A question I often get is, “I have X# book ideas. Which one do you think would be most marketable?” My answer is almost always, “Whichever one you feel most compelled to write.”
For those who want more info, ideas and suggestions, keep reading.
The publishing industry has always been influenced by trends, from vampire fiction in the early 2000s to the dominance of BookTok and the recent rise of romantasy.
Though trends may dominate the conversations in terms of how much influence they actually have, for writers, these trends pose a pivotal question: should you chase the market’s shifting demands, or stay true to your authentic voice?
The Magnetism of Trends
It’s easy to see why trends hold such sway. When a book goes viral, its ripple effects are impossible to ignore.
Platforms like TikTok’s #BookTok community have revolutionized how books are marketed and consumed. Books that went basically unnoticed for years, such as The Song of Achilles by Madeline Miller (2011), reportedly sold over two million copies worldwide, as a result of the virtual boost.
Books, popular at launch, such as Colleen Hoover’s It Ends with Us, re-entered bestseller lists thanks to viral recommendations. Hoover’s book reportedly sold 10 million copies and sparked a Netflix movie adaptation. It’s no surprise publishers are actively collaborating with influencers to harness this momentum.
Certain genres periodically experience surges in popularity—think dystopian fiction post-Hunger Games or however you want to classify Fifty Shades of Grey.
While these spikes can elevate niche authors to mainstream success, they often lead to market saturation. For example, romance and erotica have become billion-dollar industries but are increasingly crowded with formulaic offerings.
Worse, chasing trends can lead to stories that fail to connect with readers who look for genuine voices that resonate emotionally, rather than commercially—not to mention can damage your own sense of authenticity as a writer.
Trends often appear to offer a shortcut to marketability—especially in the eyes of aspiring writers. After all, if agents and editors are clamoring for the next cozy mystery or emotionally devastating romance, doesn’t it make sense to write one?
But here’s the catch: by the time a trend hits mainstream consciousness, the market has already started to move on. As often stated, the wheels of publishing move slowly. What’s trending now may have peaked by the time your book hits shelves.
📌 Pro Insight: publishing has seen a glut of trend-driven submissions that fall flat because they’re derivative. Vampires might have been “in” during the Twilight era, but how many lifeless (pun intended) vampire manuscripts flooded slush piles afterward? I get them almost daily – and rarely does one stand out above the others.
When to Ignore Trends
Sometimes, the best course of action is to ignore trends altogether. If your story feels urgent and is demanding to be told, trust that energy. History has proven that groundbreaking books often defy market expectations.
J.K. Rowling’s Harry Potter was considered a gamble in a market that didn’t prioritize middle-grade fantasy. As I’ve mentioned in past articles, Anne Rice came on the scene with Interview with the Vampire, when nothing like it was on the best-seller list, thus creating the trend.
Similarly, Celeste Ng’s Little Fires Everywhere captured lightning in a bottle by exploring nuanced family dynamics in a way that felt original.
Manuscript Positioning
Balancing authenticity with market trends requires strategic thinking, not blind adherence. Here are a few suggestions on how to consider trends, and position your manuscript:
- Understand the Core of the Trend Trends often emerge because they tap into universal themes or desires. Instead of trying to replicate them, dig deeper. What emotional need is the trend fulfilling? How can your story address that need in a way that feels fresh and personal?
- Be Aware, Not Reactive Use trends as inspiration rather than a blueprint. Write the story YOU feel compelled to tell, then consider how to align it after it’s written.
- Use Trends to Frame, Not Define Trends can be a tool for framing your work without sacrificing authenticity. If you’ve written a heartfelt speculative novel with lush prose, you might position it as “a character-driven fantasy in the vein of The Night Circus” rather than forcing it into the mold of a current trend such as “dark academia” or “cozy fantasy”.
- Think Long-Term Think beyond your first book. Cultivating an authentic connection with readers will help you stand out regardless of market shifts.
📌 Pro Insight: A trend might help you break in, but it won’t sustain you if it’s not aligned with your long-term vision as a writer. Agents and publishers value writers who have a clear sense of their voice and future projects. Don’t pigeonhole yourself for the sake of a fleeting moment.
Publishing’s obsession with trends isn’t going anywhere, but as a writer, your job isn’t to chase the market—it’s to understand it without losing sight of your own creative vision.
So, after considering all of this, what’s the answer to the original question? Do you want to be a trend-chaser or a trail-blaizer? In my opinion, the best course of action is:
- Write the story only you can tell.
- Focus on what makes your voice distinctive.
- Be true to yourself and your readers, because the most authentic stories are the ones that endure.
Always do what feels right. You never know, your book could set the stage for the next trend.