6 Proven Strategies to Stand Out When Romantasy Is Everywhere

Okay, we need to talk about the glittery, wing-having, shadow-daddies who have taken over romancelandia.

Romantasy is eating everything.

Your BookTok FYP? Romantasy. Barnes & Noble’s front table? Romantasy. That reader group you’re in? Discussing whether the shadow prince or the golden retriever fae deserves the girl.

Meanwhile, you’re over here writing small-town romance, wondering if you should just give your construction worker hero some wings and call it a day.

Please don’t.

Listen, we get it. When everyone’s losing their minds over Fourth Wing and ACOTAR, and you’re trying to promote your enemies-to-lovers workplace romance, it feels like showing up to a costume party in business casual.

But here’s what nobody’s telling you about romantasy marketing strategies: You can steal what’s working without writing a single fae.

The Romantasy Reality Check (And Why You Shouldn’t Panic)

First, let’s look at actual numbers before you spiral.

Yes, romantasy grew 35.8% last year. Impressive. Terrifying if you write contemporary.

But according to Publishers Weekly’s latest analysis, here’s what else is true:

Contemporary romance still outsells romantasy 3:1
Historical romance readers buy more books per year
Dark romance grew 42% (more than romantasy!)
Low/No Spice romance has the highest reader retention rate (We don’t use words like “sweet” or “clean” here at Swoonworthy Designs because high spice doesn’t equal dirty or nasty — even if your MMC does have a dirty mouth *wink*)

The romantasy boom isn’t killing other subgenres. It’s expanding the romance market. New readers discovering romance through romantasy will eventually want something else.

Guess who’ll be ready with exactly what they’re craving? You.

Understanding Romantasy Marketing Strategies Without Losing Your Mind

Before we dive into your counter-strategies, let’s understand why romantasy marketing strategies work so well:

The Secret Sauce:

Immersive world-building = longer reader engagement
Series focus = built-in repeat customers
High emotion/stakes = social media gold
Visual elements = Instagram/TikTok catnip
Fandom culture = free marketing army

You can’t duplicate the fae courts and magic systems. But you CAN duplicate the marketing tactics that make readers obsessed.

6 Ways to Thrive When Everyone Else Is Writing Fae Romance

Strategy #1: The “Gateway Drug” Approach

Position your books as “what to read while waiting for the next romantasy.”

Romance readers don’t read just one subgenre. They’re poly-readers. The same person devouring romantasy is also reading dark romance, rom-coms, and yes, your contemporary romance.

How to execute:

“If you love the banter in ACOTAR, you’ll love…”
“For when you need a break from world-building but not from swoon”
“Same emotional intensity, zero magic required”

Strategy #2: Own Your Anti-Romantasy Position

Instead of competing, position yourself as the alternative.

The messaging:

“No wings, no magic, just real chemistry”
“When you want romance without the realm-building”
“For readers who prefer their book boyfriends without supernatural powers”

This isn’t about bashing romantasy (never alienate readers). It’s about being the refreshing alternative.

Why it works: Reader fatigue is real. After ten fae series, readers crave something grounded.

Strategy #3: The Crossover Comp Title Method

Find the ONE element your books share with popular romantasy and exploit it mercilessly.

Examples:

Enemies-to-lovers: “Cardan energy in a corporate boardroom”
Forced proximity: “The sexual tension of ACOTAR’s cabin scene, but it’s a beach house”
Protective hero: “He’d burn down the world for her (metaphorically)”

You’re not pretending to be romantasy. You’re showing romantasy readers they already love what you write.

Strategy #4: Ride the Trope Wave (Not the Genre)

Romantasy marketing strategies made certain tropes mainstream. Use that.

Trending tropes you can steal:

“Touch her and die” energy
Morally gray heroes (they don’t need shadows to be dangerous)
Training scenes (gym edition > sword fighting)
Chosen one energy (she’s the only one who can save the company/ranch/bakery)

Market your tropes, not your genre. Readers follow tropes across subgenres.

Strategy #5: The Nostalgia Play

While everyone’s chasing the newest trend, be the comfort read.

Position yourself as:

“Remember when romance was about the romance?”
“For readers who miss [beloved discontinued series]”
“Bringing back the [specific era] romance vibes”

Romantasy is exhausting with its world-building and 800-page commitments. Be the easy, delightful escape.

Strategy #6: Double Down on Your Superpower

What can contemporary/historical/dark romance do that romantasy can’t?

Your advantages:

Relatability (readers can imagine themselves there)
No learning curve (no magic systems to remember)
Real-world wish fulfillment
Faster reads (perfect for busy readers)
Contemporary issues and representation

Stop apologizing for not having magic. Start celebrating what you have that they don’t.

Your Romantasy Marketing Strategies Steal List

Visual Strategy Theft:

Create aesthetic boards for each book/character
Design quote graphics with dramatic fonts
Use moody photography in your branding
Create character “stats” cards

Community Building Theft:

Name your readers (Romantasy has “bat boys,” you need your own)
Create reading orders for newbies
Design merch around inside jokes
Foster theory/discussion culture

Content Strategy Theft:

Share “cast” photos (but be careful! Don’t pull pics off of pinterest or use a real-life pop star & a football god in your inspo posts – that’s just begging to be sued)
Create playlists for each book (and include them in your books)
Post POV shifts or bonus scenes (these can also make great reader magnets!)
Design relationship maps

Launch Strategy Theft:

Special editions with sprayed edges (not just for fantasy!) — and if you didn’t already know, Swoonworthy Designs offers custom ebook & print book formatting
Create collector culture around your books
Build anticipation with cryptic teasers
Use countdown culture

Building Your Non-Romantasy Battle Plan

Step 1: Audit What’s Working Look at romantasy marketing strategies objectively. What’s translating to sales?

Step 2: Identify Your Overlap Find the 20% of tactics that work for any romance subgenre.

Step 3: Add Your Twist How can you adapt these strategies to feel authentic to your brand?

Step 4: Test and Track Try one new romantasy-inspired tactic per month. Track results.

Step 5: Build Your Army Romantasy readers are rabid fans. Create that same energy for your books.

The Plot Twist: Why Being Different Is Your Advantage

Here’s the secret romance publishing doesn’t want you to know:

The next big trend is always the opposite of the current big trend.

When paranormal dominated, contemporary exploded next. When sweet romance peaked, dark romance took over.

Romantasy can’t dominate forever. And when readers get fantasy fatigue (it’s already starting), they’ll be desperate for exactly what you write.

The authors who’ll win aren’t the ones who panic-write fae romance. They’re the ones who learned from romantasy marketing strategies while staying true to their voice.

Your contemporary romance doesn’t need wings. Your historical doesn’t need magic. Your dark romance doesn’t need shadow powers.

It just needs to be marketed like it’s the most binge-worthy, obsession-worthy, stay-up-all-night-worthy thing readers have ever discovered.

Because to the right reader? It is.

Ready to build a brand that stands out instead of blending in? Our Love At First Sight Package creates memorable author branding that works whether romantasy is trending or not.

Because trends come and go, but a strong author brand? That’s forever.