18 March 2024
As BookTok goes, so goes publishing. The community of TikTokers who make videos about their favorite books is one of the only forces actively driving book sales in a contracting market - and right now, BookTok has a new favorite genre. Romantasy, the hybrid genre of romance-focused fantasy novels, has never been hotter. Every second pitch I receive from a publisher describes itself as romantasy. Bookstores are pushing tables of romantasy novels to the front of the shop. Grown-ups and teenagers alike are posting long videos about their favorite romantasy books. Many of them highlight Sarah J. Maas, the genre's reigning queen.