Library social media is feeling a little chaotic lately.
Trending audio. Memes everywhere. Funny videos that make you stop scrolling and think, Wait, is this really a library account?
Here’s the twist: I think this shift might actually be the best thing that’s happened to library social media in a long time.
In this episode of The Library Marketing Show, I’m breaking down why the “silly” stuff matters, what it gets right about attention and relevance, and what libraries can learn from it.
Plus, kudos to a library with the most original Instagram account idea I’ve ever seen!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Once again, Facebook remains the single most popular social media platform for libraries, but only by a fraction! According to the 2025 Super Library Marketing Survey, 95 percent of libraries use Facebook for promotions. Libraries use Instagram at nearly the same rate.
Statistically, this makes sense. Facebook is the largest social media platform in the world by number of users. And every day, about 69 percent of those users check their Facebook feed.
The average Facebook session length is approximately 10 minutes and 12 seconds.
Most Facebook users are male.
Most Facebook users in the U.S. (nearly 99 percent) use the mobile version of the platform. That statistic rose by 16 percentage points this year! So, as you create Facebook content, assume everyone who sees your library’s Facebook posts is doing so on a mobile device.
The largest segment of Facebook users is aged 25 to 34 years. Facebook has a reputation as a social media platform for older generations, which makes this stat somewhat surprising. However…
Facebook users aged 55 to 64 years spend the most time on Facebook, an average of 45 minutes a day. I think younger generations are looking at content, but not engaging with it. (This opinion is based on the use of Facebook by my own Gen Z daughters.)
How much success can libraries expect to see on Facebook?
Facebook has, by far, the lowest engagement rate of any of the social media platforms we’ve covered in the series. In fact, these rates are shockingly low.
I want you to look at this list of engagement statistics from Demandsage and really consider whether your time is well-spent when you post on Facebook.
Facebook Reels have an average fan engagement rate of 0.26 percent.
Images or photos get an average engagement rate of 0.24 percent.
A plain status update with text, no video, or no photo gets an average engagement rate of 0.12 percent.
And posts that include a link get an average engagement rate of 0.06 percent. OUCH.
Why is the engagement so low? Among the reasons is the motivation of the users: Nearly 75 percent of Facebook users say they use the platform primarily to message their friends and family.
The Facebook Algorithm for 2026
Here are the ranking signals Facebook uses to decide who sees your posts, according to Followeran. These are quite different from other platforms.
Facebook AI: As much as half of a user’s feed now features “recommended” content from creators or Pages they don’t follow, chosen by Facebook’s AI based on their interests and engagement behavior.
Deep conversations: The algorithm heavily favors content that sparks exchanges between users. It also looks to boost posts with longer, more considered reactions. Simple likes and short comments no longer drive reach.
Time spent: The algorithm will show your content to more people if the post requires users to spend time reading comments, scrolling through a carousel, or finishing a video. Longer sessions boost its distribution.
Video: Facebook still prioritizes short-form video formats (Reels, Facebook Live, Stories), followed by carousels and native videos. Posting consistently also helps, as newer content tends to perform better.
Original content: Reposts, duplicate content, or AI-generated content will be penalized with suppressed reach.
Here are 4 ways to get the best organic reach for your library’s Facebook account in 2026
#1: Optimize for AI recommendations.
Half of all Facebook feed content now contains posts from pages that the user does not follow. Those recommendations are sourced by Facebook’s AI. The good news is that your library can reach new audiences without paid ads if you play by the algorithm’s rules.
Make sure you create original posts with strong potential for engagement. For example, ask your audience a question. You can also put book covers in a carousel of photos and encourage people to swipe through to the end.
Avoid duplicating or reposting content from other people or organizations. That’s a bummer, because many libraries repost their partner organizations’ content or content from publishers to save time. It’s okay to share that content on your Stories. But for your feed and Reels, make sure your posts are original works from your library account.
#2: Design your posts to maximize dwell time
I know many libraries post a graphic of their event calendar or a graphic promoting an upcoming program to Facebook. And if you’ve been wondering why those posts aren’t getting engagement, this is why. Facebook wants to keep people on the platform as long as possible. And those posts don’t help them achieve that goal.
Every time you post to Facebook, ask yourself, “How can I keep my users engaged longer?” You’ll want to use formats that encourage people to scroll, read, or watch to the end.
What do you do about promoting your programs? Share the graphic and program details on Stories or make a Reel about the program.
To share your calendar and get better results, ask people to sign up for a monthly email to receive a downloadable version. That’s a win for your library’s Facebook account and for your patrons, who will have a copy they can refer to all month long.
#3: Work on building early momentum for posts.
Posts that gain traction in the first 24 to 48 hours are rewarded by the Facebook algorithm. Look at your insights and post when your audience is most active. If your post starts to get comments, make sure you reply as quickly as possible (within 24 hours) to keep engagement flowing.
You can also try to drive traffic to your Facebook feed from your monthly email newsletter. Here’s how:
Post something fun and engaging on the day before your newsletter goes out. This “something” should be a piece of content that is NOT in your email newsletter. For example, you can post a carousel of photos of new books that just arrived at your library. Ask people to vote in the comments for the book they’re most excited to read.
In your email newsletter, write a tease that suggests people will be missing something if they don’t head over to your Facebook page to check out the post! For the example above, you could say, “Want to see which new arrival everyone is excited to read? Head to our Facebook page to cast your vote before the big reveal!”
Wait 1-2 days after your email newsletter goes out to post anything new on your Facebook page so your email users can find your teaser content easily. Or, if you must post more content, pin the teaser post to your profile for 1-2 days.
#4: Lean on authenticity and hyperlocality.
Meta rewards pages that post content that is clearly not generated by AI. This is where libraries can shine! Share patron stories, staff picks, book recommendations, and other highlights that show your library is a vital part of your community. Be sure to use your town or city’s name in the post and write the copy to show that your library is integrated into the community.
When to post on Facebook
Hootsuite says the best time to post is early morning, between 5 a.m. and 8 a.m., local time.
How often should you post to Facebook?
Post to the Facebook Feed 3-5 times each week.
Post at least one slide to Facebook Stories every day.
Does your library’s marketing ever feel like a patchwork quilt — one person doing social media, another making flyers, someone else juggling program promotion — yet everything is still supposed to look consistent and effective? If that sounds familiar, this episode of The Library Marketing Show is for you!
I’m sharing practical, easy-to-use tips to help your marketing team work better together, even if you’re spread across branches, juggling different tasks, or working without clear leadership or shared expectations.
Plus, I’ll give kudos to a library that got a huge shout-out for its partnership with a local school district.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Next week, I’ll wrap up the series with tips for Facebook.
Instagram for libraries
According to the 2025 Super Library Marketing survey, 93 percent of libraries say they post to Instagram, making it the second-most-popular social media platform for library marketing. However, the number of libraries using Instagram dropped by 5 percentage points in 2025.
I have a few guesses as to why this happened:
Some libraries faced privacy concerns about using Meta-owned platforms.
Instagram’s increasing emphasis on paid ads makes it difficult for libraries to reach their community organically.
Budget cuts mean fewer staff, which may have led some libraries to scale back their Instagram use.
The inability to insert links into posts remains a major downside for Instagram users.
Instagram is the most popular app for 18-24-year-olds, a key demographic for libraries.
The average Instagram user now spends 33 minutes a day on the platform. But, for 18-24 year olds, the average time spent on Instagram per day is much higher, at 53 minutes per day.
How much success can libraries expect to see on Instagram?
Reels: The average engagement rate is 2.46 percent, according to Sprout Social.
Carousel posts: According to Social Media Today, the average engagement rate is 2.4 percent.
Stories: Stories are shown to existing followers, so they’re not a tool for discovery. It’s difficult to get Instagram to give up engagement rates for Stories. However, Sprout Social says the average engagement rate is generally lower than for other types of content, at 0.8 to 1.2 percent.
Here are the updated Instagram ranking signals according to Sprout Social. Note: Nearly ALL the Reels ranking signals have changed in the last year. Also, Instagram now uses the same ranking signals for the Feed and Stories. That’s a huge change. (Gotta love social media!)
Instagram Reels Ranking Signals
Engagement velocity: The more likes, comments, and shares you can get on your video within the first hour of posting, the more reach you’ll get.
Completion rate: The more people watch your Reel all the way through, the more reach you’ll get.
Audio trends: Using trending audio will increase your reach.
Content quality: Edit your Reels in an app like Edits to post without a watermark. Never repost your TikTok videos directly from TikTok to Reels. Doing so will suppress your reach.
Consistency: The algorithm rewards accounts that post regularly.
Instagram Feed and Instagram Stories Ranking Signals
Content popularity: Instagram will reward you for getting engagement quickly, for tagging other people or organizations, for tagging the location, and for the timeliness of the post. However, here’s something to consider: Instagram tries to avoid showing too many people from one account to users in a row. So, that means you don’t want to post too often on Instagram!
Relationship: The algorithm will show you feed posts and stories to people who normally engage with your content first. The more your followers interact with the post, the more often they’ll see your content and the more reach you’ll get outside your library followers.
Behavior: Instagram tries to predict how likely someone is to spend time reading your post, commenting, liking, resharing, or tapping on your library’s profile picture for more information.
4 ways to get the best organic reach for your library’s Instagram account in 2026
#1: Lean into searchability.
Instagram is increasingly functioning like a search engine. Users, especially younger users, will use the search bar to find what they need, like “cozy books for winter reading” or “family activities near me.” Here’s how to make sure your library’s content gets seen:
Write captions using natural language. Think about how you would say what you want to say if the person were standing in front of you at the desk. For example, “Looking for cozy books for winter reading? Here are our five favorites!” Try to avoid stuffing your captions with keywords.
Use alt text for accessibility and to optimize search results. For feed posts and Reels, you’ll find the alt text box under “Advanced Settings”. You cannot add alt text to Stories unless you add it straight to the screen using captions or a text overlay.
Add the location tag to every post.
Be super strategic with hashtags. Use 3-5 relevant ones, such as #WinterReading #CozyBooks #PinetreeLibrary
#2:Prioritize video, but be strategic about it.
Reels are a priority for Instagram, so they need to be one for you, too! However, the algorithm doesn’t care as much about how many videos you post. It favors watch time and completion rates.
To boost your videos, you should:
Keep your Reels under 30 seconds to boost completion rates.
Add captions and on-screen text for accessibility and silent viewing.
Use trending audio when appropriate.
End with a call to action asking viewers to “Save this Reel for your next visit to the library!
#3: Post when your audience is active.
This year, timing will be critical because the algorithm prioritizes newer content. You’ll want to:
Use your insights and check often to find the peak engagement time for your account. Then, schedule your posts during those windows.
Post to Stories right before your scheduled feed or Reels posts to keep your account active and visible.
Share your feed or Reels post to your Stories once it’s live to ensure your followers see it and engage with it, which will boost your reach.
#4: Have fun with interactive micro-content.
The Instagram algorithm favors interaction signals because they indicate that people are interested in your content. To help boost this signal, you can:
Add polls, quizzes, and emoji sliders in Stories.
Use carousel posts with prompts to swipe through all the pictures to get to something exciting at the end of the carousel.
According to Sprout Social, the average best time to post to Instagram is between 9 a.m. and 1 p.m. local time. But as always, check the insights on your library’s account. Post when you notice your followers are engaging most often with your content.
And remember that being consistent is key. Pick a schedule that your library staff can stick to.
If you’ve ever promoted a library program and quietly wondered whether you’re supposed to be tracking how well it worked… this week’s video is absolutely for you!
In this episode of The Library Marketing Show, I’m tackling something that a lot of library staff avoid because it feels intimidating: Measuring your promotions. Not in a scary, spreadsheets open in 30 tabs way, but in a “here are simple tools you can start using today” way, even if you’re not the person running your library’s full marketing operation.
Plus, kudos go to a social media specialist whose videos are taking the internet by storm!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
I’ll cover Instagram and Facebook in the following weeks.
YouTube for libraries
The number of libraries that say they post to YouTube dropped 5 percentage points in 2025, according to the Super Library Marketing Survey. About 56 percent of libraries use YouTube for promotion.
I have a few guesses as to why this happened:
TikTok, Instagram Reels, and Facebook Reels are dominating with quick, engaging content. Libraries likely moved resources to these platforms because they offer better reach and engagement for short videos than YouTube.
YouTube’s algorithm increasingly favors creators who post frequently and have high subscriber engagement.
Younger audiences (Gen Z and Millennials) are spending more time on TikTok and Instagram than on YouTube for discovery and entertainment.
However, YouTube remains the third-most-popular social media platform for library marketing. It’s also the second most-visited website in the world. Only Google has more visitors! That’s certainly something to consider.
Plus, YouTube videos are deeply integrated with Google Search and Google’s AI Overviews. That’s why, when you search for nearly anything, YouTube videos are often featured in the summary or results.
And AI platforms like ChatGPT, Google Gemini, and Perplexity cite YouTube content in their results. In fact, according to Search Engine Land, YouTube is mentioned 200 times more than TikTok or Instagram in AI-generated answers. Plus, YouTube transcripts and captions are indexed and used by AI platforms to generate their summaries.
YouTube is one of two social media sites with a majority of users across all age groups. (Facebook is the other site.)
Adults in the U.S. now spend 49 minutes per day on YouTube, a slight increase from previous years.
YouTube accounts for nearly 13 percent of total television usage, more than other streaming platforms.
90 percent of YouTube users watch videos on their mobile devices.
More than 60 percent of YouTube users are between the ages of 18 and 34 years, making it a highly valuable platform for reaching younger readers.
How much success can libraries expect to see on YouTube?
According to Napolify, accounts with fewer than 10,000 followers typically have an average engagement rate of 5.91 percent for YouTube Shorts. Most libraries fall into this category.
For longer YouTube videos, the average engagement rate ranges from 3 to 7 percent, depending on the account size. The good news is that smaller accounts typically have higher engagement!
According to Ventress, most accounts can reach 1,000 subscribers within 12-16 months or around 70-80 videos. That’s a realistic milestone for your library. And, unlike other social media platforms, it pays to focus on building your channel’s subscriber base because YouTube will suggest your content to those subscribers.
The YouTube algorithm for 2026
The YouTube algorithm remains focused on its core mission: Keeping viewers on the platform. It does this by recommending content that maximizes satisfaction and engagement.
The algorithm analyzes billions of signals in real time to predict what each viewer will enjoy next. Here are the updated key ranking factors:
Watch time: This is the most important signal. You need to think about this when crafting your videos. Always ask yourself: How can we keep people watching for as long as possible?
Titles and descriptions: Use natural, searchable phrases that mimic what searchers would use to find videos. This will help your videos rank in YouTube and Google search results.
Likes, comments, and creator replies: That last one is new this year. It means you’ll need to keep an eye on comments and respond as quickly as possible.
Consistency: Consistent publishing is a positive signal to the algorithm and will improve your library’s reach over time.
Session time: The algorithm now also factors in how long viewers stay on YouTube after watching your content. It’s important to add cards and end screens to your videos to boost this signal.
4 ways to get the best organic reach for your library’s YouTube channel in 2026
#1: Create a strategy that includes both Shorts and long-form video.
YouTube’s algorithm rewards channels that balance shorter and longer videos. Shorts will drive quick exposure and channel growth. Longer videos are great for viewer loyalty and longer watch time.
That’s a tall order for libraries. So here’s what you can do: Repurpose your longer videos into 5-10 Shorts. Use the Shorts to attract new viewers and link to the longer video.
#2: Optimize your titles and thumbnails for viewer satisfaction, not just keywords.
The algorithm prioritizes retention and satisfaction. That means videos that deliver on their promise and keep viewers watching rank higher. I have NEVER seen a library use clickbait in any video, so this tip should be easy to follow!
Use clear titles and compelling thumbnails.
#3: Build community engagement by interacting with your viewers.
Engagement signals such as likes, shares, and comments still matter, but as described above in the algorithm section, YouTube now places a heavy emphasis on creator-driven action. If your library’s channel fosters two-way conversations, you’ll get higher reach and recommendation rates.
Here are some ideas for how to engage with your followers:
Reply to comments promptly.
Pin posts and comments. Highlighting top comments signals activity and encourages more participation.
Use the Community Tab. This feature is available to channels with more than 500 subscribers. You can post text updates on programs or share book recommendations, create polls, and share images, GIFs, and more to keep your audience engaged between videos.
#4: Refresh your evergreen videos for an algorithmic boost.
Older videos can regain visibility if they attract new engagement. The algorithm rewards updates, even for previously published videos.
How can you do this? Reshare your evergreen videos in your email newsletters. Or embed a QR code to watch the video on bookmarks that you then slip into holds and checkouts of physical materials.
You can also update the video itself. Edit the keywords and descriptions. Add captions and transcripts if they weren’t included when the video was originally posted.
Bonus tip: Try a live stream!
When your YouTube channel hits 50 subscribers, you’ll be allowed to livestream. This is very enticing for viewers… they’ll see a special red circle around your main channel logo and the word “live”. Whenever I see this, I can’t help but click on it to see what’s going on. Your viewers will have the same reaction, and that will boost engagement and subscribers to your channel.
Here’s a great example: Prince William Public Libraries livestreams their library turtle. I love to watch this when I need a break from work!
Double Bonus Tip: Use HypeAuditor
You can use HypeAuditor to measure your YouTube engagement rate. From there, you can create a new goal and strategy for 2026.
How often and when to post on YouTube
Consistency is a key component of YouTube success. But the latest data says that timing and frequency now play a bigger role in reach. Here is the latest advice from Ventress.
Long-form videos: Start with one video a week. As your channel grows, aim for 2 to 3 weekly videos if your capacity allows.
Shorts: Post at least 3 Shorts weekly to increase your reach.
Viraly says the best days to post are weekdays from 12 p.m. to 4 p.m. local time, and weekends from 9 a.m. to 11 a.m. local time.
We’ll cover Instagram and Facebook in the following weeks.
LinkedIn for libraries
The number of libraries using LinkedIn dropped this year. According to the 2025 Super Library Marketing Survey, 30 percent of libraries reported posting to the platform, a 10-point decline from the previous year. I have a few guesses as to why this is happening.
A shift in the LinkedIn algorithm in mid-2025 reduced the organic reach of pages. Instead, LinkedIn now favors content posted by individual employees of the library.
Staff buy-in and lack of resources.
Focus on other platforms that reach a younger audience.
There is still a significant benefit to sharing library content on LinkedIn. I’ll make that case in this guide!
LinkedIn continues to grow substantially, with over 1.2 billion users globally. The U.S. leads with about 243 million LinkedIn users.
56 percent of LinkedIn users are male, and 44 percent are female.
LinkedIn’s user base continues to trend towards a slightly younger audience, with nearly 71 percent of users aged 25-34. That’s a key target audience for libraries.
40 percent of LinkedIn’s social media users log in daily.
LinkedIn users spend an average of 14 minutes per session.
What are the key benchmark metrics for libraries on LinkedIn?
According to LinkedIn, the average engagement rate for organic posts on LinkedIn is 5 percent. That’s a 30 percent increase over 2025! LinkedIn has a higher engagement rate than Facebook, but lower than TikTok and YouTube.
On LinkedIn, engagement rates highly depend on the type of post. These insights come from Social Insider.
Multi-image posts generate the highest engagement rate of 6.6 percent, making them the top-performing format.
Native documents like PDFs have an average engagement rate of 6.1 percent. Libraries don’t tend to share documents all that often, but this stat is a reason to share things like your annual report.
Text-only posts get an average engagement rate of about 4 percent.
The LinkedIn Algorithm for 2026
Here are the ranking signals LinkedIn claims to use when deciding who sees your posts.
Relevance: The algorithm now uses advanced natural language understanding to determine whether your library’s posts are relevant. The algorithm matches your content with people’s current industry and the interests they’ve indicated in the past. That means evergreen content can resurface weeks later. I’ve seen this happen in real life, and it definitely increases the long-term benefit of posts that are not timely.
EngagementQuality: If your post sparks “meaningful comments” of 20 or more words, you’ll get a boost in reach. Posts that spark conversation in the first 60-90 minutes after they’re been posted will also get a boost in reach.
Dwell Time: The longer a user spends reading or commenting on your post, the more reach you’ll get. Formats that encourage scrolling, such as carousels, documents, and videos, increase dwell time, which increases reach.
Clarity and Authenticity: According to Propel Growth, an algorithm update at the end of this year (2025) now emphasizes clarity, storytelling, and authentic engagement over clickbait or AI-generated content. That means you’ll want to use your library’s tone and voice to speak clearly about the topic you’re posting on, as you would if you were talking to your patrons face-to-face.
4 ways to get the best organic reach for your library’s LinkedIn posts in 2026
#1: Optimize for early engagement
As mentioned above, LinkedIn rewards posts that get meaningful interaction in the first 60–90 minutes. To get that early engagement, your library can:
Ask open-ended questions in your post to spark conversation (for example, “What’s the best book you’ve read this year?”).
Post during peak engagement times (usually weekday mornings). See below for more information on when to post.
Encourage staff and partners to comment thoughtfully right after publishing.
Now, I know that the third tip is tricky. Library staff may be uncomfortable about commenting on the library’s posts (although, to be honest, I cannot really understand why!). They might also see it as extra work. So, to make it easy, you can:
Start with a few champions: Approach staff that you know will be enthusiastic about participating and ask them to lead by example.
Explain why it matters: Share the algorithm insights from this post. Let them know this is part of the library’s mission, to share information and ideas with the whole community, and that they play a role in that, both at the desk and online.
Make it simple: Provide comment prompts in advance. And keep your expectations small. One thoughtful comment in a week can make a big difference.
Celebrate those who participate: Highlight great comments in internal newsletters or in staff shout-outs. And share the analytics so they can see the impact.
#2: Create content that builds authority.
LinkedIn prioritizes expertise and original insights. And the library has plenty! So share posts that showcase this, such as research tips, book lists, and local reading trends. You can also profile staff or use data to position your library as a trusted source of information.
#3: Focus on formats that increase dwell time.
Posts that keep users engaged longer, like carousels, documents, and videos, rank higher.So share videos with captions. You can create video tutorials or event highlights.
You can also turn book lists or guides like your “Welcome to the library” brochure into carousel posts or downloadable documents.
#4: Post the link for further info in the comments.
I confess that I hate this. But I am committed to giving you the best advice. And LinkedIn downranks any post with external links in the body, so I feel compelled to include these tips.
In fact, it’s such a big deal that I’ve changed the way I do NoveList’s posts on LinkedIn. I post when I have the time, and I immediately go to the post and add the link. It’s a hassle, but it works.
Put your link in the first comment, not in the main post. And use native formats like downloadable documents or natively posted videos whenever possible.
When to post on LinkedIn
According to Sprout Social, Tuesdays, Wednesdays, and Thursdays are the best days to post on LinkedIn.
Mornings and early afternoons are the best times of day to post.
One note: Avoid posting more than once a day on LinkedIn. The algorithm actually penalizes posting more than once a day.
Every year, Meta releases its Holiday Playbook. It’s full of strategies designed to boost engagement and sales. And while we’re not selling anything at our libraries, many of these ideas translate really well to the work we are doing!
In this episode of The Library Marketing Show, I pulled out five practical tips from the playbook that you can start using right away on Facebook and Instagram.
Plus, discover how one library’s short-form video garnered over one million views!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Photo courtesy Cincinnati and Hamilton County Public Library
This is part of the 2026 series of library social media guides. In the following weeks, we’ll cover LinkedIn, YouTube, Instagram, and Facebook. Subscribe to this blog to get each section of the guide, plus more library marketing tips, delivered directly to your inbox.
TikTok for libraries
According to the annual Super Library Marketing Survey, the number of libraries posting on TikTok in 2025 remained steady. 20 percent of libraries say they use the platform to promote their library.
In the United States, the lack of an increase in library use is likely due to two factors. The first is that many libraries are still prohibited from downloading the app to government-owned devices.
There is also considerable uncertainty about TikTok’s future. A law passed in 2024 was intended to ban TikTok entirely in the U.S. Although the current administration has delayed enforcement four times in 2025, the latest ban is scheduled to go into effect on December 16.
Globally, TikTok usage by libraries varies:
United Kingdom: Libraries are permitted to use TikTok, but the app is prohibited on government-issued devices due to data privacy concerns. Despite this, the UK government launched its own official TikTok account in 2025 under a security exemption.
Canada: TikTok is banned on federal government devices, including those used by public institutions like libraries. However, libraries may still use the app on personal or non-government devices.
Australia: Similar to Canada and the UK, TikTok is banned on federal government devices, but libraries can use it on personal or non-government devices.
TikTok has about 136 million users in the United States. The UK, Canada, and Australia have a much smaller percentage of TikTok users.
TikTok users spend a whopping average of 95 minutes per day on the app. That’s more time than is spent on any other social media platform!
TikTok users visit the app up to 10 times a day.
70% of users are aged 18–34.
Weekend usage is higher than weekday usage.
For new adults, the app is also their preferred search tool. Nearly 40 percent of Gen Z prefer searching on TikTok over Google.
What are the key benchmark metrics for libraries on TikTok?
TikTok has an average engagement rate of 5.3 percent. That’s up about one percent from 2024. And, that’s significantly higher than any other social media platform.
The TikTok algorithm for 2026
Here is what we know about the factors TikTok uses to decide who sees your library’s videos. This information comes from SoTrender and YouFlu.
Note: These ranking factors differ significantly from last year. YouFlu says the algorithm underwent a major update in July of 2025 and now prioritizes “meaningful engagement” over “passive consumption.”
Search intent and keywords now play a major role. TikTok behaves more like a search engine.
Comments and saves are now weighted more heavily than likes.
Shares and rewatches are also weighted more heavily in the algorithm. Here’s the good news: Educational content, tutorials, and behind-the-scenes content are getting more organic reach now because they prompt high save rates and comments!
Completionrate is still important, but it’s no longer the top factor.
Step this way for a whistle-stop tour of Curious Cures, with its curator James Freeman! Visiting Cambridge this summer? We’re a short walk from the city centre and you could easily combine a trip to our exhibition with a visit to our friends at the The Fitzwilliam Museum, Cambridge or the Cambridge University Botanic Garden
4 ways to get the best organic reach for your library’s TikTok videos in 2026
#1: Create educational content and tutorials
As mentioned above, this is a natural driver of saves and comments, which are weighted higher in the algorithm. Your community will save these videos for later reference. They’re also more likely to comment on them or ask questions.
Buffer analyzed more than 150,000 TikTok accounts to determine if frequent posting helps boost organic reach. They found that TikTok appears to be rewarding creators who post consistently. Additionally, the average view count increased with the frequency of these creators’ posts.
How much is “frequent and consistent”? According to Buffer, posting 2 to 5 times a week will give you a 17 percent boost in views per post. But if you can post twice that amount, you’ll get twice the average rate of performance.
That is a lot, and so you’ll want to think carefully about your strategy. Why is your library posting to TikTok? What is your goal? Of course, you’ll also need to consider your capacity.
#3: Optimize your videos for TikTok search
As mentioned above, TikTok is the preferred search engine for many users. That means you’ll want to consider how to use keywords to improve the chances that those users will discover your library’s videos! How do you do that?
Use long-tail keywords in captions and overlays. A long-tail keyword is a specific, longer search phrase that users type into search engines. “How do I get a library card?” or “Best historical fiction books in 2026” are good examples.
Create content that answers questions or solves problems. (See tip #1).
Encourage people to save and comment on your videos. This will help them appear in search for more people.
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When you upload something to your story, people are more likely to interact with your content. And if they interact with your story, TikTok will show them your older posts! It’s a feedback loop of sorts that can really boost your reach.
And it’s easy to do. You only need to repost one older video to stories every day to see results.
How often and when to post on TikTok
TikTok recommends posting at least once a day, including weekends, for optimum performance. They will give your library more reach if you are supplying the platform with fresh, daily content.
According to Robert Benjamin, the best times to post to TikTok are either 11 a.m., 3 p.m., or 7 p.m. local time. As always, check your own insights to see what time works well for your audience.
He also recommends testing the best time slot for your audience about once a month as your viewers’ habits will change seasonally.
Bonus: TikTok Engagement Calculator
In researching this blog, I came across a TikTok engagement calculator from the website Phlanx. If your library is already posting to TikTok, you’re likely using the analytics features already.
But… if you’re curious about another library or organization’s TikTok engagement rate, you can check it here! Why would you want to do that? You might see another account whose content or strategy you want to imitate. Before you do, you can check their engagement rate!
Super Library Marketing: Practical Tips and Ideas for Library Promotion 