How Is Barack Obama Marketing his New Book?

On Friday, Former President Barack Obama made his debut on popular social media app TikTok, creating his own “Pass The Book Challenge” in order to promote his memoir, A Promised Land.

Obama said on a video post from Penguin Teen Publishers “This book expresses the incredible hope I have in you. Take this and pass it on,” he then was seen “passing” his book to the next person. Several users of TikTok have added their own additions to the clip that is comprised simply continuing the motion from his clip.

The former president recently took to Twitter to outline, “My goal was to give you some insight into the events and people that shaped me during the early years of my presidency. Most of all, I hope it inspires you to see yourself playing a role in shaping a better world.”

He also released a playlist accompanying the book that is made up of musicians such as Eminem, Beyoncé, B.B. King, JAY-Z, Bob Dylan and Aretha Franklin. The TikTok video followed closely behind.