Romance books are having a moment. Or maybe it’s more correct to say that they’re more visibly popular than ever, thanks in part to romance book-loving communities on TikTok, Instagram and YouTube—or BookTok, Bookstagram and BookTube—where book lovers are posting an extraordinary number of videos and images daily about the books they love to read.
If you walk into a bookstore these days you’ll likely see shelves dedicated to “BookTok” reads – titles that are getting a lot of exposure online. And a lot of these are romances. We’re living in an era where Mills & Boon is celebrating 50 years of publishing in Australia, romance novelists are topping bestseller lists (sometimes with books originally published years ago), and romance books are getting snapped up by film and TV production companies (like Colleen Hoover’s It Ends With Us).
But what is it about romance that makes it so popular?
I’ve been reading romance books for as long as I can remember. I also write them. Here are five reasons I think the romance genre has enduring popularity.
A happily ever after guaranteed
Let’s start with the obvious. There is one big rule for romance books: They must have a happy ending.
That guaranteed happy ending is a big selling point for the genre. When times get tough—like during the COVID pandemic—it’s comforting to pick up a book knowing that everything will work out in the end.
But it doesn’t have to be a big world event. If work is stressful or you live with anxiety, it can be a relief to read a book knowing there’s a happy ending.
Also romance, and particularly sub-genres like romantic comedy, can make reading fun and accessible for people who never considered themselves readers.
Tropes, tropes, tropes!
A trope is like a stereotype that clues you in to the type of story you’re about to read. They can be about the characters (grumpy x sunshine); about the romantic relationship (enemies to lovers); about the setting (workplace) or even about specific moments in a story (only one bed).
So how do tropes contribute to the popularity of the romance genre? Tropes give readers the ability to easily find books they love because they can look for books that have a combination of tropes they enjoy. Most romance books now include their tropes in the blurb or even on the cover, and lots of authors and publishers use tropes when marketing books. (In fact, it’s not odd to see an author doing a “trope reveal” in the lead-up to a new release.)
On the flip side, using tropes when talking about romance books makes it easy for readers to avoid stories with elements they don’t enjoy or that may be triggering, allowing readers to protect themselves.
Using tropes to help readers find books isn’t a new phenomenon. Romance publisher Mills & Boon has been doing this for decades by publishing stories in specific “lines”. Each line has a set of tropes and character types, so readers know what they’re in for when they pick a book up.
Romance reader communities online
Romance books are more visible than ever, physically in bookstores and also on social media through BookTok, Bookstagram and BookTube. The way I see it, there are two reasons why online romance reader communities help the popularity of romance books.
Firstly, there’s the sheer number of book accounts and how easy they are to access. If you keep seeing everyone talking about a book, you’re probably going to want to see what all the fuss is about (remember when 50 Shades of Grey came out?).
Secondly, where a decade ago you may have struggled to find romance readers to share your obsession without shame, these days a quick social media search will bring up dozens of chances to connect with like-minded readers on a global scale.
Which helps boost the popularity of the romance genre because everyone wants to be able to talk about the thing they love with people who love it just as much.
Book clubs, buddy reads, gift exchanges, online chats, themed events – these are a few of the things romance reader communities are involved with. Romance readers are organising outings to romance-only bookstores (of which new ones are popping up in Australia all the time) and romance-specific book signings. All of these things offer the connection and community of joining a book club, but on a bigger scale (and it’s more Instagram- and TikTok-able). For a genre that used to be read secretly, this is a huge deal.
Women seeing themselves in the characters of romance books
It’s not only communities and connection in the real world, but connections between the readers and the characters that sustains the popularity of the romance genre. Through that guarantee of a happy ending, readers are able to safely walk alongside characters as they grow, heal, repair relationships, move through grief, and confront and overcome obstacles.
If we can see a character go on that journey—be it dealing with the loss of a family member, a medical diagnosis, getting fired or learning how to make their voice heard, for example—it means we can go on it too.
And the aspirational appeal of romance books can be simpler, too. If these flawed, vulnerable characters can be loved wholeheartedly, then so can we. We can be seen, heard and respected. We can be valued. We can find a partner, or partners, who communicate openly with us.
In the past, romance has been accused of setting “unrealistic expectations”, but read that paragraph back and then ask if that’s really so unrealistic? Or is it empowering?
Romance books with female protagonists inherently give weight and importance to women’s stories and struggles. Storylines about balancing career and love and kids are written earnestly and with empathy. (Not to mention the mind-blowingly good sex the women in these books often have, which you might not always find in other genres!)
Romance book covers
It feels remiss to talk about the increasing visibility and popularity of romance books and not talk about their covers – the most “visible” part of the book.
If you go to that BookTok shelf in your local bookstore and look at the romance books, these words might come to mind: Bright, poppy, colourful, fun (at least if you’re looking at the contemporary romances). For many, romance books are about escape, and their covers already deliver on that promise. In fact, flashy cover design was a big factor in why Mills & Boon novels became so popular.
Also, these often-illustrated covers look great on a shelf, or on a post on Instagram or TikTok. And for many, being visible in those spaces feeds into feelings of being part of a community. Which is one of the areas the romance genre excels in and one which makes it appealing to so many readers.
Where to start your romance reading journey
Romance novels have always been popular. Combine the promise of a happily ever after with an earnest embracing of universal desires – joy, love, acceptance, connection and community – and it’s really no surprise.
At the end of the day, it’s hard to go past a book with a message that your own happy ending is both deserved and achievable.
Keen to dive into this popular genre? Here are a few romance book reading lists to get you started:
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