Have you ever wondered how your community discovers books? Here’s a spoiler alert…
It’s not just on your shelves! A new study explores the discovery habits for books in Canada, the U.S., Australia, and New Zealand. I’ll give you the highlights and three smart marketing tips for each area that you can do to promote your collection in this episode of The Library Marketing Show.
Plus, we’ll give kudos to a library for a program that promotes Freedom to Read without being partisan or political.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
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Photo courtesy Cincinnati and Hamilton County Public Library
I must be honest. I’ve never seen survey results like this one.
My library marketing friends are ALWAYS trying to figure out which social media platform will give them the best results for their goals.
And if your library is trying to drive circulation, it turns out there is a definitive answer.
TikTok.
The platform now boosts a million posts every two months JUST ABOUT BOOKS. And those posts are having a measurable impact on reading habits.
In May of 2023, Casino.org surveyed 10,000 TikTok users between the ages of 18 and 45 (the Gen Z and Millennial generations) who live in the United States and Canada.
Yes, an organization dedicated to gaming did a survey on reading. 🤷
They asked three reading-related questions.
Are you reading more because of the BookTok community?
If the answer is yes, how much more?
Have you ever read a book as a direct result of a BookTok recommendation?
Hang on to your hat, my friends.
48 percent of the survey respondentsin the United States and 53 percent of Canadian respondents said they are actively reading more books because of their exposure to BookTok.
Americans said the platform resulted in a 60 percent increase in their reading activity, with Canadians reporting an increase of 58 percent.
That means that a member of Gen Z or the Millennial generation who previously read 10 books a year is now reading as many as 16 books a year because they watch #BookTok videos.
Holy Kansas.
Casino.org also collected location data and used that to compare the impact that BookTok had on reading by location.
Here’s another stunning result: every state or province reported an uplift in reading among TikTok users.
In the United States, the impact on reading was the most profound in Maine, Nebraska, Idaho, Utah, and Kentucky. Other states where readers reported reading more because of BookTok were California, Nevada, Texas, Pennsylvania, Michigan, and Illinois.
In Canada, Saskatchewan saw the biggest increase in reading due to BookTok. But 57 percent of TikTok users in Ontario, Quebec, and Alberta also stated they are reading more because of BookTok.
If your library is posting on TikTok, you should 100 percent be creating videos that promote books. Here are five tips on how to drive circulation and promote your collection using this specific social media platform.
Ask a question of your staff.
Troy Public Library asked staff members to name a BookTok book that they think is overrated. The video is short, and it’s shot in a way that builds suspense. That’s the perfect way to get people to watch the entire video.
Use trending audio.
Scranton Public Library used this very popular piece of audio from a popular #BookTokker in this video. Chambers County Library System used audio from the Creepy Book Club account on TikTok to share reading recommendations from two of its library staff.
Using popular audio will boost the organic reach of the video by increasing the chances it will show up on a reader’s For You page. And if you’re running low on ideas about what to post on TikTok, just check out the trending pieces of audio as a place to start.
Use humor.
Vaughn Public Libraries used a short snippet of a popular movie soundtrack to create this hilarious clip. At just under 10 seconds, it perfectly introduces the library to a trigger-happy TikTok scroller.
It also subtly promotes the fact that the library’s BookTok recommendations are popular and nudges readers to follow the library account for great book recommendations.
Do something unexpected.
Most people think a library would only promote books with great reviews. But McHenry Public Library turns that notion on its head to highlight a one-star review of a book that most people would consider a classic. And they used a Taylor Swift song, capitalizing on her popularity to boost their organic reach.
Take advantage of staff creativity.
Perhaps it’s no surprise that the script for this hilarious and creative TikTok came from staff at the Los Angeles Public Library. We’d expect nothing less from a city just seven miles from Hollywood.
I bet there is someone at your library who is brimming over with creative ideas for BookTok videos. Put out a call for the best script or concept from staff and fill your content calendar while getting buy-in for the impact of BookTok from your co-workers. They’ll be more likely to share your videos on their personal accounts when they’re personally invested in the process.
For more tips on how to market your library using BookTok, here’s a great article by my co-worker Yaika Sabat. I must give her credit: she called out the impact of BookTok long before Casino.org did!
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:
Super Library Marketing: Practical Tips and Ideas for Library Promotion 