If you’ve spent any time in the library marketing space, you are likely to know John Jackson. John is head of Outreach and Engagement at the William H. Hannon Library at Loyola Marymount University. His love of libraries started with his mother’s volunteer work.
“My mother volunteered in a small church library in Florida,” recalls John. “As a child, I often spent my weekends helping build book displays or checking out materials to patrons. I knew about OCLC (Online Computer Library Center) and bib records before the age of 12.”
“One of my favorite memories from that time is traveling with my mom annually to attend a regional conference for church librarians. We’d pack up a U-Haul full of library display materials and then recreate those displays at the conference.”
John landed a job with Loyola Marymount in 2015. The private R2 university has approximately 10,000 students, including those pursuing master’s and doctoral degrees. John says the university has a central marketing and communication unit, with employees who cover all areas of external relations work, including photography, graphic design, social media, and licensing.
“At the library, the outreach team is comprised of three full-time employees: me, a student engagement librarian, and an event manager,” explains John. “We also have part-time student employees who assist with various aspects of our programming and outreach work.”
“The library’s marketing support currently consists of me, a student graphic designer, a student social media assistant, and a student videographer. I should note here that marketing is only a portion of my job. Like most librarians, I wear many hats, including collection development, research support, and faculty liaison responsibilities.”
I reached out to John after seeing one of the videos from the Library Fans series, produced by his library. Links to the full series are at the end of this post.
John says the idea came from a presentation on empathy-centered storytelling at the 2023 Library Marketing and Communications Conference and from the videos produced by the Los Angeles Public Library.
“I wanted to create a series that told true stories of library users and did so using high-quality video production,” explains John. “My goal was to promote the individual ways that students from diverse backgrounds (e.g., undergraduate, graduate, commuter, transfer, first-generation, parents) use the library in their day-to-day lives on campus.”
“I also wanted to show, as a proof of concept, that high-quality video production was worth the investment of time and resources. This was also a way to celebrate and recognize some of our hardcore library users: the folks we see regularly in the building every day.”
-John Jackson
John says his team worked on the video series over one semester. They recruited students who were heavy users of the library and familiar faces in the building. They also asked library staff to solicit nominations.
“Our student videographer, John Mac Menamie, is an amazing cameraman and (thankfully for us) owned all his own equipment,” says John. “We were incredibly lucky to hire him onto our team when he was a first-year student, and it’s been amazing to watch his skill set grow over the years.”
“For each of the shoots, we preselected the location so our videographer could spend a few minutes setting up the camera and lighting before the ‘Library Fan’ arrived. We sent prompts and guiding questions to our interviewees in advance to give them an idea of how the conversation would go, but we did not write a script for each interview.”
John used a trick that journalists often employ. He spent the first five to 10 minutes of the interview in small talk with his subject to help them feel more at ease. John says filming usually takes only 10 to 15 minutes. Then, depending on what the interviewee said, John and the videographer needed to shoot footage, known as B-roll, to match the narrative and cover the edits.
Once the videos are edited, John shares them on Instagram, knowing it is the preferred platform for his students. But he’s also taking this opportunity to experiment on other platforms, like YouTube.
“We know from sources like Pew Research Center that usage of YouTube exceeds all other platforms among traditionally aged college students and in the next generation of 14–17-year-olds,” declares John. “So, I’m hoping to build up our content library there. We already have hundreds of tutorials and event recordings on YouTube, but the Library Fans videos are our first attempts at short form on the platform.”
“Most academic libraries are not breaking records when it comes to social media. We’re not likely to ever be the next Milwaukee Public Library. Because our primary target audience (currently enrolled students) is limited and has a churn rate of more than 25 percent every year at graduation, our socials will not grow over time. So traditional growth metrics like followers, likes, and view counts don’t mean as much to me.”
“I tend to focus on the metrics like watch time, sentiment analysis of comments, and sends or reach. Those are the measures that will answer the question, ‘Did this hit right?’”
-John Jackson
“If I want to get the word out about the library, I rely on email marketing. But if I want to ‘set the vibe’ for the library among our students, Instagram, and in particular Reels, is where I spend my time.”
The library’s videos have performed exceptionally well. As of mid-May, the series has received more than 13,000 views, accounting for 26 hours of watch time. That’s incredible! Now, John has plans to use some of the video content for other promotions.
“Because these videos are already so short, I haven’t been pulling soundbites for stand-alone marketing assets,” explains John. “However, I expect I’ll be using pieces of these videos in future promotional videos: New student orientation videos, for example.”
John says his first piece of advice for any library looking to replicate his success is to buy its own equipment.
“Our videographer graduates this year, and with him goes the camera he used to make these videos,” laments John. “I should have done that from the start, and now I am in the unfortunate situation of having to find funding for our own equipment before the next school year begins.”
John finds inspiration for his work from many different organizations.
“In the realm of video production, Los Angeles Public Library, The Getty, and the Huntington are my go-to sources for inspiration,” shares John. “For content motivation, I love what Utah Valley University’s Fulton Library, the University of California, Santa Barbara Libraries, and the J. Willard Marriott Library at the University of Utah are doing. For inspiration more generally, I read Rachel Karten’s Link in Bio religiously as well as Meghan Kowalski’s Content Prompt newsletter.”
Watch the full Library Fans series
Need more inspiration?
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