TikTok Shop vs other platforms

Could live selling be the next big opportunity for indie authors? Adam Beswick shares how organic marketing, live streaming, and direct sales are transforming his author career—and how other writers can do the same.

In the intro, book marketing principles [Self-Publishing with ALLi]; Interview with
Tobi Lutke, the CEO and co-founder of Shopify [David Senra]; The Writer's Mind Survey; Bones of the Deep – J.F. Penn; Alliance of Independent Authors Indie Author Lab.

Today's show is sponsored by ProWritingAid, writing and editing software that goes way beyond just grammar and typo checking. With its detailed reports on how to improve your writing and integration with writing software, ProWritingAid will help you improve your book before you send it to an editor, agent or publisher. Check it out for free or get 15% off the premium edition at www.ProWritingAid.com/joanna

This show is also supported by my Patrons. Join my Community at Patreon.com/thecreativepenn 

Adam Beswick is a bestselling fantasy author and an expert in TikTok marketing for authors, as well as a former NHS mental health nurse. Adam went full-time as an indie author in 2023 and now runs AP Beswick Publications.

You can listen above or on your favorite podcast app or read the notes and links below. Here are the highlights and the full transcript is below. 

Show Notes

• How Adam scaled from garden office to warehouse, with his wife leaving her engineering career to join the business
• Why organic marketing (free video content) beats paid ads for testing what resonates with readers
• The power of live selling: earning £3,500 in one Christmas live stream through TikTok shop
• Mystery book bags: a gamified approach to selling that keeps customers coming back
• Building an email list of actual buyers through direct sales versus relying on platform algorithms
• Why human connection matters more than ever in the age of AI-generated content

You can find Adam at APBeswickPublications.com and on TikTok as @a.p_beswick_publications.

Transcript of interview with Adam Beswick

Jo: Adam Beswick is a bestselling fantasy author and an expert in TikTok marketing for authors, as well as a former NHS mental health nurse. Adam went full-time as an indie author in 2023 and now runs AP Beswick Publications. Welcome back to the show, Adam.

Adam: Hi there, and thank you for having me back.

Jo: Oh, I'm super excited to talk to you today. Now, you were last on the show in May 2024, so just under two years, and you had gone full-time as an author the year before that. So just tell us—

What's changed for you in the last couple of years? What does your author business look like now?

Adam: That is terrifying to hear that it was that long ago, because it genuinely feels like it was a couple of months ago. Things have certainly been turbocharged since we last spoke.

Last time we spoke I had a big focus on going into direct sales, and I think if I recall correctly, we were just about to release a book by Alexis Brooke, which was the first book in a series that we had worked with another author on, which was the first time we were doing that.

Since then, we now have six authors on our books, with a range of full agreements or print-only deals. With that focus of direct selling, we have expanded our TikTok shop.

In 2024, I stepped back from TikTok shop just because of constraints around my own time. We took TikTok shop seriously again in 2025 and scaled up to a six-figure revenue stream throughout 2025, effectively starting from scratch.

That means we have had to go from having an office pod in the garden, to my wife now has left her career as a structural engineer to join the business because there was too much for me to manage.

We went from this small office space, to now we have the biggest office space in our office block because we organise our own print runs and do all our distribution worldwide from what we call “AP HQ.”

Jo: And you don't print books, but you have a warehouse.

Adam: Yes, we have a warehouse. We work with different printers to order books in. We print quite large scale—well, large scale to me—volumes of books. Then we have them ordered to here, and then we will sign them all and distribute everything from here.

Jo: Sarah, your wife, being a structural engineer—it seems like she would be a real help in organising a business of warehousing and all of that.

Has that been great [working with your wife]?

Because I worked with my husband for a while and we decided to stop doing that.

Adam: Well, we're still married, so I'm taking that as a win! And funnily enough, we don't actually fall out so much at work. When we do, it's more about me being quite chaotic with how I work, but also I can at times be quite inflexible about how I want things to be done.

But what Sarah's fantastic at is the organisation, the analytics. She runs all the logistical side of things. When we moved into the bigger office space, she insisted on us having different offices. She's literally shoved me on the other side of the building.

So I'm out the way—I can just come in and write, come and do my bit to sign the books, and then she can just get on with organising the orders and getting those packed and sent out to readers.

She manages all the tracking, the customs—all the stuff that would really bog me down. I wouldn't say she necessarily enjoys it when she's getting some cranky emails from people whose books might have gone missing or have been held up at customs, but she's really good at that side.

She's really helped bring systems in place to make sure the fulfilment side is as smooth as possible.

Jo: I think this is so important, and I want everyone to hear you on this. Because at heart, you are the creative, you are a writer, and sure you are building this business, but I feel like one of the biggest mistakes that creative-first authors make is not getting somebody else to help them.

It doesn't have to be a spouse, right? It can also be another professional person. Sacha Black's got various people working for her.

I think you just can't do it alone, right?

Adam: Absolutely not. I would have drowned long before now. When Sarah joined the team, I was at a position where I'd said to her, “Look, I need to look at bringing someone in because I'm drowning.”

It was only then she took a look at where her career was, and she'd done everything she wanted to do. She was a senior engineer. She'd completed all the big projects. I mean, this is a woman who's designed football stands across the UK and some of the biggest barn conversions and school conversions and things like that.

She'd done everything professionally that she'd wanted to and was perhaps losing that passion that she once had.

So she said she was interested, and we said, “Look, why don't you come and spend a bit of time working with me within the business, see whether it works for you, see if we can find an area that works for you—not you working for the business, the business working for you—that we maintain that work-life balance.”

And then if it didn't work, we were in a position where we could set her up to start working for herself as an engineer again, but under her own terms.

Then we just went from strength to strength. We made it through the first year. I think we made it through the first year without any arguments, and she's now been full-time in the business for two years.

Jo: I think that's great. Really good to hear that. Because when I met you, probably in Seville I think it was, I was like, “You are going to hit some difficulty,” because I could see that if you were going to scale as fast as you were aiming to—

There are problems of scale, right? There's a reason why lots of us don't want a bloomin' warehouse.

Adam: Yes, absolutely. I think it's twofold. I am an author at heart—that's my passion—but I'm also a businessman and a creative from a marketing point of view. I always see writing as the passion. The business side and the creating of content—that's the work. So I never see writing as work.

When I was a nurse, I was the nurse that was always put on the wards where no one else wanted to work because that's where I thrived. I thrive in the chaos.

Put me with people who had really challenging behaviour or were really unwell and needed that really intense support, displayed quite often problematic behaviours, and I would thrive in those environments because I'd always like to prove that you can get the best out of anyone.

I very much work in that manner now. The more chaotic, the more pressure-charged the situation is, the better I thrive in that. If I was just sat writing a book and that was it, I'd probably get less done because I'd get bored and I wouldn't feel like I was challenging myself.

As you said, the flip side of that is that risk of burnout is very, very real, and I have come very, very close. But as a former mental health nurse, I am very good at spotting my own signs of when I'm not taking good care of myself. And if I don't, Sarah sure as hell does.

Jo: I think that's great. Really good to hear. Okay, so you talked there about creating the content as work, and—

You have driven your success, I would say, almost entirely with TikTok. Would that be right?

Adam: Well, no, I'd come back and touch on that just to say it isn't just TikTok. I would say definitely organic marketing, but not just TikTok.

I'm always quick to pivot if something isn't working or if there's a dip in sales. I'm always looking at how we can—not necessarily keep growing—but it's about sustaining what you've built so that we can carry on doing this.

If the business stops earning money, I can't keep doing what I love doing, and me and my wife can't keep supporting our family with a stable income, which is what we have now.

I would say TikTok is what started it all, but I did the same as having all my books on Amazon, which is why I switched to doing wide and direct sales: I didn't want all my eggs in one basket.

I was always exploring what platforms I can use to best utilise organic marketing, to the point where my author TikTok channel is probably my third lowest avenue for directing traffic to my store at the moment.

I have a separate channel for my TikTok shop, which generates great traffic, but that's a separate thing because I treat my TikTok shop as a separate audience. That only goes out to a UK audience, whereas my main TikTok channel goes out to a worldwide audience.

Jo: Okay. So we are going to get into TikTok, and I do want to talk about that, but you said TikTok Shop UK and—

Then you mentioned organic marketing. What do you mean by that?

Adam: When I say organic marketing, I mean marketing your books in a way that is not a detriment to your bank balance.

To break that down further: you can be paying for, say for example, you set up a Facebook ad and you are paying five pounds a day just for a testing phase for an ad that potentially isn't going to work.

You potentially have to run 5, 6, 7, 8, 9, 10 ads at five pounds a day to find one ad that works, that will make your book profitable. There's a lot of testing, a lot of money that goes into that.

With organic marketing, it's using video marketing or slideshows or carousels on TikTok, Instagram, YouTube, Facebook—wherever you want to put it—to find the content that does resonate with your readers, that generates sales, and it doesn't cost you anything.

I can create a video on TikTok, put it out there, and it reaches three, four hundred people. That hasn't cost me any money at all. Those three, four hundred people have seen my content. That's not TikTok's job for that to generate sales. That's my job to convert those views into sales.

If it doesn't, I just need to look at the content and say, “Well, that hasn't hit my audience, or if it has, it hasn't resonated. What do I need to do with my content to make it resonate and then transition into sales?”

Once you find something that works, it's just a case of rinse and repeat. Keep tweaking it, keep changing or using variants of that content that's working to generate sales.

If you manage to do that consistently, you've already got content that you know works. So when you've built up consistent sales and you are perhaps earning a few thousand pounds a month—it could be five figures a month—you've then got a pool of money that you've generated.

You can use that then to invest into paid ads, using the content you've already created organically and tested organically for what your audience is going to interact with.

Jo: Okay. I think because I'm old school from the old days, we would've called that content marketing. But I feel like the difference of what you are doing and what TikTok—I think the type of behaviour TikTok has driven is the actual sales, the conversion into sales.

So for example, this interview, right? My podcast is content marketing. It puts our words out in the world and some people find us, and some people buy stuff from us. So it's content marketing, but it's not the way you are analysing content that actually drives sales.

Based on that content, there's no way of tracking any sales that come from this interview. We are just never going to know.

I think that's the big difference between what you are doing with content versus what I and many other, I guess, older creators have done, which is—

We put stuff out there for free, hope that some people might find us, and some of those people might buy.

It's quite different.

Adam: I would still argue that it is organic marketing, because you've got a podcast that people don't have to pay to listen to, that they get enjoyment from, and the byproduct of that is you generate some income passively through that.

If you think of your podcast as one product and your video content is the same—these social media platforms—you don't just post your podcast on one platform.

You will utilise as many platforms as you can, unless you have a brand agreement where a platform is paying you to solely use their platform because you or yourself are the driver for the audience there.

I would say a podcast is a form of organic marketing. I could start a podcast about video marketing. I could start a podcast about reading. The idea being you build up an audience and then when you drop in those releases, that audience then goes and buys that product.

For example, if you've got a self-help book coming out, if you drop that into your podcast, chances are you're going to get a lot more sales from your audience that are here to listen to you as the inspirational storyteller that you are from a business point of view than what you would if you announced that you had a new crime novel coming out or a horror story you've written.

Your audience within here is generally an author audience who are looking to refine their craft—whether that be the writing or the selling of the books or living the dream of being a full-time author. I think it's more a terminology thing.

Jo: Well, let's talk about why I wanted to talk to you. A friend of ours told me that you are doing really well with live sales. This was just before Christmas, I think. And I was like, “Live sales? What does that even mean?”

Then I saw that Kim Kardashian was doing live sales on TikTok and did this “Kim's Must Have” thing, and Snoop Dogg was there, and it was this massive event where they were selling.

I was like, “Oh, it's like TV sales—the TV sales channel where you show things and then people buy immediately.”

And I was like, “Wait, is Adam like the Kim Kardashian of the indie author?”

So tell us about this live sale thing.

Adam: Well, I've not got that far to say that I have the Kim Kardashian status! What it is, is that I'm passionate about learning, but also sharing what's working for me so that other authors can succeed—without what I'm sharing being stuck behind a paywall.

It is a big gripe of mine that you get all these courses and all these things you can do and everything has to be behind a paywall. If I've got the time, I'll just share.

Hence why we were in Vegas doing the presentations for Indie Author Nation, which I think had you been in my talk, Jo, you would've heard me talking about the live selling.

Jo: Oh, I missed it. I'll have to get the replay.

Adam: I only covered a short section of it, but what I actually said within that talk is, for me, live selling is going to be the next big thing. If you are not live selling your books at the moment, and you are not paying attention to it, start paying attention to it.

I started paying attention about six months ago, and I have seen constant growth to a point where I've had to post less content because doing one live stream a week was making more money than me posting content and burning myself out every single day for the TikTok shop.

I did a live stream at the beginning of Christmas, for example. A bit of prep work went into it. We had a whole Christmas set, and within that one live stream we generated three and a half thousand pounds of organic book sales.

Jo: Wow.

Adam: Obviously that isn't something that happened overnight. That took me doing a regular Friday stream from September all the way through to December to build up to that moment.

In fact, I think that was Black Friday, sorry, where we did that. But what I looked at was, “Right, I haven't got the bandwidth because of all the plates I was spinning to go live five days a week. However, I can commit to a Friday morning.”

I can commit to a Friday morning because that is the day when Sarah isn't in the office, and it's my day to pack the orders. So I've already got the orders to pack, so I thought I'll go live whilst I'm packing the orders and just hang out and chat.

I slowly started to find that on average I was earning between three to four hundred pounds doing that, packing orders that I already had to pack. I've just found a way to monetise it and engage with a new audience whilst doing that.

The thing that's key is it is a new audience. You have people who like to consume their content through short-form content or long-form content. Then you have people who like to consume content with human interaction on a live, and it's a completely different ballgame.

What TikTok is enabling us to do—on other platforms I am looking at other platforms for live selling—you can engage with an audience, but because on TikTok you can upload your products, people can buy the products direct whilst you are live on that platform.

For that, you will pay a small fee to TikTok, which is absolutely worth it. That's part of the reason we've been able to scale to having a six-figure business within TikTok shop itself as one revenue stream.

Jo: Okay. So a few things. You mentioned there the integration with TikTok shop. As I've said many times, I'm not on TikTok—I am on Instagram—and on Instagram you can incorporate your Meta catalogue to Shopify.

Do you think the same principle applies to Instagram or YouTube as well?

I think YouTube has an integration with Shopify. Do you think the same thing would work that way?

Adam: I think it's possible. Yes, absolutely. As long as people can click and buy that product from whatever content they are watching—but usually what it will have to do is redirect them to your store, and you've still got all the conversion metrics that have to kick in.

They have to be happy with the shipping, they have to be happy with the product description and stuff like that. With TikTok shop, it's very much a one-stop shop. People click on the product, they can still be watching the video, click to buy something, and not leave the stream.

Jo: So the stream's on, and then let's say you are packing one of your books—

Does that product link just pop up and then people can buy that book as you are packing it?

Adam: So we've got lots and lots of products on our store now. I always have a product link that has all our products listed, and I always keep all of the bundles towards the top because they generate more income than a single book sale.

What will happen is I can showcase a book, I'll tap the screen to show what product it is that I'm packing, and then I'll just talk about it. If people want it, they just click that product link and they can buy it straight away.

What people get a lot of enjoyment from—which I never expected in a million years—is watching people pack their order there and then. As an author, we're not just selling a generic product. We're selling a book that we have written, that we have put our heart and soul into. People love that.

It's a way of letting them into a bit of you, giving them a bit of information, talking to them, showing them how human you are.

If you're on that live stream being an absolute arse and not very nice, people aren't going to buy your books. But if you're being welcoming, you're chatting, you're talking to everyone, you're interacting, you're showcasing books they probably will.

What we do is if someone orders on the live stream, we throw some extra stuff in, so they don't just get the books, they'll get some art prints included, they'll get some bookmarks thrown in, and we've got merch that we'll throw in as a little thank you.

Now it's all stuff that is low cost to us, because actually we're acquiring a customer in that moment. I've got people who come onto every single Friday live stream that I do now.

They have bought every single product in our catalogue and they are harassing me for when the next release is out because they want more, before they even know what that is. They want it because it's being produced by us—because of our brand.

With the lives, what I found is the branding has become really important. We're at a stage where we're being asked—because I'm quite well known for wearing beanie hats on live streams or video content—people are like, “When are you going to release some beanie hats?”

Now and again, Sarah will drop some AP branded merch. It'll be beer coasters with the AP logo on, or a tote bag with the AP logo on. It's not stuff that we sell at this stage—we give them away.

The more money people spend, the more stuff we put in. And people are like, “No, no, you need to add these to the store because we want to buy them.”

The brand itself is growing, not just the book sales. It's becoming better known. We've got Pacificon in April, and there's so many people on that live stream that have bought tickets to meet us in person at this conference in April, which is amazing. There's so much going on.

With TikTok shop, it only works in the country where you are based, so it only goes out to a UK audience, which is why I keep it separate from my main channel. That means we're tapping into a completely new audience, because up until last year, I'd always targeted America—that's where my biggest readership was.

Jo: Wow. There's so much to this. Okay. First of all, most people are not going to have their own warehouse. Most people are not going to be packing live.

So for authors who are selling on, let's just say Amazon, can live sales still work for them?

Could they still go live at a regular time every week and talk about a book and see if that drives sales, even if it's at Amazon?

Adam: Yes, absolutely. I would test that because ultimately you're creating a brand, you're putting yourself out there, and you're consistently showing up.

You can have people that have never heard of you just stumble across your live and think, “What are they doing there?” They're a bit curious, so they might ask some questions, they might not. They might see some other interactions. There's a million and one things you can do on that live to generate conversation.

I've done it where I've had 150 books to sign, so I've just lined up the books, stood in front of the camera, switched the camera on while I'm signing the books, and just chatted away to people without any product links.

People will come back and be like, “Oh, I've just been to your store and bought through your series,” and stuff like that. So absolutely that can work. The key is putting in the work and setting it up.

I started out by getting five copies of one book, signing them, and selling them on TikTok shop. I sold them in a day, and then that built up to effectively what we have now. That got my eyes open for direct selling.

When I was working with BookVault and they were integrated with my store, orders came to me, but then they went to BookVault—they printed and distributed.

Then we got to a point scaling-wise where we thought, “If we want to take this to the next level, we need to take on distribution ourselves,” because the profit lines are better, the margins are bigger.

That's why we started doing it ourselves, but only once we'd had a proven track record of sales spanning 18 months to two years and had the confidence.

It was actually with myself and Sacha that we set up at the same time and egged each other on. I think I was just a tiny bit ahead of her with setting up a warehouse. And then as you've seen, Sacha's gone from strength to strength.

It doesn't come without its trigger warnings in the sense of it isn't an easy thing to do. I think you have to have a certain skill set for live selling. You have to have a certain mindset for the physicality that comes with it.

When we've had a delivery of two and a half thousand books and we've got to bring them up to the first floor where the office is—I don't have a massive team of people. It's myself and Sarah, and every now and again we get my dad in to help us because he's retired now. We'll give him a bottle of wine as a thank you.

Jo: You need to give him some more wine, I think!

Adam: Yes! But you've gotta be able to roll your sleeves up and do the work.

I think if you've got the work ethic and that drive to succeed, then absolutely anyone can do it. There's nothing special about my books in that sense.

I've got a group called Novel Gains where I've actually started a monthly challenge yesterday, and we've got nearly two and a half thousand people in the group now.

The group has never been more active because it's really energised and charged. People have seen the success stories, and people are going on lives who never thought it would work for them.

Lee Mountford put a post up yesterday on the first day of this challenge just to say, “Look, a year ago I was where you were when Adam did the last challenge. I thought I can't do organic marketing, I can't get myself on camera.”

Organic marketing and live selling is now equating to 50% of his income.

Jo: And he doesn't have a warehouse.

Adam: Well, he scaled up to it now, so he's got two lockups because he scaled up.

He started off small, then he thought, “Right, I'm going to go for it.” He ordered a print run of a few of his books—I think 300 copies of three books. Bundled them up, sold them out within a few months.

Then he's just scaled from there because he's seen by creating the content, by doing the lives, that it's just creating a revenue stream that he wasn't tapping into.

Last January when we did the challenge, he was really engaged throughout the process. He was really analytical with the results he was getting. But he didn't stop after 30 days when that challenge finished. He went away behind the scenes for the next 11 months and has continued to grow. He is absolutely thriving now.

Him and his wife—a husband and wife team—his wife is also an author, and they've now added her spicy books to their TikTok shop. They're just selling straight away because he's built up the audience. He's built up that connection.

Jo: I think that's great. And I love hearing this because I built my business on what I've called content marketing—you're calling it organic marketing. So I think it's really good to know that it's still possible; it's just a different kind.

Now I just wanna get some specifics. One—

Where can people find your Novel Gains stuff?

Adam: So Novel Gains is an online community on Facebook. As I said, there's no website, there's no fancy website, there's no paid course or anything. It is just people holding themselves accountable and listening to my ramblings every now and again when I try and share pills of wisdom to try and motivate and inspire.

I also ask other successful authors to drop their story about organic marketing on there, to again get people fired up and show what can be achieved.

Jo: Okay. That's on Facebook.

So then let's talk about the setup. I think a lot of the time I get concerned about video because I think everything has to be on my phone.

How are you setting this up technically so you can get filmed and also see comments and all of this kind of stuff?

Adam: Just with my phone.

Jo: It is just on your phone?

Adam: Yes. I don't use any fancy camera tricks or anything. I literally just settle my phone and hit record when I'm doing it.

Jo: But you set it up on a tripod or something?

Adam: Yes. So I'll have a tripod. I don't do any fancy lighting or anything like that because I want the content to seem as real as possible.

I'll set up the camera at an angle that shows whatever task I'm doing. For example, if I'm packing orders, I can see the screen so I can see the comments as they're coming up. It's close enough to me to interact.

At Christmas, we did have a bit of a setup—it did look like a QVC channel, I'm not going to lie! I was at the back. There was a table in front of me with products on. We had mystery book bags. We had a Christmas tree. We had a big banner behind me.

The camera was on the other side of the room, but I just had my laptop next to me that was logged into TikTok, so I was watching the live stream so I could see any comments coming up.

Jo: Yes, that's the thing. So you can have a different screen with the comments. Because that's what I'm concerned about—it might just be the eyesight thing, but I'm like, I just can't literally do everything on the phone.

Adam: TikTok has a studio—TikTok Studio—that you can download, and you can get all your data and analytics in there for your live streams.

At the moment, I'll just tap the screen to add a new product or pin a new product. You can do all that from your computer on this studio where you can say, “Right, I'm showcasing this product now,” click on it and it'll come up onto the live stream. You just have to link the two together.

Jo: I'm really thinking about this. Partly this is great because my other concern with TikTok and all these video channels is how much can be done by AI now. TikTok has its own AI generation stuff.

A lot of it's amazing. I'm not saying it's bad quality, I'm saying it's amazing quality, but—

What AI can't do is the live stuff.

You just can't—I mean, I imagine you can fake it, but you can't fake it.

Adam: Well, you'd be surprised. I've seen live streams where it's like an avatar on the screen and there is someone talking and then the avatar moving in live as that person's talking.

Jo: Right?

Adam: I've seen that where it's animals, I've seen it where it's like a 3D person. There's a really popular stream at the minute that is just a cartoon cat on the stream. Whenever you send a gift, it starts singing whoever sent it—it gets a name—and that's a system that someone has somehow set up.

I have no idea how they've set it up, but they're literally not doing it. That can run 24 hours a day. There's always hundreds and hundreds of people on it sending gifts to hear this cat sing with an AI voice their name.

Yes, AI will work and it will work for different things. But I think with us and with our books, people want that human connection more than ever because of AI. Use that to your advantage.

Jo: Okay. So the other thing I like about this idea is you are doing these live sales and then you are looking at the amount you've sold. But are you making changes to it? Or are you only tweaking the content on your prerecorded stuff?

Your live is so natural. How are you going to change it up, I guess?

Adam: I am always testing what is working, what's not working. For example, I'm a big nerd at heart and I collect Pokémon cards. Now that I'm older, I can afford some of the more rare stuff, and me and my daughter have a lot of enjoyment collecting Pokémon cards together.

We follow channels, we watch stuff on YouTube, and I was looking at what streamers do with Pokémon cards and how they sell like mystery products on an app or whatnot.

I was like, “How can I apply this to books?” And I came up with the idea of doing mystery book bags. People pay 20 pounds, they get some goodies—some carefully curated goodies, as we say, that “Mrs. B” has put together.

On stream, I never give the audience Sarah's name. It's always “Mrs. B.” So Mrs. B has built up her own brand within the stream—they go feral when she comes on camera to say hi!

Then there's some goodies in there. That could be some tote socks, a tote bag, cup holders, page holders, metal pins, things like that. Then inside that, I'll pull out a thing that will say what book they're getting from our product catalogue.

What I make clear is that could be anything from our product catalogue. So that could be a single book, it could be six books, it could be a three-book bundle. There's all sorts that people can get. It could be a deluxe special edition.

People love that, and they tend to buy it because there's so much choice and they might be struggling with, “Right, I don't know what to get.” So they think, “You know what? I'll buy one of them mystery book bags.”

I only do them when I'm live. I've done streams where the camera's on me. I've done top-down streams where you can only see my hands and these mystery book bags. Every time someone orders one, I'm just opening it live and showcasing what product they get from the stream.

People love it to the point where every stream I do, they're like, “When are you doing the next mystery book bags? When are you doing the next ones?”

Jo: So if we were on live now and I click to buy, you see the order with my name and you just write “Jo” on it, and then you put it in a pile?

Adam: So you print labels there and then, which I'll do. Exactly. If I'm live packing them—I'm not going to lie—when I'm set up properly, I don't have time to pack them because the orders are coming in that thick and fast.

All I do is have a Post-it note next to me, and I'll write down their username, then I'll stick that onto their order. I'll collect everything, showcase what they're getting, the extra goodies that they're getting with their order, and then I'll stick the Post-it on and put that to one side.

To put that into context as something that works through testing different things: we started off doing 60 book bags—30 of them were spicy book bags, 30 were general fantasy which had my books and a couple of our authors that haven't got spice in their books—and the aim was to sell them within a month.

We sold them within one stream. 60 book bags at 20 pounds a pop. What that also generated is people then buying other products while we're doing it. It also meant that I'd do it all on a Friday, and we'd come in on a Monday and start the week with 40, 50, 60 orders to pack regardless of what's coming from the Shopify store.

The level of orders is honestly obscene, but we've continuously learned how best to manage this. We learned that actually, if you showcase the orders, stick a Post-it on, when we print the shipping labels, it takes us five minutes to just put all the shipping labels with everyone's orders.

Then we can just fire through packing everything up because everything's already bundled together. It literally just needs putting in a box.

Jo: Okay. So there's so much we could talk about, but hopefully people will look into this more. So I went to go watch a video—I thought, “Oh, well, I'll just go watch Adam do this. I'm sure there's a recording”—and then I couldn't find one. So tell me about that.

Does [the live recording] just disappear or what?

Adam: Yes, it does. It's live for a reason. You can download it afterwards if you want, and then you've got content to repurpose.

In fact, you're giving me an idea. I've done a live today—I could download that clip that's an hour and 20 minutes long. Some of it, I'm just rambling, but some of it's got some content that I could absolutely use because I'm engaging with people.

I've showcased books throughout it because I've been packing orders. I had an hour window before this podcast and I had a handful of orders to pack. So I just jumped on a live and I made like 250 pounds while doing a job that I would already be having to do.

I could download that video, put it in OpusClip, and that will then generate short-form content for me of the meaningful interaction through that, based on the parameters that I give it. So that's absolutely something you could do. In fact, I'm probably going to do it now that you've given me the idea.

Jo: Because even if it was on another channel, like you could put that one on YouTube.

Adam: Yes. Wherever you want. It doesn't have a watermark on it.

Jo: And what did you say? OpusClip?

Adam: OpusClip, yes. If you do long-form content of any kind, you can put that in and then it'll pull out meaningful content. Loads of like 20, 30 short-form content video clips that you can use. It's a brilliant piece of software if you use it the right way.

Jo: Okay. Well I want you to repurpose that because I want to watch you in action, but I'm not going to turn up for your live—although now I'm like, “Oh, I really must.”

So does that also mean—you said it's UK only because the TikTok shop is linked to the UK—

So people in America can't even see it?

Adam: So sometimes they do pop in, but again, that's why I have a separate channel for my main author account.

When I go live on that, anyone from around the world can come in. But if I've got shoppable links in, chances are the algorithm is just going to put that out to a UK audience because that's where TikTok will then make money.

If I want to hit my US audience, I'll jump on Instagram because that's where I've got my biggest following. So I'll jump on Instagram and go live over there at a time that I know will be appropriate for Americans.

Jo: Okay. We could talk forever, but I do have just a question about TikTok itself. All of these platforms seem to follow a way of things where at the beginning it's much easier to get reach. It is truly organic. It's really amazing.

Then they start putting on various brakes—like Facebook added groups, and then you couldn't reach people in your groups. And then you had to pay to play.

Then in the US of course, we've got a sale that has been signed. Who knows what will happen there.

What are your thoughts on how TikTok has changed? What might go on this year, and how are you preparing?

Adam: So, I think as a businessman and an author who wants to reach readers, I use the platforms for what I can get out of them without having to spend a stupid amount of money. If those platforms stop working for me, I'll stop using them and find one that does.

With organic reach on TikTok, I think you'll always have a level of that. Is it harder now? Yes. Does that mean it's not achievable? Absolutely not.

If your content isn't reaching people, or you're not getting the engagement that you want, or you find fulfilling, you need to look at yourself and the content you are putting out. You are in control of that.

There's elements of this takeover in America—again, I've got zero control over that, so I'm not going to lose any sleep over it. I'll focus on areas that are making a difference.

As I said, TikTok isn't the biggest earner for my business. My author channel's been absolutely dead for a good six months or so. But that means I get stagnant with the content I'm creating. So the challenge I'm doing at the minute, I'm taking part to create fresh content every day to recharge myself.

I've got Instagram and Facebook that generate high volumes of traffic every single day. And usually if they stop, TikTok starts to work.

Any algorithm changes—things will change when it changes hands in America—but primarily it still wants to make money. It's a business.

If anything, it might make it harder for us to reach America because it will want to focus on reaching an American audience for the people that are buying TikTok shop. But they want it because they want the TikTok shop because of the amount of money that it is generating.

It's gone from a small amount of people making money to large volumes of businesses across the entire USA—like over here now—that are reaching an audience that previously you had to have deep pockets to reach, to get your business set up.

Now you've got all these businesses popping up that are starting from scratch because they're reaching people. They've got a product that's marketable, that people want to enjoy. They want to be part of that growth.

I think that will still happen. It might just be a few of the parameters change, like Facebook does all the time.

Jo: Things will always change. That is key.

We should also say by selling direct, you've built presumably a very big email list of buyers as well.

Adam: Yes. I've actually got a trophy that Shopify sent me because we hit 10,000 sales—10,000 customers. I think we're nearing 16,000 sales on there now.

We've got all that customer data. We don't get that on TikTok. We haven't got the customer data.

Jo: Ah, that's interesting. Okay.

How do you not though? Oh, because—did they ship it?

Adam: So if you link it with your Shopify and you do all your shipping direct, the customer data has to come to your Shopify, otherwise you can't ship.

When TikTok ship it for you—so I print the shipping labels, but they organise the couriers—all the customer data's blotted out. It's like redacted, so you don't see it.

Jo: Ah, see that is in itself a cheeky move.

Adam: Yes. But if it's linked to your Shopify, you get all that data and your Shopify is your store. So your Shopify will keep that data. They kept affecting how I extracted the shipping labels and stuff like that, and just kept making life really difficult. So I've just switched it back.

I think Sarah has found an app that works really well for correlating the two.

Jo: Yes, but this is a really big deal. We carp on about it all the time, but—

If you sell direct and you do get the customer data, you are building an email list of actual buyers as opposed to freebie seekers.

Which a lot of people have.

Adam: Absolutely, and that's the same for you. If you send poor products out or your customer has a poor experience, they're not going to come back and order from you again.

If your customer has a really good experience and opens the products and sees all this extra care that's gone in and all the books are signed, then they've not had to pay extra.

There was a Kickstarter—I'm not going to name which author it was—but it was an author whose book I was quite excited to back. They had these special editions they'd done, but you had to buy a special edition for an extra 30 quid if you wanted it signed.

I was like, “Absolutely not.” If these people are putting their hands in their pockets for these deluxe special editions, and if you're a big name author, it's certainly not them that have anything to do with it. They just have other companies do it all for them.

Whereas with us, you are creating everything. Our way of saying thank you to everyone is by signing the book.

Jo: I love that you're still so enthusiastic about it and that it seems to be going really well. So we're almost out of time, but just quickly—

Tell people a bit more about the books that they can find in your stores and where people can find them.

Adam: Yes. So we publish predominantly fantasy, and we have moved into the spicy fantasy world. We have a few series there.

You can check out APBeswickPublications.com where you will see our full product catalogue and all of my books.

On TikTok shop, we are under a.p_beswick_publications. That's the best place to see where I go live—short-form content. I'll post spicy books on there, but on lives, I showcase everything.

I also have fantasy.books.uk, where that's where you'll see the videos or product links for the non-spicy fantasy books.

Jo: And what time do you go live in the UK?

Adam: So I go live 8:00 AM every Friday morning.

Jo: Wow. Okay. I might even have to check that out. This has been so great, Adam. Thanks so much for your time.

Adam: Well, thank you for having me.

The post Selling Books Live On Social Media With Adam Beswick first appeared on The Creative Penn.