Search

Super Library Marketing: Practical Tips and Ideas for Library Promotion

Open Search
Tag

LinkedIn

The 2026 Guide to LinkedIn for Libraries: Building Influence and Professional Reach

Photo courtesy of the Cincinnati and Hamilton County Public Library

This is part of the 2026 series of library social media guides. In addition to this guide, check out the guides to

  • TikTok
  • We’ll cover Instagram and Facebook in the following weeks.

LinkedIn for libraries

The number of libraries using LinkedIn dropped this year. According to the 2025 Super Library Marketing Survey, 30 percent of libraries reported posting to the platform, a 10-point decline from the previous year. I have a few guesses as to why this is happening.

  • A shift in the LinkedIn algorithm in mid-2025 reduced the organic reach of pages. Instead, LinkedIn now favors content posted by individual employees of the library.
  • Staff buy-in and lack of resources.
  • Focus on other platforms that reach a younger audience.

There is still a significant benefit to sharing library content on LinkedIn. I’ll make that case in this guide!

How are patrons using LinkedIn right now?

Here are some statistics to consider from Demandsage, Amra and Elma, and LinkedIn.

  • LinkedIn continues to grow substantially, with over 1.2 billion users globally. The U.S. leads with about 243 million LinkedIn users.
  • 56 percent of LinkedIn users are male, and 44 percent are female. 
  • LinkedIn’s user base continues to trend towards a slightly younger audience, with nearly 71 percent of users aged 25-34. That’s a key target audience for libraries.
  • 40 percent of LinkedIn’s social media users log in daily.
  • LinkedIn users spend an average of 14 minutes per session.

What are the key benchmark metrics for libraries on LinkedIn?

According to LinkedIn, the average engagement rate for organic posts on LinkedIn is 5 percent. That’s a 30 percent increase over 2025! LinkedIn has a higher engagement rate than Facebook, but lower than TikTok and YouTube.

On LinkedIn, engagement rates highly depend on the type of post. These insights come from Social Insider.

  • Multi-image posts generate the highest engagement rate of 6.6 percent, making them the top-performing format.
  • Native documents like PDFs have an average engagement rate of 6.1 percent. Libraries don’t tend to share documents all that often, but this stat is a reason to share things like your annual report.
  • Text-only posts get an average engagement rate of about 4 percent.

The LinkedIn Algorithm for 2026

Here are the ranking signals LinkedIn claims to use when deciding who sees your posts.

  • Relevance: The algorithm now uses advanced natural language understanding to determine whether your library’s posts are relevant. The algorithm matches your content with people’s current industry and the interests they’ve indicated in the past. That means evergreen content can resurface weeks later. I’ve seen this happen in real life, and it definitely increases the long-term benefit of posts that are not timely.
  • Engagement Quality: If your post sparks “meaningful comments” of 20 or more words, you’ll get a boost in reach. Posts that spark conversation in the first 60-90 minutes after they’re been posted will also get a boost in reach.
  • Dwell Time: The longer a user spends reading or commenting on your post, the more reach you’ll get. Formats that encourage scrolling, such as carousels, documents, and videos, increase dwell time, which increases reach.
  • Clarity and Authenticity: According to Propel Growth, an algorithm update at the end of this year (2025) now emphasizes clarity, storytelling, and authentic engagement over clickbait or AI-generated content. That means you’ll want to use your library’s tone and voice to speak clearly about the topic you’re posting on, as you would if you were talking to your patrons face-to-face.

4 ways to get the best organic reach for your library’s LinkedIn posts in 2026

#1: Optimize for early engagement

As mentioned above, LinkedIn rewards posts that get meaningful interaction in the first 60–90 minutes. To get that early engagement, your library can:

  • Ask open-ended questions in your post to spark conversation (for example, “What’s the best book you’ve read this year?”).
  • Post during peak engagement times (usually weekday mornings). See below for more information on when to post.
  • Encourage staff and partners to comment thoughtfully right after publishing.

Now, I know that the third tip is tricky. Library staff may be uncomfortable about commenting on the library’s posts (although, to be honest, I cannot really understand why!). They might also see it as extra work. So, to make it easy, you can:

  • Start with a few champions: Approach staff that you know will be enthusiastic about participating and ask them to lead by example.
  • Explain why it matters: Share the algorithm insights from this post. Let them know this is part of the library’s mission, to share information and ideas with the whole community, and that they play a role in that, both at the desk and online.
  • Make it simple: Provide comment prompts in advance. And keep your expectations small. One thoughtful comment in a week can make a big difference.
  • Celebrate those who participate: Highlight great comments in internal newsletters or in staff shout-outs. And share the analytics so they can see the impact.

#2: Create content that builds authority.

LinkedIn prioritizes expertise and original insights. And the library has plenty! So share posts that showcase this, such as research tips, book lists, and local reading trends. You can also profile staff or use data to position your library as a trusted source of information.

#3: Focus on formats that increase dwell time.

Posts that keep users engaged longer, like carousels, documents, and videos, rank higher. So share videos with captions. You can create video tutorials or event highlights.

You can also turn book lists or guides like your “Welcome to the library” brochure into carousel posts or downloadable documents.

#4: Post the link for further info in the comments.

I confess that I hate this. But I am committed to giving you the best advice. And LinkedIn downranks any post with external links in the body, so I feel compelled to include these tips.

In fact, it’s such a big deal that I’ve changed the way I do NoveList’s posts on LinkedIn. I post when I have the time, and I immediately go to the post and add the link. It’s a hassle, but it works.

Put your link in the first comment, not in the main post. And use native formats like downloadable documents or natively posted videos whenever possible.

When to post on LinkedIn

According to Sprout Social, Tuesdays, Wednesdays, and Thursdays are the best days to post on LinkedIn.

Mornings and early afternoons are the best times of day to post.

One note: Avoid posting more than once a day on LinkedIn. The algorithm actually penalizes posting more than once a day.

P.S. Want more help?

Posting on Threads: A Smart Move for Libraries or a Waste of Time?

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

0

Boost Your Library’s Facebook and LinkedIn Follower Count With This Simple Trick

Watch this video now

#LibraryMarketingShow, episode 294

Did you know that there’s a trick you can use to increase the number of followers on Facebook and LinkedIn for your library’s page? It’s pretty easy. And it only takes about 10 minutes once a year!

I’m going to show you how to do it in this episode of The Library Marketing Show. Plus, I’ll give kudos to a library for a simple but impactful book display idea.

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

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address. Then, click the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Optimize Your Library’s Reach: Social Media Timing Revealed (With a Caveat!)

Watch this video now

#LibraryMarketingShow, episode 286

A new study tells us the best time to post to each social media platform. Or does it??

I will share the results and a warning about not taking this advice too seriously in this episode of The Library Marketing Show.

Plus, we’ll give kudos to a library that went the extra mile to welcome people to their newly renovated branch.

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

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address. Then, click the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

When I Heard This One Step To Increase Organic Reach on Social Media, I Got So Mad at Myself, I Did a Face Palm🤦

Watch this video now

#LibraryMarketing Show, episode 204

There is one very simple tip that you can use to increase the organic reach of your library’s posts on LinkedIn, YouTube, and Facebook (and X, if you still use that). And honestly, when I heard about this tip, I felt like smacking myself. How did I miss this? It’s so easy. I’m going to share it with you.

Plus we’ll give kudos to someone doing great work in library marketing.

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!

Miss last week’s episode? No worries!

Will I see you soon?

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:

0

🏆Details in New Report Can Help You Create More Effective Social Media Posts for Your Library!

Watch the video

The #LibraryMarketing Show, Episode 193

One of the websites I use to learn about social media has just published an industry report. And there are some very interesting details in there that have big implications for your work in library marketing.

I’ll explain how this new data can help you make your library’s social media promotions more effective.

Plus we give away kudos. Watch the video to find out which library is being recognized.

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!

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:

0

The Complete List of the Most Ideal Length for Each of Your Library Promotional Tactics

Photo courtesy Cincinnati and Hamilton County Public Library

For many of us, a hamburger is a delicious sandwich, no matter where you get it. No one can mess them up.

But there are things you can do to make your hamburger exceptional. For me, that means the addition of bacon, cheese, and avocado. I’ll still eat and thoroughly enjoy the hamburger if those ingredients aren’t available. But they make the hamburger go from good, to memorable.

Hamburgers are like marketing. Much of the work you do to promote your library is already good (because I know you’re doing good work!) Now, you’re on the path to maximizing the effectiveness of your marketing.

One of the ways you can ensure success is to make certain your marketing content is the perfect length. It may seem insignificant. But the right number of characters or words for a piece of content can make all the difference.

How do you know how long your tactics should be? I did the research, so you don’t have to.

Ideal length of a Facebook post: 100-259 characters

Research from experts on this one is mixed. Some studies suggest you keep captions at 50 characters or less.

But in my work with libraries, I try to pay attention to engagement rates and post length. And I personally think 50 characters is too short. So, I would suggest you try to write between 100 and 259 characters.

Ideal length of a Tweet: 240-259 characters

Most experts agree that using slightly less than 280 character limit on Twitter is ideal. That gives people the room to quote Tweet your library.

But you can do two other things to improve your library’s Twitter engagement.

  • Include rich media in your post, like photos, graphics, and video. In fact, multiple photos or a mix of photos and a video will help your Tweet get more engagement.
  • Use emojis at the beginning of your Tweet to capture attention and stop people from scrolling past your messages.

Ideal length of an Instagram post: 138-150 characters

Fun posts should have shorter captions. Information or educational posts should have longer captions.

There are other caption tricks that help with Instagram post engagement.

  • Add spaces between your sentences, so they look like paragraphs. Here’s an example from Amherst Town Library.
  • Weave in plenty of emojis. You can even substitute emojis for words to add character to your post.
  • Include multiple kinds of rich media, like photos and videos all in the same post, to increase the value.   

Ideal length of a TikTok video or Instagram Reel:  between 7 and 34 seconds

There is not a lot of data or research surrounding TikTok videos or Instagram Reels. It does appear that, even though the platforms allow you to create videos that are several minutes long, shorter videos lead to maximum engagement.

Ideal length of a LinkedIn post: Less than 210 characters

There is lots of dispute around this recommendation. I’ve picked the median number. And to help with engagement, I have a formula that’s worked well for me.

Construct a good, first teaser sentence, and then put a space between it and the rest of your post caption. This will cause your reader to have to click on “see more.” It works!

Good content on LinkedIn is also important. Videos natively uploaded to the platform get lots of engagement. Also, try polls to increase engagement.

Ideal length of an email: 100 words

Different types of emails should have different lengths. If you’re sending someone an onboarding email, you’re going to need to write more than if you’re sending an email promoting an upcoming event.

There are some scenarios where a couple of sentences is plenty to capture your cardholder’s attention and others where you’ll need several paragraphs to get your full point across.

In general, keep your email text as simple as possible. Be straightforward about the benefit of your library service or collection item or event. And drive recipients to your website for more information.

Ideal length of an email newsletter: 3-4 pieces of information

In my experience advising libraries, email newsletter recipients never click anything past the first 3-4 pieces of content in an email. I always recommend sending shorter, more frequent email newsletters rather than one long monthly version.

If you don’t have control over how long your email newsletter is, you can help engagement by placing the 3-4 most important things at the beginning of the email. If your email provider has a table of contents feature, use that to drive interest to content further down in the email.  

Ideal length of an email subject line: either very short (30 characters) or very long (90 characters or more)

It appears that the extreme ends of length catch the attention of the inbox scroller.

Longer subject lines boost response rates, according to Adestra, a U.K.-based email service provider. Its analysis of more than one billion emails showed that subject lines of 90 characters and more produced the highest response rates. They theorize the added characters increase engagement because they can communicate more value to the recipient.

But their research also found that subject lines at 30 characters or less performed well. That’s because the full subject line can usually be seen by the recipient, both in desktop and mobile versions of mail provider apps.

Experiment with both ends of the length spectrum to see which your audience responds to. And keep in mind the other factors that can impact subject line effectiveness.

Ideal length of a YouTube video: Between 7 and 15 minutes

This stat comes from several sources, including Social Media Examiner.

It’s important to let your content dictate video length. A how-to video may need five minutes or more to show the process. An unboxing video can be shorter. If your video is interesting to watch, the length won’t really matter. 

Ideal length of a podcast: 22 minutes

Your target audience will really dictate the perfect length for your library. Most research I found recommended 20 minutes for podcasts aimed at listeners who are doing chores or taking short walks, 40 minutes for people commuting or doing longer chores, or 60 minutes for those who want an extended listen.

Ideal blog post length:  2,000 words

That’s a lot of words! For context, the Monday articles here on Super Library Marketing run between 1,000 and 1,500 words each.

So, before you get anxious about word length, remember that quality blog posts will always do well, no matter how long.  If your post contains valuable or interesting information that your reader wants and needs, it will do well.

If your blog is less than 2,000 words, there are some things you can do to make it feel meaty to the reader. You may have noticed these tricks in my blog posts.

  • Present information using bullet points or lists.
  • Write longer paragraphs at beginning of the article.
  • Insert scannable headlines.
  • Include images, especially those that explain concepts or demonstrate your point.

Finally, it’s important to include keywords in your title and frequently within your post. You may notice I use the terms library marketing and library promotion in almost every title and throughout my articles. That’s because I know those are used by library staff searching for help with their marketing.

The most important thing to remember

Pay attention to your metrics. Your audience will tell you about the perfect length for any one of your tactics.

Related Posts

Maybe the Biggest Lesson for Libraries from Content Marketing World: Why Broad is Flawed!

The Top Four Reasons To Use Content Marketing To Promote Your Library on Every Platform

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.

1

A WordPress.com Website.

Up ↑