If you’ve been feeling like marketing your romance books isn’t working the way it used to, you’re not imagining it. Social media reach is down. Engagement is unpredictable. The strategies that worked last year feel like shouting into the void now.
It’s easy to jump to the conclusion that readers just aren’t as engaged anymore. But that’s not actually what’s happening. Romance readers are still bingeing series, falling in love with characters, and buying books. What’s changed is how they discover those books, how they engage with authors, and how they decide what to read next.
For romance authors to reach readers, they need to tweak their marketing strategies. One of the biggest shifts is that readers aren’t just looking for books anymore; they’re looking for experiences. Not only in what they read, but in what they engage with around those books. They want to feel immersed in a world, connected to characters, and part of something bigger than just a story. This shows up in binge reading, in how they follow authors, and in the kinds of content they choose to engage with. It’s how they buy books with every cover option, annotate books, organize their libraries, create TBR jars or games to pick their next books, keep reading journals, and more.
For authors, this means marketing can’t just be about promotion. It has to be about creating an experience readers want, whether that’s through your stories, emails, content, or community.
Here are my thoughts:
Discovery Doesn’t Happen on Social Media
There was a time when posting consistently on social media could bring in a steady stream of new readers. That’s not the case anymore. In fact, except for perhaps TikTok or running ads, social media is terrible for discovery.
Most platforms now prioritize showing your content to people who already follow you, if even that. What doesn’t happen is that new people are shown your content.
Meanwhile, readers are discovering books through entirely different channels such as:
- Recommendation algorithms on retailers
- BookTok, Bookstagram, Booktube, and influencer content
- Kindle Unlimited browsing
- Author cross-promotion and newsletters
- Reader communities and niche groups
If you want new readers, you need to get in front of other people’s audiences. This can look like:
- Newsletter swaps with authors in your exact subgenre
- Participating in anthologies or shared worlds
- Podcast interviews and guest features
- Collaborations with reader influencers or bloggers
Instead of asking how to get more reach on your own platform, start asking where your ideal readers already are, and how you can show up there.
Social Media Is for Connection, Not Sales
One of the biggest sources of frustration for authors right now is social media. You post about your book, and nothing happens. You post about a free offer, your cat sitting on your keyboard, or an art concept of your sexy main character, and you get crickets.
That’s because social media is no longer a reliable sales tool. Now I know this sounds nuts, considering the number of ads you find on Facebook and Instagram in particular. I’d also argue that while these sites can be good for engagement, growing your following today is challenging.
That said, readers don’t go to social platforms to be sold to. They go to be entertained, distracted, and connected. By shifting your expectations, your existing social media can become much more useful. Instead of focusing on selling, focus on:
- Sharing snippets, banter, or character moments
- Showing your writing life behind the scenes
- Inviting reader interaction through polls and questions
- Creating fun, low-pressure content (games, tropes, aesthetics)
Your goal isn’t to convert a sale in that moment. It’s to make a reader interested enough to engage with you, join your email list, or remember your name later.
Email Still Works, If Done Right
Email is still one of those things too many authors put off. I’ve often said that if I could do only one marketing tactic, email would be it. Readers who give you their email are far more engaged with you than on social media. Email lists might be smaller, but they have higher view and click rates.
But for email to be effective, you need to build your list and send out content readers want to open and read. Emailing only when you have a book to sell won’t work. Readers get tons of emails like that every day.
When I email, I write as if I’m having coffee with my subscriber fans. Content might include:
- Exclusive bonus scenes or epilogues
- Teasers of current WIP
- Serialized stories delivered over time
- Personal updates that feel like a conversation
- Fun extras like quizzes, lore, or behind-the-scenes insights
- Bookish content, like what’s on the TBR (talking with your friends about bookish news)
When your emails are extensions of your stories, personal connections to you, or a book-world camaraderie, you build a deeper connection with them.
Romance Readers Are Binge Consumers
The good news about romance readers is that they’re voracious. When readers find something they love, they don’t want one book. They want more. That’s why:
- Completed series perform so well
- Authors with larger backlists grow faster
- Connected worlds keep readers engaged longer
If you want to align with these readers, think about your books as part of a larger experience. You can do this by:
- Writing in series or interconnected standalones (My ghost writing client several times asked me to add a character from one series into a new series)
- Clearly guiding readers to what to read next
- Including hooks at the end of your books (My ghost writing client often had me write an epilogue in the POV of the next book character. I often include chapter one of the next book to entice readers on in the series).
- Creating companion content or side stories
The easier you make it for readers to stay in your world, the more likely they are to keep reading.
Trust Matters More Than Ever
The bad news is that there are so many books, and it’s hard to get heard through all the noise. And if you do get in front of a reader who doesn’t know you, you then have to be compelling enough that they’re willing to take a chance on you.
Today’s readers rely a lot on:
- Reviews and recommendations
- Familiar tropes
- Clear genre expectations
- Authors they recognize and trust
That means, your cover, blurb, and positioning should immediately tell readers:
- What kind of romance your book is
- What tropes they’ll get
- What emotional experience to expect
The more confident a reader feels about what they’re getting, the more likely they are to click “buy.”
Niche Is “In”
Trying to appeal to every romance reader is a losing strategy in today’s market. The authors seeing the most growth are the ones who go deep into a specific niche. Instead of broad appeal, focus on:
- A specific trope combination
- A clear tone (dark, funny, emotional, spicy, etc.)
- A defined reader fantasy (this is why retellings of myths and fairy tales do well)
For example:
- Small-town second chance romance
- Dark paranormal with fated mates
- Romantic suspense with protective heroes
There’s an author who writes only clean cowboy romances. She has a second pen name that is only beach setting clean romance. The point is, you’re zeroing on specific categories or tropes readers love. When readers feel like your books are exactly what they’re looking for, they’re far more likely to become loyal fans.
Community Is the New Fanbase
Readers don’t just want books anymore. They want connection. This is where community becomes incredibly powerful. You don’t need thousands of fans. You need engaged readers who:
- Open your emails
- Respond to your posts
- Show up for your releases
- Tell other readers about your books
You can build this through:
- Reader groups or spaces with consistent interaction
- Live events like chats or Zoom hangouts
- Fun activities like games, polls, or challenges
- Giving readers a peek into your worlds and process
Many authors are doing this through platforms such as Patreon, Substack, or ReamStories, which offer additional income opportunities as well.
Content That Lasts Is Becoming More Valuable
While social media posts disappear quickly, searchable content continues working for you over time. This includes:
- Blog posts
- YouTube videos
- Pinterest content
- SEO-driven articles
Examples include:
- Lists of books by trope
- Reading guides
- Behind-the-scenes worldbuilding content
- Reader-focused articles
This kind of content brings in readers who are actively looking for something and helps them discover you organically.
What This Reader Engagement Shift Means for You
If marketing feels harder right now, it’s not because you’re doing something wrong; it’s because the environment has changed. Readers are still reading; they’ve just changed how they find and consume books. The good news is that you don’t need to do everything. You just need to focus on what actually works now.
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