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Library/Campaign/Insta Novels
Grade B32 sourcesHIS-00229

Insta Novels

Campaign · 2018 · Niche

Made by Mother New York · Source

31Editable slideCertificate

NYPL put classics in Instagram Stories and reported over 300,000 reads.

Original · The New York Public Library and Mother New York
Clip · The New York Public Library on YouTube
Phone screens showing the Alice, Yellow Wallpaper and Metamorphosis Insta Novels covers.
Mother New York / The New York Public Library
The New York Public Library on Instagram: "Join us down the rabbit hole. Alice's Adventures in Wonderland is now available on Insta Novels. To start reading, check the @nypl Highlights for Part 1…
The New York Public Library on Instagram
The New York Public Library on Instagram: "Introducing Insta Novels. A reimagining of Instagram Stories to provide access to some of the most iconic stories ever written. And to bring over 300,000…
The New York Public Library on Instagram
Case Study: Insta Novels
D&AD

Spread Score

How it works
Reach0Contagion65Breadth60Velocity0Longevity3731

Numbers

Peak date
Week of Aug 22, 2018
Aug 22 ’18 to Week of Aug 22, 2018
Platforms
5
Started on Instagram
Origin
Seeded
Education

Mechanics

  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Creator relay
  • Newsjacking

How it spread

Trace the origin

NYPL and Mother put illustrated classics in Instagram Stories. Press and unaffiliated X users shared the format; Mother reported over 300,000 reads. Later releases followed, and Zürich offered its own Insta Novels.

Dates use the stated precision; chart positions are date anchors.

May ’18AugOctDecApr ’19JulNovJul ’21Feb ’23Oct ’24Jun ’26InstagramPressXOpen webApp stores
InstagramPressXOpen webApp stores

13 more events on this chart

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Timeline (16)

  1. August 2018

    @nypl precursor · Aug 20 ’18

    NYPL teased full classic books coming to Instagram Stories.[1][2]

    Open the first post ↗

  2. @nypl precursor · Aug 21 ’18

    NYPL posted an introduction to Insta Novels.[3][4]

    The New York Public Library on Instagram: "Introducing Insta Novels. A reimagining of Instagram Stories to provide access to some of the most iconic stories ever written. And to bring over 300,000…

  3. @nypl seed · Aug 22 ’18

    NYPL released the first part of Alice’s Adventures in Wonderland as Instagram Stories.[3][5][6][7]

    The New York Public Library on Instagram: "Join us down the rabbit hole. Alice's Adventures in Wonderland is now available on Insta Novels. To start reading, check the @nypl Highlights for Part 1…
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 25 sources · Score 27
Origin
Seeded
Sector
Education
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

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YouTube · 2018

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32B impressions

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ASICS | The Desk Break

2.3B impressions

New cases, every week

How the next thing spread, the week it does.

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· Source
May ’18AugOctDecApr ’19JulNovJul ’21Feb ’23Oct ’24Jun ’26InstagramPressXOpen webApp stores
InstagramPressXOpen webApp stores

13 more events on this chart

Join free to see them

  1. August 2018

    @nypl precursor · Aug 20 ’18

    NYPL teased full classic books coming to Instagram Stories.[1][2]

    Open the first post ↗

  2. @nypl precursor · Aug 21 ’18

    NYPL posted an introduction to Insta Novels.[3][4]

    The New York Public Library on Instagram: "Introducing Insta Novels. A reimagining of Instagram Stories to provide access to some of the most iconic stories ever written. And to bring over 300,000…

  3. @nypl seed · Aug 22 ’18

    NYPL released the first part of Alice’s Adventures in Wonderland as Instagram Stories.[3][5][6][7]

    The New York Public Library on Instagram: "Join us down the rabbit hole. Alice's Adventures in Wonderland is now available on Insta Novels. To start reading, check the @nypl Highlights for Part 1…

  1. press · Aug 22 ’18

  2. peak · Week of Aug 22, 2018

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