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The 2026 Guide to TikTok for Libraries: How to Maximize Reach (While It Still Exists)

Three men working to sort books brought via conveyor belt in the 1960s.
Photo courtesy Cincinnati and Hamilton County Public Library

This is part of the 2026 series of library social media guides. In the following weeks, we’ll cover LinkedIn, YouTube, Instagram, and Facebook. Subscribe to this blog to get each section of the guide, plus more library marketing tips, delivered directly to your inbox.

TikTok for libraries

According to the annual Super Library Marketing Survey, the number of libraries posting on TikTok in 2025 remained steady. 20 percent of libraries say they use the platform to promote their library.

In the United States, the lack of an increase in library use is likely due to two factors. The first is that many libraries are still prohibited from downloading the app to government-owned devices.

There is also considerable uncertainty about TikTok’s future. A law passed in 2024 was intended to ban TikTok entirely in the U.S. Although the current administration has delayed enforcement four times in 2025, the latest ban is scheduled to go into effect on December 16.

Globally, TikTok usage by libraries varies:

  • United Kingdom: Libraries are permitted to use TikTok, but the app is prohibited on government-issued devices due to data privacy concerns. Despite this, the UK government launched its own official TikTok account in 2025 under a security exemption.
  • Canada: TikTok is banned on federal government devices, including those used by public institutions like libraries. However, libraries may still use the app on personal or non-government devices.
  • Australia: Similar to Canada and the UK, TikTok is banned on federal government devices, but libraries can use it on personal or non-government devices.
@fowlervillelibrary

No books were harmed in the making of this video…at least more than it already was. We used a weeded book that was already falling apart, and to give it one more chance at a life, we used it in this video 😌 Inspo: @Ginny (thank you for the laughs!) #libraries #library #librariesoftiktok #librariansoftiktok #librarian #librarytiktok #booktok #read

♬ original sound – Fowlerville District Library

How are patrons using TikTok?

Here are some stats to consider. The stats came from Demandsage, SQ Magazine, and Teleprompter.com.

  • TikTok has about 136 million users in the United States. The UK, Canada, and Australia have a much smaller percentage of TikTok users.
  • TikTok users spend a whopping average of 95 minutes per day on the app. That’s more time than is spent on any other social media platform!
  • TikTok users visit the app up to 10 times a day.
  • 70% of users are aged 18–34.
  • Weekend usage is higher than weekday usage.
  • For new adults, the app is also their preferred search tool. Nearly 40 percent of Gen Z prefer searching on TikTok over Google.

What are the key benchmark metrics for libraries on TikTok?

TikTok has an average engagement rate of 5.3 percent. That’s up about one percent from 2024. And, that’s significantly higher than any other social media platform.

The TikTok algorithm for 2026

Here is what we know about the factors TikTok uses to decide who sees your library’s videos. This information comes from SoTrender and YouFlu.

Note: These ranking factors differ significantly from last year. YouFlu says the algorithm underwent a major update in July of 2025 and now prioritizes “meaningful engagement” over “passive consumption.”

  • Search intent and keywords now play a major role. TikTok behaves more like a search engine.
  • Comments and saves are now weighted more heavily than likes.
  • Shares and rewatches are also weighted more heavily in the algorithm. Here’s the good news: Educational content, tutorials, and behind-the-scenes content are getting more organic reach now because they prompt high save rates and comments!
  • Completion rate is still important, but it’s no longer the top factor.
@cambridgeunilibrary

Step this way for a whistle-stop tour of Curious Cures, with its curator James Freeman! Visiting Cambridge this summer? We’re a short walk from the city centre and you could easily combine a trip to our exhibition with a visit to our friends at the The Fitzwilliam Museum, Cambridge or the Cambridge University Botanic Garden

♬ original sound – Cambridge University Library

4 ways to get the best organic reach for your library’s TikTok videos in 2026

#1: Create educational content and tutorials

As mentioned above, this is a natural driver of saves and comments, which are weighted higher in the algorithm. Your community will save these videos for later reference. They’re also more likely to comment on them or ask questions.

@limalibrary

What movies or TV shows are you hoping to see on the shelves at your library? Send us your recommendations and requests! #limalibrary #librarytiktok #librarytok #booktok #dvd

♬ original sound – LimaLibrary

#2: Post more frequently.

Buffer analyzed more than 150,000 TikTok accounts to determine if frequent posting helps boost organic reach. They found that TikTok appears to be rewarding creators who post consistently. Additionally, the average view count increased with the frequency of these creators’ posts.

How much is “frequent and consistent”? According to Buffer, posting 2 to 5 times a week will give you a 17 percent boost in views per post. But if you can post twice that amount, you’ll get twice the average rate of performance.

That is a lot, and so you’ll want to think carefully about your strategy. Why is your library posting to TikTok? What is your goal? Of course, you’ll also need to consider your capacity.

#3: Optimize your videos for TikTok search

As mentioned above, TikTok is the preferred search engine for many users. That means you’ll want to consider how to use keywords to improve the chances that those users will discover your library’s videos! How do you do that?

  • Use long-tail keywords in captions and overlays. A long-tail keyword is a specific, longer search phrase that users type into search engines. “How do I get a library card?” or “Best historical fiction books in 2026” are good examples.
  • Create content that answers questions or solves problems. (See tip #1).
  • Encourage people to save and comment on your videos. This will help them appear in search for more people.
@uillinoislibrary

Spend a night at the Main Library and experience all of the magic.✨The University Library now has spaces available for late-night studying in the Orange Room 5 days a week! 📖 Whether you’re here to focus, recharge, or just enjoy the quiet, we’ve got the perfect spot for you.🌙 #uiuc #LibraryTikTok #UniversityLibrary #nightvibes

♬ sparks – welcome

#4: Add older videos to your story.

When you upload something to your story, people are more likely to interact with your content. And if they interact with your story, TikTok will show them your older posts! It’s a feedback loop of sorts that can really boost your reach.

And it’s easy to do. You only need to repost one older video to stories every day to see results.

How often and when to post on TikTok

TikTok recommends posting at least once a day, including weekends, for optimum performance. They will give your library more reach if you are supplying the platform with fresh, daily content.

According to Robert Benjamin, the best times to post to TikTok are either 11 a.m., 3 p.m., or 7 p.m. local time. As always, check your own insights to see what time works well for your audience.

He also recommends testing the best time slot for your audience about once a month as your viewers’ habits will change seasonally.

Bonus: TikTok Engagement Calculator

In researching this blog, I came across a TikTok engagement calculator from the website Phlanx. If your library is already posting to TikTok, you’re likely using the analytics features already.

But… if you’re curious about another library or organization’s TikTok engagement rate, you can check it here! Why would you want to do that? You might see another account whose content or strategy you want to imitate. Before you do, you can check their engagement rate!

Need more inspiration?

Are You Ready? 2026 Social Media Predictions Every Library Marketer Needs To Know!

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⭐It’s Never too Early! Get Ready to Promote Your Library on TikTok This Holiday Season

Watch this video now

#LibraryMarketing Show, episode 210

I know, we haven’t even gotten to Halloween yet. But guess what??

TikTok has released its holiday shopping guide for marketers! And although this guide was created for shops and profit brands, there were a lot of really great tips in here that you can use at your library. Let’s dig into the guide in this episode.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. Thanks for watching!

(P.S. Here is the guide mentioned in this episode, no email required!)

tiktok_holiday_playbook_direct_2023Download

(P.S.)

Miss last week’s episode? No worries!

Will I see you soon?

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🤐4 Secret Ways To Maximize Views and Engagement for Your Library’s TikTok Videos

Watch this video

The #LibraryMarketing Show, Episode 185: The best way to learn is by doing, right?

I have been extremely active on TikTok recently, as I try to figure out the algorithm. And I sure did learn some things! In the episode, I reveal the four specific things you can do to make certain your library’s TikTok videos get noticed.

Plus we give away kudos to the Longview Public Library.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.

Thanks for watching!

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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New Library Marketer Shares Her Winning TikTok Success Secrets!

Photo courtesy Cincinnati and Hamilton County Public Library

Francesca Castro has been visiting libraries for as long as she can remember.

“My mother took me to children’s programs at the public library when I was very young,” recalled Francesca. “Then, in elementary and middle school, I begged my parents for cash to spend at the annual book fair. In college, I was pulling all-nighters and made some of my best memories of my academic career in the library.”

Now, not even a year after graduating from Arkansas State University with a degree in communications, Francesca is working her first professional job at a library. And her success, particularly around TikTok, is inspiring library marketers twice her age, myself included.

Francesca is a Marketing Coordinator for the Saline County Library in Benton, Arkansas. The library has a service population of about 85,000 residents.

Francesca’s interest in managing the library’s TikTok began during her interview. “I remember asking if Saline County Library (SCL) had a TikTok account,” she said. “Their response was no. So I told them if they hired me, I would make a Saline County Library TikTok account and that I had gone viral a few times on my personal account and would want to do the same for SCL.”

“I understand that it is hard to grab the attention of teens and tweens these days and a lot of them are already on TikTok, so why not bring the library content to them, ” continued Francesca. “I also use the platform to show that libraries are more than what people assume that they are. I have made videos about what working in the library is like versus what people probably think it is like, and I make sure to post content that shows you can check out items other than books.”

@salinecountylibrary

We love our jobs at the library!! #librarytok #booktok #arlibraries

♬ original sound – wandakardashian

Francesca has created more than 40 posts on TikTok since she launched the Saline County Library account, which has nearly 500 followers. One of the most popular posts is a simple, short slideshow of storytime set to music.

@salinecountylibrary

Today is nationalrubberduckday! We celebrated by having a story time, singing songs, and even adopting your very own rubber duck. #librarytiktok

♬ Rubber Duckie – Sing N Play

She’s quick to jump on trends, like this one featuring the Titanic theme.  Francesca also appears in some of the posts, which adds a personal touch to the account and adds a face that library patrons may recognize when they walk into the building.

@salinecountylibrary

I love marketing for my library ❤️ #marketing #librarymarketing #booktok #librarytiktok

♬ well this is gonna be my personality – Ted Nivison

Francesca does have a secret formula for TikTok success based on her experience and research.

“I have learned to almost spam posts on TikTok,” she revealed. “The algorithm on TikTok is like an endless loop, and videos from weeks ago are still floating on the surface. Unlike other platforms, your post would not be the first to pop up on the screen after a few days. The reason I say spam post is because the more videos you post, the more content you have going through that endless loop.”

@salinecountylibrary

Ranking the chairs around the library #librarytiktok #Inverted

♬ original sound – SendAFriend ✨

“Another tip I have figured out is to keep the content short and relatable. The key to success on TikTok is to be short, entertaining, and straight to the point.”

And even though consistency is key, Francesca admits she is not always consistent when it comes to posting TikToks. “I usually post them when I have an idea, and I get inspiration from other library TikTok accounts. I try to post 3-5 times a week.”

Many library marketers are also intimated by the process of editing videos for TikTok. But Francesca says you don’t need fancy editing software or third-party apps. Simplicity is key.

“When it comes to editing the videos, I usually just edit them on TikTok, which only takes a few minutes,” she advised. “I will say I am consistent with the hashtags I use. I like to use #Librarytok #librarymarketing, and #booktalk.”

And although she’s only six months into her new role, Francesca has advice for other libraries looking to use TikTok to reach new audiences.

“If you are unsure about starting a TikTok page, I suggest you have a person or a team of people who are outgoing and not shy to run the page,” she said. “The advice I would give any Library would be to beware of trends and KNOW YOUR AUDIENCE!”

More Advice

The 2023 Guide to Social Media for Libraries: New TikTok Success Secrets for This Year

New Research on Teens, Your Library, and Social Media Plus You May Soon Have More Info About Your Library’s TikTok Audience!

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New Research on Teens, Your Library, and Social Media Plus You May Soon Have More Info About Your Library’s TikTok Audience!


Select the video above to watch this episode.

The Library Marketing​​​​​​​​ Show, Episode 169: We have news that could have an impact on your library’s social media strategy.

First, TikTok is testing audience insights, which give you a deeper look into your audience. We’ll talk about the features that could be a regular part of your data very soon.

Plus a new study from Pew Research Center uncovers how teens view social media use. And there are lots of takeaways for libraries.

Kudos in this episode go to the Meridian Library District.

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 weekly video tip for libraries.

Thanks for watching!

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.

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Instagram Adds Automated Captions, Facebook Expands Reels, and TikTok Goes Long: The Top Social Media Headlines for Libraries [VIDEO]

Watch Now

The Library Marketing​​​​​​​​ Show, Episode 136: In this episode, we’ll share the top three headlines and changes coming to Instagram, Facebook, and TikTok, and talk about their impact on library promotions and marketing.

Kudos in this episode go to the Mercer County Library System. Watch the video to see why they’re being recognized.

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, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.

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The Library’s Guide to TikTok: The Pros and Cons of Joining One of the Hottest Social Media Platforms

Two librarians in the Bond Hill branch. Photo courtesy Public Library of Cincinnati and Hamilton County.

Every night before bed, I watch TikTok for about 20 minutes. The videos in my “For You” feed consist of funny animals doing hilarious things, fashion and makeup (I really miss dressing up!)  and books.

I’m outside of the platform’s average demographic in terms of age, but I love the original and creative content. I find it inspiring.

I have only created a few TikToks to share. It takes a lot of effort and time. And that is why I usually hesitate when I am asked if libraries should be posting on TikTok.

Consuming TikTok content is easy. Making it is harder.

But in the past year, TikTok has really taken off. As of March 2021, the app has 689 million active users worldwide. By comparison, Facebook has 2.8 billion users and Twitter has 192 million active daily users (Twitter doesn’t report monthly use).

TikTok says it’s users are roughly 60 percent female and 40 percent male. Most of the global users are under the age of 34 years.

But here’s the kicker. The average user spends about 52 minutes a day on TikTok. By comparison, the average user spends 53 minutes a day on Instagram, 33 minutes a day on Facebook, and six minutes a day on Twitter.

It took Twitter and Facebook years to get to the same level of use that TikTok enjoys now, so clearly people love TikTok. But does that mean that your library should spent time and energy posting to TikTok? And if you do, will you see any measurable marketing results? 

Here are some things to consider as you make that decision.

The TikTok algorithm is kinder to libraries.

TikTok’s algorithm offers more organic growth potential than any other major social platform.  

TikTok shows a new post to a small group of people (both followers and non-followers) who are likely to be interested in the content. It shows up on a user’s “For You” page. If that content gets a lot of engagement on the “For You” page, TikTok will then expose the post to more people. As the content continues to drive engagement, the algorithm keeps adjusting to show it to a wider and wider audience.

By contrast, other platforms like Facebook and Instagram filter content in feeds. Facebook and Instagram have lots of rules in place that make it unlikely that your content will ever be seen by all your followers. And getting Facebook and Instagram posts in front of non-followers is nearly impossible unless your library is willing to pay to boost a post or buy an ad.

There isn’t as much content about libraries and reading.

Although TikTok has a lot of users, the competition levels in the feed for the kind of content your library would likely create is very low. There are really only a handful of libraries posting to the platform right now.

That means your content has more of an opportunity to catch attention and gain popularity on TikTok than on other platforms.

TikTok only lets you add links in your bio.

As is the case with Instagram, you can’t embed a directly clickable link in your TikToks. If you have a call to action that requires a link, you’ll have to add it to your bio.

Great content on TikTok doesn’t equal effective marketing.

The TikTok algorithm does not take the location of your library into account when it shows your content to followers. That means many of your most engaged followers may live outside your service area. Your library may have a huge, highly engaged TikTok following without any measurable marketing results.

It takes time to learn to create TikTok content.

I found creating my own TikToks to be time-consuming and a little confusing. And I think I’m adept at social media, plus I have video editing experience!

That said, if you have staff who are driven to post on TikTok, there are lots of great tutorials on YouTube about how to use the various creative tools. Some of the best are this one by Katie Steckly and this one from Social Media Examiner.

You can get super creative on TikTok.

TikTok has more tools to create unique videos than most other social platforms.

For example, the duet feature lets you make reaction videos in response to what other users post. You can also add music and special effects to posts.

Each of these tools adds a layer of difficulty and a measure of time in creating content. But they also increase the chances that your TikToks will be engaging and impact more people.

Advertising on TikTok is expensive.

Right now, the cost of buying an ad on TikTok is $10 per 1000 views, which doesn’t seem like much. But the platform requires you to spend a minimum of $500 per campaign, which immediately prices it out of the range of most libraries.

What to do if you decide to try TikTok

  • Set an experimental period of one to two months.
  • Decide on a consistent posting pattern, like once a week or every Monday and Friday. Then stick to it for the entirety of your experimental period.
  • Keep a record so you can track how your posts are doing. Start a spreadsheet and record the type of post you create, when you post it, how long your video is, what affects you use, and how much engagement you get. If you are using your videos to drive attendance at an event or drive circulation, be sure to track that. 

At the end of your experimental period, you’ll have enough data to determine if it’s worth your library to continue to post on TikTok.

I also suggest you read this article by Kelsey Bogan, a library media specialist at Great Valley High School, for the perspective of a library staffer who is using TikTok. Scroll to the bottom for a great list of libraries and book accounts to follow on TikTok for inspiration.

What to do if you decide NOT to try TikTok

Get on the platform and claim you library’s name anyway, in case you change your mind later. This is especially important if you use the same handle for all of your library’s social media accounts. Save the name and password you create.

Libraries, librarians, and book-related accounts to follow on TikTok.

Is your library on TikTok? Do you have a library TikTok account to recommend? Leave your comments below!

You Might Also Like These Posts

Six Critical Steps You Need To Take Right Now To Shield Your Library’s Social Media Accounts From an Attack

How To Create a Library Social Media Policy for Your Staff and Your Community That Encourages Interaction and Keeps Everyone Safe

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