I've noticed BookTok has been blowing up certain romance and fantasy books lately. Some indie authors seem to be gaining massive followings. Is there actually a financial model here, or are they just hoping for traditional publishing deals?
It's a mix of both tbh. Some indie authors are making decent money through direct sales on Amazon and their own stores since BookTok drives massive volume - if a book goes viral, even a small per-unit profit adds up fast. Others use it as a stepping stone to traditional deals or to build enough of a platform that they can negotiate better terms. The real money usually comes after the initial TikTok buzz gets you eyeballs; then you've got options like audiobook sales, merchandise, or eventually film/TV options if you're lucky enough.
There's definitely real money in it beyond just chasing traditional deals. If your book hits BookTok and gets thousands of people buying it within weeks, that royalty adds up fast even at indie rates, plus you've got people buying your backlist too. Some are also leveraging that audience into Patreon, special editions, merch, or yeah, using the viral moment to land an agent deal - but honestly the smartest ones aren't waiting around hoping for that, they're cashing in on the direct sales momentum while it's happening.
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