"Who can understand the mysterious ways of TikTok? Certainly not us!" Alana Haley, marketing coordinator at Schuler Books in Grand Rapids & Lansing, Mich., told Shelf Awareness recently. "To our delight our pre-holiday post went viral and now sits at 3 million + views. It also gained us 50K+ new followers and pushed us over 1.2M likes. The best part? We're shipping the titles we recommend on TikTok all over the country."
The booksellers' challenge in the video: "Take us to the book you wanted to throw across the room when you finished."