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.
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:
Photo courtesy Cincinnati and Hamilton County Public Library
Key Takeaways
Start with a video concept, not a promotion. Focus on an engaging idea first, then connect it back to library services. This approach makes Reels feel authentic rather than like an advertisement.
Keep production simple and relatable. Using an iPhone, a tripod, and free tools like CapCut or Instagram’s Edits app creates approachable videos that audiences find more trustworthy than overly polished content.
Engagement matters more than views. The most successful Reels spark conversation, shares, and community pride. Your library wants impact that goes beyond vanity metrics.
“Some of my favorite library memories were from the Scholastic Book Fairs at school,” Emily recalls. “Our school librarians did such a great job getting us excited about books, and the book fairs were the pinnacle of that excitement.”
Emily, who grew up in the far southwest suburbs of Chicago, came to work in a library in a roundabout way. First, she became a high school English teacher. Then, she got her MLIS. She spent about five years as a Reference Librarian whose “other duties as assigned” included marketing. Marketing was her favorite part of the job, so she started to look for marketing-specific library jobs.
That’s how, three years ago, she landed a job as the Content Coordinator at Helen Plum Library in Lombard, Illinois. Among her responsibilities is the library’s Instagram account.
Now, here’s something I probably shouldn’t confess. But I want to be fully transparent.
I love scrolling Instagram. But I’m finding that it’s tough for one person working in a remote office to create engaging content, particularly videos, for Instagram. (Know your weaknesses, dear readers!)
A few months ago, after watching hilarious/inspiring/creative posts on the Helen Plum account, made by Emily, I emailed her and begged her for help. She looked at the account I am trying to build and sent me a list of tips. (Thank you!)
Then, I asked her if she would also share her expertise with my readers. Here is her interview. Scroll to the end for the tips Emily shared with me for making engaging, effective Instagram Reels.
What inspired you to start creating Instagram videos for Helen Plum Library?
I started at Helen Plum in September of 2022, and short-form video was quickly becoming the most popular form of social media, so I knew we had to start consistently making videos. My job includes the management of our social accounts, so I always just considered it a regular part of my job from the beginning.
How do you decide what content to feature in your videos?
I always start with a video concept instead of starting with a promotional need (with a few exceptions). Maybe this is a hot take (and perhaps a difficult argument to make to your admin), but I find that starting with “How can we promote XYZ service” usually results in less engaging, less effective content.
If you flip the order and start with a video concept, then try to make it relevant to your services and organizational mission, the promotional aspect will follow.
The few times I’m asked to promote a specific program or service, I spend a lot of time thinking about how I can make it engaging and not appear “promotional,” because no one likes being advertised to.
-Emily Bradshaw
For instance, this video’s concept started with an audio clip I liked from BBC’s The One Show of Harlen Coben discussing the benefits of reading. The original video went viral, and I thought it was a compelling audio clip to use over shots of our collection. I didn’t start with “how can I promote our collection,” but this video does promote our collection by nature.
What tools or apps do you use to film and edit your videos?
I film on an iPhone, which works well for the persona we present on social media. We’re a mid-sized, friendly hometown public library, not filmmakers or professional advertisers. So I don’t want our videos to look overly produced or fancy. I honestly think having an overly polished look for Reels puts people off since it makes you look less relatable and more like an ad.
I also use a basic tripod. You should always use a tripod for stationary shots. You may not realize how big a difference it makes until you see it.
For audio, I use lapel mics for on-camera speaking if it’s appropriate for the video. To record voiceovers, we’re lucky enough to have a recording booth in our makerspace. But before we had that, the voice memos app on my iPhone worked just fine!
Editing tools depend on how complex the video is. If it’s simple, I use the Edits mobile app, which is Instagram’s answer to CapCut. If the video requires more labor-intensive editing, I use the free desktop version of CapCut because editing on a tiny phone screen gets difficult. After I’m finished in CapCut, I still use Edits to add captions, audio, or other features before posting to Instagram.
Adam Moserri has said that Instagram is giving a slight boost right now to Reels that use Edits, so I take advantage of that. (Aside: everyone should follow Adam on Instagram – he is constantly giving updates on Instagram tools, algorithms, and more!)
Do you use a script or storyboard before filming, or is it more spontaneous?
It depends: the more complex the video, the more thorough my planning. For shorter, simpler videos, the storyboard just lives in my head. For others, I simply write down a list of shots I need.
If I’m doing a voiceover video, I write a script and a shot list to go with it. And for the most complex videos, I have a detailed outline of shots, timing, which people are in which shots, etc.
But sometimes the result is a bit different than my original plan. I always film more than I need so that while I’m editing, I have options for what works best.
How do you get your coworkers excited about participating in videos?
This is a common struggle. From my experience, if you start making engaging content that people enjoy, your coworkers will earn your trust and become more comfortable. When I started two and a half years ago, I was on my own, but now that we have a booming Instagram account, I have coworkers asking to be in videos!
It takes time, but that time pays off. If you’re still on your own, there are a lot of ways to make videos without coworker participation, such as POV (point of view) videos.
What types of videos have gotten the most engagement from your audience?
Our most engaging videos have messages that resonate with readers or library lovers. Readers are passionate and want to share that passion, so they share these types of videos with their friends and followers.
An example is our video about “reading what you enjoy” rather than what anyone thinks you should be reading. And more recently, with libraries in the U.S. under funding threats, this video about how we provide free services resonated so much that James Patterson posted it to his feed.
Other types of videos that get lots of engagement include anything humorous (see our spoof of The Bear) and anything in which viewers can share their own opinions. Our series of “Real Librarians Rating Fictional Librarians” has the most fun and lively comments sections of any videos I’ve ever posted, with folks debating the merits of favorite (and not-so-favorite) librarians from pop culture.
How do you measure the success of your videos?
The number of views is the first thing I measure since it’s what Instagram measures before anything else. However, I still consider many of our lower-view videos successes based on comments and shares.
For instance, I expect videos that are more specific to our local community to get fewer views simply because they are targeted to a smaller population to begin with (like our Lilac Time video). So, with those, I look at the number of comments and shares.
I have also been asked if we’ve seen an impact on our local community. Since we’ve had so much success, do our videos reach actual cardholders, or is the reach too broad? The answer is yes, we are reaching our community. We regularly receive comments at our service desks about how much our patrons enjoy our videos.
How do you stay inspired and avoid burnout when creating content regularly?
I get inspired by other content creators across many industries. I do a lot of scrolling. I save videos that inspire me into an “Ideas” collection on our account, so I have a trove of inspiration there if I need it. These not only include libraries, but also other reader-related accounts — Bookstagram influencers, publishers, etc. — as well as other companies and organizations I follow, especially local ones (all our Chicago-area museums, DuPage County Forest Preserve, etc.).
What advice would you give to a library just starting to create short-form videos for social media?
Scroll. Get a pulse on what’s happening in your content area and in your local community. Then try participating in a trend that you can make relevant to your organization and your target audience. Trends are easy and low-pressure, and they are good starter videos to try if you’re a beginner developing filming and editing skills.
Once you start to feel comfortable with simple videos, don’t be afraid to try your own original content ideas. Your library is unique, so show off what’s unique about it.
-Emily Bradshaw
This is easier said than done, of course, and like anything, it takes time and persistence. But originality will take you to the next level. Try new things, and don’t take yourself too seriously.
Emily’s 6 tips for creating Reels
Using sound bites from Bookstagram creators helps me save time and can have powerful effects. No audio to edit! Here’s an example.
For many videos in which I appear, it’s just me and a tripod with no other people to help (here’s an example of that.) I typically hide an earbud in my ear if I’m lip-syncing or have the audio playing on a separate device nearby.
Creating a video clip content bank of reusable B-roll is incredibly useful in a pinch! I have about two dozen various shots of our adult stacks alone. Batch-filming can also help if you have the time to block out for shooting a bunch of stuff all at once to use later.
Consistent scheduling: I post one video per week for Helen Plum Library, which works for me. Typically, I’m working on next week’s video the week before, so I’m always one week ahead. I find this to be the perfect balance of making sure I have something lined up while still being timely and flexible enough for the content to vibe with the current social media climate.
One of the most valuable things to me is literally scrolling through Instagram and saving videos that inspire me. It also helps me to see what works and what doesn’t.
If you’re looking to expand your audience, I recommend using trial Reels, which will share out your Reel only to non-followers and give you insights. Then you can decide whether to share it with your followers after 24 hours.
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:
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.
“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.”
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:
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.
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:
Photo courtesy Cincinnati and Hamilton County Public Library
Ray Holley, the communications manager for Sonoma County Library, is fascinated with economic development and planning. When he took his current job at the library in 2018, one of the first questions he wanted to answer was… what is the return on investment of a library?
Ray commissioned a respected local economist to conduct an independent study of the library system’s economic impact. The result? A headline-grabbing finding: For every $1 invested in the library, the community received $3.42 in return.
Ray knew this would make for great press coverage. He strategically timed his pitch, used an existing relationship with a reporter, and landed a feature story on the front page of the paper. That story sparked ongoing conversations about the value of libraries and gave the library system a powerful stat they continue to use in marketing and advocacy efforts.
As a former newspaper editor, Ray knows how to frame a story in a way that earns coverage. In a recent panel for the online event“Putting Principles Into Practice,” organized by the Library Marketing Conference Group, he joined me and another former journalist–turned–library communicator, Leslie Marinelli of Forsyth County Public Library, to share insider tips on how libraries can achieve better media coverage.
Libraries have great stories to tell. But getting the media to listen isn’t always easy. Here are the top 10 practical tips that Leslie, Ray, and I shared for getting your library into the news.
1. Know your media market size, so you can tailor your approach to press coverage.
Knowing whether you’re in a small, medium, or large media market helps you tailor your approach and your expectations.
To determine the size of your media market, you need to identify your Designated Market Area (DMA). DMAs are geographic regions determined by the reach of local television stations and are used to define local television and radio markets.
You can find your DMA by consulting Nielsen’s DMA rankings, which are based on population size and the reach of broadcast signals. The top 25 cities on the list are considered large markets. Medium markets are numbers 25-100 on the list. If your area is listed at number 101 or lower, you are in a small market. Why does this matter?
Small markets may be more receptive to informal pitches, good stories, and contributor-written columns.
Medium markets might have a mix of overworked reporters and community-focused outlets. Relationship-building and persistence are key in these markets.
Large markets typically have more gatekeepers and higher competition for coverage. You’ll need a strong angle, professional press materials, and sometimes long-term relationship nurturing to break through.
2. Learn what’s truly newsworthy.
Tip from Ray: “There’s what library staff think is newsworthy, and then there’s what reporters think is newsworthy. Your job is to bridge the gap.” How do you do that?
Focus on stories that have a community impact, emotional appeal, or broad interest.
Think strategically. Don’t pitch everything. Pitch what’s most likely to get picked up. Look through your local newspaper, magazine, radio, and TV stations to see what stories they normally cover. And check their social media accounts to see which stories receive a lot of engagement. They’re more likely to respond to your pitch if they think it will draw attention to their platforms.
Highlight grand openings, author visits, new services, renovations, or impactful patron stories. Those are usually sure bets for press coverage.
3. Personalize your pitches.
Tip from Leslie: “I don’t send out very many formal press releases. I prefer casual emails — sometimes with emojis — and it works better for my small market.” Leslie talked about this approach in depth in this post.
Know your market (see tip #1). It can help you decide how best to approach reporters. For example, in smaller communities, informal, friendly outreach can be more effective than polished press releases.
Use conversational language.
Personalize your email to each journalist, especially if you’re targeting a larger outlet.
4. Build relationships with reporters.
Tips from both Ray & Leslie:
Read or watch the media in your market. Know who’s covering what.
Reach out with thanks, praise, or helpful information, even when you’re not pitching a story.
Say yes when reporters ask for quotes or information and respond quickly.
Ray reads the paper every day and sends personal follow-ups after he sends his press releases. Leslie has even gotten coffee with the editor of her local paper. And when I worked at a library, I often invited reporters for a personal, behind-the-scenes tour to get to know them and vice versa!
5. Pitch less, but pitch better.
Tip from Ray: “Too many press releases can cause outlets to tune you out. Be strategic.”
Avoid sending releases for every single event, especially small, localized programs.
Always follow mass press releases with personalized outreach to key contacts.
When a brand-new library branch opened at Forsyth County Public Library, Leslie wrote a formal press release, and she packed it with everything a reporter might need: quotes with emotion, accurate stats, and ready-to-use details. That preparation led to multiple front-page stories, including this one, and a professionally produced video by the local government, something Leslie couldn’t have done on her own as a one-person team.
6. Time your pitches well.
My rules of thumb:
Big events (e.g., author visits, renovations): Send your release 4–6 weeks out, with a reminder a week before.
New services: Send your release 1–2 weeks ahead.
Awards: Send your release 1 week ahead. If you want to send it earlier, include an “embargo notice” which specifies that the news outlet can’t publish or air anything about the story until a specific date. Newsrooms will honor embargoes.
And always include:
High-resolution images or video that the press can use to add visuals to the story if they can’t get a reporter to the scene.
Human-sounding quotes. For example:
Corporate-speak quote (what not to do): “You can see our dynamic approach to customer service is essential to our strategic initiatives.”
Human-sounding quote (what to do instead): “We’re adding an online, real-time reading recommendation service because we wanted to do a better job of helping people find the books they want.”
Clear, simple language. As you write, you’ll want to avoid jargon, focus on benefits to the public, and make it easy for reporters (and readers) to understand. For example:
“The library is opening a brand-new branch with more space, updated technology, and a dedicated children’s area to better serve the community.”
“This program gives families a chance to enjoy a free movie night together, right at the library.”
7. Write the story yourself.
Media outlets are short-staffed. If you can provide a full article or press-ready content, your chances of getting coverage go up, and you control the message.
Leslie prepares a media packet to distribute at every Library Board meeting, complete with pertinent figures, dates, quotes, and the correct spellings of people’s names so that it’s easier for her local reporters to write stories about the library. This saves her reporters from having to go digging for information, and it leads to much more accurate news stories, which is a win-win for both the library and the newspaper.
Bonus: Offer to write a monthly column for local papers or magazines. Leslie turned her proactive event roundups into a recurring feature!
8. Be your own news channel.
Tip from Ray: “We break our own news via newsletters and email. It gets our message out without relying on the press.”
Start a blog or email newsletter and communicate directly with your community. Ray’s library has an entire news page with newsletters and blog posts to make it easy for reporters and stakeholders to see the latest library news.
Share bite-sized stories with elected officials, nonprofits, and other community partners.
Build a “partner relay” list to quickly spread info during closures or tech issues.
9. When things go wrong, work to control the narrative.
If negative press is brewing, you’ll need to move quickly.
Ray says that when a change in how content was communicated upset some internal staff, one of them contacted the press, claiming the library was turning its back on DEI values. He immediately pulled together a response team, wrote talking points, coached his colleagues, and scheduled a call with the reporter, who happened to be someone he had previously hired!
Because he acted fast and came prepared, the story was successfully reframed to highlight the library’s expanded and ongoing commitment to DEI. It ran as a positive feature instead of a negative exposé. Some other tips include:
Have talking points ready, as Ray did.
Role-play interviews with your spokespeople.
Use your own platforms to clarify or correct the record.
On that last point, while I was working in marketing at the Cincinnati and Hamilton County Public Library, one of our biggest challenges was the lack of accessibility in several of our historic Carnegie-era branches. We knew renovations were needed and were preparing to ask voters to approve a levy to fund them.
Just as we were in the planning stages of the levy, a Vietnam veteran went to a local news station and shared that he couldn’t access his neighborhood branch because it had no elevator or wheelchair ramp. (Here’s that story.) It was true, but it didn’t mention our plans to renovate the branches.
Instead of ignoring the coverage or going on the defensive, we reached out. I invited the veteran to return to the library for a follow-up story, this time focused on what it would mean to him if he could fully access library services. We recorded an interview and shared it on the library’s YouTube channel.
That heartfelt video helped us take control of the narrative and became a key part of our campaign messaging when it came time to ask the community to vote “yes” on the levy.
10. Show gratitude.
Tip from Leslie: “Send thank-you notes. Nobody gets them anymore, and reporters remember.”
Praise good stories, thank writers publicly and privately, and copy their bosses when appropriate. It builds goodwill and earns more coverage next time.
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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.
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Photo courtesy Cincinnati and Hamilton County Public Library
If you’ve spent any time in the library marketing space, you are likely to know John Jackson. John is head of Outreach and Engagement at the William H. Hannon Library at Loyola Marymount University. His love of libraries started with his mother’s volunteer work.
“My mother volunteered in a small church library in Florida,” recalls John. “As a child, I often spent my weekends helping build book displays or checking out materials to patrons. I knew about OCLC (Online Computer Library Center) and bib records before the age of 12.”
“One of my favorite memories from that time is traveling with my mom annually to attend a regional conference for church librarians. We’d pack up a U-Haul full of library display materials and then recreate those displays at the conference.”
John landed a job with Loyola Marymount in 2015. The private R2 university has approximately 10,000 students, including those pursuing master’s and doctoral degrees. John says the university has a central marketing and communication unit, with employees who cover all areas of external relations work, including photography, graphic design, social media, and licensing.
“At the library, the outreach team is comprised of three full-time employees: me, a student engagement librarian, and an event manager,” explains John. “We also have part-time student employees who assist with various aspects of our programming and outreach work.”
“The library’s marketing support currently consists of me, a student graphic designer, a student social media assistant, and a student videographer. I should note here that marketing is only a portion of my job. Like most librarians, I wear many hats, including collection development, research support, and faculty liaison responsibilities.”
I reached out to John after seeing one of the videos from the Library Fans series, produced by his library. Links to the full series are at the end of this post.
John says the idea came from a presentation on empathy-centered storytelling at the 2023 Library Marketing and Communications Conference and from the videos produced by the Los Angeles Public Library.
“I wanted to create a series that told true stories of library users and did so using high-quality video production,” explains John. “My goal was to promote the individual ways that students from diverse backgrounds (e.g., undergraduate, graduate, commuter, transfer, first-generation, parents) use the library in their day-to-day lives on campus.”
“I also wanted to show, as a proof of concept, that high-quality video production was worth the investment of time and resources. This was also a way to celebrate and recognize some of our hardcore library users: the folks we see regularly in the building every day.”
-John Jackson
John says his team worked on the video series over one semester. They recruited students who were heavy users of the library and familiar faces in the building. They also asked library staff to solicit nominations.
“Our student videographer, John Mac Menamie, is an amazing cameraman and (thankfully for us) owned all his own equipment,” says John. “We were incredibly lucky to hire him onto our team when he was a first-year student, and it’s been amazing to watch his skill set grow over the years.”
“For each of the shoots, we preselected the location so our videographer could spend a few minutes setting up the camera and lighting before the ‘Library Fan’ arrived. We sent prompts and guiding questions to our interviewees in advance to give them an idea of how the conversation would go, but we did not write a script for each interview.”
John used a trick that journalists often employ. He spent the first five to 10 minutes of the interview in small talk with his subject to help them feel more at ease. John says filming usually takes only 10 to 15 minutes. Then, depending on what the interviewee said, John and the videographer needed to shoot footage, known as B-roll, to match the narrative and cover the edits.
Once the videos are edited, John shares them on Instagram, knowing it is the preferred platform for his students. But he’s also taking this opportunity to experiment on other platforms, like YouTube.
“We know from sources like Pew Research Center that usage of YouTube exceeds all other platforms among traditionally aged college students and in the next generation of 14–17-year-olds,” declares John. “So, I’m hoping to build up our content library there. We already have hundreds of tutorials and event recordings on YouTube, but the Library Fans videos are our first attempts at short form on the platform.”
“Most academic libraries are not breaking records when it comes to social media. We’re not likely to ever be the next Milwaukee Public Library. Because our primary target audience (currently enrolled students) is limited and has a churn rate of more than 25 percent every year at graduation, our socials will not grow over time. So traditional growth metrics like followers, likes, and view counts don’t mean as much to me.”
“I tend to focus on the metrics like watch time, sentiment analysis of comments, and sends or reach. Those are the measures that will answer the question, ‘Did this hit right?’”
-John Jackson
“If I want to get the word out about the library, I rely on email marketing. But if I want to ‘set the vibe’ for the library among our students, Instagram, and in particular Reels, is where I spend my time.”
The library’s videos have performed exceptionally well. As of mid-May, the series has received more than 13,000 views, accounting for 26 hours of watch time. That’s incredible! Now, John has plans to use some of the video content for other promotions.
“Because these videos are already so short, I haven’t been pulling soundbites for stand-alone marketing assets,” explains John. “However, I expect I’ll be using pieces of these videos in future promotional videos: New student orientation videos, for example.”
John says his first piece of advice for any library looking to replicate his success is to buy its own equipment.
“Our videographer graduates this year, and with him goes the camera he used to make these videos,” laments John. “I should have done that from the start, and now I am in the unfortunate situation of having to find funding for our own equipment before the next school year begins.”
John finds inspiration for his work from many different organizations.
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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.
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Photo courtesy Cincinnati and Hamilton County Public Library
Two weeks ago, I led a library marketing workshop with a group of Tennessee library staff. Most of them are doing promotions all by themselves for their whole library system… including one staff member who also happens to be the library’s director! (When does she sleep?)
A section of the workshop was dedicated to metrics: What should we measure, and what are good numbers to shoot for? For most of the folks in that room, the goal was to measure quickly. They don’t have time to sit and mull over spreadsheets and contemplate numbers the way they might like to do.
On the way home, I thought about how you, dear readers, are likely in the same position. You want to measure your promotions so you know what is working and what isn’t working. But you may only have a few minutes once a month to dedicate to this task.
That’s how this post was born. I narrowed down all the metrics you could track, so the task will take you about 30 minutes or less once a month. Think of this check as your “mini performance review” for your library marketing. Checking these numbers will guide your weekly or monthly promotional planning, so your marketing becomes more effective overall.
Metric #1: Check your most and least engaging posts on each social media platform.
Time spent: 10 minutes.
This is one of the quickest and most effective ways to assess your social media performance. By identifying the most and least engaging posts, based on likes, comments, shares, saves, and clicks, you get a fast snapshot of what’s resonating with your audience and what’s falling flat.
This metric helps you:
Spot trends fast: If all your top-performing posts are all Instagram Reels or have a certain topic focus (like humorous behind-the-scenes library content or book recommendations), you’ve instantly got a direction for future posts.
Get platform-specific insights: What works on Instagram might flop on Facebook. This check helps you tailor your content for each social media audience.
Stay focused on effective posts: You may love producing certain types of posts. But if they consistently underperform, it’s a sign to let them go. Use your energy and time on the content your audience is most interested in.
Metric #2: Check the top clicks on your emails.
Time spent: 5-10 minutes, depending on your email volume.
This metric gives you direct insight into what your email subscribers find most compelling.
This metric helps you:
Determine what your community of readers cares about: A high open rate is a good start to email success. But clicks show true interest. If everyone’s clicking on your booklists and skipping your storytime registration link, you know where to focus your energy… on the books!
Inform content placement: If most of the clicks happen in the top half of your email, you’ll want to make sure your most important content is placed there. Or, if something buried at the bottom gets lots of clicks, consider bumping it up in your next email.
Spark ideas for future email content: Your most-clicked items can inspire follow-up content, like expanding a popular booklist into a blog post or writing a promotional piece for your local newspaper about an upcoming event.
Refine your messaging: The wording or format of your most-clicked items might be more effective than the rest of your email. Did you use a strong call to action? A particularly eye-catching image? These clues can improve your future emails.
Metric #3: Check your website traffic.
Time spent: 10 minutes.
A quick glance at your website analytics can uncover a goldmine of insights. Focus on four key things:
Top traffic sources (from email, Facebook, organic search, etc.)
Top-performing pages
Lowest-performing pages
Search queries (from Google Search Console or internal site search)
This metric helps you:
See what’s driving people to your website: If your library is getting most of its web traffic from email or from a specific social media platform, then you know to concentrate your efforts there.
Highlight content worth your time: Pages that get strong traffic and engagement could be promoted again on social media or email, or repurposed into new formats (like a short video or carousel post). For example, if your passport services page gets a lot of hits, you’ll know this service is in demand in your community. You can promote it via email and social media to reach even more people.
Weed your website: Low-performing pages might need to be archived. This will improve the search ranking of your website.
Decide on content placement: Search queries can spark blog posts, social media content, FAQs, or updated landing pages. If users keep typing “summer reading start date” into their search engine of choice in May, make sure that info is front and center.
Metric #4: Check QR code scans or trackable URLs on print pieces.
Time spent: 5 minutes
If you’re adding QR codes or trackable URLs (like Bit.ly links or UTM-tagged links) to posters, bookmarks, newsletters, or flyers, check the data on scans. Most QR code generators and short link tools like Bit.ly include basic scan and click tracking data. This is the best way to figure out if your print marketing is working.
This metric helps you:
Prove the value of print: Libraries often wonder if anyone scans those QR codes or types in those custom URLs. This data gives you the answer!
Decide what to repeat: If your “storytime sign-up” flyer gets tons of scans but the “download the library app” one doesn’t, you know to double down on the storytime flyers and go back to the drawing board to drive awareness of your app.
Track placement: You can use different QR codes or URLs for separate locations (e.g., one for the front desk, one in the teen room, one in community centers) to see where your print pieces are most effective.
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 