This is the final portion of the 2026 series of library social media guides. In addition to this post, be sure to bookmark these updated guides:
Facebook for libraries
Once again, Facebook remains the single most popular social media platform for libraries, but only by a fraction! According to the 2025 Super Library Marketing Survey, 95 percent of libraries use Facebook for promotions. Libraries use Instagram at nearly the same rate.
Statistically, this makes sense. Facebook is the largest social media platform in the world by number of users. And every day, about 69 percent of those users check their Facebook feed.
How are people using Facebook right now?
Here are some statistics from Demandsage.
- The average Facebook session length is approximately 10 minutes and 12 seconds.
- Most Facebook users are male.
- Most Facebook users in the U.S. (nearly 99 percent) use the mobile version of the platform. That statistic rose by 16 percentage points this year! So, as you create Facebook content, assume everyone who sees your library’s Facebook posts is doing so on a mobile device.
- The largest segment of Facebook users is aged 25 to 34 years. Facebook has a reputation as a social media platform for older generations, which makes this stat somewhat surprising. However…
- Facebook users aged 55 to 64 years spend the most time on Facebook, an average of 45 minutes a day. I think younger generations are looking at content, but not engaging with it. (This opinion is based on the use of Facebook by my own Gen Z daughters.)
How much success can libraries expect to see on Facebook?
Facebook has, by far, the lowest engagement rate of any of the social media platforms we’ve covered in the series. In fact, these rates are shockingly low.
I want you to look at this list of engagement statistics from Demandsage and really consider whether your time is well-spent when you post on Facebook.
- Facebook Reels have an average fan engagement rate of 0.26 percent.
- Images or photos get an average engagement rate of 0.24 percent.
- A plain status update with text, no video, or no photo gets an average engagement rate of 0.12 percent.
- And posts that include a link get an average engagement rate of 0.06 percent. OUCH.
Why is the engagement so low? Among the reasons is the motivation of the users: Nearly 75 percent of Facebook users say they use the platform primarily to message their friends and family.
The Facebook Algorithm for 2026
Here are the ranking signals Facebook uses to decide who sees your posts, according to Followeran. These are quite different from other platforms.
- Facebook AI: As much as half of a user’s feed now features “recommended” content from creators or Pages they don’t follow, chosen by Facebook’s AI based on their interests and engagement behavior.
- Deep conversations: The algorithm heavily favors content that sparks exchanges between users. It also looks to boost posts with longer, more considered reactions. Simple likes and short comments no longer drive reach.
- Time spent: The algorithm will show your content to more people if the post requires users to spend time reading comments, scrolling through a carousel, or finishing a video. Longer sessions boost its distribution.
- Video: Facebook still prioritizes short-form video formats (Reels, Facebook Live, Stories), followed by carousels and native videos. Posting consistently also helps, as newer content tends to perform better.
- Original content: Reposts, duplicate content, or AI-generated content will be penalized with suppressed reach.
Here are 4 ways to get the best organic reach for your library’s Facebook account in 2026
#1: Optimize for AI recommendations.
Half of all Facebook feed content now contains posts from pages that the user does not follow. Those recommendations are sourced by Facebook’s AI. The good news is that your library can reach new audiences without paid ads if you play by the algorithm’s rules.
Make sure you create original posts with strong potential for engagement. For example, ask your audience a question. You can also put book covers in a carousel of photos and encourage people to swipe through to the end.
Avoid duplicating or reposting content from other people or organizations. That’s a bummer, because many libraries repost their partner organizations’ content or content from publishers to save time. It’s okay to share that content on your Stories. But for your feed and Reels, make sure your posts are original works from your library account.
#2: Design your posts to maximize dwell time
I know many libraries post a graphic of their event calendar or a graphic promoting an upcoming program to Facebook. And if you’ve been wondering why those posts aren’t getting engagement, this is why. Facebook wants to keep people on the platform as long as possible. And those posts don’t help them achieve that goal.
Every time you post to Facebook, ask yourself, “How can I keep my users engaged longer?” You’ll want to use formats that encourage people to scroll, read, or watch to the end.
What do you do about promoting your programs? Share the graphic and program details on Stories or make a Reel about the program.
To share your calendar and get better results, ask people to sign up for a monthly email to receive a downloadable version. That’s a win for your library’s Facebook account and for your patrons, who will have a copy they can refer to all month long.
#3: Work on building early momentum for posts.
Posts that gain traction in the first 24 to 48 hours are rewarded by the Facebook algorithm. Look at your insights and post when your audience is most active. If your post starts to get comments, make sure you reply as quickly as possible (within 24 hours) to keep engagement flowing.
You can also try to drive traffic to your Facebook feed from your monthly email newsletter. Here’s how:
- Post something fun and engaging on the day before your newsletter goes out. This “something” should be a piece of content that is NOT in your email newsletter. For example, you can post a carousel of photos of new books that just arrived at your library. Ask people to vote in the comments for the book they’re most excited to read.
- In your email newsletter, write a tease that suggests people will be missing something if they don’t head over to your Facebook page to check out the post! For the example above, you could say, “Want to see which new arrival everyone is excited to read? Head to our Facebook page to cast your vote before the big reveal!”
- Wait 1-2 days after your email newsletter goes out to post anything new on your Facebook page so your email users can find your teaser content easily. Or, if you must post more content, pin the teaser post to your profile for 1-2 days.
#4: Lean on authenticity and hyperlocality.
Meta rewards pages that post content that is clearly not generated by AI. This is where libraries can shine! Share patron stories, staff picks, book recommendations, and other highlights that show your library is a vital part of your community. Be sure to use your town or city’s name in the post and write the copy to show that your library is integrated into the community.
When to post on Facebook
Hootsuite says the best time to post is early morning, between 5 a.m. and 8 a.m., local time.
How often should you post to Facebook?
- Post to the Facebook Feed 3-5 times each week.
- Post at least one slide to Facebook Stories every day.
- Post a Facebook Reel once a week.
P.S. Want more help?
Can Facebook Events Increase Your Program Attendance? How To Decide if It’s Worth the Effort
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 