On public transport these days, more commuters seem to be glued to their smartphones or Kindles than reading actual books. Poland’s largest bookseller, Empik, wanted to reawaken a love of books and tempt people back into its stores. Ironically, it turned to a digital platform: Instagram. The photo-sharing device has exploded in popularity in almost every demographic group in recent months. People love sharing and looking at photos on their devices. But this has also created a new space for literature. Before the release of future bestsellers, the first chapters are published on Instagram, generating interest in the books and driving intrigued readers into Empik stores.