One of the biggest advantages of creating Instagram Reels is that you can share them on Facebook, too. But what happens when that connection suddenly stops working?
A viewer of The Library Marketing Show recently ran into this issue, and after some troubleshooting, we found an easy solution.
In this episode, I share the fix and a few tips to help your library get the most out of its short-form video content.
Plus, kudos go to a library with an expansive new plan to reach young children.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Photo courtesy Cincinnati & Hamilton County Public Library
In this post, you will learn:
Relevance matters more than frequency. Libraries don’t need to send more messages. They need to send more relevant ones.
Data makes library marketing more newsworthy. Statistics and outcomes can transform promotions into compelling stories.
Trust is a strategic asset. Libraries can stand out by being a reliable source of information and expertise.
I recently downloaded Cision’s State of the Media Report so that my library could adjust our media strategy to get more positive press. But I found myself looking at the report as a larger lesson for my library marketing.
Cision surveyed nearly 1,900 journalists worldwide about how they work, the challenges they face, and what they need from public relations professionals. At first glance, it might seem like a report intended for public relations agencies and large, well-funded corporate communications teams.
But as I read through the findings, I kept thinking about libraries (of course!) That’s because the challenges journalists face look surprisingly similar to those library marketers face every day when reaching our communities.
People are overwhelmed with information. They’re short on time. They’re sorting through more content than ever before. And they are constantly trying to determine which messages deserve their attention.
The things that cause a journalist to ignore a pitch are often the same factors that make a community member ignore a library marketing message.
Here are the top five things I learned from the report about making my library’s message stand out.
Takeaway #1: Relevance Beats Volume
The report found that the number one factor that makes journalists respond to a pitch is relevance. Nearly 80 percent said they are most likely to consider a story when it aligns with their audience and coverage area. Likewise, more than 80 percent said they reject pitches that aren’t relevant.
That should sound familiar. Libraries often assume that getting attention is a volume problem.
“We need to post more.”
“We need to send more emails.”
“We need to promote this event harder.” (What does that even mean, really?)
But attention isn’t usually a volume problem. It’s a relevance problem.
The question isn’t whether your community saw your message. The question is whether they immediately understood why it mattered to them.
A generic announcement about a program might get ignored. But a message that clearly connects to a person’s needs, interests, goals, or challenges has a much better chance of breaking through.
Takeaway #2: People Are Drowning in Messages
Most journalists in the survey reported receiving more than 50 pitches every week. Many receive more than 100! Yet most say only a small percentage of those pitches are actually relevant.
That sounds familiar too! Your patrons are also sorting through dozens of emails, social media posts, text messages, videos, advertisements, flyers, signs, and notifications every day. They don’t have time to figure out why something matters. They need clarity and connection.
I recently implemented a new messaging strategy for my team to address this issue. I told them that we are going to stop leading with what we are doing and start leading with why our community should care. We are now going to be focusing less on announcements and more on why our work matters and the problems it solves for our community.
Here’s a simple way to reframe your library’s message to focus more on the value.
Instead of: “The library is pleased to announce…”
Try: “Parents looking for free summer activities can now register for…”
Or: “The Library is proud to offer resume workshops and mock interviews” becomes “Get the tools and support you need to actually land the job.”
One messaging strategy starts with the organization. The other starts with the audience.
Takeaway #3: Data Makes Stories Stronger
One finding that really stood out to me was that journalists said they want more data and research. Why?
Because data provides context. It helps explain why a story matters.
Libraries have access to more useful data than we often realize.
We know what people are reading.
We know how technology is being used.
We know what programs are growing.
We know where community needs are emerging.
Yet many libraries continue to market programs without sharing the larger story behind them.
So, don’t just announce Summer Reading. Show how participation has grown. Don’t just promote your digital resources. Show how community usage has changed over time.
Data transforms promotion into storytelling. And storytelling is more memorable than push promotions because it activates emotions, which makes the story stick in a person’s mind.
These data stories are particularly impactful for messaging aimed at elected officials and donors.
Takeaway #4: Trust Is Becoming More Valuable
One of the biggest concerns journalists identified was accuracy and misinformation. Credibility matters.
This is an area where libraries have a tremendous advantage. Libraries remain among the most trusted public institutions. But trust is only valuable if we actively use it.
That means sharing accurate information, citing sources, providing context, and helping community members make sense of an increasingly complicated information landscape.
Takeaway #5: Make People’s Lives Easier
Perhaps the most important lesson from the report is that journalists want sources who make their jobs easier. They want clear information, quick responses, and they want their subjects to respect their time. So do our community members!
The best library marketing doesn’t demand attention. It earns attention by being useful.
When your content helps people solve a problem, answer a question, save money, learn a skill, or improve their lives, your library marketing stops feeling like marketing. It becomes a service.
Final Thoughts
The State of the Media Report wasn’t written for library marketers. But it contains an important reminder for all of us.
Whether you’re pitching a reporter or communicating with your community, success doesn’t come from sending more messages. It comes from creating messages that are relevant, trustworthy, useful, and easy to understand.
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Every once in a while, a social media update comes along that feels like it was built for libraries.
Instagram is currently testing a new feature that could make it easier for users to find content they’re genuinely interested in. And many libraries are already creating the kind of posts that could thrive in this environment.
In this episode of The Library Marketing Show, I explain what’s changing and what it could mean for your social media strategy.
Plus, we’ll give kudos to a library that received press coverage for its new bookmobile!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
More libraries are receiving Instagram collaboration requests. But figuring out which partnerships make sense isn’t always easy.
Some collaborations can expand your reach and strengthen community connections. Others may feel off-brand, unclear, or difficult to evaluate.
In this episode of The Library Marketing Show, I share four questions to help you decide when your library should accept an Instagram collaboration request, how to protect your brand, and how to recognize opportunities that are genuinely worth pursuing.
Plus, a library marketer receives kudos for their work transforming their library’s connection to the community.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Photo courtesy Cincinnati and Hamilton County Public Library
In this post, you will learn:
Emotion drives action. People are more likely to act on your library marketing if it makes them feel something.
Real stories on video don’t need to be polished. Authentic patron and staff experiences are some of the most effective marketing tools libraries have, and all you need is a cell phone!
Emotional marketing is not manipulation. When done ethically, storytelling helps communities understand the real impact of library services.
A few years ago, a library patron accused my library marketing team of “manipulating emotions.”
Honestly? She wasn’t wrong. We absolutely wanted people to feel something!
At the time, my library was building support for a facilities plan. Several of our historic Carnegie branches were not accessible to people with disabilities, and we knew we needed the community to understand why modernization mattered.
So we told a real story. We interviewed a veteran who physically could not enter the branch library in his own neighborhood.
We shared his experience in a short video campaign designed to help our community see the problem through a human lens instead of through budget spreadsheets and building reports.
After we published the video, one viewer messaged us: “How dare you manipulate my emotions and try to make me feel sorry for this guy?”
My response then — and now — is this:
Libraries should never apologize for telling meaningful stories.
Why Emotional Marketing Works for Libraries
One of the biggest mistakes libraries make in marketing is assuming facts alone will persuade people. We think that if we simply explain our services clearly enough, people will understand our value.
But audiences don’t make decisions based purely on logic. They make decisions based on emotion and then use facts to justify those feelings later. That’s especially true on social media, where algorithms reward content that sparks reactions, conversations, shares, and engagement.
People engage with content when it makes them feel:
Hopeful
Inspired
Seen
Empathy for someone else
Proud of their community
Connected to something bigger than themselves
That emotional response is what moves someone from passive scrolling to active engagement. And here is more good news.
Libraries Already Have Powerful Stories
You do not need a massive budget or a professional production crew to create emotional marketing. You already have the raw material.
Every library has:
A teen who found belonging through programs
A job seeker who got help building a resume
A parent who found support during a difficult season
A senior who depends on library staff for connection
A child who discovered a love of reading
A staff member who went above and beyond for someone
These stories are your most effective marketing!
Too often, libraries default to promotional language like:
“Register now!”
“Check out our new database!”
“Join us Tuesday!”
But audiences connect more deeply with:
“This program helped me make friends after moving here.”
“The library gave me confidence during my job search.”
“I didn’t feel alone anymore.”
That’s the difference between information and impact.
Emotional Marketing Is Ethical When It’s Honest
There’s an important distinction between emotional storytelling and emotional manipulation.
Manipulation relies on exaggeration, fear tactics, or dishonesty.
Ethical emotional marketing tells true stories that help audiences better understand real community needs and real library impact.
Libraries are uniquely positioned to do this well because our work genuinely changes lives every day. If your library helped someone succeed, feel safer, feel connected, or solve a problem, sharing that story is not exploitation. It’s advocacy.
The Best Way to Capture Emotion: Video
Video remains one of the most effective formats for emotional storytelling because audiences can hear tone, see facial expressions, and connect with people “face to face.”
But here’s the good news: your videos do not need to look cinematic! Some of the most effective library videos are filmed on a phone. What counts is not the production. It’s the authentic conversations.
If you want to start gathering emotional stories, try interviewing:
Loyal patrons
Volunteers
Staff members
Program attendees
Community partners
Ask open-ended questions like:
What’s your favorite memory involving the library?
How has the library impacted your life?
What would your community lose if the library disappeared tomorrow?
Tell me about a moment when the library helped you unexpectedly.
Why does this library matter to you personally?
Then stop talking and let them tell the story.
Don’t Forget Your Staff Stories
Library staff are often an untapped source of emotional content.
Staff members witness transformation every day:
helping someone apply for benefits,
finding the perfect book for a struggling reader,
assisting someone through a difficult life transition,
or creating a welcoming space for people who need connection.
Those stories matter.
Some of the best questions to ask staff include:
Tell me about a patron interaction you’ll never forget.
What moment made you proud to work at the library?
What keeps you motivated in this work?
What’s something the public doesn’t always see about library service?
These interviews can become:
Short social videos
Newsletter features
Website testimonials
Annual report stories
Posters and digital signage
Advocacy campaign content
One good story can fuel months of marketing content.
The Hidden Benefit of Emotional Marketing
Something interesting happens when libraries start telling emotional stories consistently: More stories start showing up.
When we launched our own customer impact video series years ago, staff and patrons immediately began sharing additional experiences with us.
People wanted to participate because they felt recognized and connected.
That’s one of the most powerful outcomes of storytelling: It builds community identity. People stop seeing the library as just a building or service provider and start seeing it as something deeply personal and valuable.
Final Thoughts
Libraries are emotional spaces. They represent hope, opportunity, safety, curiosity, nostalgia, belonging, education, and community.
Trying to market libraries without emotion is like trying to market music without sound.
So no, libraries should not feel guilty for creating marketing that makes people “feel all the feels.”
That emotional connection is often exactly what inspires people to support, advocate for, fund, and engage with the library in the first place.
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:
There’s something that should feel completely obvious about libraries. But lately, it almost feels radical to say out loud: libraries are book experts.
Libraries build trust and relevance when they actively help patrons discover books, authors, and reading experiences, not just access materials.
In this episode of The Library Marketing Show, I explore what it means for libraries to reclaim that role and why leaning into book expertise could be one of the most powerful library marketing strategies we have.
Plus, a library is nominated for kudos for its inventive short-form video!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
A new study suggests that kids are reading less. And while that trend is concerning, it also creates an important opportunity for libraries!
At a time when families, educators, and communities are worried about literacy and reading habits, libraries are uniquely positioned to become part of the solution.
In this episode of The Library Marketing Show, I break down what the research says, why it matters for libraries, and how you can use these insights to strengthen your library marketing and support literacy in your community.
Plus, kudos go to a group of libraries that received press coverage that you can emulate!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
If you’re sharing your Instagram posts to Stories to boost reach, you’re not alone. But it may not be helping you in the way you think!
According to Instagram’s head, this common tactic doesn’t actually increase reach the way many marketers assume.
In this episode of The Library Marketing Show, I break down what’s really happening with the Instagram algorithm, what this means for library marketing, and what you should do instead to make sure your posts are seen and engaged with.
Plus, a kudos nomination comes in for a library that’s busting myths about libraries!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
How do you prove your library marketing is working without tracking everything your patrons do?
It’s a challenge many library marketers face. You’re expected to show results, but the usual tools and tactics don’t always fit.
In this episode of The Library Marketing Show, I share a few meaningful metrics you can use to demonstrate impact while still respecting patron privacy.
Plus, we’ll give kudos to a library in the UK for their unusual “outreach librarian!”
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Super Library Marketing: Practical Tips and Ideas for Library Promotion 