How Romance Authors and Fan Artists are Changing the Game on Instagram
The romance genre has always been about connection, but social media, especially Instagram, has changed how authors and readers interact. Fan art is not only a special way for fans to interact with their favorite texts and characters, it also “provide[s] fans with a body to fill the gaps of character description and construct” (Hauch, pg. 116). It’s not just about liking posts anymore, it’s about building communities and celebrating shared passions. One of the most exciting aspects of this evolution is the rise of fan art, where readers visually express their love for their favorite characters and books. This isn’t just a feel-good phenomenon, it’s reshaping how publishers market books, and I’m here to break it down for you.
Romantasy: Where Fantasy and Romance Collide
Social media has become a breeding ground for creativity, and the romance genre has been quick to embrace it. This is especially true with the rise of “romantasy,” a captivating blend of fantasy and romance. Think Sarah J. Maas’s A Court of Thorns and Roses (ACOTAR) series, where faerie realms, powerful heroines, and epic love stories intertwine. This subgenre perfectly exemplifies how social media can fuel a book’s success, with fans eagerly sharing their excitement and artistic interpretations online.
Fan Art: More Than Just Pretty Pictures
Fan art is like a visual love letter to a book. It allows readers to bring their favorite characters and scenes to life, deepening their connection with the story. Instagram has become a hub for this artistic expression, with fan artists sharing their work and building communities around their shared love for these books. And authors are taking notice. Many actively engage with fan artists, reposting their work and celebrating their talent. This creates a feedback loop of appreciation, strengthening the bond between authors, readers, and the stories they cherish.
Sarah J. Maas: A Fan Art Connoisseur
Sarah J. Maas is an example of an author who gets it. Back in 2016, she reposted a fan artist’s birthday tribute to Feyre, the protagonist of her A Court of Thorns and Roses series. This simple act spoke volumes about Maas’s appreciation for her fans and their creative contributions. But it didn’t stop there. The same artist was later commissioned to create artwork for the official ACOTAR coloring book, demonstrating how fanart can become an integral part of a publisher’s marketing strategy.
From Visibility to Marketing Magic
Fan art isn’t just about making a book more visible, it’s a marketing powerhouse. Indie authors like Harley Laroux, whose Her Soul to Take series exploded on social media, have harnessed the power of fan art to build a devoted following. Laroux regularly commissions fan art for giveaways and promotions, keeping her readers engaged and her backlist titles in the spotlight. This clever strategy not only strengthens her connection with existing fans but also draws in new readers who are captivated by the visual appeal of fan art.
The Future of Romance Marketing: A Collaborative Love Story
The future of romance marketing is all about collaboration. By embracing fan art and nurturing relationships with fan artists, authors and publishers are tapping into a passionate and creative community. This not only drives book sales but also makes readers feel like they’re a part of something special. As social media continues to evolve, we can expect to see even more innovative ways in which fan art shapes the landscape of romance book marketing. It’s a win-win situation where everyone involved—authors, readers, and publishers—benefits from this collaborative love story.
Back Matter
Source: Hautsch, Jessica Mind, Body, and Emotion in the Reception and Creation Practices of Fan Communities: Thinking Through Feels (Springer Nature, 2023), pg. 116.