How the New York Public Library Brought Novels to Instagram With Unexpectedly Huge Results

Insta Novels, a Cannes Lions favorite, grew followers 75%

Editor: Nick Gardner

The idea makes practically no sense at all. Full works of long-form literary fiction uploaded to … Instagram? And specifically to Instagram Stories, a format known for its fast and fleeting posts about nights on the town and outfits of the day?

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."