How To Use TikTok for Your Library

TikTok is the newest app to enter the social media scene and grow in popularity over the past couple of years. According to Hootsuite, TikTok was the most downloaded app of 2021 with 656 million downloads, and the app has more than one billion monthly active users. As the app continues to grow and evolve, now is a great time for libraries to learn how to utilize TikTok in their marketing efforts. Many organizations find success reaching a new and younger audience through creative videos on TikTok because the algorithm works so well. TikTok’s algorithm figures out a user’s interests and serves them the videos related to those interests in their feed, widening the reach past what other social media platforms can do. It may seem intimidating to try a new app, but TikTok is very user friendly and we’re about to break down just how you can bring your library’s message to the TikTok world!

Focus on the Audience

Before you dive in, you’ll want to have an idea of what content you’ll create for TikTok. TikTok is a short video sharing platform, leaning heavily on expressing creativity. According to DataReportal, the majority of users are ages 18-24 (see graphic below for full age demographic breakdown.) Try to think about what types of information, programs or resources in the library these audiences would be most interested in. You’ll want to create a connection with your followers so it’s important to cater your content to that demographic.

Create a Strategy

TikTok is one of those apps where it benefits your content if you’re an active user as well. You don’t need to devote a ton of time to scrolling, just a few minutes each day will be enough for you to see what trends are emerging. Sometimes it’s a sound that has become popular for people to use, other times it’s a video concept or a video that has been posted by another user that everyone is replying to. Regardless of the trend, finding a unique or creative way to weave this trend into your library content will show followers that you’re current with what’s going on. Plus, TikTok also groups videos with the same sound or through hashtags in addition to the algorithm, so your “trending” will reach new followers as well. Here’s a few examples of using a trending concept, “duet” (when a user can react or provide commentary to another user’s video) or sound.

• One TikTok concept that was trending was people touring their apartments or homes and featuring things that just “make sense.” Fowlerville District Library in Michigan took this trend and adapted it to content their followers would appreciate with “Things in Our Library That Just Exist.” The caption of the video is: “Not entirely sure they make sense, but they do exist, and we love them. #librarytiktok #library #librariesoftiktok #thingsthatjustmakesense.” Not only did they use a trending topic & correlating sound, but their hashtags were specific to the audience they were trying to reach as well. And it never hurts to add a little humor—with 6,135 likes and 70 comments, its clear people appreciated this video.  https://www.tiktok.com/@fowlervillelibrary/video/7097314279304465710?is_from_webapp=1&sender_device=pc&web_id=7083182189278643754

• Danbury Public Library in Connecticut took this original video by Josh Sundquist talking about libraries and duetted it, emphasizing his video and sharing it with all of their followers as well. Duetting is a great way to collaborate with other users and magnify their message. https://www.tiktok.com/@danburylibrary/video/7094671524304702766?is_from_webapp=1&sender_device=pc&web_id=7083182189278643754

• Many musicians will release their songs as short audio clips onto TikTok to promote their music or try to create a viral trend. Lizzo’s latest song became a sensation in May as a TikTok dance was created for it. Dallas Public Library in Texas used the viral audio but skipped the choregraphed dance and instead found books in their library that completed the lyrics, making for a creative take on this trend! https://www.tiktok.com/@dallaspubliclibrary/video/7099139053496421674?is_from_webapp=1&sender_device=pc&web_id=7083182189278643754

These are just a few examples of so much great content that is being created by libraries on TikTok. If you’d like more inspiration, Rutgers has curated this list of Library TikTok Users, so feel free to explore these accounts and follow them after you’ve created your own library account.

Film, Edit & Post!

Once you’ve come up with an idea for the video you’d like to create, you’ll need to begin the process of creating! If you’re jumping on a trend, you can click on the audio of a video or even a filter that the particular video used and TikTok will show you exactly where to find it. If you’re not ready to use it just yet but would like to archive it for later, there’s an option to save it. Then, when you’re ready to film, you can revisit it and either set the audio before filming, so it plays as you’re filming the video clips, or add it in afterward. Videos can be filmed directly on the TikTok app by clicking the plus sign at the bottom. Videos can be anywhere from a few seconds long to 3 minutes long. You can also upload a video from your phone if you’ve already filmed clips through your camera app. Videos can also be edited through the TikTok app with options to add filters, text, sound, and adjust clips. If you’re more familiar with another platform, there are many different options for video editing like CapCut, InShot and Canva just to name a few. Like we’ve said before, there’s no need to get fancy with editing and advanced skills are not needed. The beauty of TikTok is that the videos are simple and often just have one shot or a bunch of basic shots spliced together to a catchy tune. Create within your comfort zone and when you’re satisfied with the product, write a caption, add some relevant hashtags and hit post! Remember that you probably won’t go viral with your very first TikTok, in fact, you may never go viral. However, if you consistently create videos that connect with your audience and have fun while doing it, that’s a great start!