This is part of the 2026 series of library social media guides. In the following weeks, we’ll cover LinkedIn, YouTube, Instagram, and Facebook. Subscribe to this blog to get each section of the guide, plus more library marketing tips, delivered directly to your inbox.
TikTok for libraries
According to the annual Super Library Marketing Survey, the number of libraries posting on TikTok in 2025 remained steady. 20 percent of libraries say they use the platform to promote their library.
In the United States, the lack of an increase in library use is likely due to two factors. The first is that many libraries are still prohibited from downloading the app to government-owned devices.
There is also considerable uncertainty about TikTok’s future. A law passed in 2024 was intended to ban TikTok entirely in the U.S. Although the current administration has delayed enforcement four times in 2025, the latest ban is scheduled to go into effect on December 16.
Globally, TikTok usage by libraries varies:
- United Kingdom: Libraries are permitted to use TikTok, but the app is prohibited on government-issued devices due to data privacy concerns. Despite this, the UK government launched its own official TikTok account in 2025 under a security exemption.
- Canada: TikTok is banned on federal government devices, including those used by public institutions like libraries. However, libraries may still use the app on personal or non-government devices.
- Australia: Similar to Canada and the UK, TikTok is banned on federal government devices, but libraries can use it on personal or non-government devices.
How are patrons using TikTok?
Here are some stats to consider. The stats came from Demandsage, SQ Magazine, and Teleprompter.com.
- TikTok has about 136 million users in the United States. The UK, Canada, and Australia have a much smaller percentage of TikTok users.
- TikTok users spend a whopping average of 95 minutes per day on the app. That’s more time than is spent on any other social media platform!
- TikTok users visit the app up to 10 times a day.
- 70% of users are aged 18–34.
- Weekend usage is higher than weekday usage.
- For new adults, the app is also their preferred search tool. Nearly 40 percent of Gen Z prefer searching on TikTok over Google.
What are the key benchmark metrics for libraries on TikTok?
TikTok has an average engagement rate of 5.3 percent. That’s up about one percent from 2024. And, that’s significantly higher than any other social media platform.
The TikTok algorithm for 2026
Here is what we know about the factors TikTok uses to decide who sees your library’s videos. This information comes from SoTrender and YouFlu.
Note: These ranking factors differ significantly from last year. YouFlu says the algorithm underwent a major update in July of 2025 and now prioritizes “meaningful engagement” over “passive consumption.”
- Search intent and keywords now play a major role. TikTok behaves more like a search engine.
- Comments and saves are now weighted more heavily than likes.
- Shares and rewatches are also weighted more heavily in the algorithm. Here’s the good news: Educational content, tutorials, and behind-the-scenes content are getting more organic reach now because they prompt high save rates and comments!
- Completion rate is still important, but it’s no longer the top factor.
4 ways to get the best organic reach for your library’s TikTok videos in 2026
#1: Create educational content and tutorials
As mentioned above, this is a natural driver of saves and comments, which are weighted higher in the algorithm. Your community will save these videos for later reference. They’re also more likely to comment on them or ask questions.
#2: Post more frequently.
Buffer analyzed more than 150,000 TikTok accounts to determine if frequent posting helps boost organic reach. They found that TikTok appears to be rewarding creators who post consistently. Additionally, the average view count increased with the frequency of these creators’ posts.
How much is “frequent and consistent”? According to Buffer, posting 2 to 5 times a week will give you a 17 percent boost in views per post. But if you can post twice that amount, you’ll get twice the average rate of performance.
That is a lot, and so you’ll want to think carefully about your strategy. Why is your library posting to TikTok? What is your goal? Of course, you’ll also need to consider your capacity.
#3: Optimize your videos for TikTok search
As mentioned above, TikTok is the preferred search engine for many users. That means you’ll want to consider how to use keywords to improve the chances that those users will discover your library’s videos! How do you do that?
- Use long-tail keywords in captions and overlays. A long-tail keyword is a specific, longer search phrase that users type into search engines. “How do I get a library card?” or “Best historical fiction books in 2026” are good examples.
- Create content that answers questions or solves problems. (See tip #1).
- Encourage people to save and comment on your videos. This will help them appear in search for more people.
#4: Add older videos to your story.
When you upload something to your story, people are more likely to interact with your content. And if they interact with your story, TikTok will show them your older posts! It’s a feedback loop of sorts that can really boost your reach.
And it’s easy to do. You only need to repost one older video to stories every day to see results.
How often and when to post on TikTok
TikTok recommends posting at least once a day, including weekends, for optimum performance. They will give your library more reach if you are supplying the platform with fresh, daily content.
According to Robert Benjamin, the best times to post to TikTok are either 11 a.m., 3 p.m., or 7 p.m. local time. As always, check your own insights to see what time works well for your audience.
He also recommends testing the best time slot for your audience about once a month as your viewers’ habits will change seasonally.
Bonus: TikTok Engagement Calculator
In researching this blog, I came across a TikTok engagement calculator from the website Phlanx. If your library is already posting to TikTok, you’re likely using the analytics features already.
But… if you’re curious about another library or organization’s TikTok engagement rate, you can check it here! Why would you want to do that? You might see another account whose content or strategy you want to imitate. Before you do, you can check their engagement rate!
Need more inspiration?
Are You Ready? 2026 Social Media Predictions Every Library Marketer Needs To Know!
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