TikTok Propels Author to Bestseller Status Following Solitary Book Signing
March 27, 2025
In an unexpected turn of events, social media has transformed a quiet book signing into a best-selling triumph for author Jonathan Stanley, thanks to a serendipitous encounter with a kind stranger.
Stanley was at a Barnes & Noble store, promoting his book “Purposeful Performance: The Secret Mix of Connecting, Leading, and Succeeding.” Despite his efforts, the event drew little attention, leaving him with unsold copies and a sense of solitude.
Unbeknownst to him, Taylor, a fellow store visitor, would change the day’s outcome dramatically.
Jonathan Stanley / @taymaed
Touched by the sight of Stanley alone, Taylor decided to utilize social media to assist him.
“This sweet man is sitting at B&N with a stack of his books he wrote, and my heart is breaking every time someone passes him,” she wrote on a TikTok video.
Her simple act of kindness sparked a viral sensation.
The video gained millions of views and attracted hundreds of thousands of likes. Viewers worldwide expressed admiration for Stanley’s tenacity and began purchasing his book on Amazon, boosting its popularity through recommendations.
Within days, Stanley’s book topped the Amazon charts, reaching No. 1 in Strategic Management and No. 4 in the overall business category. The global support continued to pour in as more people discovered his journey.
Amazon.com
Surprised by the overwhelming response, Taylor remarked, “I had just posted that TikTok thinking maybe it would encourage a couple people to go up to authors at book signings if they saw that happening. I never in a million years could have imagined that it would have become what it became.”
Stanley, inspired by the viral video, launched his own TikTok account and rapidly amassed over 670,000 followers in just two days. He utilized the platform to express his heartfelt gratitude and shared the numerous uplifting messages from his readers.
“I’ve received thousands of messages – so many I can’t keep up. Words of encouragement. Stories of hope. Notes from people who said the book changed their perspective, helped them become better leaders, and reminded them of the importance of bringing humanity back into the workplace,” Stanley conveyed to his followers.
