Photo courtesy of the Cincinnati and Hamilton County Public Library
Library marketing looks different everywhere.
At some libraries, it’s one person doing promotions part-time. At others, it’s a small communications team. Sometimes it’s staff at different branches or departments all creating their own flyers, emails, and social posts.
Many of you who are tasked with that work don’t have a marketing background. You may be librarians, programmers, or outreach staff who were asked to “help promote things.”
Library promotion often starts the same way: A program or service is planned, and then everyone rushes to create the promotional materials.
But effective marketing doesn’t start with tactics. It starts with a strategy.
Before you create the flyer, schedule social media posts, or draft the email, take a few minutes to answer five simple questions that will shape your promotional approach and set your library up for marketing success.
What are your library’s goals and priorities?
Start by writing down your library’s goals and priorities for the next 6-12 months. This step helps you define your promotional focus.
For example, let’s say your library wants to bridge the learning gap for children in kindergarten through third grade. To do that, the library plans to increase participation in early reader services by 5 percent and boost the circulation of children’s books by 10 percent. With this defined priority, a large percentage of your promotions should primarily target parents, caregivers, and teachers.
Goal setting and prioritization matter because library marketing is often very activity-driven. We promote every program, every service, every resource equally.
But success requires strategy, and strategy requires prioritization. When you know the library’s big goals, you can decide what deserves the most promotional attention and what might get lighter promotion.
Write those goals down and keep them visible. Every promotion should connect back to them in some way.
Next, take a few minutes to write down what you know about your community and your current users. This might sound silly, but it is crucial. The more clearly you understand your audience, the easier it becomes to create promotions that speak to their needs and interests.
Ask yourself:
Who are your cardholders?
What do they typically use the library for?
Where do they live?
What groups of people in your community are not using the library yet?
You should also think about what competes for your audience’s attention. That might include bookstores, streaming services, after-school programs, and Google or AI.
Next, do some analysis of the data you have at hand, including:
Circulation trends
Foot traffic to your branches
Database usage
Program attendance
Email engagement
Social media engagement
Website traffic
Any survey data you may have from patrons or community members
You may think you know the current state of your library. But once you’ve done this analysis, you’ll likely make some interesting discoveries that will make it clear exactly what you need to do to be more successful in your library marketing.
What things can you use to promote your library?
Take inventory of your promotional tools. Write down every communication channel your library uses. This might include:
Your library website
E-newsletters
Social media platforms
Digital signage
Flyers and posters
Press releases and media outreach
In-library displays
Staff recommendations and readers’ advisory
Partnerships with schools or community groups
Many libraries discover during this exercise that they’re using more channels than they can realistically manage well. (Raise your hand if you suspect that’s you!)
That’s okay. The goal here isn’t to use everything. The goal is to understand what tools are available so you can choose the right ones for each promotion.
Ask yourself:How can you put your library’s promotional tools to work?
This is where strategy starts to take shape.
Consider your goals and your audience, then decide which promotional tools will work best to reach them.
For example, you may know from past experience that most people register for summer reading after clicking links in your e-newsletter. If that’s the case, the newsletter should be a major part of your summer reading promotion. Or, if you know that the majority of attendees at your author events are also members of a book club, you can partner with book clubs hosted by other organizations, like bookstores or community groups, to reach your target audience.
You don’t need to promote everything everywhere. Instead, focus your energy on the channels that are most likely to reach the people you want to serve. This step is really about matching the right message to the right audience in the right place.
If that sounds complicated, I created this guide to help you use AI to match audiences with channels.
How will you measure your success (or failure)?
Too often, libraries judge marketing success based on vague feelings like “that seemed popular” or “we saw a lot of people talking about it.”
Feelings aren’t facts. You must measure the effectiveness of your promotions so you can replicate successes and stop doing the things that don’t work.
This part of library marketing success does not need to be complicated. Write down a few clear success measures. For example, with summer reading, you might track:
Clicks on the registration link in your e-newsletter
Weekly registration totals
Program attendance
Circulation of summer reading titles
Not every promotion will succeed. That’s okay! The important thing is learning from what happens.
When something works, try to understand why. When something doesn’t work, resist the temptation to repeat it out of habit.
Need help with metrics? I created a mini-metric toolkit. And here are 4 metrics that will evaluate your library marketing success in 30 minutes or less. Easy peasy!
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Creating short-form videos is one of the best ways to reach your community. But… convincing colleagues to step in front of the camera is difficult!
If you’re running into resistance — or just quiet reluctance — this episode is for you. I break down how to reframe video participation, build buy-in internally, and help staff feel confident instead of self-conscious on camera.
Plus, I’m giving kudos to a library that created a hilarious parody video with staff in the midst of a snowstorm!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Are “marketing” and “promotion” the same thing? We say they are… but should we?
One of my readers challenged me to think more intentionally about our terminology, and it sent me down a fascinating rabbit hole.
In this episode of The Library Marketing Show, I’m making the case for why these words matter more than we think, and how rethinking them can change the way your library connects with your community.
Plus, I’m giving kudos to a library staff member who had a recent brush with fame for their work outside the library!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Short-form video trends can help libraries reach new audiences… but only when they’re used at the right time.
In this episode of The Library Marketing Show, I explain how to recognize which trends are worth following, when to act quickly, and how to avoid content that feels cliché.
Plus, I’ll share kudos for a library marketer whose promotional tactics bring new visitors from around the world (!) to his programs.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Have you ever known exactly what your library should be doing but struggled to convince senior leadership to agree? You’re not alone.
In this episode of The Library Marketing Show, I respond to a viewer facing a tough leadership challenge and share tips for making the case to library leadership with confidence. Even if her situation isn’t identical to yours, the lessons apply to anyone navigating library marketing decisions and internal buy-in.
Plus, we’ll give kudos to a library with a landing page on its website that you should add to yours!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
My high school history teacher never assigned a textbook for class. Instead, every day, Mr. David Ulmer would pace back and forth in front of a room of students, explaining the events of the world in vivid detail as a story.
He would wildly gesticulate when the action got heated or dangerous, use voices to bring historical figures to life, and punctuate points with hilarious statements written on the chalkboard.
My classmates and I sat in rapt attention. We tried to take notes. But frankly, it was hard to tear your eyes away from Mr. Ulmer. We didn’t want to miss a single detail.
No one failed tests in Mr. Ulmer’s class. That’s because his teaching method was storytelling. Rather than pushing a bunch of facts, figures, and details at us, he made historical events personal, vivid, and memorable. Everyone remembered the details.
Your library will have the same impact by including storytelling in your promotional strategy.
“People are looking for a connection.” —John Michael Morgan, Business Leadership Coach
Here are the four things you need to know to start incorporating storytelling into your library promotions.
#1: You don’t have to do all the work.
When a cardholder talks about the way your library’s collection, programs, and services have impacted their lives, people will listen. Let your community share their story about their experience at the library.
One year during my time at the Cincinnati and Hamilton County Library, we sent an email to a target group of library users. We asked them to tell us why they loved the library. I thought maybe 25 people would respond. I was so very wrong.
We got more than 400 responses! Some people wrote a few sentences, and some wrote paragraphs. That one “ask” was a gold mine of storytelling for more than a year.
We contacted many of the responders later to ask them to elaborate on their stories on camera. We used those interviews for fundraising, blogs, and newsletter blurbs. We pulled some of their quotes and had our librarians read them on camera, which we shared during Library Workers Week and other big events.
We used some of those stories to lay the groundwork for a levy, which eventually passed. And we used stories on social media. That drove our organic engagement rates higher and made our other organic posts more effective.
Your community is eager to share testimonials with you. All you have to do is ask.
#2: You can gather stories every day.
Make it a practice at your library for front-line staff to be on the lookout for stories as they work — not in a forced or formal way, but simply by noticing when a patron has a meaningful moment.
When those moments happen, give staff an easy way to jot down a sentence or two about what happened. And if they feel comfortable asking the patron directly, they can use simple language like, “I’m so glad we could help! Would you mind if we shared a little about this interaction? It helps other people discover what the library offers.” Most patrons appreciate being asked
If you frame this work as optional and low-pressure, staff don’t have to feel like they’re intruding. When I worked at the Cincinnati Library, I asked front-line staff to call me if they had an interaction with a patron that they thought would make a good story. One day, I got a call from a branch manager who said she just worked with a 12-year-old boy and his father, and they were willing to talk about their experience. That interaction led to this incredible video.
You can also ask volunteers, board members, and library friends groups to share their stories, as Deschutes Public Library did. These folks are often really passionate about their love for the library, and their stories will inspire others to volunteer, donate, and use the library.
#3: Stories don’t have to be long or complicated.
Your library stories can be a few sentences, a few paragraphs, or a few pages. There’s no formula for length. If you’re not a confident writer, or your patron feels uncomfortable sharing in detail, you can still find a great story within a few sentences.
Jacksonville Public Library shared the story of a father who got his high school diploma with the help of the library. It’s less than 400 words, but it’s powerful.
#4: Your library can share stories everywhere you do promotions.
Start by including one story in each of the places where you normally promote your library.
For instance, if you send a monthly library newsletter, include a story. You don’t have to delete any of the other things you normally promote in your newsletter. But slip a story into the mix.
Tease the story in your subject line to increase your open rates. A story will appeal to a wider audience. Once the subscriber opens your email and reads the story, they’ll be responsive to other promotional content in the email.
If your library has a blog, include at least one cardholder story on your blog every month, like Oak Park Library did with this extraordinarily moving piece. Your blog will grow in traffic and subscribers, which is good news for the other content you post.
One of the best places to share content marketing is in a video. And your subject doesn’t even have to be human, as you’ll see from this video by Broward County Library.
You can create a newsletter filled with stories. You can create a landing page on your website. You can share stories on your blog, on social media, in your videos, and in your print pieces.
“In a time of rapidly compounding technology generations, the most successful businesses will consistently deliver high touch to customer with one of our oldest traits—the telling of a story.” —Jim Blasingame, Small Business Advocate, Radio Show Host, Storyteller
One final note
As I was writing this blog, I came across this article by Martin O’Connor of University College Cork Library that I encourage you to read. It’s full of great tips on sharing the story of your library!
I also teach a course on library storytelling that is available as part of a Learn with NoveList Plus subscription or as a live or virtual session at library staff development days. You can contact me for more details.
As if social media wasn’t already hard enough for libraries, Meta may be about to raise the difficulty level — again.
A potential change is on the horizon that could significantly impact how libraries reach their communities on Facebook and Instagram. In this episode of The Library Marketing Show, we break down what’s coming, why it matters, and what libraries should be thinking about now so they’re not caught off guard later.
Plus, we have a kudos award that proves you can’t always plan for greatness!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
The Urban Libraries Council’s new trends report is out, and it’s packed with clues about where library marketing needs to go next.
I’ve done the digging for you. In this episode of The Library Marketing Show, I pull out the trends with the biggest marketing implications and show how libraries can use them right now to reach more people and stay relevant.
Plus, I’m giving kudos to a library whose photo choice for a promotional post was spot on!
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
Key Takeaways:
Authenticity will be a strategic advantage: In an AI-saturated world, libraries that showcase real staff, patrons, and genuine experiences will stand out.
Shift from volume to value in marketing: 2026 will reward libraries that prioritize strategic clarity over just doing more marketing.
Social media’s role is narrowing: Algorithms and private digital spaces make it harder to reach new audiences.
I don’t know about you, but I like to know what’s coming.
I’m one of those people who read the menu and decide what they’re going to eat before going to the restaurant. Before I go to the airport, I check security times online. I look at the 7-day weather forecast every day and make plans accordingly. Knowing what is ahead makes me feel more comfortable and confident.
I wish there were a solid way to check the future of library marketing so we would know exactly what to expect from 2026. Of course, that’s not entirely possible.
But there are some library marketing minds I trust who can use their expertise to predict what the future holds. So, this year, I reached out to a group of people and asked them to share their predictions for library marketing in 2026. They are:
These predictions are designed to help you prepare for what’s potentially ahead and focus your precious energy where it will matter most.
Prediction: Libraries that treat authenticity as a strategic asset will earn attention and loyalty in an AI-saturated world.
Artificial intelligence is no longer a future trend. It’s the environment we’re already working in. This year, library marketing will exist alongside a flood of AI-generated content. That reality creates both opportunity and risk.
Libraries have something many organizations don’t: deep, local trust. Jody Lazar notes that in a moment of widespread “AI slop,” authentic, emotionally warm communication becomes a differentiator.
“At Winter Park Library, we will incorporate more real staff members and patron photos and stories to showcase the services we deliver,” says Jody. “Because libraries operate in hyperlocal environments, patrons can trust that our images and communications are human-created and feature real experiences.”
At the same time, Jody emphasizes that libraries can’t ignore the AI conversation. She notes, “At our library, the AI classes fill quickly, as our patrons are eager to learn the new technology. This positions the library as an accessible, tech-forward learning institution.”
Cordelia Anderson reinforces this balance. She says, “Used thoughtfully, AI can be a powerful tool for content refinement, helping us improve clarity, accessibility, and consistency without replacing human judgment, voice, or values. The challenge will be setting clear guardrails, so AI supports our work rather than undermining trust or professional standards.”
Nick Tanzi adds that authenticity will become an increasingly precious commodity.
“To stand out in this environment, libraries should center authenticity in our marketing efforts,” he states. “This means focusing on earnest, rather than highly polished video, and the use of real photos of staff and library patrons.”
“Similarly, human connection will also be at a premium. Social media posts that feature recent in-person gatherings, discussions, and community building will be presented with the promise of similar events in the future.”
Prediction: Library marketing teams that invest time in strategy and audience clarity will see more impact.
If recent years were defined by expansion — more platforms, more campaigns, more content — 2026 will reward libraries that shift from volume to value.
Cordelia Anderson describes a growing opportunity for library marketers to move from constant tactical execution to building strategic infrastructure.
“Many of us are feeling the strain of too many platforms, too many priorities, and constant requests for ‘just one more thing,’” says Cordelia. “The opportunity isn’t doing more, but getting clearer about who we’re trying to reach, what matters most, and how marketing supports the library’s mission and long-term goals.”
Data plays a role in this, but not as a vanity metric. Jody Lazar points to the growing availability of first-party and zero-party data to create more relevant, timely communications.
First-party data is information that a library collects directly from its patrons and audiences through its own channels. Zero-party data is voluntarily and proactively shared by the patron with a library. For example, if your library has opt-in newsletters, your patrons are sharing zero-party data with you when they choose to subscribe to some newsletters and not others.
“Marketing is shifting toward personalization,” she notes. “And with responsible use of data, our communications can become even more relevant and timely. First-party and zero-party data are critical to understanding our users, but privacy and safe data handling must be ensured through clear and strict guidelines.”
Prediction: In 2026, social media will be more about connection than reach.
Social media remains a core marketing channel for libraries, but its role is narrowing. Emily Bradshaw notes that algorithms are becoming increasingly personalized, making it harder than ever for libraries to reach people who aren’t already inclined toward library content.
“For example, Instagram recently announced the ability to fine-tune your algorithm by adding or subtracting topics you’re interested in,” shares Emily. “Social apps want to keep people online as long as possible, so they feed you content they think you will enjoy. This makes it difficult to reach people who don’t already have an interest in your library or library-related content.”
“This year, assume your social audience is composed of your existing fans or fans of libraries in general, so tailor your social content to speak with those fans. After all, social media is a conversation! To reach folks who don’t engage with the library, traditional marketing strategies will be more effective than using social media.”
John Jackson sees another trend: Users are spending more time in private digital spaces like group chats and direct messages.
“It will be a challenge for libraries to engage with users who rarely step beyond those private spaces,” states John. “Combine this with algorithmically defined feeds, and now you have a situation where a library’s content may never get any eyeballs unless it can simultaneously ‘stop the scroll’ and be worth sharing.”
“I expect this will drive library marketers to create content that is intentionally designed to be shared across platforms (i.e., there’s some social benefit to the user if/when they share the library’s content), but that may also leave marketers in the dark concerning assessing the true impact of any digital campaigns.”
Katie Rothley predicts that ongoing social media fatigue and shrinking attention spans will impact the content libraries’ posts.
“We will need to vary kinds of content to keep audiences interested, intrigued, engaged, and staying connected,” predicts Katie. “Doing a simple text post, a short video, a beautifully captured candid photo in the library, a thoughtful and encouraging text-based post, will counteract waning attention spans.”
Prediction: Libraries that lean into hyperlocal storytelling and partnerships will deepen relevance and emotional connection.
Emily Bradshaw says, as national and global news cycles become increasingly overwhelming, people are seeking grounding, connection, and meaning closer to home. She predicts that hyperlocal marketing will grow even more important in 2026.
“People seek connection in their own communities,” Emily says. “The trend to support local businesses and highlight local ‘hidden gems’ will continue to grow in 2026.”
“This is a wonderful opportunity for libraries to harness their spaces, programs, and marketing strategies to focus on community building. Have conversations with local businesses and organizations to collaborate on events, programs, or services. Highlight patron success stories. Design your next campaign around a local tradition or icon. Focus on what makes your community unique!”
Prediction: Libraries that invest in marketing as essential infrastructure, rather than an add-on, will be better positioned for sustainability and trust.
Strong marketing doesn’t happen by accident. And it doesn’t happen without resources. Cordelia Anderson frames communication as a public service.
“Strong marketing doesn’t happen without staff capacity and the right tools,” she says. “For example, robust email marketing isn’t just a promotional channel, it’s a direct, equitable way to reach people with information they’ve opted into and actually care about.”
“Investing in better email platforms, audience segmentation, and training allows libraries to reduce noise, increase relevance, and serve communities more effectively, especially as social algorithms become less reliable.”
John Jackson is even more direct: Facing challenges in 2026 will require skilled content strategists and creators.
“Smarter marketing, building connections, hyperlocal relevance: none of this will be possible without content strategists and content creators who have the right skills, experience, staff, and equipment to bring this to bear,” contends John. “It behooves library administrators to commit when it comes to external communications. It’s not enough to have an amazing library. You’ve got to keep selling it, over and over and over and over again.”
Prediction: The most effective library marketing in 2026 will make people feel seen, supported, and welcome, not just informed.
John Jackson predicts 2026 will begin a golden age of library storytelling, inspired by libraries that have invested in high-quality video, on-camera talent, and serial content.
“The media success of libraries like Columbus Metropolitan Library and Los Angeles Public Library is going to drive more libraries to invest in creative storytelling,” he says. “The libraries that can muster the right amount of creativity, leadership, and resources will focus on slow storytelling (think: Craighill or Planet Money) and serial content (think: “Roomies” by Bilt or “Chit” by Jay Renshaw). This will likely drive libraries to mimic each other on social, so the challenge for any library content creator will be to find a way to rise above it all and deliver content that is both uniquely entertaining and directly relevant to their communities.”
Josh Mosey offers a sobering counterbalance. “Polarization, pay-to-play platforms, and social media fatigue aren’t going away,” he contends. “In such a climate, I believe the best course for libraries is to lead by example in their content posting strategy.”
“Consider the needs of your users. Try to break the doomscrolling cycle by giving attention to positive stories, humor, and empathy. If nearly 80 percent of the posts you create feed people’s self-worth, they are more likely to listen to the 20 percent of the posts that call them to action.”
“The cure for polarization is to see and treat everyone with kindness, empathy, and love. I think this year is going to continue to challenge us, but while we still have a voice to call people together, we must use it. We’re not in this alone, and the people who stand against us are not our enemies, but potential future patrons who deserve the respect they may be currently denying others.”
Katie Rothley echoes this emotional shift, predicting a move toward more relational, supportive, and healing messaging.
“Library marketing will continue to become a source of comic relief, entertainment, greater authenticity, and more emotionally connecting through messages of encouragement, validation, support, advocacy, and empowerment,” predicts Katie. “I think it’s possibly an unconscious or deliberate response to the stressors of news, politics, mis- and disinformation, division, artificial intelligence, and a need for comfort, real-ness, resources, community, belonging, and feeling welcome, cared about, included, and seen. Especially when it comes to inclusion and healing the trauma of 2025’s political actions.”
My Prediction
I’ve seen many libraries making statements this month that 2026 is going to be “The Year of the Reader” or “The Year of the Book.” The New York Public Library’s new strategic priorities include this statement: “Increase the number of readers, expand access to books in all forms, and foster a culture of reading in an era of digital distraction.”
Many libraries are realizing that books are the main reason people get a card. They can be the bridge to other services at the library… and libraries are starting to take advantage of that bridge.
That’s why I predict a return to a focus on the collection as the core brand of the library. Libraries and library marketers will do more to share the joy of reading with the community and reconnect with readers to build trust, loyalty, and support for their libraries.
What are your predictions for library marketing in 2026? Share your thoughts in the comments.
Super Library Marketing: Practical Tips and Ideas for Library Promotion 