If you haven’t heard of Onyx Storm – the latest novel from Rebecca Yarros – you’re certainly in the minority.

This highly-anticipated fantasy book was released last month and has sold more than 2.7 million copies in its first week – making it the fastest-selling novel for adults since tracking began 20 years ago.

From fanfare on BookTok to conversations on Reddit, Onyx Storm is taking the internet by, well, storm. But what’s made the book such a success? And how can brands replicate similar success for future product releases?

Let’s find out.

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The rise of Onyx Storm

We used Brandwatch Consumer Research to dive into mentions of Onyx Storm across the internet. And as you can see, mentions boomed on the book’s release date – January 21.

Mentions about the novel have soared throughout January across social platforms. And while conversations are calming, they’re certainly not dying out. 

Onyx Storm is the third release in the Empyrean fantasy romance series – which follows protagonist Violet across a fantastical world of dragon riders. And since the previous book’s release in 2023, a steady stream of mentions has been simmering online in anticipation for Onyx Storm’s release.

In the week prior to its publication, mentions slowly saw an uptick as fans began discussing their excitement across the internet – hoping to connect with other Onyx Storm fanatics to share their anticipation.

Interestingly, over 63% of these mentions in January came from Reddit, where fans gathered to discuss everything from how to get the book as soon as possible to fan theories about the plot.

The book’s virality on TikTok is also nothing short of impressive. The #OnyxStorm hashtag has been used over 193k times on TikTok so far – showing the sheer number of people not only getting involved in the online chatter but actively making content about it.

From people sharing thoughts about the book’s readability to fans bonding over their love towards certain characters, the BookTok community was on fire when it came to Onyx Storm.

So, it’s safe to say that Yarros’ latest release has become the online book community’s hottest topic right now. But what caused Onyx Storm’s huge success? And what can your brand do to replicate similar hype for your products? 

Let’s take a look. 

How Onyx Storm went viral

We bang on about the power of online communities all the time – but hear us out. With such a high percentage of online conversations about Onyx Storm coming from Reddit, it’s clear that the book’s success is at least partially attributed to the rise of peer-to-peer connections. And this is a trend that’s only growing. 

Providing fans with a space to bond with others over such a strong shared interest is vital when generating virality. And if brands don’t create these spaces – communities will do it for them. 

Let’s take look at the most popular subreddits to discuss Onyx Storm. 

Some of these communities are to be expected – such as r/ForthWing (the first book in the series) and r/OnyxStorm. Yet, the list shows how product mentions can crop up in unexpected places, such as r/FairyLoot and r/LibbyApp.

Brands can benefit from using social listening to monitor a range of subreddits – especially the less obvious ones – to better understand how consumers truly receive product releases.

Another reason for Onyx Storm’s success is its long-awaited anticipation. Since Iron Flame (the second book in the series) was released in October 2023, hype for the next book has remained steady. There was so much suspense that, back in August 2024, Onyx Storm was listed on the bestseller charts purely due to preorders. 

Fans have been discussing the series continuously between releases. And if the below chart is anything to go off – we’re sure the remaining books in the series will see even more attention.

Suspense for Onyx Storm’s release has been huge – and brands and influencers are getting involved too. For example, Reece, or @guywithamoviecamera on TikTok, discussed the book with Wicked star Cynthia Erivo – getting over 1.1million views on the video. Audible also got involved in the trend. 

How to replicate this success for your brand

Brands across industries can benefit from tapping into FOMO – the fear of missing out. As we spoke about in a previous blog about tapping into scarcity, aiming to manufacture speculation, urgency, and community can be a brilliant combination for any product release. 

For Onyx Storm, having thousands of readers sharing live updates and opinions on their reading experience meant that others didn’t want to get left behind – especially when it came to avoiding spoilers. Plus, as the third book in the series, Onyx Storm had an existing audience of excited fans ready for its release – so it was inevitable that the novel’s publication would turn heads. But that doesn’t mean that this kind of hype can’t be manufactured by your marketing team. 

For your next product release, focus on community. Create a dedicated space for people to geek out – or encourage fans to engage in an existing community, like a dedicated subreddit. Secondly, make sure to tap into FOMO to fuel sales. Leverage preorders and amp up your marketing efforts prior to your product release to truly get customers excited. And lastly, lean into user-generated content. Encourage customers to share their excitement on socials by engaging with their posts and comments. These tactics are sure to generate ample suspense around your brand. 

However, it should go without saying that the heart of Onyx Storm’s popularity is simple: it’s a really good story. 

You can’t generate virality for a product that doesn’t deserve it. To succeed, listen to consumer feedback, understand their likes and dislikes, and adjust accordingly. Above all, make sure your offering delivers the value it promises. The rest will follow. 

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