CASE STUDY - REBECCA YARROS
Rebecca Yarros began her career with a fantasy novel that landed her an agent but never found a publisher. She says it “died on submission”, a common outcome for authors.
“…although it got me an agent, it didn’t sell to publishers. It is absolutely normal to write your first book, or any book, and have it not sell because it’s a really competitive industry,”
Undeterred she continued writing, completing a military romance that became her debut novel. Despite being told “This is the book that’ll break you out”, her book sales were mild and Rebecca admits she almost quit. But as an outlet for her emotions and an escape from reality as a mother facing the challenges of ongoing health ailments and a husband in the military, she kept writing.
Over eight years she published 20 romance novels, and while she received strong support from her agent and publisher, she experienced only modest success and recognition for her work. None of her novels made it to a best seller list.
It’s important to note that Rebecca also blogged frequently and had a substantial platform when she began her novel writing journey, and her blog followers provided a solid base that supported her book sales.
So Rebecca, supported by her agent, decided to return to her original writing passion – romantasy. Fuelled by her personal desire to write about heroines with chronic illness and her joy in developing militaristic fantasy worlds. She wrote the romantasy novel Fourth Wing in just a few months, launching in May 2023 through Entangled Publishing.
And so began a marketing campaign that would change Rebecca’s course as an author…
Advance Reader Copies (ARCs) and Influencer Campaign
Entangled Publishing strategically distributed advance reader copies (ARCs) to a select group of TikTok influencers weeks before the book's official release. These influencers were chosen based on their consistent engagement with romantasy content, high interaction rates and a proven track record of posting authentic unboxings and early book reviews.
This early exposure created organic anticipation as creators began discussing the book enthusiastically in advance of its availability.
Marketing begins long before publishing – including identifying and engaging with interested ARC reviewers which can take months.
Hashtag-Driven Social Buzz
As the ARCs began circulating, her publisher ensured that they collaborated with the TikTok creators to produce content that aligned with Fourth Wing’s dramatic tone, character dynamics and romance-fantasy blend. They established hashtags such as #FourthWing, #RebeccaYarros, and #IronFlame which quickly gained traction, ultimately amassing over one billion views on TikTok. Rebecca herself also played an active role on social platforms, further fuelling engagement.
Working with influencers once they’ve agreed to promote your book allows you to coordinate the overall approach and support actions that encourage viral outcomes. The viral success of Fourth Wing wasn’t accidental; it was rooted in months of groundwork, smart influencer targeting, and genre alignment.
Even indie authors can run themed launch events, virtual or in-person. Collaborating with local bookstores, libraries, or online communities adds excitement and drives word-of-mouth.
Premium Editions and Retail Launch Events
With momentum building, her publisher capitalized on the visual appeal of the book by releasing premium hardcover editions, designed to stand out in videos and photos, making them especially appealing to BookTok audiences, who often emphasize aesthetics and shelf appeal.
In tandem, and similar to their collaboration with influencers, they worked with retailers to organize in-person events such as release parties and themed fan gatherings.
Offering support to run such events encourages retailers to work with you in promoting your book as they become invested in seeing events succeed.
Multi-Channel Community Engagement
Rebecca maintained an active and approachable presence across her social media platforms, particularly Instagram and TikTok. She engaged directly with her audience through Q&A sessions, live virtual book clubs and behind-the-scenes content that offered readers a glimpse into her writing process. In addition, she maintained a personal newsletter that helped deepen her connection with fans, with cross-platform engagement builing a sense of community and loyalty.
Establishing your platforms, whether it’s blogging, social media, newsletters or all of the above, takes time! We encourage authors to begin this while they are writing.
Overall, it was BookTok that propelled the novel into a viral phenomenon, but this was supported by a broader marketing campaign. Rebecca praises BookTok for empowering readers and giving them a voice, yet she describes social media as “living in a hall of mirrors” and ultimately withdrew from TikTok when the emotional toll became too much. She still maintains a strong presence on Instagram, Facebook and Pinterest using interactive content, behind‑the‑scenes posts and live streams.
Though her early novels didn’t hit bestseller status, new readers now binge her entire backlist after discovering Fourth Wing. This body of work eventually paid off. Rebecca’s early blogging efforts also may not have made her an overnight success, but they established trust, voice, and a loyal readership, an author platform that quietly worked in the background until the right book hit.
Even with publisher backing, Rebecca’s breakthrough didn’t come until she personally aligned her content with what readers were craving and became an active participant in marketing, not just the author, but the advocate for her work. Rebecca Yarros’s story isn’t one of overnight success… its one of perseverance, audience connection and strategic marketing.
From early blogging to cross-platform engagement, her career reminds authors that building a platform is a long game, but one that can yield extraordinary results when paired with the right book at the right moment.
