This is part of the 2026 series of library social media guides. In addition to this post, be sure to bookmark these new guides:
I’ll cover Instagram and Facebook in the following weeks.
YouTube for libraries
The number of libraries that say they post to YouTube dropped 5 percentage points in 2025, according to the Super Library Marketing Survey. About 56 percent of libraries use YouTube for promotion.
I have a few guesses as to why this happened:
- TikTok, Instagram Reels, and Facebook Reels are dominating with quick, engaging content. Libraries likely moved resources to these platforms because they offer better reach and engagement for short videos than YouTube.
- YouTube’s algorithm increasingly favors creators who post frequently and have high subscriber engagement.
- Younger audiences (Gen Z and Millennials) are spending more time on TikTok and Instagram than on YouTube for discovery and entertainment.
However, YouTube remains the third-most-popular social media platform for library marketing. It’s also the second most-visited website in the world. Only Google has more visitors! That’s certainly something to consider.
Plus, YouTube videos are deeply integrated with Google Search and Google’s AI Overviews. That’s why, when you search for nearly anything, YouTube videos are often featured in the summary or results.
And AI platforms like ChatGPT, Google Gemini, and Perplexity cite YouTube content in their results. In fact, according to Search Engine Land, YouTube is mentioned 200 times more than TikTok or Instagram in AI-generated answers. Plus, YouTube transcripts and captions are indexed and used by AI platforms to generate their summaries.
How are people using YouTube right now?
Here are some more YouTube statistics to consider, from the Pew Research Center, SaaSworthy, and Connect.
- YouTube is one of two social media sites with a majority of users across all age groups. (Facebook is the other site.)
- Adults in the U.S. now spend 49 minutes per day on YouTube, a slight increase from previous years.
- YouTube accounts for nearly 13 percent of total television usage, more than other streaming platforms.
- 90 percent of YouTube users watch videos on their mobile devices.
- More than 60 percent of YouTube users are between the ages of 18 and 34 years, making it a highly valuable platform for reaching younger readers.
How much success can libraries expect to see on YouTube?
- According to Napolify, accounts with fewer than 10,000 followers typically have an average engagement rate of 5.91 percent for YouTube Shorts. Most libraries fall into this category.
- For longer YouTube videos, the average engagement rate ranges from 3 to 7 percent, depending on the account size. The good news is that smaller accounts typically have higher engagement!
- According to Ventress, most accounts can reach 1,000 subscribers within 12-16 months or around 70-80 videos. That’s a realistic milestone for your library. And, unlike other social media platforms, it pays to focus on building your channel’s subscriber base because YouTube will suggest your content to those subscribers.
The YouTube algorithm for 2026
The YouTube algorithm remains focused on its core mission: Keeping viewers on the platform. It does this by recommending content that maximizes satisfaction and engagement.
The algorithm analyzes billions of signals in real time to predict what each viewer will enjoy next. Here are the updated key ranking factors:
- Watch time: This is the most important signal. You need to think about this when crafting your videos. Always ask yourself: How can we keep people watching for as long as possible?
- Titles and descriptions: Use natural, searchable phrases that mimic what searchers would use to find videos. This will help your videos rank in YouTube and Google search results.
- Likes, comments, and creator replies: That last one is new this year. It means you’ll need to keep an eye on comments and respond as quickly as possible.
- Consistency: Consistent publishing is a positive signal to the algorithm and will improve your library’s reach over time.
- Session time: The algorithm now also factors in how long viewers stay on YouTube after watching your content. It’s important to add cards and end screens to your videos to boost this signal.
4 ways to get the best organic reach for your library’s YouTube channel in 2026
#1: Create a strategy that includes both Shorts and long-form video.
YouTube’s algorithm rewards channels that balance shorter and longer videos. Shorts will drive quick exposure and channel growth. Longer videos are great for viewer loyalty and longer watch time.
That’s a tall order for libraries. So here’s what you can do: Repurpose your longer videos into 5-10 Shorts. Use the Shorts to attract new viewers and link to the longer video.
#2: Optimize your titles and thumbnails for viewer satisfaction, not just keywords.
The algorithm prioritizes retention and satisfaction. That means videos that deliver on their promise and keep viewers watching rank higher. I have NEVER seen a library use clickbait in any video, so this tip should be easy to follow!
Use clear titles and compelling thumbnails.
#3: Build community engagement by interacting with your viewers.
Engagement signals such as likes, shares, and comments still matter, but as described above in the algorithm section, YouTube now places a heavy emphasis on creator-driven action. If your library’s channel fosters two-way conversations, you’ll get higher reach and recommendation rates.
Here are some ideas for how to engage with your followers:
- Reply to comments promptly.
- Pin posts and comments. Highlighting top comments signals activity and encourages more participation.
- Use the Community Tab. This feature is available to channels with more than 500 subscribers. You can post text updates on programs or share book recommendations, create polls, and share images, GIFs, and more to keep your audience engaged between videos.
#4: Refresh your evergreen videos for an algorithmic boost.
Older videos can regain visibility if they attract new engagement. The algorithm rewards updates, even for previously published videos.
How can you do this? Reshare your evergreen videos in your email newsletters. Or embed a QR code to watch the video on bookmarks that you then slip into holds and checkouts of physical materials.
You can also update the video itself. Edit the keywords and descriptions. Add captions and transcripts if they weren’t included when the video was originally posted.
Bonus tip: Try a live stream!
When your YouTube channel hits 50 subscribers, you’ll be allowed to livestream. This is very enticing for viewers… they’ll see a special red circle around your main channel logo and the word “live”. Whenever I see this, I can’t help but click on it to see what’s going on. Your viewers will have the same reaction, and that will boost engagement and subscribers to your channel.
Here’s a great example: Prince William Public Libraries livestreams their library turtle. I love to watch this when I need a break from work!
Double Bonus Tip: Use HypeAuditor
You can use HypeAuditor to measure your YouTube engagement rate. From there, you can create a new goal and strategy for 2026.
How often and when to post on YouTube
Consistency is a key component of YouTube success. But the latest data says that timing and frequency now play a bigger role in reach. Here is the latest advice from Ventress.
- Long-form videos: Start with one video a week. As your channel grows, aim for 2 to 3 weekly videos if your capacity allows.
- Shorts: Post at least 3 Shorts weekly to increase your reach.
Viraly says the best days to post are weekdays from 12 p.m. to 4 p.m. local time, and weekends from 9 a.m. to 11 a.m. local time.
P.S. Want more help?
2 Easy and Extremely Important Steps To Take Every Time Your Library Uploads a YouTube Video!
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