Search

Super Library Marketing: Practical Tips and Ideas for Library Promotion

Open Search
Tag

marketing for libraries

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

Photo courtesy Cincinnati and Hamilton County Public Library

To be honest, I’m not a huge fan of New Year’s Day celebrations. I am usually in bed and fast asleep by the time the ball drops.

But I do feel a certain kind of hope as I wake up on January 1st every year. It’s an opportunity to reflect on the past year and set new goals for the next 12 months.

And so, I use that day to write this post, revealing the results of the annual State of Library Marketing survey. Your answers help me plan Super Library Marketing content and episodes of The Library Marketing Show for 2026

Here are the big takeaways from this year’s survey results:

  • Increasing physical visits is the most important goal for more library marketers.
  • Time and capacity are the biggest challenges library marketers face.
  • Frustration with social media effectiveness continued to grow.
  • Formal marketing planning remains elusive for nearly half of the respondents.
  • Facebook and Instagram are nearly tied for promotional use by libraries.
  • Most library marketers either have a budget of $5000 or more or no budget at all.

Basic methodology

The survey was fielded in September 2025 and received 125 total responses, a 15 percent increase in responses over 2024. Questions included multiple-choice and open-ended items about platforms, goals, budgets, planning, evaluation cadence, AI usage, and the biggest challenges facing library marketers.

Who responded

  • 86 percent work at a public library.
  • 8 percent work at an academic or university library.
  • 2 percent work at some other kind of library.

Size of libraries

  • 38 percent serve a population of 25,000 or less.
  • 26 percent serve a population between 25,000 and 50,000.
  • 14 percent serve a population between 50,000 and 100,000.
  • 8 percent serve a population between 100,000 and 250,000.
  • The rest work at a large library.

Marketing experience and workload

  • 88 percent of the respondents to this survey report having three or more years of experience.
  • 60 percent of respondents say promotion is one of many responsibilities they have.
  • 40 percent are working solely on library marketing.

Social media platforms used by libraries in order of popularity

  1. Facebook
  2. Instagram
  3. YouTube   
  4. LinkedIn
  5. TikTok
  6. Threads
  7. X

Budgets

  • More than $5,000: 32 percent
  • No budget: 22.4 percent
  • $1,000–$5,000: 16 percent
  • Not certain: 16 percent
  • $500–$1,000: 8.8 percent
  • $100–$500: 4.8 percent

Top goals for the next 12 months

  1. Drive visits to the physical library location.
  2. Reach non-patrons.
  3. Drive the use of services.
  4. Increase program attendance.

How effective do libraries consider their promotions?

  • 68.8 percent say somewhat effective.
  • 12 percent say very effective.
  • 18.4 percent say somewhat effective, not very effective, or not effective at all.

The top five most pressing challenges for library promotion

#1: Time & capacity

41 percent of respondents stated they feel they lack the time or resources needed to perform their jobs effectively. This is a huge shift from 2025, when staff buy-in was ranked as the number one challenge.

As one person put it, “I’m often racing to complete all my tasks. I’m the only marketing person. I try to prioritize the items that are most important. It can be a challenge.”

Another said, “With additional resources, we could expand our efforts significantly. We are constantly busy, and despite an award-winning year of results, there remains the perception that we could always do more.”

But that respondent also shared some advice that I thought was profound.

“We’ve had to accept that marketing will always be a balancing act between capacity, expectations, and impact. At the end of the day, we focus on doing the most we can with the resources we have and ensuring that our efforts deliver real value to the library and the community.

I can assure you that marketers in many other industries with larger staff and budgets feel like they are also always short of time and money. But it shouldn’t be that way, should it? We can’t do our best work when we are stressed, burned out, and chasing success with our hair on fire.

So, this year, I’ll be looking for ways to help you prioritize projects, reuse content, and convince your leadership and coworkers to give you the resources you need.

#2: Social media effectiveness

This challenge rose from the fifth biggest challenge in 2025 to the second spot in 2026.

You can hear the frustration in this respondent’s comment: “The ever-changing algorithms! What worked in the past is dead, and we constantly have to learn new things.”  

Another said, “I wish we had more time for the team to get training, learn from experts, etc. Also, a budget for apps and tools to make social media content creation easier and more efficient.”

To be honest, it is very hard to be successful on social media. You may have noticed I tried in 2025 to share more tips about ways to promote the library that did not involve social media. However, some of my most popular videos and posts are about social media.

You are telling me you need to use it, and it needs to work. I hear you, and I’ll focus more on social media effectiveness in 2026.

#3: Budget and resources

I often wonder if anyone ever really has enough money to do the marketing they want to do. I suspect the answer is no. But for libraries, and especially in 2025, the money, or lack thereof, was a huge issue.

With cuts to funding and the closure of the Institute of Museum and Library Services (and all its grants), U.S. libraries in particular faced huge difficulties finding the money to market effectively.

In 2026, I’ll continue to provide tips that libraries can use without spending a fortune.

#4: Staff and leadership buy-in

I can sense sheer frustration from many respondents that their coworkers and their bosses don’t understand or support their efforts.

”Staff view participating in marketing efforts as someone else’s job, and not important,” said one respondent. “We have a social media committee that writes blog posts and manages our social media platforms, but they see very little value in posting to social media and aren’t active in social media in their personal lives.”

Said another, “There is only so much you can do from one department. In the end, the branches must facilitate the promotions and participate.”

“Also, there is still an old-school mentality of marketing in the branches that does not conform to the professional branding needed to elevate marketing throughout the library system.”

“My challenges continue to be the lack of director-level support for formalizing a process to incorporate a broader focus on non-program offerings in our publicity campaigns,” laments a third marketer.

I’ll continue to look for ways to offer tips and strategies for library marketers facing this problem, which is related to the final big challenge…

#5: Planning and strategy

It’s difficult for library marketers to know what to focus on when there is no overall plan or strategy for the promotions or for the library, in some cases.

In fact, 47 percent of respondents said they have no formal marketing plan to follow. And even when they have a plan, library marketers face challenges without someone at the helm directing everyone and keeping the focus clear.

“We have one plan, but different people do it differently,” lamented one respondent. “There are a lot of different skill sets and thoughts about marketing. It can be hard to try to get some on board.”

Another shared this wish for 2026: “Convincing management that a strategy we all adhere to really would be more effective than being spontaneous.”

Look for more posts and videos in 2026 about how to convince senior leaders to create a strategy and, if that doesn’t work, how to make your own plan!

How libraries decide what to promote

When asked how they choose which programs, services, or resources to highlight, respondents revealed a mix of strategy and necessity. About a quarter said decisions are anchored in strategic plans or leadership priorities, often guided by directors, committees, or formal marketing calendars.

Another 25 percent rely heavily on usage data and registration numbers, giving extra attention to underused services or events with low signups. Cost plays a big role, too. High‑investment programs, outside presenters, and grant‑funded initiatives often rise to the top.

Many libraries aim for fairness by rotating coverage across branches and age groups, while others admit choices are still ad‑hoc or driven by staff requests.

A smaller but notable group prioritizes seasonal themes and cultural relevance, trying promotions to holidays or trending topics.

So, while some libraries have formal frameworks, many are still juggling competing priorities and making reactive decisions when time is short.

Lessons that changed marketing approaches

I asked a new question this year: What’s one thing you learned this year that has changed your approach to marketing and promotions?

The most common answer was rethinking social media volume. Many library marketers learned that posting less, but with more intention, can boost engagement and free up time for higher‑impact tactics.

Others embraced email segmentation and onboarding email series.

Video remains a priority, with several respondents focusing on short‑form content while acknowledging capacity limits.

Partnerships stood out as another bright spot: collaborating with schools, local organizations, or influencers amplified reach and built trust.

Interestingly, AI sparked mixed reactions. Some respondents experimented and found it unreliable, while others leaned on it for editing and idea generation.

Suggestions for improving Super Library Marketing and “The Library Marketing Show.”

I also use this survey to get feedback on what I’m doing now and how I can improve! Here are some suggestions that I’d like to respond to.

  • “More examples or case studies from libraries in different regions and cultural settings, especially those working with multilingual communities or limited resources.” This is a great idea and one I will work more diligently to fulfill in 2026.
  • “Maybe highlight some things that DIDN’T work. It both makes failure okay and shows that we can learn when things don’t turn out as we expected.”  Wow, great idea! And I’ll try to find some examples for you.
  • “I appreciate the transcript you provide. Would it be too hard to use photos as examples of what you’re talking about during your kudos?” As soon as I read this response, I started doing it… I hope you noticed!
  • “I would just like to see captions on the videos so those of us in common workspaces can watch them without sound.” I do provide captions on all my videos on YouTube and LinkedIn. To turn it on, click on the “CC” button in the lower right corner under the video.
  • “Focus a little bit more on academic libraries and special libraries.” Great idea–I would love to do more of that in 2026.

PS Want more help?

Your 2026 Library Marketing Kickstart: The Posts and Tips You Can’t Miss

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

2

Your 2026 Library Marketing Kickstart: The Posts and Tips You Can’t Miss

Library friends, we did it! We made it through 2025. We faced numerous issues and threats to libraries, yet we celebrated many triumphs. I’m proud of you. I’m proud of this community. And if no one has told you this lately, GOOD JOB YOU!

And now, we look forward to a new year and new chances to grow the connection between your library and your community.

Want to make 2026 your best year yet? Let’s start by learning from the content your fellow library marketers found most helpful this year.

Most Popular Super Library Marketing Articles of 2025

#1: Here’s a 12 Month Promotional Campaign Plan To Skyrocket Database Usage at Your Library

#2: Finding the Perfect Name for a Library Program: A Checklist and Tips for Using AI

#3: The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

#4: The Top 8 Must-Attend Library Marketing Conferences of 2025 (Note: A new version of this blog will publish in February. Do you have a conference to suggest for the list? Let me know!)

#5: Beginner’s Guide to Promoting Your Collection: How to Get Started and Drive Circulation at Your Library

Top Episodes of The Library Marketing Show of 2025

#1: Stop Annoying (and Potentially Dangerous) Facebook Messenger Spam in 30 Seconds Flat

#2: 6 Common Library Marketing Mistakes To Avoid in 2025

#3: Is Bluesky the Next Big Thing for Libraries? Expert Weigh In

#4: How to Create a Library Marketing Strategy from Scratch! (Wow, this one is old!)

#5:  Unveiling Facebook’s New Rule on Content: Are Your Posts at Risk?

I hope you are looking forward to 2026 as much as I am. My next post will be on Monday, January 5, when I’ll unveil the State of Library Marketing. I’ve got a calendar full of posts and videos featuring tips to make your work easier, as well as profiles of libraries to inspire you. Happy holidays!

PS: Want more help?

Beginner’s Guide to Promoting Your Collection: How to Get Started and Drive Circulation at Your Library

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

March Meowness: How Cat Photos Forgave Library Fees and Won Hearts Worldwide

Photo courtesy Cincinnati and Hamilton County Public Library

When she was growing up in Leicester, Massachusetts, Linnea Sheldon found the library to be… boring.

“While I enjoyed reading and admired the librarians, the library itself didn’t feel very exciting,” confesses Linnea. “Today, libraries are dynamic community hubs offering so much more than books, and I love that part of my job is sharing these opportunities with the community. When people say, ‘I didn’t know the library did that,’ I can truly relate.”

Now, in her role as Community Relations and Communications Manager for the Worcester Public Library, Linnea works hard to make sure her community finds the library to be exciting and dynamic. She’s a team of one, communicating to a city of more than 210,000 residents across seven branches and two bookmobiles. She does receive generous help from library staff with tasks like social media posts, flyer design, calendar postings, and more.

And the library is vital to this city. Linnea says nearly 20 percent of her community lives in poverty. So, when she was approached in 2023 about offering a fee forgiveness program, she was fully supportive.

“We had many kids who went home before the pandemic and left books behind in schools,” explains Linnea. “We also have a growing population of unhoused individuals in our community, and we were finding that we were losing patrons because they had lost or damaged items on their accounts.”

 “From a marketing standpoint, I knew that the right hook was key for an initiative like this to succeed. I also knew I would have no budget. My goal was to come up with something fun and easy enough that people would not only want to participate but would also want to tell their friends and family about.”

Linnea, who is a self-professed “cat person,” decided to lean into her love for felines to create her campaign, which she called March Meowness. The premise was simple: People could trade cat photos for fee forgiveness.

“We began planning in the fall of 2023 and chose March 2024 because there weren’t any competing campaigns planned,” explains Linnea. “The actual marketing push happened just a week before launch. With limited time and resources, I created our collateral and focused on social media, signage, and email as our primary channels.”

“One key strategy was timing. We intentionally didn’t announce too early. By waiting until just a few days before the campaign, we created a sense of urgency and excitement that encouraged immediate participation.”

-Linnea Sheldon

“Another pivotal decision was to pitch the story to the media before we launched it ourselves. Local outlets loved the playful concept, and the first article went live within the hour. Even press outlets in Boston picked up the story, and from there it snowballed. By the time we officially launched on our website and social media, we already had significant buzz and community interest.”

Linnea says the community response far exceeded the library’s expectations. Worcester Public Library decided to launch the promotions a few days early, at the end of February. Patrons were thrilled to be welcomed back in such a fun, positive way.

“What surprised us most was that even people without fees wanted to participate,” says Linnea. “Many people asked if their cat photos could be applied toward another community member’s account, a generous show of support that really embodied the spirit of the campaign.”

The library displayed submissions on a “cat wall,” and soon cat photos started arriving from across the country. After the story was picked up by The New York Times, it spread internationally, and the library was suddenly receiving cat pictures from all over the world.

“The volume was incredible, and staff from across departments volunteered to help,” recalls Linnea. “We developed a workflow: Some saved the photos, others responded to emails, others formatted and printed the pictures, and still others hung them on the wall.”

“Our circulation staff cleared fees for patrons, and my director and I fielded multiple media requests every day. It was an all-hands-on-deck effort, and while it was exhausting, it was also one of the most energizing experiences we’ve ever had at a library.”

Besides the multitude of patrons whose fees were forgiven, the campaign led to some incredible marketing results. Those included:

  • 10.7 percent increase in physical visits
  • 9.2 percent rise in circulation
  • 10.2 percent increase in new library card registrations when compared to the previous month.
  • 46 percent increase in website traffic
  • 244 percent increase in engaged Facebook users.
  • 120 percent increase in Instagram interactions
  • 16 percent increase in TikTok followers from the previous month.

“We also tracked over 500 media stories on March Meowness,” shares Linnea. “NBC Nightly News with Lester Holt even came to our library to shoot a story.”

“But the real impact was seen when you look at how our patrons were helped. Staff successfully unblocked 930 patron accounts during the campaign, while the Library Board of Directors later approved the forgiveness of an additional 3,787 accounts due to the success of the campaign.”

This past June, Linnea and her library received a John Cotton Dana Award for the campaign. That’s how I first heard about it. Sitting at the award ceremony, I can tell you there was nary a dry eye in the room when Linnea described the outpouring of cat photos from people around the world, eager to help her community reconnect with their library.

And it’s no surprise that Linnea and the library repeated the campaign this year, with a few adjustments.

“We knew nothing could match the scale and virality of the original campaign,” explains Linnea. “This year, we launched March Meowness 2.0: Marchier and Meowier. For every cat photo donated to our cat wall, the Worcester Public Library Foundation pledged $1 toward our summer reading programming.”

“The response was wonderful, we received 2,500 photos, and once again, community members came out to see the cat wall grow. We also introduced a new element: a cat mascot with a community naming contest, which resulted in the winning name Whooskers.”

“While this year’s campaign was more localized and didn’t capture the international attention of the first, our community was still excited for its return and embraced it as a fun, meaningful way to support the library and one another.”

“One of the best outcomes of this campaign was the way it allowed staff to connect with patrons and the community in an entirely new way. Library work can be particularly challenging. We deal with serious issues every day and support people in deeply meaningful but often difficult ways. March Meowness brought a sense of lightness and joy.”

“The initiative also opened incredible doors for our library and for me personally. In the past year, we have received more awards than at any other time in our organization’s history. The campaign has connected me with library marketers across the country and strengthened relationships within my own community in ways I never imagined possible.”

“We’re still making the case for the importance of marketing and communications in libraries to our city officials, but all of these wins have made it even clearer just how important our field is to the success of libraries across the globe.”

-Linnea Sheldon

And when she’s not creating award-winning campaigns, Linnea says she looks to other libraries, nonprofits, large companies, and this blog (thank you!) to stay on top of trends and get creative ideas.

“I’m subscribed to a wide range of email marketing lists, I’m a regular social media user, and I follow marketing and nonprofit influencers on LinkedIn,” shares Linnea. “I also make a point to research the campaigns and libraries that win marketing awards each year. It’s inspiring to see the creativity and innovation happening across the field.”

“Harris County Public Library was one of the first libraries that really stood out to me on social media; they showed me that taking a slightly unconventional approach could actually expand your reach.”

For a library looking to launch a campaign like March Meowness, Linnea has four key pieces of advice.

  1. Always start with your patrons. This campaign may have been fun and lighthearted, but it grew directly out of a real need identified by our New Users Task Force. Our community needed a fee forgiveness program to remove barriers to access. Without that foundation, the idea wouldn’t have resonated the way it did.
  2. Lean into what makes your library unique. For us, it was cats. We were already known for our cat memes, and many staff (me included) are passionate cat lovers. That authenticity made the campaign feel natural and genuine, which helped it connect with people.
  3. Remember that making marketing fun can actually make your job easier. While responding to the overwhelming interest took a lot of work, the creative and promotional side of the campaign was surprisingly simple. Of course, not every initiative lends itself to this kind of playful approach, but finding ways to add a little fun to a program or campaign benefits both patrons and staff.
  4. It helps immensely to have supportive colleagues and leadership. Over the years, I’ve built strong relationships with staff and with our Executive Director, who is always willing to try new and creative ideas. That trust and openness were critical in bringing March Meowness to life.

Need more inspiration?

How One Library Marketer Played an April Fools’ Prank On Her Community… and Got Incredible Reach on Social Media!

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

Be Heard: The 2025 Super Library Marketing Reader Survey Is Open

Photo courtesy Public Library of Cincinnati and Hamilton County
Photo courtesy Cincinnati and Hamilton County Library

Take the 2025 Super Library Marketing Reader Survey

This year marks the 10th anniversary of the Super Library Marketing Reader Survey. Over the past decade, library marketing has grown and changed in exciting ways, and so have the questions in this survey. And since I can’t visit every library (as much as I’d love to!), this survey helps me understand what’s working for libraries, what’s challenging them, and what’s next.

Your responses will shape the blog posts, videos, and presentations I create over the next year. The survey takes about 5-7 minutes. I’d be so grateful if you’d also share it with anyone at your library who works on promotions, whether or not “marketing” is in their job title.

I’ll publish the results on January 5, 2026. Thank you for being part of this amazing community.

Take the 2025 Super Library Marketing Reader Survey

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

How Storytelling Is Revolutionizing One Library’s Video Strategy

Photo courtesy of Cincinnati and Hamilton County Public Library

It’s not surprising that Tina Walker Davis and her communications team at Deschutes Public Library in Bend, Oregon, have a robust and interesting video strategy for YouTube. Tina, who grew up in the San Francisco Bay area and graduated from Washington State University, has a previous career as a television anchor and reporter.

“I left journalism to go into marketing and communications and owned my own marketing business for 10 years until I made the financially disastrous decision to open an independent bookstore,” explains Tina. “While the bookstore didn’t pan out, it did enmesh me in the literary community here, including the library system.”

Tina took a job at the library in 2012 in event planning and coordination. Now she’s Communications Manager for the library. She manages four people, including a Graphic Design Coordinator and Dana O’Connell, Keifer McCool, and Michael Rivera, who are all Digital Communications Coordinators.

“Michael almost exclusively does video work, and Dana and Kiefer both manage social media,” says Tina. “Dana also does all of our Spanish-language communications. I’ve told the team many times that I’ve never worked with such a collaborative group.”

“We have bi-weekly brainstorming sessions that are so fun. There’s no agenda. It’s just a time for us to come together and talk about what we’re seeing, what we’re excited about, and generally throw some spaghetti at the wall. A lot of our best content was conceptualized in those brainstorming meetings.”

Deschutes Public Library’s YouTube channel was already up and running when Tina began her job. At first, Tina’s team used it to share story time videos and videos of their marquee events, as well as a Why We Love the Library series in 2016 and 2017. At the end of 2019, they had 265 subscribers.

Then COVID hit. Like most libraries, Deschutes Public Library pivoted to online programs and saw its subscriber count grow to 14,500 at the time of this writing.

When Tina hired Michael in 2022, he “brought a wealth of professional video production experience—just phenomenal skills in shooting and editing, but also a fantastic eye and ear for storytelling,” exclaims Tina.

“The first video he did for us was promoting our Summer with the Library program, and I knew immediately that we were going places with our videos. He started another Why We Love the Library series, with this video being one of my absolute favorites.”

“I don’t know if it’s my background in journalism, but I’ve always believed in the power of stories to do the work that we can sometimes struggle to do in marketing.”

“We can run ads telling people how great the library is, but it’s so much more impactful when it comes from real people who truly believe in the power of libraries to change lives.”

-Tina Walker Davis

Dana says the library’s strategy, when it comes to producing videos for YouTube, is to strike a balance between the information the community needs to know about the library and fun or trending content.

“Everyone who comes into the library has a story,” explains Dana. “Some of our human-interest pieces come from referrals by our public services staff, in the form of kudos from our online web form, or a chance meeting while in one of our branches.”

“Staff, volunteers, and customers offer the chance to talk about the library in a unique voice where we aren’t necessarily promoting a product or service. For me, it’s about having a touch point with a customer and listening to what excites them about the library; no two answers are the same.”

“One thing we do every time someone is interviewed for a video, regardless of the topic, is to ask, ‘Why are libraries important?’” adds Tina. “The answer to that question is evergreen. We can pull the answer and use it along for a series of shorts, turn it into a graphic quote for social, or string together several answers for a stand-alone piece.”

Dana and Kiefer shoot and edit the short-form, vertical format for Instagram, Facebook, TikTok, and YouTube shorts. Michael uses videography equipment to do the longer-form and documentary-style videos.

“But rarely do they work alone,” explains Tina. “They’re writing together, and often Dana or Kiefer will act as Michael’s grip during shoots and take care of the interview portions. Michael is definitely a dedicated videographer, but it’s truly a team effort between the three of them—and it’s magical.”

All videos from Deschutes Public Library have captions for accessibility and clarity. They also have video thumbnails featuring a branded, consistent look. That helps to capture the attention of scrollers while making sure viewers know this content comes from the library.

“When I choose the image(s), I’m looking for a visually pleasing frame that tells the viewer just enough to pique their interest without giving away too much of the story,” reveals Michael. “The best images will also have some clean space in the frame that the title will naturally fall into.”

“The title in the thumbnail usually doesn’t match the video title, and that’s on purpose. The main title is always clear and matter-of-fact, while the thumbnail title often uses one of the most impactful quotes in the story. The key here is to be concise to maximize the size of the text in the frame, so the titles are usually no more than six words.”

Deschutes Public Library doesn’t rely on pure chance to get views on its videos. They promote them!

“Our flagship eNewsletter has 55,000 subscribers, and we’ll sometimes link to videos from the newsletter,” says Tina. “We embed some videos on our website. In particular, we’ve used our videos on our website to help inform the public about our bond projects.”

“I also do some paid promotion of videos on YouTube, Facebook, and Instagram if I can see that a monetary ad boost is needed and will help us really target our Deschutes County residents.”

“So, with all that said, our investment in YouTube as a platform was very organic. It started slowly, but we saw real growth. But nothing happens on YouTube alone in terms of storytelling. Anything that is shared there is also pushed out on Instagram and Facebook, and some also make their way to TikTok if they’re humorous or have that viral potential.”

Tina and her team say the videos help boost awareness of the library and its services, and they’ve received a wealth of positive community feedback.

“Our recent viral video — where our director, Todd Dunkelberg, is giving a Gen Z-inspired tour of the new Redmond Library — was a great community experience. Between Facebook, Instagram, TikTok, and YouTube, we are now close to 5 million views on that video. But what I loved seeing was locals commenting amongst folks from across the country and the world — the locals took so much pride in claiming the library as their own (‘That’s MY library!’).”

“And Todd became a little local celebrity after it, with folks coming up to him in the community and telling him how much they loved the video. We immediately jumped on the ‘Slay’ and ‘So Julia’ lines and created stickers with the characters Todd points to in the video, and those were really popular with our customers.”

For inspiration, Tina and her team often look inside and outside the library world.

“I’m guilty of being an Instagram reels scroller,” confesses Tina. “My brain often goes to, ‘Could we put a spin on that?’ Often in our brainstorming sessions, we’ll bring forward videos that we’ve seen over the past two weeks, share them with the team, and see if there’s something we can do along those lines.”

“Library systems are really growing into their own niche on social. They’re funny, sometimes irreverent. People really enjoy watching library folks, who are perhaps historically thought of as buttoned up, be funny.”

– Tina Walker Davis

Tina says the key factors in the success of the library’s video marketing strategy are her talented team and library leadership that believes in the power of communication.

“I know that for a lot of libraries across the county, being able to spend this kind of time on video work is an absolute luxury,” says. Tina. “I feel very fortunate to not only have the trust from our leadership to do that work, but also lucky to work with a team of communications professionals who are passionate about the work and the message.”

“The goal is to remind our customers, the taxpayers who make the library’s work possible, that the library is here for them, in whatever way they may need, from checking out a book to finding a job. We’re here to meet people where they are and make their lives better.”

Need more inspiration?

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

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:

5

8 Must-Know Library Marketing Tips To Kickstart Your Success for the Rest of the Year

Photo courtesy Cincinnati and Hamilton County Public Library

We are now firmly in the second half of the calendar year. I don’t know about you, but when I worked in a library, this was the time I usually started to “drag” a little. I was tired and uninspired. (Hey, that rhymes!) I needed a little boost… someone to remind me to focus on what was important.

I’m here for you. These are the eight things I want you to focus on as you move into the next six months. This is also a great post to share with new hires who work on library promotions. The eight principles listed below are the most valuable tips I can offer to help you center your work and find direction.

And I’m curious… do you think I missed anything in this list? Add your guiding principles to the comments!

8 Tips to Focus Your Library Promotions

1.  Plan ahead — don’t just react.

This is my number one tenet because so many of the library staff members I work with say they feel like order takers! They are asked by different departments and branches to promote the things that are important to those people, which allows no time to create a strategic library marketing calendar or campaign that supports the library’s overall goals.

Effective marketing is proactive, not reactive. You want your promotions to be holistic, covering all the channels where your target audience is located (see item #4). List the goals you want to achieve over the next six months, and create holistic campaigns. Before you know it, you’ll have a full editorial calendar.

And I know this might sound scary, but be transparent. Share your calendar with the rest of your coworkers. Inform them of the overall goals and provide them with regular updates on the content you share and the results you are achieving. At the end of the year, let everyone know how you did.

This will help educate your coworkers about marketing! Many of them probably think marketing is reactive. They don’t know how much planning and coordination go into an effective campaign.

2. Promote the benefits, not the features.

Listen, I know this one is hard. But your community is looking for a solution to their problems.

So instead of saying, “Use our personalized reader recommendation service”, highlight how your service solves real problems, like helping readers to find the right books for them (because, let’s be honest, there are SO many good books out there!), or helping readers who feel like they’re stuck in a rut, reading the same things over and over again.

You want your readers to think of the library, not Google or Goodreads, as the best place to find a book.

3. Tell more stories of how the library impacts lives.

User-centered storytelling, like Loyola Marymount’s Library Fans video series, connects emotionally with users and shows the library’s impact on real lives. These stories are more memorable than stats or service lists.

Storytelling helps your community to see how others are using the library and imagine how they might use the library too!

4. Meet your audience where they are.

Use the channels your patrons prefer. And remember, you don’t have to be on every channel. You just need to be on the right ones.

The channels you choose should match the preferences of your primary audience segments.

  • Teens and college students? Think TikTok and YouTube Shorts.
  • Parents and caregivers? Facebook groups and email are the best way to reach this audience.
  • Adults over age 65? In-person outreach and local newspapers or printed newsletters can be most effective.

Most importantly, don’t try to build an audience on the channels your patrons don’t use. How do you know which channels your audience prefers? Use metrics (see #8) and surveys to pinpoint where your energy will be best spent.

5. Consistency builds brand recognition and affinity.

At the Fourth of July parade two weeks ago, I instantly recognized the library’s entry coming down the street, even without my glasses. How? The color scheme of their banner and vehicle! (As an aside, I was sitting right in front of one of the branches, and the cheering that rose from the crowd when the library drove by warmed my heart.)

You can have the same impact. Use your brand logos, color palettes, and tone across channels. Patrons should instantly recognize your library’s content, whether it’s on a digital sign, flyer, or Instagram Story.

I know this seems like a constraint to some of my more creative readers, but the discipline pays off with instant brand recognition.

Beyond your brand colors and logo, remember to name your services clearly and tie all services to your library (e.g., “Consumer Reports from Maple Tree Library”).

6. Empower your advocates.

Your best marketing tool might be your most loyal library users. Feature them in campaigns and encourage user-generated content. When your superfans talk about how much they love the library and how it impacts their lives, people will listen!

Encourage staff to promote programs on their own social media (with branded templates or messaging prompts).

And provide your Friends group or foundation with a marketing kit: shareable graphics, key talking points, and event blurbs.

7. Always be repurposing.

Library marketers are asked to create a lot of content! Just like you may do in your home, you can reuse and recycle some of that content to help ease your workload and ensure your best content is seen on multiple channels. You can do that by:

  • Repurposing blog posts, newsletters, and program guides into social media snippets, videos, or infographics. Share this content with local media and community partners.
  • Turning book displays into short videos for social media by adding trending audio and creative elements like stickers.
  • Clipping moments from author talks or storytimes for Instagram Stories, YouTube Shorts, or TikTok videos.
  • Breaking down long blog posts into carousel posts or pull quotes for your homepage, digital signs, or social media posts.

8. Measure what matters.

Your metrics are key to guiding your marketing strategy. And listen, I’m the first person to admit I can easily go down the rabbit hole of data and measure everything.

But my boss coaches me to only spend time measuring the things I need to help make the decisions that will guide my future library marketing actions. That means I don’t obsess over likes and followers.

Instead, I track engagement metrics like watch time on videos, shares of social media posts, and read time on blog articles. I also urge you to use UTM codes like Bit.ly and Google Analytics to track campaign sources, so you know which channels are driving traffic to your library and which pieces of content resonate most with your community.

Need more inspiration?

How Libraries Can Get Better Press Coverage: Real Tips From Former Journalists

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

Here’s a 12 Month Promotional Campaign Plan To Skyrocket Database Usage at Your Library

Photo courtesy Cincinnati and Hamilton County Public Library

My former employer recently purchased sponsored content in the local newspaper to educate the Cincinnati community about all the library has to offer. When I saw the ad, I knew exactly what they were doing: Trying to drive more use of the resources they spend so much time and money curating for the community.

I’m frustrated by the fact that many regular community members are unaware of the existence of these databases. It’s great if you have the money to promote them. But most libraries have no advertising budget. So, how do they drive the use of the databases?

This is a marketing problem I want to address with this post. It’s vitally important for your library to boost usage of your databases so you can make the case to keep the budget you’ve set aside for them! A year-long promotional plan with strategic key messages can help you build awareness and turn occasional database or library users into regular users who rely on your library for information.

This plan goes beyond the normal “Did you know we had that?” campaign. It focuses on the core problems each database solves for your community. This method will effectively explain to your community why the database is essential to their life. Here’s how to do it.

Identify the problem the database solves

Your first step is to set aside time to play with the database yourself. This “playtime” is how you’ll uncover the real value of the database.

Pretend you’re a curious patron exploring it for the first time. What features catch your attention? What tools are easy to use? What specific problem does this database solve for your community? Is it saving students time on citations? Helping job seekers prep for interviews?

Write the problems down as you explore the database. Those problems will be the focus of your campaign. This will keep you from promoting the database with language that sounds generic, like “access to great information.”

Generic benefits are too vague to meaningfully connect with or interest your patrons. They don’t address the real-life needs of your community. And they make your library marketing sound like every other piece of marketing content out there in the world.

Call the database by its name and tie it to your library

Patrons usually have to sign in to the database using their library card, and that action can create a separation in the mind of your patron between your library and the database.

Using the name of the database builds name recognition for the resource. And, with a consistent, deliberate effort to add your library’s name to each database, (“NoveList Plus at the Maple Tree Library” or “Consumer Reports from the Maple Tree Library”), you will begin to create a connection in your patrons’ minds that solidifies all that your library provides.

Promote one database each month

Create a simple month-long campaign for each of these databases. Consider:

  • Who is the ideal patron who will benefit from this resource? This is your target audience for the month.
  • What channels are best for reaching your target audience? Focus your library promotions on those channels only.
  • Set goals for the month. How much of a usage increase will you be aiming for? This number will likely be different each month. Be sure to write your goals down and check at the end of the month to see if you’ve accomplished them.

12-month database promotional plan

I’ve put together a calendar of promotions to get you started. I’ve also identified the problem each database solves and suggested two potential key messages for your campaigns. Don’t you have one of these databases? Feel free to substitute any resources you wish for any month!

January: Homework Help Database (e.g., HelpNow, Tutor.com)

Problem it solves: Students get help with homework they might not receive at home due to busy caregivers, the cost of private tutoring, or a lack of subject expertise. These databases also typically offer test prep and FAFSA help.

Potential key messages:

  • Homework help is one click away. Get free online tutoring, test prep, and more—all from the comfort of home.
  • Test prep without the stress. SAT, ACT, and more—no expensive classes are required.

February: Full-Text Academic Research Databases (e.g., JSTOR, Academic Search Premier)

Problem it solves: Gives users access to credible, peer-reviewed sources with no unreliable websites or paywalls.

Potential key messages:

  • Say goodbye to paywalls. Find full-text articles for your next paper—free with your library card.
  • Need solid sources without the stress? These articles are 100% human-written and citation-ready—no AI, no trouble.

March: LinkedIn Learning or Career Skills Services

Problem it solves: Free training in business, tech, and creative skills for career growth.

Potential key messages:

  • Learn new skills. Land the job. Free classes in Excel, coding, communication, and more.
  • Your next promotion starts here. Learn in-demand skills on your schedule, at no cost.

April: Full-Text Newspapers & Magazines (e.g., Flipster, PressReader)

Problem it solves:
Avoids paywalls while providing access to current news and popular magazines.

Potential key messages:

  • Read the news without the paywall. Stay informed with full access to trusted newspapers.
  • Your favorite magazines—no subscription needed. From The Atlantic to People, it’s all here.

May: Reading Recommendation Databases (e.g., NoveList Plus)

Problem it solves: Helps readers discover books they’ll love based on the elements they love about stories.

Potential key messages:

  • Get personalized book recommendations curated by humans based on what you love about books.
  • Never fall into a reading rut again! Browse by mood, genre, or author and get recommendations meant just for you.

June: Fitness Databases (e.g., Hoopla BingePass: Fitness)

Problem it solves: Accessible, at-home fitness for patrons at any level—no cost or commute.

Potential key messages:

  • Work out at home for free. Cardio, strength, yoga, and more with expert instructors.
  • No gym, no problem. Choose your fitness level, your time, and your goals.

July: DIY/Crafting Databases (e.g., Creativebug)

Problem it solves: Teaches patrons how to craft, repair, and create—without costly classes.

Potential key messages:

  • Craft your heart out—for free. Learn to paint, sew, or knit with expert video lessons.
  • Fix it, make it, love it. DIY that’s fun, easy, and budget-friendly.

August: Consumer Reports

Problem it solves: Helps patrons make smarter purchases with unbiased reviews and safety info.

Potential key messages:

  • Buy smarter. Get the facts before you shop with trusted product reviews.
  • The experts tested it, so you don’t have to. From fridges to phones, Consumer Reports helps you make the best purchasing decisions possible.

September: Genealogy Databases (e.g., Ancestry Library Edition, HeritageQuest)

Problem it solves: Allows patrons to research family history without costly subscriptions.

Potential key messages:

  • Build your family tree. Explore census records, marriage licenses, and more.
  • Trace your roots for free. Discover your heritage with genealogy tools from your library.

October: Auto Repair Databases (e.g., Auto Repair Source, Chilton)

Problem it solves: Provides trusted repair guides so patrons can fix their vehicles themselves and save money.

Potential key messages:

  • Fix your car and save your budget. Get trusted repair info for most makes and models of vehicles.
  • Do-it-yourself made simple. Step-by-step guides for brakes, oil changes, and more.

November: Language Learning Databases (e.g., Mango Languages, Transparent Language)

Problem it solves: Makes learning a new language accessible, fun, and flexible.

Potential key messages:

  • Travel smarter. Start learning Spanish, French, or Italian today.
  • Say it with confidence. Get fun, bite-sized lessons to build real conversation skills.

December: Streaming Movie Services (e.g., Kanopy, Hoopla)

Problem it solves: Free access to films, documentaries, and kids’ content—no subscription required.

Potential key messages:

  • Ditch the subscriptions. Watch movies and stream shows without paying a dime.
  • Worried about what your kids are watching on those other streaming platforms? Find fun, educational content with no ads or fees.

Need more inspiration?

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

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:

3

The Library Marketer’s Guide to Saying ‘No’ to Promotions Without Burning Bridges

Photo courtesy Cincinnati and Hamilton County Public Library

How many times have you said “no” to promotional requests in the past week or month, or year? If the answer is “never”, this article is for you.

I bet some of these situations sound familiar to you:

  • A librarian running a small program like a knitting group or a recurring storytime asks you for posters, flyers, social media posts, a press release, and newsletter space, even though the program doesn’t align with the library’s big strategic goals. Saying no can feel like you’re not supporting your co-workers.
  • A library director loves a specific service (like the seed library) and wants a big promotional push for it, even though your user data shows it’s a niche interest with low engagement. It’s hard to push back against leadership!
  •  A department forgot to tell you about a major event until a few days before, and now they want a huge promotional campaign. (This happened to one of my library marketing friends recently!) You want to be a collaborator, but rushing something often leads to poor results.
  • Every year, the library promotes a National Poetry Month event with posters, displays, and social media blasts, even though turnout and interest have been very low for years. You’ve likely heard the sentence, “But we’ve always done it this way” before! It’s hard to change traditional promotional campaigns without seeming like you’re devaluing them or being difficult.
  • Someone suggests you start posting to a new platform, like Threads or TikTok. Even if it doesn’t fit the strategy or audience, there’s a fear of “falling behind” if you don’t jump in.

As hard as it is to do, it’s important to say “no” sometimes because library marketing is not just about being busy. It’s about being effective. If you can learn when to push back, you’ll demonstrate to your coworkers and supervisors that your job isn’t just to be a “promotional service desk.” Your work has a strategic purpose.

To help you make those strategic decisions, you’ll find a link at the end of this post to a guide I’ve created. It has a list of questions to ask so you can decide how much promotional support to give to each request.

So, how do you politely say “no” to requests outside of your strategy? Here are some scripts you can use.

Scripts to help you politely say no:

  • “Thanks for thinking of the marketing team! Right now, we’re focusing our resources on initiatives that directly support our library’s strategic goals for the year. Unfortunately, we aren’t able to take on additional promotions at this time.”
  • “I really appreciate your enthusiasm! We have a full slate of promotions already planned that align with our library’s key priorities. I won’t be able to add this to the calendar, but I’m happy to brainstorm ways you could promote it independently.”
  • “Our current marketing plan is tightly focused on [example: increasing card signups among new residents], so we have to prioritize projects tied to that goal. I’ll keep your event in mind for future opportunities.”
  • “We won’t be able to offer a full campaign for this event, but here’s a customizable poster template you can use. We can also share it internally with staff to help spread the word.”
  • “While we can’t do a full feature in the main newsletter, I can add a short mention in our ‘Upcoming Events’ section if you get me the info by [deadline].”
  • “This project doesn’t align with our current focus areas, but it might be a great fit for our [bulletin board / in-branch digital sign / social media story]. Let’s talk about some of those options.”

The importance of buy-in from your supervisor

Whenever you find yourself in a situation where you need to say no, it’s a good idea to give your supervisor a heads-up. You can say:

  • “I wanted to let you know that I’m going to recommend a lighter promotion plan for [person or department]’s [project/event]. It’s a great initiative, but based on our marketing priorities for [this quarter/this year], it doesn’t align with those priorities. I’m offering [a few options] instead to support them without pulling too much from our strategic efforts.”

You might also consider asking your boss for guidance and support in managing these requests. This invites your boss into the decision without making it feel like you’re just refusing work or being lazy. You can say:

  • “I’m seeing more requests come in for promotions that aren’t tied to our current goals. To stay focused, I’d like to suggest that we prioritize projects based on [brief criteria — like audience reach, strategic importance, or alignment with core services]. Would you be comfortable if I used those filters to decide what we promote fully and for what we offer lighter support?”   

And what if your boss is the one making these requests? Try saying:

  • “That’s a really interesting idea, and I am happy to do it. As you know, our marketing plan is heavily focused on [strategic goal], and I’m concerned that if we stretch ourselves and our work too thin, we won’t hit the targets we’ve committed to. Can you help me prioritize this work?”

When you receive pushback from a supervisor, remember to frame your response in terms of impact, like meeting goals and maximizing results. Emphasize that you’re thinking of the big picture and trying to protect library resources. Sometimes, offering alternatives instead of a flat-out “no” is a good way to redirect a request.

Library Marketing Promotion Decision Guide

To help you choose between full promotional support and lighter promotional support, I created a cheat sheet of sorts. The Library Marketing Promotional Decision Guide contains questions that will help you and will help the requestor understand your decision. You can download the guide for free here.

Need more inspiration?

Stressed? Exhausted? Here Are My Top 4 Tips for Handling Library Marketing Burnout

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:

2

A WordPress.com Website.

Up ↑