This past Sunday, Keila Shaheen woke up to discover that she had once again become the top-selling author on Amazon. She had outsold every other book on the platform, including best-selling titles by Walter Isaacson and Mark Levin. Surprisingly, Shaheen’s book, “The Shadow Work Journal,” is not a traditional book but a self-published mental-health guide. Its success can be attributed to the viral videos she has posted on TikTok.
Inspired by the renowned psychoanalyst Carl Jung, “The Shadow Work Journal” offers readers prompts and activities to explore their unconscious and repressed thoughts. By delving into their “shadow,” readers can gain a deeper understanding of themselves and their behavior. For example, one exercise asks readers to spend time looking at themselves in the mirror and then write down their observations. Another activity involves creating a gratitude list. These exercises help readers identify their inner-child wounds and work towards healing them.
Although Shaheen does not have formal credentials as a therapist, she has degrees in psychology and marketing and has completed a cognitive-behavioral therapy (CBT) training course. Her expertise lies in marketing and brand strategy. Her storytelling abilities have played a significant role in the book’s success on TikTok. Many users have praised the journal as a cost-effective alternative to therapy, while others have questioned its effectiveness as a therapeutic tool.
The TikTok videos featuring “The Shadow Work Journal” have amassed over 1 billion views, making them a powerful advertising tool. TikTok Shop, the platform’s new e-commerce brand, allows creators to include links to purchase products directly within their videos. This feature has helped drive sales for the journal. Some creators have even earned money through affiliate features, receiving a commission for each sale generated by their video.
The rise of “The Shadow Work Journal” showcases the power of TikTok to influence conversations, drive sales, and keep users engaged. Since its listing on TikTok Shop, the journal has sold over 290,000 copies on the platform alone, accounting for 45% of its overall sales. The journal’s appeal is likely due to the increasing demand for accessible mental-health resources, especially among young adults who spend significant time on TikTok.
However, the popularity of the journal cannot solely be attributed to algorithms. Americans, particularly young adults, are struggling with mental health issues. Therapy can be expensive, stigmatized, and challenging to access. In this context, an affordable self-help solution like Shaheen’s journal carries appeal. While the journal offers valuable opportunities for reflection and growth, it is essential to consider the broader context of potentially unreliable medical advice on social media platforms.
Shadow work is not widely recognized within mainstream psychology. Although some endorse the practice, psychoanalysis as a whole has taken a backseat to more empirical methods. Despite this, searches for shadow work on Google have surged alongside sales of the journal. Critics argue that the journal oversimplifies the concept of the unconscious and that engaging in deep reflection without professional guidance could be risky or trigger traumatic experiences.
While Shaheen’s CBT certificate does not qualify her to write a shadow-work journal, she maintains that her book can still be beneficial to individuals. Those uncomfortable purchasing from an uncertified therapist can explore other options. It is worth noting that Shaheen’s clear writing and keen understanding of online trends have resonated with many TikTok users. Numerous testimonials speak to the life-changing impact of “The Shadow Work Journal” and its ability to empower individuals to reclaim their power.
In conclusion, Keila Shaheen’s self-published mental-health guide, “The Shadow Work Journal,” has garnered immense success on Amazon and TikTok. While Shaheen lacks traditional mental-health credentials, her expertise in marketing and storytelling has propelled the book’s popularity. The accessibility of the journal as a therapeutic tool is enticing to many individuals looking for affordable alternatives to traditional therapy. However, caution should be exercised when engaging in deep reflection without professional guidance. Despite its critics, “The Shadow Work Journal” has had a significant impact on TikTok users, prompting conversations about mental health and inspiring personal growth.
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