+
upworthy
Most Shared

How one book store brilliantly used clickbait to get people reading fiction.

Fewer people are reading fiction than ever before.

According to a report from the National Endowment for the Arts, the percentage of U.S. adults who read literature fell to the lowest level recorded since the group started tracking the statistic in 1982. It's anyone's guess as to why we're spending less time reading for fun, but one theory is that people are simply spending more time online and don't make time for books.

Photo by Peter Macdiarmid/Getty Images.


Last year, Dallas bookstore The Wild Detectives tested out a unique approach to getting people interested in the literary classics: clickbait.

Yes, clickbait. It worked for internet posts, but would it get people to read Hemingway? That's what The Wild Detectives wanted to find out.

The premise for the experiment was simple: They took beloved pieces of literature and gave them modern clickbait titles. For example, "The Jungle Book" became "He befriended a bear when he was a kid and fate reunites them years later." "Dracula" became "Romanian man discovers shocking fact about garlic that will give you nightmares," and "Frankenstein" became "German doctor becomes first to perform full body transplant."

The Wild Detectives didn't stop there — they actually tested these headlines on Facebook. People who clicked on the posts were taken to the full text of the public domain stories, which the store uploaded to its Medium profile.

"When it's OKAY to slut shame single mothers" describes the plot of Nathaniel Hawthorne's "The Scarlet Letter" pretty well. Photo from The Wild Detectives/YouTube.

The coolest part of this campaign wasn't just the cheeky titles and Facebook trickery, but rather, that it netted some majorly positive results. According to the store's case study, they experienced a 150% increase in engagement with their Facebook posts and a 1,400% increase in traffic to their website.

The store did it for brand awareness, and it clearly paid off.

"British guy dies after selfie gone wrong" might be the nudge you need to pick up Oscar Wilde's "The Picture of Dorian Grey." Photo from The Wild Detectives/YouTube.

Why go through so much trouble to encourage people to read fiction? Does it really matter what people read?

Aside from being a good way to spend some extra time, reading literary fiction actually serves a pretty important purpose in building empathy.

A number of recent studies concluded that literary fiction plays a role in developing the necessary skills to be able put ourselves in someone else's shoes. According to a study by Keith Oatley, the director of the Cognitive Science program at the University of Toronto, the act of reading fiction helps build empathy due, in part, to the way people engage with stories on an emotional and analytical level as well as the content of books themselves.

"Fiction can be thought of as a form of consciousness of selves and others that can be passed from an author to a reader or spectator, and can be internalized to augment everyday cognition," wrote Oatley.

"Teenage girl tricked boyfriend into killing himself" captures the essence of Shakespeare's "Romeo and Juliet." Photo from The Wild Detectives/YouTube.

Empathy is essential in helping create a better, more livable world.

Social skills are a key factor in predicting how successful someone will be in life. Empathy is a driving force behind social change, and it's what makes up the very foundation of civil society.

If building these skills relies on picking up the occasional book or two, we should celebrate acts of innovation like The Wild Detectives' "Litbaits" campaign that aim to reignite a passion for reading. After all, it's for the sake of humanity.

Learn more about what made Litbaits the success it is in the video below:

Education

12 books that people say are life-changing reads

Some books have the power to change how we see ourselves, the world, and each other.

Photo by Ben White on Unsplash

Books are powerful.

As a participant in the Amazon Associates affiliate program, Upworthy may earn proceeds from items purchased that are linked to this article, at no additional cost to you.

Out of all human inventions, books might just be the greatest. That may be a bold statement in the face of computers, the internet and the international space station, but none of those things would be possible without books. The written recording of human knowledge has allowed our advancements in learning to be passed on through generations, not to mention the capturing of human creativity in the form of longform storytelling.

Books have the power to change our lives on a fundamental level, shift our thinking, influence our beliefs, put us in touch with our feelings and help us understand ourselves and one another better.

That's why we asked Upworthy's audience to share a book that changed their life. Thousands of responses later, we have a list of inspiring reads that rose to the top.

Keep ReadingShow less
Community

Man uses social media to teach others ASL so kids don't experience what he did as a child

Every child should be able to communicate in a way that works best for them.

Man teaches people ASL so no child experiences what he did

People start communicating from the moment they enter the world usually through cries, faces, grunts and squeals. Once infants move into the toddler phase the combine all of their previous communication skills with pointing and saying a few frequently used words like "milk," "mama," "dada" and "eat."

Children who are born without the ability to hear often still go through those same stages with the exception of their frequently used words being in sign language. But not all hearing parents know sign language, which can stunt the language skills of their non-hearing child. Ronnie McKenzie is an American Sign Language advocate that uses social media to teach others how to sign so deaf and nonverbal kids don't feel left out.

"But seriously i felt so isolated 50% of my life especially being outside of school i had NONE to sign ASL with. Imagine being restricted from your own language," McKenzie writes in his caption.

Keep ReadingShow less
Family

Wife says husband's last name is so awful she can't give it to her kids. Is she right?

"I totally get we can’t shield kids from everything, and I understand the whole family ties thing, but c’mon."

A wife pleads with her husband to change their child's name.

Even though it’s 2023 and schools are much more concerned with protecting children from bullying than in the past, parents still have to be aware that kids will be kids, and having a child with a funny name is bound to cause them trouble.

A mother on Reddit is concerned that her future children will have the unfortunate last name of “Butt,” so she asked people on the namenerds forum to help her convince her husband to name their child something different.

(Note: We’re assuming that the person who wrote the post is a woman because their husband is interested in perpetuating the family name, and if it were a same-sex relationship, a husband probably wouldn’t automatically make that assumption.)

"My husband’s last name is Butt. Can someone please help me illuminate to him why this last name is less than ideal,” she asked the forum. “I totally get we can’t shield kids from everything and I understand the whole family ties thing, but c'mon. Am I being unreasonable by suggesting our future kid either take my name, a hybrid, or a new one altogether?"

Keep ReadingShow less
Joy

Bus driver comes to the rescue for boy who didn't have an outfit for school's Pajamas Day

“It hurt me so bad…I wanted him to have a good day. No child should have to miss out on something as small as pajama day.”

Representative Image from Canva

One thoughtful act can completely turn someone's day around.

On the morning just before Valentine’s Day, school bus driver Larry Farrish Jr. noticed something amiss with Levi, one of his first grade passengers, on route to Engelhard Elementary, part of Jefferson County Public School (JCPS) in Louisville, Kentucky.

On any other day, the boy would greet Farrish with a smile and a wave. But today, nothing. Levi sat down by himself, eyes downcast, no shining grin to be seen. Farrish knew something was up, and decided to inquire.

With a “face full of tears,” as described on the JCPS website, Levi told Farrish that today was “Pajama Day” at school, but he didn’t have any pajamas to wear for the special occasion.
Keep ReadingShow less
via Imgur

Memories of testing like this gets people fired up.

It doesn't take much to cause everyone on the internet to go a little crazy, so it's not completely surprising that an incorrect answer on a child's math test is the latest event to get people fired up.

The test in question asked kids to solve "5 x 3" using repeated addition. Under this method, the correct answer is "5 groups of 3," not "3 groups of 5." The question is typical of Common Core but has many questioning this type of standardized testing and how it affects learning.

Keep ReadingShow less
Image from YouTube video.

An emotional and strong Matt Diaz.


Matt Diaz has worked extremely hard to lose 270 pounds over the past six years.

But his proudest moment came in March 2015 when he decided to film himself with his shirt off to prove an important point about body positivity and self-love.

Keep ReadingShow less