1) In 2019, author Amal El-Mohtar wrote a terrific book with Max Gladstone, called “This is How You Lose the Time War”. Amongst other things, it won the Nebula Award for Best Novella of 2019, and the Hugo Award for Best Novella in 2020: https://en.wikipedia.org/wiki/This_Is_How_You_Lose_the_Time_War (And, presumably, sold quite steadily.)

2) Three days ago, a person on Twitter called “bigolas dickolas wormwood” posted a picture of the book cover along with the words: “read this. DO NOT look up anything about it. just read it. it's only like 200 pages u can download it on audible it's only like four hours. do it right now i'm very extremely serious.” - https://twitter.com/maskofbun/status/1655084850926473216

3) This tweet, with all its infectious, mystery-driven enthusiasm, went massively viral, as fans leapt in to yell about how great it is, pushing it in front of millions of new readers.

4) The book rose rapidly in the charts - and is currently the #6 bestselling book (in "Books") on US Amazon (and #31 in "Books" on UK Amazon).

El-Mohtar is basically losing her mind right now, in the nicest of ways. And it's nice seeing social media doing something this positive.