Key Takeaways

1. Start with a video concept, not a promotion. Focus on an engaging idea first, then connect it back to library services. This approach makes Reels feel authentic rather than like an advertisement.
2. Keep production simple and relatable. Using an iPhone, a tripod, and free tools like CapCut or Instagram’s Edits app creates approachable videos that audiences find more trustworthy than overly polished content.
3. Engagement matters more than views. The most successful Reels spark conversation, shares, and community pride. Your library wants impact that goes beyond vanity metrics.

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Emily Bradshaw was a book lover from an early age.

“Some of my favorite library memories were from the Scholastic Book Fairs at school,” Emily recalls. “Our school librarians did such a great job getting us excited about books, and the book fairs were the pinnacle of that excitement.”

Emily, who grew up in the far southwest suburbs of Chicago, came to work in a library in a roundabout way. First, she became a high school English teacher. Then, she got her MLIS. She spent about five years as a Reference Librarian whose “other duties as assigned” included marketing. Marketing was her favorite part of the job, so she started to look for marketing-specific library jobs.

That’s how, three years ago, she landed a job as the Content Coordinator at Helen Plum Library in Lombard, Illinois. Among her responsibilities is the library’s Instagram account. 

Now, here’s something I probably shouldn’t confess. But I want to be fully transparent.

I love scrolling Instagram. But I’m finding that it’s tough for one person working in a remote office to create engaging content, particularly videos, for Instagram.  (Know your weaknesses, dear readers!)

A few months ago, after watching hilarious/inspiring/creative posts on the Helen Plum account, made by Emily, I emailed her and begged her for help. She looked at the account I am trying to build and sent me a list of tips. (Thank you!)

Then, I asked her if she would also share her expertise with my readers. Here is her interview. Scroll to the end for the tips Emily shared with me for making engaging, effective Instagram Reels.

What inspired you to start creating Instagram videos for Helen Plum Library?

I started at Helen Plum in September of 2022, and short-form video was quickly becoming the most popular form of social media, so I knew we had to start consistently making videos. My job includes the management of our social accounts, so I always just considered it a regular part of my job from the beginning.

How do you decide what content to feature in your videos? 

I always start with a video concept instead of starting with a promotional need (with a few exceptions). Maybe this is a hot take (and perhaps a difficult argument to make to your admin), but I find that starting with “How can we promote XYZ service” usually results in less engaging, less effective content.

If you flip the order and start with a video concept, then try to make it relevant to your services and organizational mission, the promotional aspect will follow.

The few times I’m asked to promote a specific program or service, I spend a lot of time thinking about how I can make it engaging and not appear “promotional,” because no one likes being advertised to.

-Emily Bradshaw

For instance, this video’s concept started with an audio clip I liked from BBC’s The One Show of Harlen Coben discussing the benefits of reading. The original video went viral, and I thought it was a compelling audio clip to use over shots of our collection. I didn’t start with “how can I promote our collection,” but this video does promote our collection by nature.

What tools or apps do you use to film and edit your videos?

I film on an iPhone, which works well for the persona we present on social media. We’re a mid-sized, friendly hometown public library, not filmmakers or professional advertisers. So I don’t want our videos to look overly produced or fancy. I honestly think having an overly polished look for Reels puts people off since it makes you look less relatable and more like an ad.

I also use a basic tripod. You should always use a tripod for stationary shots. You may not realize how big a difference it makes until you see it.

For audio, I use lapel mics for on-camera speaking if it’s appropriate for the video. To record voiceovers, we’re lucky enough to have a recording booth in our makerspace. But before we had that, the voice memos app on my iPhone worked just fine!

Editing tools depend on how complex the video is. If it’s simple, I use the Edits mobile app, which is Instagram’s answer to CapCut. If the video requires more labor-intensive editing, I use the free desktop version of CapCut because editing on a tiny phone screen gets difficult. After I’m finished in CapCut, I still use Edits to add captions, audio, or other features before posting to Instagram.

Adam Moserri has said that Instagram is giving a slight boost right now to Reels that use Edits, so I take advantage of that. (Aside: everyone should follow Adam on Instagram – he is constantly giving updates on Instagram tools, algorithms, and more!)

Do you use a script or storyboard before filming, or is it more spontaneous?

It depends: the more complex the video, the more thorough my planning. For shorter, simpler videos, the storyboard just lives in my head. For others, I simply write down a list of shots I need.

If I’m doing a voiceover video, I write a script and a shot list to go with it. And for the most complex videos, I have a detailed outline of shots, timing, which people are in which shots, etc.

But sometimes the result is a bit different than my original plan. I always film more than I need so that while I’m editing, I have options for what works best.

How do you get your coworkers excited about participating in videos?  

This is a common struggle. From my experience, if you start making engaging content that people enjoy, your coworkers will earn your trust and become more comfortable. When I started two and a half years ago, I was on my own, but now that we have a booming Instagram account, I have coworkers asking to be in videos!

It takes time, but that time pays off. If you’re still on your own, there are a lot of ways to make videos without coworker participation, such as POV (point of view) videos.

What types of videos have gotten the most engagement from your audience?

Our most engaging videos have messages that resonate with readers or library lovers. Readers are passionate and want to share that passion, so they share these types of videos with their friends and followers.

An example is our video about “reading what you enjoy” rather than what anyone thinks you should be reading. And more recently, with libraries in the U.S. under funding threats, this video about how we provide free services resonated so much that James Patterson posted it to his feed.

Other types of videos that get lots of engagement include anything humorous (see our spoof of The Bear) and anything in which viewers can share their own opinions. Our series of “Real Librarians Rating Fictional Librarians” has the most fun and lively comments sections of any videos I’ve ever posted, with folks debating the merits of favorite (and not-so-favorite) librarians from pop culture.

How do you measure the success of your videos? 

The number of views is the first thing I measure since it’s what Instagram measures before anything else. However, I still consider many of our lower-view videos successes based on comments and shares.

For instance, I expect videos that are more specific to our local community to get fewer views simply because they are targeted to a smaller population to begin with (like our Lilac Time video). So, with those, I look at the number of comments and shares.

I have also been asked if we’ve seen an impact on our local community. Since we’ve had so much success, do our videos reach actual cardholders, or is the reach too broad? The answer is yes, we are reaching our community. We regularly receive comments at our service desks about how much our patrons enjoy our videos.

How do you stay inspired and avoid burnout when creating content regularly?

I get inspired by other content creators across many industries. I do a lot of scrolling. I save videos that inspire me into an “Ideas” collection on our account, so I have a trove of inspiration there if I need it. These not only include libraries, but also other reader-related accounts — Bookstagram influencers, publishers, etc. — as well as other companies and organizations I follow, especially local ones (all our Chicago-area museums, DuPage County Forest Preserve, etc.).

What advice would you give to a library just starting to create short-form videos for social media?

Scroll. Get a pulse on what’s happening in your content area and in your local community. Then try participating in a trend that you can make relevant to your organization and your target audience. Trends are easy and low-pressure, and they are good starter videos to try if you’re a beginner developing filming and editing skills.

Once you start to feel comfortable with simple videos, don’t be afraid to try your own original content ideas. Your library is unique, so show off what’s unique about it.

-Emily Bradshaw

This is easier said than done, of course, and like anything, it takes time and persistence. But originality will take you to the next level. Try new things, and don’t take yourself too seriously.

Emily’s 6 tips for creating Reels

1. Using sound bites from Bookstagram creators helps me save time and can have powerful effects. No audio to edit! Here’s an example.
2. For many videos in which I appear, it’s just me and a tripod with no other people to help (here’s an example of that.) I typically hide an earbud in my ear if I’m lip-syncing or have the audio playing on a separate device nearby.
3. Creating a video clip content bank of reusable B-roll is incredibly useful in a pinch! I have about two dozen various shots of our adult stacks alone. Batch-filming can also help if you have the time to block out for shooting a bunch of stuff all at once to use later.
4. Consistent scheduling: I post one video per week for Helen Plum Library, which works for me. Typically, I’m working on next week’s video the week before, so I’m always one week ahead. I find this to be the perfect balance of making sure I have something lined up while still being timely and flexible enough for the content to vibe with the current social media climate.
5. One of the most valuable things to me is literally scrolling through Instagram and saving videos that inspire me. It also helps me to see what works and what doesn’t.
6. If you’re looking to expand your audience, I recommend using trial Reels, which will share out your Reel only to non-followers and give you insights. Then you can decide whether to share it with your followers after 24 hours.

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Need more inspiration?

Should You Start an Instagram Account at Your Library Just for Teens? Here’s the Pros and Cons List.

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