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 1^st 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.

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PS Want more help?

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

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Whenever I am handed a survey, I answer it.

As a marketer, I understand the value of surveys. For the respondent, they are a rare chance to voice their opinion about a product, service, or organization. For the organization, they are a way to gather valuable information and create a better user experience.

For the past 9 years, I’ve sent out a survey once a year filled with questions that help me better understand who you are, and how this blog and The Library Marketing Show can be as helpful to you as possible. The posts and videos directly respond to the questions and concerns you share. For example, the 2025 Social Media Guide to Libraries was planned and published based on the results of this survey.

The struggles and goals of libraries shifted in some major ways this year. As we begin 2025, here is the state of library marketing. 

Basic methodology

The survey was conducted for two weeks in September 2024. The survey was a mix of multiple-choice and open-ended questions. There were 109 responses.

Type of library

Respondents to the survey consist mainly of public library workers.

• 84.4 percent of respondents work in a public library.
• 11 percent work in an academic library.
• The remaining 4.5 percent of respondents work in school, special, military, or state libraries.

Size of library

Respondents to the survey come mainly from small and medium-sized libraries.

• 33 percent serve a population of 25,000 or less.
• 19.3 percent serve a population between 25,000 and 50,000.
• 20 percent serve a population between 50,000 and 100,000.
• 14.7 percent serve a population between 100,000 and 250,000.
• The remaining respondents work at a large library.

Marketing experience

Most of the respondents are experienced marketers.

• 79 percent of respondents say they’ve managed promotions for a library for 3 years or longer.
• 16.5 percent have worked in library marketing for 1-2 years.
• 4.5 percent said they have worked for less than 12 months in library marketing.

Time spent on library marketing

Half the respondents to this year’s survey say marketing the library is their primary job function. The other half say marketing is just one of many responsibilities they must complete.

Top five most pressing questions or concerns

#1: Staff and library leadership buy-in

The survey respondents this year identified struggles with other staff members as the most common issue. Library marketers specifically report having difficulties in getting their supervisors and co-workers to understand their roles. They find it challenging to communicate the value of their work and their expertise in library promotions.

“I have to provide a lot of education/context for them to understand why they should take marketing seriously,” said one respondent. “I suspect that, because we are a small library/community, they feel it’s not necessary.

Another respondent asked, “One of the biggest challenges is staff expecting the level of marketing for something will dictate how successful it will be. Everyone (including the library board) has their opinions about how marketing should be handled and are constantly pulling us in different directions with their own priorities. We end up spending a lot of time doing things we don’t think is a good thing to focus on, leaving us little time to work on what we think or know will be better.”

And yet a third respondent told me, “Staff expect us to create posters and Social media posts for every program but they’re also creating programs that the community didn’t ask for. So, when no one registers, marketing gets blamed. You have to have some tough skin to work in library marketing because everyone thinks they’re a better marketer and everyone is a critic.”

An academic library marketer said, “The university marketing department has completely shut down the library social media accounts and we cannot send mass emails. All print materials must be approved and abide by the campus brand book. We use a university portal to post announcements of library events and highlight a library database subscription or collection. We are cultivating advocacy efforts among library student workers to use their own dept/program email groups to share library information.” Great idea!

#2: Budget

I’m not surprised that this came up as a frequent problem this year. In my conversations with libraries, the budget has once again become a critical worry, as local, state, and federal lawmakers cut money from public services in the U.S., Canada, the UK, and Australia. (Jerks!)

One respondent said, “It’s always a challenge to get experienced marketing/graphic design professionals to work for a library salary.”

Said another, “We’re a small library and most of our promotional efforts rely on us finding ways to do it without cost or coming up with sponsors for special promotional materials.”

#3: Time

We never have enough time to do all the things we need to do to reach our target audiences. And for those of you who work at a small library, this is especially problematic.

“I’m pretty much a one-person team, with one part-time assistant who does most of the print promotions,” said one respondent. “So, trying to do everything (website, email, social media, graphic design, etc.) solo is challenging. Really hard to do a really good job at all the things at once.”

#4: Reaching non-users

The age-old problem of how to reach people who don’t use the library continues to perplex library marketers. Said one frustrated respondent,” It’s easier for people not to attend programs, it’s easier for people to stay home instead of coming to the library. How can we motivate them to want to come?”

Another told me they struggle with… “reaching people outside of the building and convincing them that they are missing out on wonderful free programs and services, great materials, and saving money.”

#5: Social media

Respondents shared frustration with changing social media algorithms and the lack of engagement on the platforms where they post.

“Facebook is better at reaching patrons in our specific area, but fewer people are using it,” said one respondent. “Instagram isn’t working for us at all. I don’t have the bandwidth for more social media platforms at this time.”

Said another, “There are now way too many social media channels while traditional media is shrinking. We can’t be on every platform and do it well.”

A third respondent said, “I find social media to be less and less effective for promoting events and general information so I’m posting less often, although that’s not necessarily a bad thing since I can then dedicate that extra time to other, more useful tasks.”

Other concerns

AI, project management, fighting for relevancy, and keeping up with trends were also mentioned by respondents as topics of concern.

Social media use

Here is the percentage of libraries using specific social media platforms, according to the survey respondents.

• Facebook: 98 percent
• Instagram: 97 percent
• YouTube: 67 percent
• LinkedIn: 40 percent
• Twitter/X: 22 percent
• TikTok: 20 percent
• Pinterest: 7 percent
• Threads: 7 percent

Of note: The number of libraries using LinkedIn for promotion jumped 19 percent. The number of libraries posting videos to YouTube rose by 13 percent. And the number of libraries using X dropped by 15 percent this year.

Email marketing

I asked my respondents how often their library sends promotional emails.

• Once a week: 35 percent
• Once a month: 33 percent
• Several times a week: 14 percent

14 percent of respondents said their library doesn’t send any email at all. That’s an increase of 5 percentage points from 2023. I’m curious: If you are a library that doesn’t send email, can you share a little bit about why in the comments?

The most important library marketing goals

For this year’s survey, I made a list of the marketing goals I hear most often from libraries. I asked respondents to choose the one goal they most wanted to concentrate on over the next 12 months. Here are the top four answers with their corresponding percentages.

• Driving visitors to your physical location, website, or catalog: 27.5 percent.
• Reaching non-patrons: 23 percent.
• Getting current cardholders to use the library more often: 16.5 percent.
• Driving the use of services like databases, Makerspace, Library of Things, etc.: 9 percent.

Use of AI

This year, I added a question to see how libraries are using AI for marketing, if at all. Turns out that most library marketers are NOT using AI. Those who do use AI log on about once a month and get help with developing new ideas and producing or editing text.

Effectiveness of promotions

This year, I asked respondents to gauge how effective their library promotions are. Most respondents, 72.5 percent to be exact, rate their promotions as “Somewhat effective.”

When asked to give more specific answers about why their marketing is either effective or ineffective, I got lots of insightful and interesting responses.

Here is a sampling of answers from people who ranked their marketing as “ineffective.”

• “Social media marketing is pretty much the only marketing we’re doing and that doesn’t reach enough people.”
• “Timing of emails–too late for patrons to register for events because marketing is sent out the day before. Inconsistency in what is being promoted and what message is being given because of too many people on the team and no direction from leadership. Insistence on only using social media to market (to save money) even though most of our patrons don’t follow us online and many don’t even have internet access at home.”
• “There has never been a marketing plan before. I am trying to establish one, but it is not valued.”
• “Our Marketing Coordinator does not have a coordinated plan, use social media calendars, or know how to write for today’s audiences. We aren’t connecting with new or old patrons because there is no defined target audience for any promotions. They throw money at Facebook ads if things aren’t going well. We’re not sure how to teach that skill and keep them up to speed with the rest of the team, who come across as more experienced because they use social media daily.”

Here is a sampling of answers from people who ranked their marketing as “very effective.”

• “Persistence, having time, knowing which audience is where (email vs. Facebook).”
• “I think we are very intentional about our goals and how we are using our tactics to achieve those goals.”
• “Academic library: Our promotional is a mix of information and fun things. Students, faculty, and staff seem very engaged with our content.”
• “A highly skilled marketing professional leading all levels of communication is imperative to our success. We have a cash budget to purchase paid media and marketing placement.”
• “We have consistent messaging and branding and a very supportive community.”
• “We’ve been using special events to reach non-patrons. It’s been largely effective to just get them in the door, offering an experience, courtesy of the library.”

What to expect from Super Library Marketing this year

Readers asked for more examples of libraries doing effective marketing. I have a whole series of library profiles lined up for this year… so stay tuned!

Readers also asked for more profiles of libraries outside the United States. I will be looking to find those libraries. A reminder you can message me anytime with suggestions if you see a library outside the United States that would make a good profile.

One reader commented, “I’d love to see more ideas on how to translate general marketing strategies to fit library structures.” I will continue to try to do this during Library Marketing Show episodes this year.

A reader said, “I’d love for you to discuss WCAG 2.1 Level AA and the new ADA law that was passed. Like– how do we implement (beyond just alt text)?” I will be sharing information on that in the coming months.

And finally, someone said, “I always feel like I need to up my lip color game when I watch an episode of The Library Marketing Show. It’s inspiring!” Thank you! I wear Divine Wine #695 by Maybelline.

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PS Want more help?

Library Promotion Mastery: Top 10 Tips You Need To Know for the New Year

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