A book by Eilish seemed like a good bet. Ms. Eilish has over 100 million followers on social media. Her book would be a hit if a few of them bought it.
Her book has sold about 64,000 hardcover copies since it came out in May, according to a report by the NPD BookScan, which tracks most printed books sold in the United States. Which, of course, she did. Her publisher paid over $1 million for the book.
It is difficult to say if a book will be a hit. Demand is predictable because a jar of tomato sauce doesn't change much from year to year. When the publishing industry tries to forecast demand for new titles, it's not really knowing because every book is different. Social-media followings are one of the main data points publishers use to make their guesses more educated because there are so few reliable metrics to look at.
When publishers are deciding whether to buy a book, an author's following is a standard part of the equation. When it comes to nonfiction, followings can affect who gets a book deal and how much an author is paid. Despite their importance, they are now seen as an unpredictable indicator of how well a book will sell.
It is not a guarantee that you will get one of the biggest social-media followings.
Shannon DeVito, director of books at Barnes & Noble, said that the only reliable part about it was that it was unreliable.
Publishers look at an author's platform, which can include a radio show or a regular guest spot on TV. As local news outlets and book coverage have dwindled, an author's ability to help get the word out more crucial. When an author speaks to her followers about her book, she is talking to people who are interested in what she has to say.
As the years went on, it has become more and more important. We learned that a post on social media is not necessarily going to sell a book if it is not the right person with the right book and the right followers at the right time.
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The sales of the book by the singer, "Hindsight," fell short of expectations.
Take him. His book "Hindsight" was acquired for over $1 million, but he was unable to promote it because of bruised vocal cords. The 53 million followers he had on the photo sharing site weren't enough to make up for it. According to BookScan, "Hindsight" has sold about 100,000 printed copies since it was published three years ago.
The Representative from Minnesota has a significant social-media presence, with over 3 million followers on both social-media sites. Her book, "This Is What America Looks Like: My Journey from Refugee to Congresswoman", has sold just 26,000 copies, according to her publisher.
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A social activist with over a million followers on social media was paid over $1 million for a two-book deal. Since it was published in May, her first book has sold just over 30,000 copies.
Piers Morgan had a poor showing. His book, "Wake Up: Why the World Has Gone Nuts", has sold just 5,650 print copies since it was published a year ago.
It is difficult to know why this happens. Sometimes, publishing and marketing executives say, there is a mismatch between what people post on social media and what they write about. Maybe the books don't give anything more than what they have already put on social media. It could be that the author hasn't pushed the book to his followers effectively or that those who aren't paid for aren't very engaged with what he posts.
Maybe the book is not that good. Social media is only one part of why a book does or doesn't work, as it is only piece of why a book is acquired.
Some book contracts now specify the number of posts required before and after a book is published.
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The book by Eilish came out in May.
Barbara Marcus, president and publisher of Random House Children's Books, said that they want to hear from the celebrity that they are invested in the book. What would you say about this project and where would it fit in with your other work?
Executives say that there is an increasing awareness in the industry about the difference between the number of followers and how engaged they really are. Do they say anything? Do they share?
The editorial director of Broadside Books said that there are people who stop being famous who still have millions of followers. Why are people talking about this person? It is about what is driving engagement.
TikTok has become a powerful force in selling books. The authors of successful books don't shilling their own work, but push their books by enthusiastic readers weeping into their phones about how much they loved the book. TikTok stars are getting bids for their book proposals.
Mary Ann Naples said she came across a proposal by an author who had built a huge TikTok following. Ms. Naples wanted the book, but its price went up.
She said that she didn't feel comfortable at those heights.
There are many examples where a social-media following can help sell books, like the coffee-table book of photographs from around the world of things that look like the filmmaker's set pieces, like a pink. Mr. Koval had over 1 million followers on his account on the photo sharing website, and his book has over 1.6 million. The book has sold more than 100,000 copies since it was published in January.
The book by Dr. Nicole LePera, who has over four million followers on the social media platform, was a hit. Her book has sold 216,000 copies, and she says she teaches people to heal and create a new version of themselves.
It isn't accurate to say that social media doesn't matter for book sales. The industry doesn't know what it will do with a book.
Publishers would not make mistakes if we knew that. If you find someone who really knows, will you let me know?
