Book Marketing Ideas Romance Authors Should Be Doing Before Their Book Release
- 2 days ago
- 3 min read
If you’re a romance author gearing up for a book launch, Instagram can feel overwhelming—What do I post? How early do I start? How do I sell my book without annoying readers?
The goal before your release isn’t to push the book nonstop. It’s to build anticipation, emotional connection, and excitement—so when launch day arrives, readers are counting down the minutes until they can start reading.
This post breaks down exactly what romance authors should be posting about leading up to their book release, with content ideas you can rotate and reuse so you don’t burn yourself out.
1. Start With the Vibe, Not the Buy Link
Romance readers buy based on feeling and angst. Before you ever say “my book is coming,” you should be:
Establishing the emotional tone of the story
Showing readers what kind of romance you write
Making them feel like this book was written for them
Content ideas:
Aesthetic reels or images that match your book’s mood (soft, dark, cozy, spicy, dreamy)
Quotes that reflect the emotional journey of the story (love, longing, heartbreak, healing)
“If you love (title of popular book), you’ll love this book” posts
Think: connection first, conversion later. Here are some examples of what I’ve done.
2. Introduce Your Tropes Early (and Often)
Tropes are catnip for romance readers. Don’t hide them—lead with them.
Instead of one trope post, weave them into multiple formats.
Content ideas:
Carousel: “Tropes you’ll find in my upcoming romance”
Reel text overlay: “POV: you love enemies-to-lovers + forced proximity”
Story poll: “Do you prefer slow burn or instant sparks?”
By the time your book launches, readers should already feel connected to the story
3. Bring Readers Into the Writing Journey
Romance readers love feeling like insiders. Let them see the whole process. Bring them behind the scenes from beginning to end, not just the polished product.
Content ideas:
Behind-the-scenes writing updates (this could include thoughts on your latest writing session or a pat on the back because you finally wrote the dedication)
Screenshots of your draft or word count milestones
Writing playlists or songs that inspired scenes
This builds emotional investment—and makes readers root for you and the book. See some examples below!
4. Tease the Characters (Not the Whole Plot)
You don’t need to spoil the story to hook readers.
Focus on who the characters are and how they feel.
Content ideas:
Character aesthetics or mood boards
“He’s ___, she’s ___” trope-style posts (ex: he goes with the flow, she lives by her planner)
Short teaser lines (without context)
“Things my main character would never do” trends
The goal: make readers curious enough to want more.
5. Normalize Talking About the Book Before Launch
Readers LOVE discovering new books. So don’t be afraid that you’re talking about it to much. Think of it as if you’re preparing your audience for a book they don’t want to miss.
Content ideas:
Casual mentions in captions (“editing chapter 12 today 🥹”)
Soft reminders (“can’t believe this story is almost out in the world”)
Intentional book posts starting when you’re 90 days out
When launch day comes, it shouldn’t feel like a surprise—it should be highly anticipated.
EXAMPLES:
6. Educate + Entertain Your Ideal Reader
Not every post needs to be about your book.
Share content that attracts romance readers in general.
Content ideas:
“This or That preference” posts: think “do you prefer friends-to-lovers or enemies to lovers”
Posts that require engagement: “What book should I read next?” Encourage votes in the comments
Bookish humor and relatable memes
This grows your audience and warms them up for your release.
7. Repeat More Than You Think You Should
Most people won’t see every post.
Repeating themes is not overposting—it’s smart book marketing.
Rotate between:
Tropes
Book Vibes
Character Introductions
Behind-the-scenes of your writing journey
Consistency in just as important as creativity.
Final Thoughts: You Don’t Need to Post Daily to Launch Well
A strong pre book launch marketing strategy isn’t about posting more—it’s about posting with intention.
If you:
Start early
Focus on emotion
Highlight tropes and characters
Invite readers into the journey
You’ll build momentum before release day—without feeling like you’re shouting into the void.
Want help knowing exactly what to post and when before your book launch? My 90‑Days to Book Launch Guide walks you through it step by step—with plug‑and‑play captions and easy-to-edit Canva templates designed specifically for romance authors.
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