Search

Super Library Marketing: Practical Tips and Ideas for Library Promotion

Open Search
Category

Library Marketing Strategy

The 2026 Guide to Instagram for Libraries: New, Creative Ways to Grow Engagement

Photo courtesy Cincinnati and Hamilton County Public Library

This is part of the 2026 series of library social media guides. In addition to this post, be sure to bookmark these new guides:

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.

How are people using Instagram right now?

Here are some statistics from Backlinko, Teleprompter, and Digiexe.

  • 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.
  • 90 percent of Instagram users watch Reels.
  • Instagram users remain evenly split by gender.

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.

The Instagram algorithm for 2026

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.
  • Ask questions to encourage commenting.

When to post on Instagram

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.

P.S. Want more help?

The Secret to Library Instagram Success? Start With the Story, Not the Promo

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

0

The 2026 Guide to LinkedIn for Libraries: Building Influence and Professional Reach

Photo courtesy of the Cincinnati and Hamilton County Public Library

This is part of the 2026 series of library social media guides. In addition to this guide, check out the guides to

  • TikTok
  • 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!

How are patrons using LinkedIn right now?

Here are some statistics to consider from Demandsage, Amra and Elma, and LinkedIn.

  • 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.
  • Engagement Quality: 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.

P.S. Want more help?

Posting on Threads: A Smart Move for Libraries or a Waste of Time?

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

0

The 2026 Guide to TikTok for Libraries: How to Maximize Reach (While It Still Exists)

Three men working to sort books brought via conveyor belt in the 1960s.
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.
@fowlervillelibrary

No books were harmed in the making of this video…at least more than it already was. We used a weeded book that was already falling apart, and to give it one more chance at a life, we used it in this video 😌 Inspo: @Ginny (thank you for the laughs!) #libraries #library #librariesoftiktok #librariansoftiktok #librarian #librarytiktok #booktok #read

♬ original sound – Fowlerville District Library

How are patrons using TikTok?

Here are some stats to consider. The stats came from Demandsage, SQ Magazine, and Teleprompter.com.

  • 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!
  • Completion rate is still important, but it’s no longer the top factor.
@cambridgeunilibrary

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

♬ original sound – Cambridge University Library

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.

@limalibrary

What movies or TV shows are you hoping to see on the shelves at your library? Send us your recommendations and requests! #limalibrary #librarytiktok #librarytok #booktok #dvd

♬ original sound – LimaLibrary

#2: Post more frequently.

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.
@uillinoislibrary

Spend a night at the Main Library and experience all of the magic.✨The University Library now has spaces available for late-night studying in the Orange Room 5 days a week! 📖 Whether you’re here to focus, recharge, or just enjoy the quiet, we’ve got the perfect spot for you.🌙 #uiuc #LibraryTikTok #UniversityLibrary #nightvibes

♬ sparks – welcome

#4: Add older videos to your story.

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!

Need more inspiration?

Are You Ready? 2026 Social Media Predictions Every Library Marketer Needs To Know!

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

0

How Storytelling Is Revolutionizing One Library’s Video Strategy

Photo courtesy of Cincinnati and Hamilton County Public Library

It’s not surprising that Tina Walker Davis and her communications team at Deschutes Public Library in Bend, Oregon, have a robust and interesting video strategy for YouTube. Tina, who grew up in the San Francisco Bay area and graduated from Washington State University, has a previous career as a television anchor and reporter.

“I left journalism to go into marketing and communications and owned my own marketing business for 10 years until I made the financially disastrous decision to open an independent bookstore,” explains Tina. “While the bookstore didn’t pan out, it did enmesh me in the literary community here, including the library system.”

Tina took a job at the library in 2012 in event planning and coordination. Now she’s Communications Manager for the library. She manages four people, including a Graphic Design Coordinator and Dana O’Connell, Keifer McCool, and Michael Rivera, who are all Digital Communications Coordinators.

“Michael almost exclusively does video work, and Dana and Kiefer both manage social media,” says Tina. “Dana also does all of our Spanish-language communications. I’ve told the team many times that I’ve never worked with such a collaborative group.”

“We have bi-weekly brainstorming sessions that are so fun. There’s no agenda. It’s just a time for us to come together and talk about what we’re seeing, what we’re excited about, and generally throw some spaghetti at the wall. A lot of our best content was conceptualized in those brainstorming meetings.”

Deschutes Public Library’s YouTube channel was already up and running when Tina began her job. At first, Tina’s team used it to share story time videos and videos of their marquee events, as well as a Why We Love the Library series in 2016 and 2017. At the end of 2019, they had 265 subscribers.

Then COVID hit. Like most libraries, Deschutes Public Library pivoted to online programs and saw its subscriber count grow to 14,500 at the time of this writing.

When Tina hired Michael in 2022, he “brought a wealth of professional video production experience—just phenomenal skills in shooting and editing, but also a fantastic eye and ear for storytelling,” exclaims Tina.

“The first video he did for us was promoting our Summer with the Library program, and I knew immediately that we were going places with our videos. He started another Why We Love the Library series, with this video being one of my absolute favorites.”

“I don’t know if it’s my background in journalism, but I’ve always believed in the power of stories to do the work that we can sometimes struggle to do in marketing.”

“We can run ads telling people how great the library is, but it’s so much more impactful when it comes from real people who truly believe in the power of libraries to change lives.”

-Tina Walker Davis

Dana says the library’s strategy, when it comes to producing videos for YouTube, is to strike a balance between the information the community needs to know about the library and fun or trending content.

“Everyone who comes into the library has a story,” explains Dana. “Some of our human-interest pieces come from referrals by our public services staff, in the form of kudos from our online web form, or a chance meeting while in one of our branches.”

“Staff, volunteers, and customers offer the chance to talk about the library in a unique voice where we aren’t necessarily promoting a product or service. For me, it’s about having a touch point with a customer and listening to what excites them about the library; no two answers are the same.”

“One thing we do every time someone is interviewed for a video, regardless of the topic, is to ask, ‘Why are libraries important?’” adds Tina. “The answer to that question is evergreen. We can pull the answer and use it along for a series of shorts, turn it into a graphic quote for social, or string together several answers for a stand-alone piece.”

Dana and Kiefer shoot and edit the short-form, vertical format for Instagram, Facebook, TikTok, and YouTube shorts. Michael uses videography equipment to do the longer-form and documentary-style videos.

“But rarely do they work alone,” explains Tina. “They’re writing together, and often Dana or Kiefer will act as Michael’s grip during shoots and take care of the interview portions. Michael is definitely a dedicated videographer, but it’s truly a team effort between the three of them—and it’s magical.”

All videos from Deschutes Public Library have captions for accessibility and clarity. They also have video thumbnails featuring a branded, consistent look. That helps to capture the attention of scrollers while making sure viewers know this content comes from the library.

“When I choose the image(s), I’m looking for a visually pleasing frame that tells the viewer just enough to pique their interest without giving away too much of the story,” reveals Michael. “The best images will also have some clean space in the frame that the title will naturally fall into.”

“The title in the thumbnail usually doesn’t match the video title, and that’s on purpose. The main title is always clear and matter-of-fact, while the thumbnail title often uses one of the most impactful quotes in the story. The key here is to be concise to maximize the size of the text in the frame, so the titles are usually no more than six words.”

Deschutes Public Library doesn’t rely on pure chance to get views on its videos. They promote them!

“Our flagship eNewsletter has 55,000 subscribers, and we’ll sometimes link to videos from the newsletter,” says Tina. “We embed some videos on our website. In particular, we’ve used our videos on our website to help inform the public about our bond projects.”

“I also do some paid promotion of videos on YouTube, Facebook, and Instagram if I can see that a monetary ad boost is needed and will help us really target our Deschutes County residents.”

“So, with all that said, our investment in YouTube as a platform was very organic. It started slowly, but we saw real growth. But nothing happens on YouTube alone in terms of storytelling. Anything that is shared there is also pushed out on Instagram and Facebook, and some also make their way to TikTok if they’re humorous or have that viral potential.”

Tina and her team say the videos help boost awareness of the library and its services, and they’ve received a wealth of positive community feedback.

“Our recent viral video — where our director, Todd Dunkelberg, is giving a Gen Z-inspired tour of the new Redmond Library — was a great community experience. Between Facebook, Instagram, TikTok, and YouTube, we are now close to 5 million views on that video. But what I loved seeing was locals commenting amongst folks from across the country and the world — the locals took so much pride in claiming the library as their own (‘That’s MY library!’).”

“And Todd became a little local celebrity after it, with folks coming up to him in the community and telling him how much they loved the video. We immediately jumped on the ‘Slay’ and ‘So Julia’ lines and created stickers with the characters Todd points to in the video, and those were really popular with our customers.”

For inspiration, Tina and her team often look inside and outside the library world.

“I’m guilty of being an Instagram reels scroller,” confesses Tina. “My brain often goes to, ‘Could we put a spin on that?’ Often in our brainstorming sessions, we’ll bring forward videos that we’ve seen over the past two weeks, share them with the team, and see if there’s something we can do along those lines.”

“Library systems are really growing into their own niche on social. They’re funny, sometimes irreverent. People really enjoy watching library folks, who are perhaps historically thought of as buttoned up, be funny.”

– Tina Walker Davis

Tina says the key factors in the success of the library’s video marketing strategy are her talented team and library leadership that believes in the power of communication.

“I know that for a lot of libraries across the county, being able to spend this kind of time on video work is an absolute luxury,” says. Tina. “I feel very fortunate to not only have the trust from our leadership to do that work, but also lucky to work with a team of communications professionals who are passionate about the work and the message.”

“The goal is to remind our customers, the taxpayers who make the library’s work possible, that the library is here for them, in whatever way they may need, from checking out a book to finding a job. We’re here to meet people where they are and make their lives better.”

Need more inspiration?

From Shelves to Screens: How an Academic Librarian Captures Student Narratives for Library Marketing

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

5

8 Must-Know Library Marketing Tips To Kickstart Your Success for the Rest of the Year

Photo courtesy Cincinnati and Hamilton County Public Library

We are now firmly in the second half of the calendar year. I don’t know about you, but when I worked in a library, this was the time I usually started to “drag” a little. I was tired and uninspired. (Hey, that rhymes!) I needed a little boost… someone to remind me to focus on what was important.

I’m here for you. These are the eight things I want you to focus on as you move into the next six months. This is also a great post to share with new hires who work on library promotions. The eight principles listed below are the most valuable tips I can offer to help you center your work and find direction.

And I’m curious… do you think I missed anything in this list? Add your guiding principles to the comments!

8 Tips to Focus Your Library Promotions

1.  Plan ahead — don’t just react.

This is my number one tenet because so many of the library staff members I work with say they feel like order takers! They are asked by different departments and branches to promote the things that are important to those people, which allows no time to create a strategic library marketing calendar or campaign that supports the library’s overall goals.

Effective marketing is proactive, not reactive. You want your promotions to be holistic, covering all the channels where your target audience is located (see item #4). List the goals you want to achieve over the next six months, and create holistic campaigns. Before you know it, you’ll have a full editorial calendar.

And I know this might sound scary, but be transparent. Share your calendar with the rest of your coworkers. Inform them of the overall goals and provide them with regular updates on the content you share and the results you are achieving. At the end of the year, let everyone know how you did.

This will help educate your coworkers about marketing! Many of them probably think marketing is reactive. They don’t know how much planning and coordination go into an effective campaign.

2. Promote the benefits, not the features.

Listen, I know this one is hard. But your community is looking for a solution to their problems.

So instead of saying, “Use our personalized reader recommendation service”, highlight how your service solves real problems, like helping readers to find the right books for them (because, let’s be honest, there are SO many good books out there!), or helping readers who feel like they’re stuck in a rut, reading the same things over and over again.

You want your readers to think of the library, not Google or Goodreads, as the best place to find a book.

3. Tell more stories of how the library impacts lives.

User-centered storytelling, like Loyola Marymount’s Library Fans video series, connects emotionally with users and shows the library’s impact on real lives. These stories are more memorable than stats or service lists.

Storytelling helps your community to see how others are using the library and imagine how they might use the library too!

4. Meet your audience where they are.

Use the channels your patrons prefer. And remember, you don’t have to be on every channel. You just need to be on the right ones.

The channels you choose should match the preferences of your primary audience segments.

  • Teens and college students? Think TikTok and YouTube Shorts.
  • Parents and caregivers? Facebook groups and email are the best way to reach this audience.
  • Adults over age 65? In-person outreach and local newspapers or printed newsletters can be most effective.

Most importantly, don’t try to build an audience on the channels your patrons don’t use. How do you know which channels your audience prefers? Use metrics (see #8) and surveys to pinpoint where your energy will be best spent.

5. Consistency builds brand recognition and affinity.

At the Fourth of July parade two weeks ago, I instantly recognized the library’s entry coming down the street, even without my glasses. How? The color scheme of their banner and vehicle! (As an aside, I was sitting right in front of one of the branches, and the cheering that rose from the crowd when the library drove by warmed my heart.)

You can have the same impact. Use your brand logos, color palettes, and tone across channels. Patrons should instantly recognize your library’s content, whether it’s on a digital sign, flyer, or Instagram Story.

I know this seems like a constraint to some of my more creative readers, but the discipline pays off with instant brand recognition.

Beyond your brand colors and logo, remember to name your services clearly and tie all services to your library (e.g., “Consumer Reports from Maple Tree Library”).

6. Empower your advocates.

Your best marketing tool might be your most loyal library users. Feature them in campaigns and encourage user-generated content. When your superfans talk about how much they love the library and how it impacts their lives, people will listen!

Encourage staff to promote programs on their own social media (with branded templates or messaging prompts).

And provide your Friends group or foundation with a marketing kit: shareable graphics, key talking points, and event blurbs.

7. Always be repurposing.

Library marketers are asked to create a lot of content! Just like you may do in your home, you can reuse and recycle some of that content to help ease your workload and ensure your best content is seen on multiple channels. You can do that by:

  • Repurposing blog posts, newsletters, and program guides into social media snippets, videos, or infographics. Share this content with local media and community partners.
  • Turning book displays into short videos for social media by adding trending audio and creative elements like stickers.
  • Clipping moments from author talks or storytimes for Instagram Stories, YouTube Shorts, or TikTok videos.
  • Breaking down long blog posts into carousel posts or pull quotes for your homepage, digital signs, or social media posts.

8. Measure what matters.

Your metrics are key to guiding your marketing strategy. And listen, I’m the first person to admit I can easily go down the rabbit hole of data and measure everything.

But my boss coaches me to only spend time measuring the things I need to help make the decisions that will guide my future library marketing actions. That means I don’t obsess over likes and followers.

Instead, I track engagement metrics like watch time on videos, shares of social media posts, and read time on blog articles. I also urge you to use UTM codes like Bit.ly and Google Analytics to track campaign sources, so you know which channels are driving traffic to your library and which pieces of content resonate most with your community.

Need more inspiration?

How Libraries Can Get Better Press Coverage: Real Tips From Former Journalists

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Ouch! How To Gracefully Handle Criticism of Your Library Marketing

Watch this video now

#LibraryMarketingShow, episode 292

Nothing is worse than working on library promotional content, only for somebody to tell you it’s no good. 😔

How can we gracefully accept and incorporate criticism of our library marketing? I’ll give you some tips in this episode of The Library Marketing Show.

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address. Then, click the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

🤔How To Choose Between Short or Long-Form Content Like a Pro

Watch this video now

#LibraryMarketingShow, episode 291

Have you ever stared at a piece of library marketing content and thought, should this be a quick update or a deep dive? Let’s settle that today! Here is how to know if you should use short-form content or when it’s time to go to long-form content in this episode of the Library Marketing Show.

Plus, we’ll give kudos to the subject of a past Super Library Marketing profile who just won a huge award.

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address. Then, click the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

1

The Library Marketer’s Guide to Saying ‘No’ to Promotions Without Burning Bridges

Photo courtesy Cincinnati and Hamilton County Public Library

How many times have you said “no” to promotional requests in the past week or month, or year? If the answer is “never”, this article is for you.

I bet some of these situations sound familiar to you:

  • A librarian running a small program like a knitting group or a recurring storytime asks you for posters, flyers, social media posts, a press release, and newsletter space, even though the program doesn’t align with the library’s big strategic goals. Saying no can feel like you’re not supporting your co-workers.
  • A library director loves a specific service (like the seed library) and wants a big promotional push for it, even though your user data shows it’s a niche interest with low engagement. It’s hard to push back against leadership!
  •  A department forgot to tell you about a major event until a few days before, and now they want a huge promotional campaign. (This happened to one of my library marketing friends recently!) You want to be a collaborator, but rushing something often leads to poor results.
  • Every year, the library promotes a National Poetry Month event with posters, displays, and social media blasts, even though turnout and interest have been very low for years. You’ve likely heard the sentence, “But we’ve always done it this way” before! It’s hard to change traditional promotional campaigns without seeming like you’re devaluing them or being difficult.
  • Someone suggests you start posting to a new platform, like Threads or TikTok. Even if it doesn’t fit the strategy or audience, there’s a fear of “falling behind” if you don’t jump in.

As hard as it is to do, it’s important to say “no” sometimes because library marketing is not just about being busy. It’s about being effective. If you can learn when to push back, you’ll demonstrate to your coworkers and supervisors that your job isn’t just to be a “promotional service desk.” Your work has a strategic purpose.

To help you make those strategic decisions, you’ll find a link at the end of this post to a guide I’ve created. It has a list of questions to ask so you can decide how much promotional support to give to each request.

So, how do you politely say “no” to requests outside of your strategy? Here are some scripts you can use.

Scripts to help you politely say no:

  • “Thanks for thinking of the marketing team! Right now, we’re focusing our resources on initiatives that directly support our library’s strategic goals for the year. Unfortunately, we aren’t able to take on additional promotions at this time.”
  • “I really appreciate your enthusiasm! We have a full slate of promotions already planned that align with our library’s key priorities. I won’t be able to add this to the calendar, but I’m happy to brainstorm ways you could promote it independently.”
  • “Our current marketing plan is tightly focused on [example: increasing card signups among new residents], so we have to prioritize projects tied to that goal. I’ll keep your event in mind for future opportunities.”
  • “We won’t be able to offer a full campaign for this event, but here’s a customizable poster template you can use. We can also share it internally with staff to help spread the word.”
  • “While we can’t do a full feature in the main newsletter, I can add a short mention in our ‘Upcoming Events’ section if you get me the info by [deadline].”
  • “This project doesn’t align with our current focus areas, but it might be a great fit for our [bulletin board / in-branch digital sign / social media story]. Let’s talk about some of those options.”

The importance of buy-in from your supervisor

Whenever you find yourself in a situation where you need to say no, it’s a good idea to give your supervisor a heads-up. You can say:

  • “I wanted to let you know that I’m going to recommend a lighter promotion plan for [person or department]’s [project/event]. It’s a great initiative, but based on our marketing priorities for [this quarter/this year], it doesn’t align with those priorities. I’m offering [a few options] instead to support them without pulling too much from our strategic efforts.”

You might also consider asking your boss for guidance and support in managing these requests. This invites your boss into the decision without making it feel like you’re just refusing work or being lazy. You can say:

  • “I’m seeing more requests come in for promotions that aren’t tied to our current goals. To stay focused, I’d like to suggest that we prioritize projects based on [brief criteria — like audience reach, strategic importance, or alignment with core services]. Would you be comfortable if I used those filters to decide what we promote fully and for what we offer lighter support?”   

And what if your boss is the one making these requests? Try saying:

  • “That’s a really interesting idea, and I am happy to do it. As you know, our marketing plan is heavily focused on [strategic goal], and I’m concerned that if we stretch ourselves and our work too thin, we won’t hit the targets we’ve committed to. Can you help me prioritize this work?”

When you receive pushback from a supervisor, remember to frame your response in terms of impact, like meeting goals and maximizing results. Emphasize that you’re thinking of the big picture and trying to protect library resources. Sometimes, offering alternatives instead of a flat-out “no” is a good way to redirect a request.

Library Marketing Promotion Decision Guide

To help you choose between full promotional support and lighter promotional support, I created a cheat sheet of sorts. The Library Marketing Promotional Decision Guide contains questions that will help you and will help the requestor understand your decision. You can download the guide for free here.

Need more inspiration?

Stressed? Exhausted? Here Are My Top 4 Tips for Handling Library Marketing Burnout

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

2

Draw Readers Back to the Library! 4 Proven Ways To Re-Engage Your Community

Watch this video now

#LibraryMarketing Show, episode 277

A viewer wants to know how you get people who have a library card but haven’t used it in a long time to return to the library and use the library! That’s a very common question that has stumped library marketers for years.

In this episode of The Library Marketing Show, I share my top four tips for re-engaging inactive cardholders.

Also, I’ll give kudos to a library that received press coverage for an event this year by telling the story of a patron who attended the event last year!

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

A WordPress.com Website.

Up ↑