Though authors’ followings has become standard in calculating book acquisition costs, publishers now find it’s an unpredictable gauge. Example: Billie Eilish, who has over 100M followers on social, got over $1M for her book. It sold only 64K copies. (The New York Times; h/t Martin Lieberman)



Tilt Take: Book publishers are realizing follower counts don’t necessarily deliver results. Expect that trend to continue. It’s not about the number of followers, it’s about what the creator can deliver that their brand partners ultimately want.