Within two years, the club had grown its membership to more than 100,000 members, primarily millennial women, and the club's presence on social media grew to over 300,000 Instagram followers.[4][5] Approximately 75% of the club's titles are by up-and-coming authors, and 80% of titles are fiction.[4] The club has also worked with a series of celebrity guest judges who bring broader awareness to new titles, and continues producing its own versions of books that feature special endpapers and casings.[5] In 2016, the club launched a Book of the Year award.