A viral TikTok video showing an empty book signing for an elderly author tugged at millions of hearts—until it was exposed as an alleged marketing stunt.
The book in question, Just Cuz, was reportedly written by Barbara Miller as a tribute to her late husband, Marv. “She wrote it as a way to deal with her grief,” the video’s voiceover explained. Posted last month, the video shows an empty bookstore with “Aunt Barb” setting up her books on a table to sign for customers who were nowhere in sight, followed by a dejected but hopeful “Aunt Barb”—and it quickly racked up more than 33 million views, sparking an outpouring of support. Hundreds of commenters pledged to buy the book and attend her next signing.
@justcuzthebook Nobody came to my aunt’s book signing, but she still had a smile JUST CUZ #justcuz #books #childrensbooks #fyp #justcuzthebook #kids
♬ original sound – Just Cuz
But TikTok creator Sam Cahn was the first to burst Aunt Barb’s bubble. “The bad news is that this was fake,” he said in his own video. “The good news is the book is selling.”
@samcahntent aunt barb’s “just cuz” book signing was a marketing move (it worked) #auntbarb #justcuz
♬ original sound – IG/YT: samcahntent
Cahn became suspicious when he noticed how new Miller’s social media presence was and that there was no announcement of a book signing across any of her pages. After calling the bookstore, he found out that someone had paid $150 to rent the space on a Monday, when the store was closed, and staged the entire scene. “This isn’t an attack on Barb,” he clarified. “I think she’s sweet. I love the success.”
He did, however, think it was worth calling out the 100% staged video from justcuzthebook. “I just want you to know that this didn’t happen: Nobody didn’t show up to a book signing.”
The emotional manipulation tactic is, unfortunately, tried and true. “‘My parent did this thing but nobody came to see’ is always a marketing gimmick . . . but it gets me every time,” one user commented underneath Cahn’s video. “Omg I cried my eyes out on the original post,” another wrote.
On social media, the sob story has become a go-to strategy for struggling artists chasing virality. Pity appears to be a powerful currency, one that can turn engagement into attention and attention into sales. It’s now not uncommon to see people sharing stories of professional failure (like Aunt Barb), seemingly in the hopes of gaining support, promotion, and even purchases from total strangers online. And often, it works.
This kind of emotional marketing taps into our most basic instincts: If we feel bad enough for someone, we’re more likely to hit “buy” (regardless of whether the work in question is even good). It’s a crass but effective tool, one that plays on our emotions for clicks. That turn into bucks.
So, okay, maybe sometimes it pays to engage in a bit of emotional manipulation . . . just cuz. But let’s keep it to a minimum and maybe not use it with matters of great consequence, k?
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