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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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The 2026 Guide to Facebook for Libraries: New Tips to Boost Reach and Visibility

Two women in pantsuits sitting at a table outdoors on Fountain Square in Cincinnati in the 1970s, selling books.
Photo courtesy of the Cincinnati and Hamilton County Public Library

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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Unveiling Facebook’s New Rule on Content: Are Your Posts at Risk?

Watch this video now

#LibraryMarketingShow, episode 303

Here’s some big news: Facebook is cracking down on unoriginal content on its platform. This update will have a significant impact on your engagement and strategy.

In this episode of The Library Marketing Show, we’ll go through the warning from Facebook and discuss how your library should respond to it.

Plus, we’ll share kudos for a library that is posting some incredibly moving patron testimonial videos.

Do you have a suggestion for a future episode’s topic? 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?

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Facing the Hard Truth About Organic Reach on Facebook: Is It Worth Your Energy?

Watch this video now

#LibraryMarketingShow, episode 283

I’m not sure this is healthy for me. Still, I’ve been thinking about Facebook organic reach a lot lately. I’ve been wondering: Does it make any sense for libraries to post organically to Facebook anymore?

I think there are some hard truths about Facebook that we need to work through. We’re going to do it 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:

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Are Old Facebook Events Hurting Your Library’s Profile? Here Are 3 Things To Consider

Watch this video now

#LibraryMarketing Show, episode 256

Does your library need to delete old events from your Facebook account? It’s a great question that came in from a viewer. I’ve got three questions to ask yourself before you hit the “delete” button in this episode.

Plus we’ll give kudos to a library with a fantastic YouTube short that puts a library spin on an iconic sporting event.

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! 

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:

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Just in Time for Summer Reading! Here Are 8 New Tips To Boost Engagement 🚀 on Your Library’s Facebook Page

Watch this video now

#LibraryMarketing Show, episode 241

There’s some exciting new advice on how to create engagement on your library’s Facebook page. The 8 new tips are in this episode of the Library Marketing Show.

Plus kudos goes to an academic librarian who recently received a huge award!

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! 

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 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:

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Library Social Media Updates: YouTube’s New Feature and Facebook Explains Its Algorithm!

The Library Marketing​​​​​​​​ Show, Episode 103

Watch Now

In this episode, I share two social media updates that are relevant for libraries. I’ll tell you about YouTube’s “New to You” feature and Facebook explained how its algorithm works!

Kudos in this episode go to the ten libraries in the UK who participated in the “Creating Space for Kindness” Project.

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!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page.

Angela’s Latest Book Review

The Southern Book Club’s Guide to Slaying Vampires by Grady Hendrix

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Facebook Does It Again! What the New Algorithm Changes Mean for Your Library

This week, Facebook announced it is making another change in the way the social media platform chooses to show content to its users. The big shift, as you likely know by now, is that Facebook will prioritize posts from friends and family in its news feed over public content from pages, like that of your library. In particular, the Facebook team will give top priority to posts that drive conversation between friends and family.

The announcement is causing consternation for many libraries, which rely heavily on organic, unpaid traffic for their promotional efforts. I honestly don’t know what the end effect will be. I have the same worries as most of my library colleagues. We’ve adjusted well since the last major algorithm change in 2015. So will we have to start over? In the wake of this announcement, I’ve wondered if the chicken comes before the egg. In other words, do our well-performing posts get more interaction because, prior to this week, Facebook has shown them to people in anticipation of interaction… or do they perform well because people are interacting with them? (Deep thoughts!!)

In the Facebook group, Libraries and Social Media, I asked social media marketers at libraries to comment on the change. Caleb Sheaffer of Shreve Memorial Library in Shreveport, LA said, “I never know what to expect until it actually happens. Right now, all the posts that perform well for our library are ones that have the most interaction anyway.”

Jennifer Redford from Boise, Idaho added, “I think that we’ll just need to focus more on writing and sharing great content. We’ve also started using events more and I wonder how that will be affected by the change.”

Finally, Molly Wetta, manager of the Santa Barbara Public Library, told me, “These announcements are pushing me to move forward more quickly with an idea I’ve had for a while. We’re experimenting with linked groups – I started one for youth services specific content, and we may also try one for smaller communities and branches within our system if this one is successful. The goals are to work more to create community connections in addition to marketing our events/services. I do love the events feature, and the notifications will hopefully be helpful but not intrusive. We’ll be sharing book recommendations and answering book-related questions, sharing early literacy tips and activities, and hopefully answering questions.”

The bottom line is that your library’s page may see your overall statistics drop. Your reach and referral traffic, your shares, and your comments may drop. MAY is the key word there. My overall impression of this change is that it will force library marketers to work smarter when using Facebook. All of the pointers in this recent article on Facebook still apply.

And now, more than ever, you must make sure your posts are really good. Share content from other sources related to books and literature–don’t just promote your own stuff, particularly on posts. Use events to promote your events. Ask questions. Create polls. And most importantly, shoot video. As we know, Facebook users respond in a big way to video. Facebook says live videos often lead to discussion among viewers and live videos get six times as many interactions as regular videos. So video marketing must be part of your plan.

You can also explain to your followers what is happening and ask them to choose to see your posts. People who want to see more posts from your library page can select See First in News Feed Preferences. You can also do what Molly’s library is doing and experiment with groups. One of my favorite Facebook pages did that this weekend and they put a little money behind it to make sure all their followers know about the move.

Finally, don’t bait people to interact with your posts. In this week’s announcement, Facebook made it very clear that they will penalize pages which use engagement bait, like. Use real questions and conversation starters. Read this article to see how to avoid engagement bait.

Here’s the thing to remember: posting content on Facebook is like building your house on rented land. It doesn’t belong to you and as much as it pains your library system when changes are made, there is little we can do about it. The big lesson is that we need to start relying on our own platforms and websites for promoting our programs and services. That means we should be building our own audience with blogs, podcasts, and other content delivery systems. We should be developing email subscriber lists so we can target and market to our specific library cardholders and give them the content they really want.

Facebook is great, but they’re not the only way to reach customers. Let’s make a concerted effort to start moving to other content delivery platforms where we have more control. Our fans are loyal and they’ll respond when we deliver content specifically targeted to them.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

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