A self-published author found unexpected success as a best seller after a TikTok of him looking defeated at an empty signing went viral on the platform.

Shawn Warner—who self-published his debut young adult murder mystery novel Leigh Howard and the Ghosts of Simmons-Pierce Manor late last year—held a book signing to promote the book.

A TikTokker passed by the small signing, noting the defeat on Werner's face, then went back to purchase a couple copies and talk with Werner about the book.

It’s my debut novel. It’s about a teenage girl who teams up with ghosts with multiple personalities to solve the mystery of her parent’s murders.”

The post went viral, racking up over 17 million views.

In response, people bought up Werner's book to the point of making it a number one best-seller on Amazon and top-ranked in the world.

Werner made his own TikTok, thanking the community and everyone who purchased a copy.

“I want to thank everybody for the love and the kindness on the video that Red posted.”

Folks noted how happy Werner looked when he was asked about the book.

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Many people decided to get the book solely based on the first TikTok.

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Some even came out of decade-long reading droughts just to order it.

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A teacher commented she would be offering the book to her class.

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Many people were interested in the book as soon as they heard the premise.

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On the video where Werner thanked his supporters, people commented on the book's quality.

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Someone summed up the whole arc of the moment.

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Leigh Howard and the Ghosts of Simmons-Pierce Manor is available on Amazon and through other booksellers.