Why romantasy is so popular on social media

Unpacking the rapid rise of romantasy, the genre that blends fantasy and romance

The subgenre—primarily aimed at female readers and sometimes bordering on erotica—has become a sensation, due in no small part to its popularity on social media platforms like TikTok. Writers like Sarah J. Maas and Rebecca Yarros harken back to early Gothic works, which similarly sought to combine the supernatural and the erotic.

The data on romance's recent rise

Romance novels have historically sold well, but since 2022, the genre has seen rapid growth, propelled by popular writers, like Colleen Hoover and Emily Henry, and a devoted readership active on TikTok. This study from statistician Daniel Parris runs through the numbers, demonstrating how the genre has become an industry powerhouse.

Consumers are buying more books now than they were 20 years ago

Interest in reading spiked during the COVID-19 pandemic and has continued building since then. The romance and fantasy genres in particular have been especially popular, with titles celebrated on BookTok, a wing of TikTok dedicated to reading, spurring the craze.

Why the publishing industry is hot for romance

Romance books are currently trending in the publishing industry. That means romance authors are currently seeing greater commercial success than many writers in other genres. This podcast episode dives into what's behind the publishing industry trend from a business perspective. Listen to it here.

A scholarly analysis of romance's enduring popularity

Diane Winston, a media scholar at the University of Southern California, argues that romance novels have remained popular because they've historically offered women shame-free ways to explore their identities and sexualities. She notes that's even more true today, with contemporary romance novels, from romantasy bestsellers to "Heated Rivalry," more willingly explore social dynamics.

Romantasy fans explain why they think the genre is so maligned

Romantasy grows more popular every year, but that doesn't mean it's taken seriously as literature. Hosts from KPBS' "The Finest" attended Comic Con 2025 to get romantasy fans' takes on the genre's unserious reputation.

A guide to the romance genre's major tropes

This guide breaks down romance's most prominent tropes, or narrative patterns, used by romance writers and adored by their fans. After you learn about "friends to lovers," "marriage of convenience," and "forced proximity," you'll start to see your favorite romance reads in an entirely new light.

Why some writers believe there's a new romanticism

Journalist and novelist Ross Barkan argues that a crushing political system and alienating technology have led people to become more interested in the offline, analog world and the beauty of nature and emotion. In this essay, he defines this as "the new romanticism," and predicts it will come to define the culture of the 2020s.

Hockey romance novels have become an unexpected sensation

The combination was not an obvious hit, but books like "Hockey With Benefits," "Body Check," and "Puck and Prejudice" (a Jane Austen fan fiction) have grown popular thanks to a romance novel boom and an interest on TikTok. Now, HBO and Amazon are taking note with streaming adaptations. (Some readers may experience a paywall.)

Music today is often intended to circulate on social media

Artists are increasingly using TikTok and other short form video platforms as a space to promote their music. One scholar notes this emphasis, and connect it to Taylor Swift's early use of social media to promote her own work and brand.

Why TikTok loves Rainer Maria Rilke

It seems like an odd fit: A social media app known for bite-sized videos and a long-dead Austrian poet. Despite the odds, Rilke, especially his famous "Letters to a Young Poet," has become an unexpected trend on TikTok, where influencers share his wisdom on creativity and self-discovery.

Why dystopian literature remains popular

Yale English professor Joe Cleary argues that dystopian literature’s continued relevance is due to a torrent of additional societal anxieties and that the streaming adaptations of dystopian classics "The Handmaid’s Tale" and "The Man in the High Castle" have expanded the genre’s popularity, introducing new audiences to its tropes.

Romanticism continues to influence culture

The breadth and impact of Romanticism and its emphasis on individualism, embracing emotion, and the power of nature outlived the formal boundaries of the movement’s popularity and continue to linger in the public consciousness.

TikTok explained: how the app became a global phenomenon

Since 2018, the short-form, video-sharing app TikTok has gone from launching in the US to becoming a habit-forming cultural force that’s signed up more than half of the country's population as users.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

'Love on the Spectrum,' a popular Netflix reality show, is following people on the autism spectrum as they navigate romantic relationships

This is one of Netflix's biggest shows, something this podcast says is due partly to the fact that the series both scratches the itch for people who enjoy reality dating viewing and the program is conducted in a nonexploitative, sensitive way that makes viewers truly want the best for the people navigating these situations.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

How soap operas are being reimagined for the smartphone

Apps like ReelShort, FlickReels, and DramaBox purport to offer "micro dramas," but they strongly resemble soap operas, with serial melodramas about romance and murder. This NPR piece unpacks the trend, highlighting why this new format appeals to demographics that never connected with daytime soaps.

Fanfic can provide fans with wish fulfillment

Rather than complaining about a writer's decisions, fan fiction is interactive, providing the fandom with the opportunity to tell the story in the way they see fit. That's especially evident in "shipping," a popular fan fiction trope that's focused on the romantic pairing of characters who are not romantically involved in the source material.

Conspiracy theories today are often born from online radicalization

New York Times tech columnist Kevin Roose examines how individuals become radicalized while using platforms like YouTube. Hate crimes that took place before the COVID-19 pandemic inspired the podcast, which looks at online commentators, algorithms, and isolation, and possible explanations for how increased online activity can sometimes lead to violent crime.

Why this artist staged a satirical romance with Mark Zuckerberg

Internet performance artist Harriet Richardson is using AI and Meta's social media tools to make it appear as though she's in a serious romantic relationship with Mark Zuckerberg. While the images generate laughs, Richardson also says they're part of a larger satirical project aiming to highlight the larger societal impact of Meta's decision to discontinue fact-checking content across its platforms.

The 'Ratatouille' musical started as a joke on TikTok

It all started as a meme: What if “Ratatouille” were adapted for the stage? Just a few months later, though, it was an actual production, featuring genuine Broadway stars.

Tourists are significantly influenced by pop culture

A 2024 study from Expedia Group found that two-thirds of tourists said movies and TV influence where and how they travel.

Reels have strongly influenced NASCAR’s social media strategy

With viewership and attendance tanking from 2008 to 2018, NASCAR knew it needed better marketing to reach the next generation of fans, so it designed a new social media and content creation strategy. Using these new methods, it achieved 27% follower growth in three years.

Browse a detailed visual analysis of over 200,000 similes—comparisons that often use 'like' or 'as'—from popular fiction to see how frequently writers the same idiomatic expressions.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

The 19th-century painters of the Hudson River School were among the first American romantics, with portraits that displayed the natural beauty of the young country.

Explore an interactive map built from more than 100,000 survey responses on where people find joy in their lives

Children are now three times more likely to say they want to be a YouTuber when they grow up than an astronaut, with some even attending 'YouTube camps' that teach kids how to create content for the platform.

This site reaches millions of visitors who are tired of AI chatbots and seeking human connection. Pretend to be an AI chatbot and ask questions, provide answers, and draw for people in real time.

Telehealth demand for GLP-1s for weight loss is booming as consumers seek easier access.

'Saturday Night Fever,' the 1977 film that introduced disco to the mainstream, was based on a fabricated magazine story.

A 2019 Facebook event called on attendees to "Storm Area 51, They Can't Stop All of Us," resulting in countless memes, the creation of a music festival, and eventually the arrests of those who did try to approach the area.

'Shogun,' a 1980s TV series, helped popularize sushi in the US by stimulating an American interest in Japanese culture.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

'Silent' fireworks have gained more interest in recent years as a quieter celebratory option.

Explore a list of the 100 best novels of all time, compiled by some of the world's best living writers, including Salman Rushdie, Stephen King, and Jennifer Egan.

A century of Billboard issues documenting the evolution of popular music.

Graffiti dates back to at least ancient Pompeii, where citizens scrawled messages to one another on public walls

When a Paris department store hesitated to sell Estée Lauder's perfume, she 'accidentally' broke a bottle, causing the smell to spread throughout the store and shoppers to start asking to buy the scent.

The first robot in literature may have been a 'mechanical man' in 1907's 'Ozma of Oz,' a book in L Frank Baum's 'Wizard of Oz' series.

Some researchers have labeled nomophobia, the fear of being without your phone, as 'the phobia of the 21st century.'

Massive blooms of microscopic plankton called dinoflagellates produce the neon blue light seen in glowing tides.

Roughly 43 million US borrowers owe roughly $1.7T in student debt, the second-largest source of consumer debt behind mortgages.

After 25 people used virtual reality headsets to practice flying with virtual wings—flapping their arms—their visual cortex responded to the wings almost as if they were real arms, treating them as body parts.

Studies suggest when you sleep is as important as how much you get, and syncing with your circadian rhythms may lead to less fatigue and improved long-term health outcomes

Human-to-human transmission of hantavirus remains extremely rare, so the 2026 hantavirus cruise ship outbreak doesn't mean we're facing a COVID-style pandemic risk.

Chaos theory—informally known as the butterfly effect—is the reason why weather forecasts are presented with probabilities rather than certainties.