What makes the best rom-coms so popular? How to leverage the “rom-com effect” in your creative work

It’s official: romantic comedies (rom-coms) are back and better than ever. From hit films like The Idea of You and Anyone But You to TV series like One Day and Emily in Paris and even viral trends on TikTok, everyone is currently obsessed with their charm and feel-good nature. But this resurgence isn’t just confined to our screens; it offers a treasure trove of inspiration for freelance creatives (me included). 

In fact, for months now, I’ve been subtly infusing my work with the same charm and emotional pull that makes the best rom-coms so irresistible, even for clients you wouldn’t suspect—and it’s working. By channeling the essence of rom-coms, I’m creating content that both entertains and connects on an emotional level, making my work more impactful and memorable. Plus, I get to consume many great rom-coms for “research,” which is undoubtedly the best part. 

Rom-coms are masters at tugging heartstrings, making us laugh, cry, and, ultimately, feel deeply connected. This emotional appeal is a secret weapon for engaging audiences. By sprinkling a bit of rom-com magic into your freelance creative projects, you can create experiences that are not only memorable but also emotionally resonant. In a crowded marketplace, this personal touch can be the magic ingredient that makes your work stand out.

Think of how rom-coms build anticipation and deliver a satisfying resolution through humor and heartfelt moments. Your marketing campaigns, website designs, or content can mirror this dynamic, creating an emotional journey for your audience. A product launch can build suspense (think of it as the will-they-won’t-they) and then deliver a delightful payoff with a humorous twist, leaving your audience charmed and engaged.

Designing or writing something around positive emotions and memorable experiences can lead customers to associate those sentiments with the brand you’re creating. By focusing on themes of love and connection, you can deepen the bond between your customers and your brand, ultimately fostering greater loyalty and engagement.

As the author of three bestselling romantic-comedy novels—The Book Ninja (2018), While You Were Reading (2019), and Fancy Meeting You Here (2021)—I’ve honed the art of blending humor, romance, and heartfelt storytelling. My journey as an author and freelance copywriter has given me valuable insights and practical tips for weaving rom-com magic into various creative projects.

When writing my novels, I focus on developing relatable characters and humorous and emotionally engaging scenarios. This approach resonated with readers and even attracted film producers. Translating this into my freelance work, I create personas and customer journeys that are deeply relatable. For example, in a marketing campaign for a skincare brand, I might craft a narrative around a character navigating the ups and downs of their skincare routine, complete with humorous mishaps and triumphant results. This storytelling technique makes the product more relatable and memorable to the audience.

The power of emotional connection in storytelling is a lesson I carry into all my freelance projects. When writing blog posts, website content, or social media copy, I aim to evoke emotions that resonate with the audience. For instance, in a blog post for a wedding planning service, I might write about the emotional journey of planning a wedding, using a warm and engaging tone. This creates a deeper connection with readers, making them more likely to trust and engage with the brand.

Romantic comedies are known for their sharp wit and humor, which I incorporate into my freelance copy. In a product description for a fashion brand, I might use playful language and humorous anecdotes to bring the product to life. Instead of a straightforward description of a summer dress, I might write, “This dress isn’t just fabric and stitches; it’s the leading lady of your wardrobe, ready to steal the scene with its effortless charm and undeniable style. Slip it on, and suddenly every sidewalk becomes your runway, every glance a double take.’ 

Apple’s product descriptions are simple and still very much in line with their tone of voice, but they still tell a story and evoke emotion: “It’s razor thin, feather-light, and even faster and more powerful than before. It has the brightest, most colorful Mac notebook display ever. And it features the Touch Bar—a Multi-Touch enabled strip of glass built into the keyboard for instant access to the tools you want, right when you want them. MacBook Pro is built on groundbreaking ideas. And it’s ready for yours.”

In my novels, I build engaging narratives that keep readers hooked. I apply the same technique to freelance work by crafting compelling brand stories. For instance, when working on a content strategy for a tech startup, I might create a narrative highlighting the founders’ journey, challenges, and ultimate triumph. This humanizes the brand and makes the content more engaging and relatable. Check out Vinomofo’s About Us page. They warn you that it’s a long one, going into detail about their story. It’s a captivating read and humanizes their brand, making you want to join their journey.

TikTok has become the epicenter for reviving rom-com content. From users reposting old rom-com clips to reenacting their favorite scenes, the platform is a goldmine of inspiration. For freelance creatives, TikTok offers a unique opportunity to draw inspiration from these trends and incorporate them into client work, making your projects both current and relatable.

Consider how TikTok users create short, engaging stories using popular rom-com tropes. These bite-sized narratives capture attention and evoke emotions quickly. As a freelancer, you can leverage this approach by jumping on TikTok trends or creating short, impactful content for social media campaigns or promotional videos that tell a story and evoke emotions in just a few seconds. 

In times of societal challenges and uncertainties, audiences crave feel-good content more than ever. rom-coms provide an escape, offering hope and joy through their uplifting narratives. Understanding this preference can help freelance creatives tailor their work to meet the emotional needs of their audience, resulting in more engaged and satisfied clients.

During the COVID pandemic, there was a noticeable spike in the consumption of feel-good content. People turned to rom-coms and other uplifting genres as a form of escapism. As freelancers, recognizing these patterns allows us to create content that aligns with the current emotional landscape, ensuring our work resonates with the audience’s desires for positivity and hope.

For example, these Wilkinson Sword razor billboards are causing quite a stir online, grabbing attention all across London with their vibrant colors and playful language. They embody the kind of uplifting content often inspired by comedic films. 

Rom-com tropes like the “meet-cute” or “enemies-to-lovers” are goldmines for creative inspiration. For example, a branding campaign might revolve around an unexpected but perfect partnership, much like a classic rom-com meet-cute.

By drawing parallels between rom-com narratives and branding strategies, you can craft compelling and relatable stories for your clients. Similarly, I might use the “enemies-to-lovers” trope for a customer service campaign to narrate how a skeptical customer became a loyal advocate after experiencing exceptional service.

Color psychology and typography are critical players in evoking the feelings of romance and humor central to rom-coms. Opt for vibrant color palettes that evoke warmth and joy, and choose playful fonts that convey a sense of fun and lightheartedness. 

The tone and voice in rom-coms are crucial—light, witty, and optimistic. If appropriate, aim to infuse your copy with humor and warmth. This will resonate with your audience and hopefully cut through the clutter. 

Visual storytelling is vital in rom-coms and can be just as effective in design projects. Use illustrations, graphics, and photography to convey uplifting themes in your projects. 

For instance, Cardigang uses bright illustrations and happy photography to engage their audience.

Incorporating the charm and appeal of rom-coms into your freelance work can create a powerful emotional connection with your audience. From using vibrant visuals and playful typography to crafting uplifting copy and engaging narratives, the strategies I’ve discussed can help you stand out in a competitive market.

Embrace the rom-com resurgence as a source of creative inspiration. By tapping into the themes and aesthetics that make rom-coms so beloved, you can elevate your work and create memorable experiences for your clients. Whether you’re a writer, designer, or illustrator, the rom-com effect can be your secret weapon in making your clients fall in love with your work.

Have fun channeling your inner Nora Ephron!