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2026 Library Marketing Predictions: What Will Matter Most This Year

Black-and-white historic photograph of a library interior showing several librarians seated behind a large wooden circulation desk, with bookshelves in the background and the text overlay “Experts Make Their Library Marketing Predictions.”
Photo courtesy Cincinnati and Hamilton County Public Library

Key Takeaways:

  • Authenticity will be a strategic advantage: In an AI-saturated world, libraries that showcase real staff, patrons, and genuine experiences will stand out.
  • Shift from volume to value in marketing: 2026 will reward libraries that prioritize strategic clarity over just doing more marketing.
  • Social media’s role is narrowing: Algorithms and private digital spaces make it harder to reach new audiences.

I don’t know about you, but I like to know what’s coming.

I’m one of those people who read the menu and decide what they’re going to eat before going to the restaurant. Before I go to the airport, I check security times online. I look at the 7-day weather forecast every day and make plans accordingly. Knowing what is ahead makes me feel more comfortable and confident.

I wish there were a solid way to check the future of library marketing so we would know exactly what to expect from 2026. Of course, that’s not entirely possible.

But there are some library marketing minds I trust who can use their expertise to predict what the future holds. So, this year, I reached out to a group of people and asked them to share their predictions for library marketing in 2026. They are:

These predictions are designed to help you prepare for what’s potentially ahead and focus your precious energy where it will matter most.   

Prediction: Libraries that treat authenticity as a strategic asset will earn attention and loyalty in an AI-saturated world.

Artificial intelligence is no longer a future trend. It’s the environment we’re already working in. This year, library marketing will exist alongside a flood of AI-generated content. That reality creates both opportunity and risk.

Libraries have something many organizations don’t: deep, local trust. Jody Lazar notes that in a moment of widespread “AI slop,” authentic, emotionally warm communication becomes a differentiator.

“At Winter Park Library, we will incorporate more real staff members and patron photos and stories to showcase the services we deliver,” says Jody. “Because libraries operate in hyperlocal environments, patrons can trust that our images and communications are human-created and feature real experiences.”

At the same time, Jody emphasizes that libraries can’t ignore the AI conversation. She notes, “At our library, the AI classes fill quickly, as our patrons are eager to learn the new technology. This positions the library as an accessible, tech-forward learning institution.”

Cordelia Anderson reinforces this balance. She says, “Used thoughtfully, AI can be a powerful tool for content refinement, helping us improve clarity, accessibility, and consistency without replacing human judgment, voice, or values. The challenge will be setting clear guardrails, so AI supports our work rather than undermining trust or professional standards.”

Nick Tanzi adds that authenticity will become an increasingly precious commodity.

“To stand out in this environment, libraries should center authenticity in our marketing efforts,” he states. “This means focusing on earnest, rather than highly polished video, and the use of real photos of staff and library patrons.”

“Similarly, human connection will also be at a premium. Social media posts that feature recent in-person gatherings, discussions, and community building will be presented with the promise of similar events in the future.”

Prediction: Library marketing teams that invest time in strategy and audience clarity will see more impact.

If recent years were defined by expansion — more platforms, more campaigns, more content — 2026 will reward libraries that shift from volume to value.

Cordelia Anderson describes a growing opportunity for library marketers to move from constant tactical execution to building strategic infrastructure.

“Many of us are feeling the strain of too many platforms, too many priorities, and constant requests for ‘just one more thing,’” says Cordelia. “The opportunity isn’t doing more, but getting clearer about who we’re trying to reach, what matters most, and how marketing supports the library’s mission and long-term goals.”

Data plays a role in this, but not as a vanity metric. Jody Lazar points to the growing availability of first-party and zero-party data to create more relevant, timely communications.

First-party data is information that a library collects directly from its patrons and audiences through its own channels. Zero-party data is voluntarily and proactively shared by the patron with a library. For example, if your library has opt-in newsletters, your patrons are sharing zero-party data with you when they choose to subscribe to some newsletters and not others.

“Marketing is shifting toward personalization,” she notes. “And with responsible use of data, our communications can become even more relevant and timely. First-party and zero-party data are critical to understanding our users, but privacy and safe data handling must be ensured through clear and strict guidelines.”

Prediction: In 2026, social media will be more about connection than reach.

Social media remains a core marketing channel for libraries, but its role is narrowing. Emily Bradshaw notes that algorithms are becoming increasingly personalized, making it harder than ever for libraries to reach people who aren’t already inclined toward library content.

“For example, Instagram recently announced the ability to fine-tune your algorithm by adding or subtracting topics you’re interested in,” shares Emily. “Social apps want to keep people online as long as possible, so they feed you content they think you will enjoy. This makes it difficult to reach people who don’t already have an interest in your library or library-related content.”

“This year, assume your social audience is composed of your existing fans or fans of libraries in general, so tailor your social content to speak with those fans. After all, social media is a conversation! To reach folks who don’t engage with the library, traditional marketing strategies will be more effective than using social media.”

John Jackson sees another trend: Users are spending more time in private digital spaces like group chats and direct messages.

“It will be a challenge for libraries to engage with users who rarely step beyond those private spaces,” states John. “Combine this with algorithmically defined feeds, and now you have a situation where a library’s content may never get any eyeballs unless it can simultaneously ‘stop the scroll’ and be worth sharing.”

“I expect this will drive library marketers to create content that is intentionally designed to be shared across platforms (i.e., there’s some social benefit to the user if/when they share the library’s content), but that may also leave marketers in the dark concerning assessing the true impact of any digital campaigns.”

Katie Rothley predicts that ongoing social media fatigue and shrinking attention spans will impact the content libraries’ posts.

“We will need to vary kinds of content to keep audiences interested, intrigued, engaged, and staying connected,” predicts Katie. “Doing a simple text post, a short video, a beautifully captured candid photo in the library, a thoughtful and encouraging text-based post, will counteract waning attention spans.”

Prediction: Libraries that lean into hyperlocal storytelling and partnerships will deepen relevance and emotional connection.

Emily Bradshaw says, as national and global news cycles become increasingly overwhelming, people are seeking grounding, connection, and meaning closer to home. She predicts that hyperlocal marketing will grow even more important in 2026.

“People seek connection in their own communities,” Emily says. “The trend to support local businesses and highlight local ‘hidden gems’ will continue to grow in 2026.”

“This is a wonderful opportunity for libraries to harness their spaces, programs, and marketing strategies to focus on community building. Have conversations with local businesses and organizations to collaborate on events, programs, or services. Highlight patron success stories. Design your next campaign around a local tradition or icon. Focus on what makes your community unique!”

Prediction: Libraries that invest in marketing as essential infrastructure, rather than an add-on, will be better positioned for sustainability and trust.

Strong marketing doesn’t happen by accident. And it doesn’t happen without resources. Cordelia Anderson frames communication as a public service.

“Strong marketing doesn’t happen without staff capacity and the right tools,” she says. “For example, robust email marketing isn’t just a promotional channel, it’s a direct, equitable way to reach people with information they’ve opted into and actually care about.”

“Investing in better email platforms, audience segmentation, and training allows libraries to reduce noise, increase relevance, and serve communities more effectively, especially as social algorithms become less reliable.”

John Jackson is even more direct: Facing challenges in 2026 will require skilled content strategists and creators.

“Smarter marketing, building connections, hyperlocal relevance: none of this will be possible without content strategists and content creators who have the right skills, experience, staff, and equipment to bring this to bear,” contends John. “It behooves library administrators to commit when it comes to external communications. It’s not enough to have an amazing library. You’ve got to keep selling it, over and over and over and over again.” 

Prediction: The most effective library marketing in 2026 will make people feel seen, supported, and welcome, not just informed.

John Jackson predicts 2026 will begin a golden age of library storytelling, inspired by libraries that have invested in high-quality video, on-camera talent, and serial content.

 “The media success of libraries like Columbus Metropolitan Library and Los Angeles Public Library is going to drive more libraries to invest in creative storytelling,” he says. “The libraries that can muster the right amount of creativity, leadership, and resources will focus on slow storytelling (think: Craighill or Planet Money) and serial content (think: “Roomies” by Bilt or “Chit” by Jay Renshaw). This will likely drive libraries to mimic each other on social, so the challenge for any library content creator will be to find a way to rise above it all and deliver content that is both uniquely entertaining and directly relevant to their communities.”

Josh Mosey offers a sobering counterbalance. “Polarization, pay-to-play platforms, and social media fatigue aren’t going away,” he contends. “In such a climate, I believe the best course for libraries is to lead by example in their content posting strategy.”

“Consider the needs of your users. Try to break the doomscrolling cycle by giving attention to positive stories, humor, and empathy. If nearly 80 percent of the posts you create feed people’s self-worth, they are more likely to listen to the 20 percent of the posts that call them to action.”

“The cure for polarization is to see and treat everyone with kindness, empathy, and love.  I think this year is going to continue to challenge us, but while we still have a voice to call people together, we must use it. We’re not in this alone, and the people who stand against us are not our enemies, but potential future patrons who deserve the respect they may be currently denying others.”

Katie Rothley echoes this emotional shift, predicting a move toward more relational, supportive, and healing messaging.

“Library marketing will continue to become a source of comic relief, entertainment, greater authenticity, and more emotionally connecting through messages of encouragement, validation, support, advocacy, and empowerment,” predicts Katie. “I think it’s possibly an unconscious or deliberate response to the stressors of news, politics, mis- and disinformation, division, artificial intelligence, and a need for comfort, real-ness, resources, community, belonging, and feeling welcome, cared about, included, and seen. Especially when it comes to inclusion and healing the trauma of 2025’s political actions.”

My Prediction

I’ve seen many libraries making statements this month that 2026 is going to be “The Year of the Reader” or “The Year of the Book.” The New York Public Library’s new strategic priorities include this statement: “Increase the number of readers, expand access to books in all forms, and foster a culture of reading in an era of digital distraction.”

Many libraries are realizing that books are the main reason people get a card. They can be the bridge to other services at the library… and libraries are starting to take advantage of that bridge.

That’s why I predict a return to a focus on the collection as the core brand of the library. Libraries and library marketers will do more to share the joy of reading with the community and reconnect with readers to build trust, loyalty, and support for their libraries.

What are your predictions for library marketing in 2026? Share your thoughts in the comments.

PS: Want more help?

The State of Library Marketing 2026: How Emerging Trends Will Reshape Our Strategies

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From Shelves to Screens: How an Academic Librarian Captures Student Narratives for Library Marketing

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.

“In the realm of video production, Los Angeles Public Library, The Getty, and the Huntington are my go-to sources for inspiration,” shares John. “For content motivation, I love what Utah Valley University’s Fulton Library, the University of California, Santa Barbara Libraries, and the J. Willard Marriott Library at the University of Utah are doing. For inspiration more generally, I read Rachel Karten’s Link in Bio religiously as well as Meghan Kowalski’s Content Prompt newsletter.”

Watch the full Library Fans series

Need more inspiration?

Ensure Your Digital Library Marketing Passes Accessibility Tests: Expert’s Urgent Advice

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