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Bestseller Brief | Scott Lorenz's Social Media Insights for Effective Book Publicity

PLUS, Fospha Research Uncovering Halo Effect Impact on Amazon and TikTok Shop

Author

Owais Bagwan
July 31, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Bestseller Brief, your essential newsletter for book, publishing and media professionals.

Retail’s New Reality 🛍

Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.

In their analysis of $176M in ad spend, Fospha’s research found that:

  • Web/.com now accounts for just 43% of total sales

  • Amazon contributes 22%

  • TikTok Shop is already driving 35% of total sales (for brands actively spending in the channel)

But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.

To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].

👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.

Sector Spotlight 🎥

LITERARY CLASSICS

"The Thorn Birds" by Colleen McCullough, once a literary phenomenon, offers a complex narrative of forbidden love and sacrifice, reflecting timeless emotional dilemmas relevant to modern readers. Despite its absence from current discussions, it remains a rich resource for professionals exploring enduring narratives. Its account of unfulfilled longing and generational family dynamics provides marketing insights into audience engagement through emotionally resonant storytelling.

REVIEW MARKETING STRATEGIES

Authors can boost book reviews years post-launch by relaunching with fresh packaging, engaging newsletters, and leveraging social media. Collaborating with book influencers and participating in review swaps fosters lasting reader connections. These strategies are essential for sustaining visibility in a competitive market and ensuring continued reader engagement.

SOCIAL MEDIA MARKETING

Scott Lorenz, a seasoned book publicist, highlights the essential role of social media in book marketing. He provides actionable strategies for authors to maximize platforms like Instagram and TikTok, reinforcing the necessity of a robust online presence. Through his blog, Lorenz offers industry insights crucial for authors aiming to enhance their book's reach in the digital age.

Optimization Hub ⚙️

RETAIL INNOVATION

Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.

DIGITAL MARKETING STRATEGIES

In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience.

By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.

ClickZ is a ClickZ Media publication in the DTC eCommerce division