Crafting Authentic Connections: Lessons from Harlequin’s Social Media


Having an engaging and successful social media strategy isn’t just about pretty pictures and flashy products on Instagram; it’s about forging a genuine connection with your audience while staying true to your brand’s values. This isn’t an easy feat, but don’t worry, we’ve got a perfect example to inspire you!

Meet our client partner, the social media masters at Harlequin! They’ve perfected the art of weaving their values into every post, engaging with their audience across various platforms, from Instagram to YouTube and TikTok, they’re even on the cutting edge with Threads!

In this blog post, we aim to take a page from Harlequin’s book. Exploring their social media strategies across each of their main channels that have helped them to cultivate their deep and meaningful relationships with their audience on and off the page.


Instagram Strategies: Building Authentic Connections

Harlequin understands that Instagram is an ideal platform to establish genuine connections with their audience. To achieve this, they have embraced various strategies:

Author Interviews and Creator Posts: Harlequin offers a glimpse into the minds of the writers themselves, allowing readers to form a personal connection with the creators behind their favorite books.

Product Release Posts: Professional photography (created by StudioNow’s Marcella D) and engaging captions are used to promote new book releases, generating excitement among followers.

Cultural themed Posts: Celebrating timely events like Pride Month, Harlequin aligns its content with meaningful themes, showcasing their commitment to diversity and inclusivity.


Entertaining Posts: By playfully suggesting books based on readers’ horoscopes, Harlequin adds a touch of entertainment to their feed while promoting their products.

User Interaction: Harlequin highlights customers’ reviews and mentions through Instagram Stories, fostering a sense of community and appreciation.

YouTube Strategies: Engaging Long-Form Content

On their YouTube channel, Harlequin delves deeper into content, providing value to their viewers and readers.

Author Recommendations Series: By featuring authors recommending books, Harlequin establishes authority and enhances reader trust in their choices.
Booktuber Videos: Working with notable romance genre YouTube influencers on creating videos that appeal to readers establishes Harlequin as being a go-to brand for fun romance reading content.
Utilizing YouTube Shorts: Embracing shorter, TikTok-inspired content types keeps the channel fresh and relevant, appealing to a wider audience.

TikTok and Threads: Reaching New Audiences

Harlequin recognizes the potential of TikTok and Threads in capturing the attention of new customers:

TikTok: Using short-form videos and trending challenges, Harlequin capitalizes on TikTok’s massive user base, introducing their brand to a wider audience.

@harlequinbooks Girl Dinner with books is just *chef’s kiss* 🍷📚🍿 #HarlequinBooks #girldinner #booktok ♬ original sound - karma carr

Threads: Engaging in threaded conversations allows Harlequin to interact intimately with readers, nurturing deeper relationships.

In conclusion, Harlequin Books’ social media strategy stands as a shining example of the boundless potential that a well-rounded and versatile approach can unlock. Their skillful navigation of various platforms and tailored content has drawn in new customers while fostering enduring relationships with existing ones. 

We asked Harlequin what advice they would give to a fellow brand wanting to grow their relationship with their audience via social media;

“Listen to your audience, engage with them daily, offer great content, and always be responsive. These are a few of the key practices we take pride in at Harlequin for establishing and maintaining long-term, meaningful relationships with our authors and readers online.”  ­

–Stefanie Buszynski, Social Media Manager

As you continue your brands venture into the realm of social media, take inspiration from Harlequin’s triumphs – a valuable blueprint for connecting with audiences at every stage of the customer journey.  Remember, it’s not just about pretty pictures; it’s the art of crafting meaningful connections and effectively communicating your brand’s values that will truly set you apart. 

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