08/13/2026
A creator’s random book review just put a 24-year-old book on the New York Times Best Sellers List.
Wyatt Derman posted a reel about reading Salt: A World History by Mark Kurlansky while in Paris. It’s since surpassed 815,000 likes, and demand has grown so much that the book not only had to be reprinted but also made it onto the New York Times Best Sellers List.
Kurlansky responded with his own video, saying Derman’s response was “exactly” what he’d hoped readers would feel when he wrote the book two decades earlier.
There wasn’t a campaign built around this (as far as I can tell). No ad spend. No sponsorship. Just a creator sharing how he spent his weekend at a moment when people were ready to hear about it.
That’s the case for organic, authentic content. It doesn’t need to be new or overproduced to move people. It needs to be true and reach the right audience at the right time.
Who else is making great organic content out there right now?
