A few weeks ago, I revealed the results of an experiment I did by posting videos to TikTok. What I didn’t tell you at the time was that I was conducting the same experiment on Instagram Reels.
And WOW. The results were so different! I’ll share what happened, and what it means for your library, in this episode.
Plus we give away kudos! Watch the video to find out which library is being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enteryour email addressand 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
There is nothing like putting a face on a story.
In my television news days, we worked hard to get on-camera interviews for every story. We knew that there was no better way to express emotion and build empathy for the subjects of our stories than to show their faces and hear their voices.
Your library can and should be producing videos for library marketing to build empathy and connection with your organization.
To be clear, I am not talking about TikTok or Instagram Reels videos. TikTok or Reels are fun and give you a chance to engage new audiences. And those videos do build brand awareness for your library.
But that should not be the only video your library is creating. Your library should produce some longer-form videos, lasting a minute or more, that tell a specific story or have a specific library marketing goal. These are videos you will embed on your website, and post natively to Facebook, LinkedIn, YouTube, or Vimeo (or all the above if you’re smart!)
Why?
Videos help you rank higher in searches.
According to Oberlo, more than 82 percent of global internet traffic comes from videos. That means video can be a powerful tool for driving community members to your website to check out your services.
Demand for video is increasing.
According to a survey conducted among consumers worldwide by Statista, people watched an average of 19 hours of online video content per week in 2022. That hourly total has been steadily rising since the survey was first conducted in 2018.
Every major social media platform will reward you for producing longer-form videos.
They boost video posts organically. And the more video your library posts to those platforms, the more organic reach your other posts will get.
Video makes your marketing memorable.
Video is the closest you can get to experiencing something without being physically present. It’s relatable. As I mentioned earlier, seeing faces and hearing voices builds empathy and allows people to really feel the emotions your videos convey.
And if you use staff in videos, community members will end up recognizing those staff members as they come into the library. They’ll feel more comfortable because they will “know” the person behind the desk.
Your library’s long-form video strategy doesn’t have to be complicated. And you don’t have to break the bank to buy equipment. So, let’s lay out a plan in three parts.
Set goals and brainstorm video ideas to meet those goals.
The easiest way to decide which videos to create is to refer to your library’s strategic goals. What does your library wish to accomplish? Your videos should serve to make those strategic goals a reality. For this section, let’s pretend your library has a strategic goal to increase visits to the Makerspace by 10 percent in the next year.
Once you decide which of your library’s overall goals to focus on, the next step is to set your own marketing goal for your videos. For example:
Your video marketing goals:
1000 views on YouTube
200 views on the library website
50 Makerspace sessions booked by people who watched the videos.
Setting your video marketing goals before you decide what videos you want to create might feel backward. But you’ll have more success if you set your marketing goals first. That’s because you’ll be asking yourself: What kind of videos will help me achieve these goals?
If you have trouble coming up with video ideas, try searching your website analytics to see what your cardholders are looking for when they visit your site. Do they have specific questions or use specific keywords or terms to search for information related to the strategic goal you’re focusing on?
You can also check keywords used in Google searches in connection with your library’s strategic goal. This keyword research will uncover the questions your community has related to the goal you’re trying to accomplish. You can use video to answer those questions!
For our MakerSpace example, let’s say you look at Google Analytics for your library website and you do Google keyword research. And you discover that people in your community are searching, for “3D printers near me.” If your Makerspace includes a 3D printer, you’ll want to make sure some of your videos are about that piece of equipment.
Let’s say you also discover many searches of the phrase “cost of 3D printing”. Now you know that cost may be a barrier to use for some community members. You can address that with a video.
Plan and produce.
With your goals and keyword research in hand, it’s time to make more concrete plans. Start brainstorming and make a list of ideas. Depending on your goal, you may want to produce more than one video.
Let’s go back to our previous example of increasing visits to your Makerspace. Your library may decide to make a series of videos to reach your goal of 50 Makerspace sessions booked.
Interview a patron who made something unusual on the 3D printer.
Interview a patron who used your 3D printer for their small business.
Showcase Makerspace staff using the 3D printer to make common items, like repair parts, for a fraction of the cost of buying those parts.
Show how to book the Makerspace.
Show how a typical Makerspace session runs, from greeting to finished product.
It took me about five minutes to come up with that list! If you are having trouble coming up with ideas on your own, ask your co-workers. For our Makerspace example, it would make total sense to ask the staff working in the Makerspace to help you come up with ideas.
Plan your production.
It’s time to create a production schedule. You’ll want to add your videos to your regular editorial calendar, giving yourself plenty of time to produce them. In general, it will take you about a month to produce a video lasting one minute or longer. Here’s a sample schedule:
A week to write an outline or a script if necessary.
A week to get your outline or script approved.
A day to shoot the video.
A week to edit a draft.
A week for approvals and edits.
With this schedule, you could release one longer form video each month.
Refer to your video style guide as you begin the work of bringing each video to reality.
Now you’re ready to shoot and edit your videos. Then, it’s time to make some important decisions.
Choose the thumbnail picture for your video carefully.
The thumbnail picture is the billboard advertisement for your video. Research shows that faces are more likely to draw viewers. If you can, choose a face showing an emotion.
If you are creating a series of videos, be consistent with the look of your thumbnails. You’ll want your audience to recognize the video as being from your library and part of a series.
Use keyword research to come up with video titles.
Video titles should be 100 characters or less, so you’ll need to use that limited space to your best advantage. Do a few test searches to see what keywords lead viewers to popular videos. Then try to work those keywords into your video title.
Include a Call to Action and track results with special codes.
When you create and promote your videos, include a Bitly link to drive viewers to your website, catalog, or other owned property.
Promote your videos.
It’s not enough to post your video and forget it. You’ll make sure people see your video once it’s released.
Within the first 24 hours of uploading and releasing a video, send an email to promote your video. You’ll want to match the content of your video to the segmented email list that will be most likely to want to view it.
The exception to this rule would be system-wide video announcements, like the opening of a new branch or a change in service for your entire library system. You can send an email to your entire list, letting them know there’s a video available with exciting information!
Email notifications about your video will alert your audience that the video exists. More people will watch the video. And the more views you get in the first 24 hours after you’ve uploaded a video, the higher your video will appear in search rankings.
Bonus: Affordable equipment list for library marketing videos
Camera: Canon EOS 2000D is great for beginners. It also has a Wi-Fi connection, so you can easily share your videos. And it gets great ratings. This package from Walmart is fairly priced and includes extras like memory cards, a backpack, and a tripod.
Ring light: The Sensyne Ring Light is an affordable option for libraries and it comes with its own tripod.
Wireless Lavalier microphones: You’ll want to buy at least two. This model from ZMOTG can be used with phones and a DSLR camera and gets great reviews.
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:
The #LibraryMarketing Show, Episode 179: There are a series of Facebook ads that I have actually watched in their entirety… something I have NEVER done before.
So what does this have to do with you? In this video, I’ll reveal the secrets so your library marketing can have the same impact on your audience.
Kudos in this episode go to SIX libraries in Canada!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
And please subscribe to this series on YouTube or follow me on LinkedIn to get a new weekly video tip for libraries.
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:
The #LibraryMarketing Show, Episode 179: It’s time to work on your calls to action!
How do you motivate people to interact with your library promotions? It’s time to supercharge your call to action or CTA game! You’ll find tips to do that in this episode.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
And please subscribe to this series on YouTube to get a new weekly video tip for libraries.
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.
The #LibraryMarketing Show, Episode 178: A viewer issues a plea for help!
Grace wrote in with this request:
“I am interested in working on our YouTube channel but I am really struggling with content ideas. In the past, no one held the only marketing position at my library so everyone made content (especially during the pandemic). This was good because subscribers were hearing book reviews, storytime programs, etc. directly from librarians and programmers.
Now that I am in the sole marketing position, I would like to do videos, but I don’t think folks want to get their book reviews, book recommendations, etc. from a marketer. And now, post-pandemic(ish), our librarians are back in-person doing traditional library roles and don’t have time to support much with content creation.
Any recommendations for the best approach to take to YouTube if a library marketer has limited access to our very busy librarians?“
I’ll share five tips for coming up with great ideas for YouTube videos.
Kudos in this episode go to a school librarian named Lucas Maxwell.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
And please subscribe to this series on YouTube to get a new weekly video tip for libraries.
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.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
And subscribe to this series to get a new weekly video tip for libraries.
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.
As you well know, libraries have changed, evolved, and adapted in some remarkable ways, particularly in the past 19 months.
But past perception continues to be a real hurdle for libraries. Plenty of people who would call themselves a fan of the library don’t know all the things the modern library does.
We must make sure our community understands who we are right now. And there is a movement to do that through storytelling.
One of those storytellers is Evelyn Shapiro, Promotions Manager at Champaign Public Library in Illinois. As I was preparing to speak at Content Marketing World, I reached out to Evelyn to ask for details about her content marketing campaign, A Library for Life.
Evelyn graciously shared the story of how she compiled this amazing YouTube playlist of patrons who shared the relevance and importance of the Champaign Library’s work. And she’s permitted me to share what she wrote with you.
I hope you will find inspiration in her words. But also, I hope you will see how practical and, frankly, easy it is to gather and tell stories about the ways your library is changing lives.
“Libraries are one of the best ideas humans have ever had.”
Danielle Borasky, Vice-President, NoveList
“Friends and colleagues have told me that connecting with amazing people is one of my superpowers. It’s funny because I can’t help thinking—doesn’t everyone feel like they know truly remarkable people?”
“So, part of the genesis of the project came through the #LibraryLove shared by Karin Markovitch, the parent I interviewed. She had been sharing the most fantastic comments and stories with us in social media posts, tagging the library, also in person with the desk staff. She is just a natural library ambassador, brimming with appreciation.”
“I kept thinking about how I wanted to share her enthusiasm and appreciation of what we offer with the world, but especially with local community members who might not know about or use the library, and with staff because we never tire of hearing that our efforts and expertise result in a positive experience and impact for customers.”
“Our Teen Librarian Kathie Kading was keen on introducing me to Mallory Morris, the educator I interviewed. Mallory’s energy is pure magic, and she can speak with authority about the impact the library has on teachers’ and students’ lives. Interviewing her would mean other people would get to hear her stories, in her words. She was able to put together our group of teen interviewees, drawing from students at her school (across the street from the library) which turned out to be powerful testimony as well.”
“Also, a colleague in the children’s department introduced me to an area artist, Stacey Robinson, who was using the study room next to the children’s desk as his studio, coming in regularly and drawing illustrations for a graphic novel he was creating. She had gotten to know him over time and wanted to be sure I knew his story. (He ended up surprising her by thanking her by name in the acknowledgments of his book!)”
“I connected with him, and it turns out we know people in common in town in the art/design/theatre/dance/music worlds. Again, he was passionate about the library and spoke so well about what a treasure this place is. I wanted to be able to share his story. He also teaches on the University of Illinois campus in the Art + Design department and is a lot of fun to follow on social media.”
“So, momentum had started building and because it was our tenth anniversary in this building, I realized I could propose the project as interviews with ten community members. It was our first video project and not part of my original budget that year, but it was the right timing to ask.”
“Once approved, I needed to build my list of who I would bring on camera. I knew about some of the range I wanted and topics I wanted to highlight including a parent and teen, a Board member, and someone who could speak about the Branch. Our director was able to recommend three of those featured—Candace, Thom, and Rajiv.”
“While working on developing our strategic plan, we invited a group of community members (around 50) to a retreat here to talk about the library and community needs. In one session I attended, Charlisa spoke up about the Douglass Branch, what libraries meant to her as a child, and how children access literacy in our community. I was so compelled by what she had to say. Charlisa has become a very active participant on our social streams as well.”
“Around this time, I’d met a new-to-the-community social media manager named Huan who worked remotely with an international org in communications and marketing. It turned out she spent a lot of time in our new walk-in co-working space for area entrepreneurs. She used it as her office and was getting involved with supporting the library in a few different ways—through a United Way young professionals project and through serving on the Library Friends Board. We met by chance in the FriendShop Bookstore. At the time, she was volunteering in the shop, and we had a chance to chat. She had an international perspective, having lived, and worked in co-working spaces in London. She could compare what we offered here with co-working amenities in a Big City.”
“I already knew Amanda personally and at this time she was heading up the local Project READ initiative and both our locations were public sites where their group offered tutoring. I love talking with her about making good things happen in our community. She had held the role of liaison for families as part of a school program our daughter participated in. I had seen how fluidly she moved in different worlds and languages and what an effective advocate she is. She turned out to be an ideal example of how the library partners with community groups and how our services help immigrants.”
“I learned to bring a stash of tissues with me each time because someone always started crying. The stories were so heartful. I’ve also thought about additional ways we could share these stories, including in print somehow. I haven’t even transcribed them yet or pulled quotes from them. There may be obvious ways to expand and reuse their stories. The key seems to be selecting people who could talk glowingly about the library, without a lot of prompting from me.”
“As communicators, we focus a lot on our messages, as we need to. However, I see our role as much as a listener—how else can we share great comments and stories?”
Evelyn Shapiro is Promotions Manager at Champaign Public Library in Illinois. Before that, she worked in graphic design and has more than 75 published books and CDs to her credit, along with numerous awards from Parents’ Choice, University College and Designers Association, and the Chicago Book Clinic.
Is your library telling stories about your work and your patrons? I’d love to see and share those stories! Send me an email with more information.
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
In this episode, I’ll answer a question from Jennifer from Lexington County Public Libraries. She writes, “Keeping in mind fair use guidelines, would it be better to post our virtual pre-recorded story times to our Facebook story rather than to our timeline. My understanding is that stories only appear for 24 hours and can be tailored somehow to only reach certain audiences. Do you have any suggestions?”
Kudos in this episode go to Pottsboro Area Library for hosting telehealth appointments at their library.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
In this episode, I’ll answer a question from Jennifer of the Park Ridge Public Library. She asked, “What advice would you give to a library needing to reboot the way they use YouTube? We have a YouTube account but only used it sporadically in the past. How can we effectively use it to promote programs, host book talks, share big library news?”
Kudos in this episode go to the Sierra Madre Public Library for their amazing work on TikTok!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week. Thanks for watching!
Super Library Marketing: Practical Tips and Ideas for Library Promotion 