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.
I talked to library users. And what they revealed shook me.
The conversation ignited unexpected controversy on LinkedIn and exposed a blind spot many libraries don’t realize they have. In this episode of The Library Marketing Show, I break down what I heard, why it matters, and how libraries can turn this uncomfortable insight into a powerful opportunity.
Plus, kudos go to a library reaching a new section of its community with book recommendations!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
A few weeks ago, I heard a tip for writing email subject lines that made me equal parts excited and annoyed. Excited because it works. Annoyed because it’s so obvious in hindsight.
In this episode of The Library Marketing Show, I’m sharing the simple shift that can make your library emails more compelling and more likely to get opened!
Plus, the first kudos of the new year go to an academic library that managed to poke fun at AI and highlight the staff’s human expertise.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Library friends, we did it! We made it through 2025. We faced numerous issues and threats to libraries, yet we celebrated many triumphs. I’m proud of you. I’m proud of this community. And if no one has told you this lately, GOOD JOB YOU!
And now, we look forward to a new year and new chances to grow the connection between your library and your community.
Want to make 2026 your best year yet? Let’s start by learning from the content your fellow library marketers found most helpful this year.
Most Popular Super Library Marketing Articles of 2025
I hope you are looking forward to 2026 as much as I am. My next post will be on Monday, January 5, when I’ll unveil the State of Library Marketing. I’ve got a calendar full of posts and videos featuring tips to make your work easier, as well as profiles of libraries to inspire you. Happy holidays!
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.
Super Library Marketing: Practical Tips and Ideas for Library Promotion 