There is an article that I have seen a lot of people share recently, where they talk about how Billie Eilish (97 million followers) “only” sold 64,000 copies of her book. The implication many readers walked away with: social media doesn’t sell books. Today, I unpack this conversation. It's worth noting that social media itself is just a tool, it is not the entirety of one’s platform. I also share some compelling examples who are thriving by focusing on a smaller -- but more engaged -- audience.