipping “authorless launch-party kits” so independent bookstores can host release events without travel costs or scheduling hurdles—complete with postcards, bookplates and reader swag. The template redefines tour economics, giving indies a scalable traffic driver and publishers a low-carbon, higher-margin alternative to traditional launches.

COMMUNITY-LED CONTENT ECONOMICS
Collective 54 Founder’s Book Becomes Best-Selling Title For Boutique Professional Service Firm Owners
Greg Alexander’s “The Boutique” has crossed 10,000 copies sold—4× the lifetime average for business titles—by converting his Collective 54 community into a built-in sales engine. The milestone proves that founder-led networks can turn books into high-margin lead-gen tools, reshaping how niche B2B content is funded and marketed.

⚡QUICK READS

Paul Castner Book Earns Amazon Bestseller Tag: Insurance strategist Paul Castner’s niche guide hit Amazon’s bestseller list, showing how laser-focused authority plus targeted outreach can still break through Kindle clutter.(More)

Damien Echols Inks Two-Book Deal With Weiser: Weiser’s 2026 paperback and 2027 workbook with Damien Echols merges esoterica and trauma-recovery, hinting at fresh growth lanes in occult-meets-wellness publishing.(More)

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