Sarah J. Maas, BookTok, & the Publishing Industry
When the clock strikes midnight on January 30th, 2024, the third installment of Sarah J. Maas’ most recent series, Crescent City, will officially hit bookshelves worldwide. House of Flame and Shadow will be her 16th book in 12 years, crowning her as one of the most prolific and successful writers of our time at age 37. With an appearance on the TODAY show, a fresh website, and a new Instagram handle last week, it feels like the momentum behind the Sarah J. Maas universe is expanding. This is saying something since her series has already sold over 38 million copies and amassed several billion views on TikTok.
TikTok and the Publishing Industry: Enemies or Lovers?
As the U.S. logged onto TikTok in droves during the COVID-19 pandemic, many of us flocked to our black screen to find ways to pass the time. For some, it was learning viral TikTok dances; for millions, it was finding book recommendations, falling in love with reading again, and devouring content about our favorite fandoms (see: #DracoTok). A Court of Thorn and Roses and Crescent City content lit up the app, put the Romantasy genre on the map, and still, to this day, are taking up real estate, pushing the series into even more hands.
Without a doubt, the popularity of Sarah J. Maas’ series on TikTok fueled the massive community that is BookTok (220 billion views and counting) and showcased the power social media can have on selling books. BookTok has become a best-seller machine. A stand-out story of its influence is that of Alex Aster, whose TikTok simply explaining her book Lightlark’s premise went viral and, within a week, landed her seven-figure Universal deal with the producers from Twilight.
Despite the immense opportunities it has granted authors, it has also placed equal pressure on authors to write AND be an internet sensation. Before BookTok’s rise, it’s been known that having a following on social media was preferable, but now it feels required. Even if we all logically know that brand-new authors can be signed and their books sold without thousands of social followers, the fear of feeling like you must master social media can be paralyzing.
Exploring TikTok for Your Business or Books
As a digital marketing consulting company whose sole goal is demystifying digital marketing so businesses can make more money (among other things), we understand the blessing and the curse of social media, especially TikTok. Like most applications of social media, we believe there’s a balance. There’s a balance between utilizing the most expansive communication device humankind has ever seen (the internet), managing your other responsibilities, and having time for joy. But it takes time and a good sense of humor. If you’re currently at this crossroads of wanting to pursue social media marketing and balancing your business, you can continue this convo with Rachel here.
More Than Just Some Fantasy Books
Although there is definitely room to talk more about how social media has changed the publishing industry and what this means for authors, today, on this holy day of Sarah J. Maas’ first new book in two years, let’s relish in this made-up world that has granted its visitors a sense of awe, an escape, a hobby, and some sexy times. We highly recommend watching her TODAY show segment to hear Sarah J. Maas describe talking about the sex scenes with not only her mother-in-law but also her grandmother.
We can thank Sarah J. Maas for making men with wings a thing, but we can also thank her for writing more trauma-informed characters. “When you watch any kind of fantasy, Lord of the Rings, for example, when you go through an orc massacre, you’re gonna have some trauma, right? [….] It felt like a natural thing for my characters to face emotional consequences,” SJM shared on TODAY. These moments in her books have reached the hearts of anyone going through a hard day, struggling with anxiety, and losing ones they love, to name a few. If you’re team Nesta, you’re not alone.
DID’s 7 Favorite Sarah J. Maas Quotes
Sarah J. Maas has promised that there are many more books to come, but we’re still holding our breath for an impending update on the TV adaptation, which is rumored to still be in production at Hulu. Until then, you can join us in re-reading our favorite quotes. Happy reading to all those who celebrate.
