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.
I’ll cover Instagram and Facebook in the following weeks.
YouTube for libraries
The number of libraries that say they post to YouTube dropped 5 percentage points in 2025, according to the Super Library Marketing Survey. About 56 percent of libraries use YouTube for promotion.
I have a few guesses as to why this happened:
TikTok, Instagram Reels, and Facebook Reels are dominating with quick, engaging content. Libraries likely moved resources to these platforms because they offer better reach and engagement for short videos than YouTube.
YouTube’s algorithm increasingly favors creators who post frequently and have high subscriber engagement.
Younger audiences (Gen Z and Millennials) are spending more time on TikTok and Instagram than on YouTube for discovery and entertainment.
However, YouTube remains the third-most-popular social media platform for library marketing. It’s also the second most-visited website in the world. Only Google has more visitors! That’s certainly something to consider.
Plus, YouTube videos are deeply integrated with Google Search and Google’s AI Overviews. That’s why, when you search for nearly anything, YouTube videos are often featured in the summary or results.
And AI platforms like ChatGPT, Google Gemini, and Perplexity cite YouTube content in their results. In fact, according to Search Engine Land, YouTube is mentioned 200 times more than TikTok or Instagram in AI-generated answers. Plus, YouTube transcripts and captions are indexed and used by AI platforms to generate their summaries.
YouTube is one of two social media sites with a majority of users across all age groups. (Facebook is the other site.)
Adults in the U.S. now spend 49 minutes per day on YouTube, a slight increase from previous years.
YouTube accounts for nearly 13 percent of total television usage, more than other streaming platforms.
90 percent of YouTube users watch videos on their mobile devices.
More than 60 percent of YouTube users are between the ages of 18 and 34 years, making it a highly valuable platform for reaching younger readers.
How much success can libraries expect to see on YouTube?
According to Napolify, accounts with fewer than 10,000 followers typically have an average engagement rate of 5.91 percent for YouTube Shorts. Most libraries fall into this category.
For longer YouTube videos, the average engagement rate ranges from 3 to 7 percent, depending on the account size. The good news is that smaller accounts typically have higher engagement!
According to Ventress, most accounts can reach 1,000 subscribers within 12-16 months or around 70-80 videos. That’s a realistic milestone for your library. And, unlike other social media platforms, it pays to focus on building your channel’s subscriber base because YouTube will suggest your content to those subscribers.
The YouTube algorithm for 2026
The YouTube algorithm remains focused on its core mission: Keeping viewers on the platform. It does this by recommending content that maximizes satisfaction and engagement.
The algorithm analyzes billions of signals in real time to predict what each viewer will enjoy next. Here are the updated key ranking factors:
Watch time: This is the most important signal. You need to think about this when crafting your videos. Always ask yourself: How can we keep people watching for as long as possible?
Titles and descriptions: Use natural, searchable phrases that mimic what searchers would use to find videos. This will help your videos rank in YouTube and Google search results.
Likes, comments, and creator replies: That last one is new this year. It means you’ll need to keep an eye on comments and respond as quickly as possible.
Consistency: Consistent publishing is a positive signal to the algorithm and will improve your library’s reach over time.
Session time: The algorithm now also factors in how long viewers stay on YouTube after watching your content. It’s important to add cards and end screens to your videos to boost this signal.
4 ways to get the best organic reach for your library’s YouTube channel in 2026
#1: Create a strategy that includes both Shorts and long-form video.
YouTube’s algorithm rewards channels that balance shorter and longer videos. Shorts will drive quick exposure and channel growth. Longer videos are great for viewer loyalty and longer watch time.
That’s a tall order for libraries. So here’s what you can do: Repurpose your longer videos into 5-10 Shorts. Use the Shorts to attract new viewers and link to the longer video.
#2: Optimize your titles and thumbnails for viewer satisfaction, not just keywords.
The algorithm prioritizes retention and satisfaction. That means videos that deliver on their promise and keep viewers watching rank higher. I have NEVER seen a library use clickbait in any video, so this tip should be easy to follow!
Use clear titles and compelling thumbnails.
#3: Build community engagement by interacting with your viewers.
Engagement signals such as likes, shares, and comments still matter, but as described above in the algorithm section, YouTube now places a heavy emphasis on creator-driven action. If your library’s channel fosters two-way conversations, you’ll get higher reach and recommendation rates.
Here are some ideas for how to engage with your followers:
Reply to comments promptly.
Pin posts and comments. Highlighting top comments signals activity and encourages more participation.
Use the Community Tab. This feature is available to channels with more than 500 subscribers. You can post text updates on programs or share book recommendations, create polls, and share images, GIFs, and more to keep your audience engaged between videos.
#4: Refresh your evergreen videos for an algorithmic boost.
Older videos can regain visibility if they attract new engagement. The algorithm rewards updates, even for previously published videos.
How can you do this? Reshare your evergreen videos in your email newsletters. Or embed a QR code to watch the video on bookmarks that you then slip into holds and checkouts of physical materials.
You can also update the video itself. Edit the keywords and descriptions. Add captions and transcripts if they weren’t included when the video was originally posted.
Bonus tip: Try a live stream!
When your YouTube channel hits 50 subscribers, you’ll be allowed to livestream. This is very enticing for viewers… they’ll see a special red circle around your main channel logo and the word “live”. Whenever I see this, I can’t help but click on it to see what’s going on. Your viewers will have the same reaction, and that will boost engagement and subscribers to your channel.
Here’s a great example: Prince William Public Libraries livestreams their library turtle. I love to watch this when I need a break from work!
Double Bonus Tip: Use HypeAuditor
You can use HypeAuditor to measure your YouTube engagement rate. From there, you can create a new goal and strategy for 2026.
How often and when to post on YouTube
Consistency is a key component of YouTube success. But the latest data says that timing and frequency now play a bigger role in reach. Here is the latest advice from Ventress.
Long-form videos: Start with one video a week. As your channel grows, aim for 2 to 3 weekly videos if your capacity allows.
Shorts: Post at least 3 Shorts weekly to increase your reach.
Viraly says the best days to post are weekdays from 12 p.m. to 4 p.m. local time, and weekends from 9 a.m. to 11 a.m. local time.
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.
“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.”
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Photo courtesy Cincinnati and Hamilton County Public Library
If you’ve spent any time in the library marketing space, you are likely to know John Jackson. John is head of Outreach and Engagement at the William H. Hannon Library at Loyola Marymount University. His love of libraries started with his mother’s volunteer work.
“My mother volunteered in a small church library in Florida,” recalls John. “As a child, I often spent my weekends helping build book displays or checking out materials to patrons. I knew about OCLC (Online Computer Library Center) and bib records before the age of 12.”
“One of my favorite memories from that time is traveling with my mom annually to attend a regional conference for church librarians. We’d pack up a U-Haul full of library display materials and then recreate those displays at the conference.”
John landed a job with Loyola Marymount in 2015. The private R2 university has approximately 10,000 students, including those pursuing master’s and doctoral degrees. John says the university has a central marketing and communication unit, with employees who cover all areas of external relations work, including photography, graphic design, social media, and licensing.
“At the library, the outreach team is comprised of three full-time employees: me, a student engagement librarian, and an event manager,” explains John. “We also have part-time student employees who assist with various aspects of our programming and outreach work.”
“The library’s marketing support currently consists of me, a student graphic designer, a student social media assistant, and a student videographer. I should note here that marketing is only a portion of my job. Like most librarians, I wear many hats, including collection development, research support, and faculty liaison responsibilities.”
I reached out to John after seeing one of the videos from the Library Fans series, produced by his library. Links to the full series are at the end of this post.
John says the idea came from a presentation on empathy-centered storytelling at the 2023 Library Marketing and Communications Conference and from the videos produced by the Los Angeles Public Library.
“I wanted to create a series that told true stories of library users and did so using high-quality video production,” explains John. “My goal was to promote the individual ways that students from diverse backgrounds (e.g., undergraduate, graduate, commuter, transfer, first-generation, parents) use the library in their day-to-day lives on campus.”
“I also wanted to show, as a proof of concept, that high-quality video production was worth the investment of time and resources. This was also a way to celebrate and recognize some of our hardcore library users: the folks we see regularly in the building every day.”
-John Jackson
John says his team worked on the video series over one semester. They recruited students who were heavy users of the library and familiar faces in the building. They also asked library staff to solicit nominations.
“Our student videographer, John Mac Menamie, is an amazing cameraman and (thankfully for us) owned all his own equipment,” says John. “We were incredibly lucky to hire him onto our team when he was a first-year student, and it’s been amazing to watch his skill set grow over the years.”
“For each of the shoots, we preselected the location so our videographer could spend a few minutes setting up the camera and lighting before the ‘Library Fan’ arrived. We sent prompts and guiding questions to our interviewees in advance to give them an idea of how the conversation would go, but we did not write a script for each interview.”
John used a trick that journalists often employ. He spent the first five to 10 minutes of the interview in small talk with his subject to help them feel more at ease. John says filming usually takes only 10 to 15 minutes. Then, depending on what the interviewee said, John and the videographer needed to shoot footage, known as B-roll, to match the narrative and cover the edits.
Once the videos are edited, John shares them on Instagram, knowing it is the preferred platform for his students. But he’s also taking this opportunity to experiment on other platforms, like YouTube.
“We know from sources like Pew Research Center that usage of YouTube exceeds all other platforms among traditionally aged college students and in the next generation of 14–17-year-olds,” declares John. “So, I’m hoping to build up our content library there. We already have hundreds of tutorials and event recordings on YouTube, but the Library Fans videos are our first attempts at short form on the platform.”
“Most academic libraries are not breaking records when it comes to social media. We’re not likely to ever be the next Milwaukee Public Library. Because our primary target audience (currently enrolled students) is limited and has a churn rate of more than 25 percent every year at graduation, our socials will not grow over time. So traditional growth metrics like followers, likes, and view counts don’t mean as much to me.”
“I tend to focus on the metrics like watch time, sentiment analysis of comments, and sends or reach. Those are the measures that will answer the question, ‘Did this hit right?’”
-John Jackson
“If I want to get the word out about the library, I rely on email marketing. But if I want to ‘set the vibe’ for the library among our students, Instagram, and in particular Reels, is where I spend my time.”
The library’s videos have performed exceptionally well. As of mid-May, the series has received more than 13,000 views, accounting for 26 hours of watch time. That’s incredible! Now, John has plans to use some of the video content for other promotions.
“Because these videos are already so short, I haven’t been pulling soundbites for stand-alone marketing assets,” explains John. “However, I expect I’ll be using pieces of these videos in future promotional videos: New student orientation videos, for example.”
John says his first piece of advice for any library looking to replicate his success is to buy its own equipment.
“Our videographer graduates this year, and with him goes the camera he used to make these videos,” laments John. “I should have done that from the start, and now I am in the unfortunate situation of having to find funding for our own equipment before the next school year begins.”
John finds inspiration for his work from many different organizations.
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Every time I upload one of these videos to YouTube, there are two major things that I am sure to do. Both of them helped me build my channel. One of them annoys some of my viewers!
In this episode of The Library Marketing Show, I will explain why I will keep doing these things and why you should follow my lead.
Plus, we’ll give kudos to a library with a spooky service that allows people to explore the library looking for ghosts!
And I have a favor to ask!
NoveList is doing a market survey on how libraries handle professional development training. Would you be willing to take the survey? It should take five minutes or less. Thank you!!
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!
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:
Can your library go viral? It is possible… if you create the right kind of content. We’re going to dive into the psychology of emotion and its impact on the effectiveness of social media in this episode of the Library Marketing Show.
Plus, we’ll give kudos to a library that created a video highlighting their most popular and fun resources!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
There’s a very simple trick that you can use to get more views on your YouTube channel. It takes about 10 seconds of your time. I will show you exactly what to do in this episode of The Library Marketing Show.
Plus we’ll give kudos to a library that drew a lot of attention to a very delicious-sounding event.(Here’s a hint: 🥒)
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
Photo courtesy Cincinnati and Hamilton County Public Library
Interviewing a stranger about their library experience is intimidating for many people. If the thought of having an intentional conversation to elicit a sound bite you can use in a blog, video, social media post, press release, or other content sounds daunting, the post is for you.
Why a powerful quote is important.
Your audience wants to hear directly from the people impacted by your library’s work. Whether that is your staff, director, board members, or patrons, a good quote can drive home your work’s value.
A quote can convey passion or a strong point of view. It can turn a story about statistics or complicated concepts into something understandable and relatable. A quote can also establish an emotional connection with the reader or viewer.
And, if your goal is to catch the attention of local media, a good quote can make your press release, blog post, or email stand out. Because…
The media knows when your quote is fake.
I worked in a local television newsroom for nearly 20 years before I became a library marketer. And I’m here to tell you… journalists can tell when you’ve made up a quote for a press release.
I understand why it happens. Your director or coworkers may tell you they trust you to put words in their mouths. It seems less time-consuming than doing an interview.
But the media can tell when you’re making it up. That’s why an interview, however short, is key to getting an authentic quote. So here are tips to make the interview process smooth and successful.
Prepare as much as possible.
If you are interviewing a co-worker, a board member, or the director of your library, take a few moments to see if there is any documentation that gives you clues about their background. Search their LinkedIn profile and board minutes. Do a Google search to see if they’ve ever done an interview. You may learn new facts about them and their speaking style.
Think about how you might structure your piece before you even write it.
That structure may lead you to questions to ask.
For example, readers may notice that I often start library profiles on this blog with some facts about my subject’s life before they worked in marketing. I ask people to tell me about their childhood library and their work before libraries, to build the scene and give a deep background on my subject. Use this technique for any interview leading to a blog post, social media post, or video.
If you are interviewing to get a quote for a press release, I suggest writing the press release before doing the interview. Leave spaces where a quote or two would grab the media’s attention and add context and emotion to the story you’re trying to pitch. Now you’re ready to write your questions.
Craft targeted questions that elicit insightful responses.
Use simple sentences and language.
Add intention to your questions. If you want someone to share a firsthand experience or observation, craft your sentence to gently lead your interviewee to that answer.
Ask open-ended questions. If you must ask a yes or no question, follow up with “Why?” to give your subject the nudge to elaborate.
Still stuck? Use your tools. ChatGPT can help you craft questions for your interview.
To show how this works, I typed into ChatGPT: “I am interviewing my library director about a new partnership that will help community members land a job or advance their careers. Can you give me some sample questions I might use to get a good quote?”
Here is the list of questions ChatGPT gave me.
Can you please provide an overview of the new partnership aimed at helping community members with job placement and career advancement?
What motivated the library to pursue this partnership?
How do you envision this partnership benefiting members of our community?
Could you elaborate on the specific resources or services that will be made available through this partnership?
In what ways will the library be collaborating with the partner organization to deliver these resources and services effectively?
How will the library measure the success of this partnership in terms of its impact on community members?
Are there any demographics or groups within the community that stand to benefit most from this initiative?
How does this partnership align with the library’s broader mission and goals?
Can you share any success stories or examples of how similar partnerships have been effective in other communities?
What steps will the library take to ensure that community members are aware of and can easily access the resources and services offered through this partnership?
That is a huge list! It’s a great start. All I would need to do is go through and tweak the questions to match the tone I want to set and to sound more like something I would say.
Now comes the fun part: the interview!
6 tips for conducting the interview
#1: Record the conversation.
#2: Talk a little about yourself to get the conversation started.
#3: Ask an easy first question to calm everyone’s nerves.
#4: Encourage elaboration on interesting points.
#5: Let the person talk. Don’t be afraid of silence.
#6: Paraphrase or summarize key points to nudge the interviewee towards a quotable response.
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TikTok or Reels. Which one is better for library marketing?
I came across some new research that will help you determine where to spend your precious energy and time on library marketing. The answer is revealed in this episode.
Plus, kudos go to a library that showed authenticity when it made a mistake on New Year’s Day!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
Super Library Marketing: Practical Tips and Ideas for Library Promotion 