Empik's Literacy Campaign Gives Away Free Book Chapters on Instagram
Laura McQuarrie — March 4, 2015 — Marketing
References: instagram & adsoftheworld
While visual social media sites like Instagram are on the rise, reading is on the decline—so Poland's largest retail bookseller, Empik, came up with a clever literacy campaign.
Knowing that the best content is short and sweet for those with limited attention spans, #Storygram was created. On the @storygram_empik account, the bookstore began to post the entire first chapters of books yet to be published. Just like reading on a mobile device, the image posts with text showed up in a newsfeed, so that they could easily be read in the proper sequence. Because these Instagram photos could be liked and shared across social media, the snippets caused others to take interest. Since only the first captivating chapters were shared, this was a great way for the bookstore to drive book sales.
Knowing that the best content is short and sweet for those with limited attention spans, #Storygram was created. On the @storygram_empik account, the bookstore began to post the entire first chapters of books yet to be published. Just like reading on a mobile device, the image posts with text showed up in a newsfeed, so that they could easily be read in the proper sequence. Because these Instagram photos could be liked and shared across social media, the snippets caused others to take interest. Since only the first captivating chapters were shared, this was a great way for the bookstore to drive book sales.
Trend Themes
1. Visual Social Media - Opportunities for businesses to leverage visually-focused social media platforms for innovative marketing campaigns and content distribution.
2. Short-form Content - The increasing popularity of short and concise content to capture the limited attention spans of consumers.
3. Social Media Book Marketing - The use of social media platforms, like Instagram, as a strategic tool for promoting books and driving sales.
Industry Implications
1. Retail Bookselling - The opportunity for bookstores to create interactive book marketing campaigns to engage readers and boost sales in a digital age.
2. Publishing - Innovative ways for publishers to build anticipation for upcoming book releases by offering exclusive content and engaging with readers on social media platforms.
3. Digital Marketing - The integration of social media platforms into marketing strategies to reach wider audiences and increase brand awareness for various industries, including the book industry.
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