I follow what independent authors are trying for marketing, and some of them are having great success with TikTok. For them it absolutely is changing how books are sold, as before finding success on TikTok, they literally weren’t selling much of anything.

As the article mentions, romance authors are doing the best, but there are authors like AP Beswick (writes dark fantasy retellings of popular legends) who have gone full time indie off the back of TikTok sales.

Maybe they would have been successful without TikTok, but right now it’s how they find an audience.