Social media happens so fast. I mean, less than a week ago the Duolingo owl was still alive. So in between the monthly “Recently in Academic Libraries” posts, I’m hoping to pull together regular updates on what AcadLibs are doing on social. I already have a post brewing about some of my favorite go-to libraries for discovering creative social media work. In the meantime, please enjoy these recent highlights of higher ed libraries on social!
Main character energy
One of the best ways to build a community of followers and encourage them to continually re-engage with your content is to establish familiar characters who over time become instantly recognizable and, if you play your cards right, will nurture their own lore.
For example, I am incredibly invested in the relationship between the team of creators at UCSB Libraries. Their playful mix of behind the scenes content, their self-referential nods, and the way they highlight their collaboration stops me from scrolling past every time a new post hits my FYP.
Of course, you don’t need to use actors if that’s not an option for you. I am just as invested in what the Auburn University Libraries’ toy tiger (his name is Ralph) is up to. Currently, he’s at the beach.
Memes memes memes
In both #HESM (higher ed social media) and wider SMM (social media manager) professional communities, there are regularly discussions about whether to use memes, how often, and for what purposes. Even before the ascendence of short-form video, academic libraries were always shy about using memes, or using them too frequently, but following the rise of TikTok and Reels, I’ve noticed a substantial increase in the AcadLibs trying to capitalize on trending content.
Here are two safe, easy, and evergreen memes that any library could adapt: Carroll University Library using the “Can Ashley change a tire” video meme and the Bass Library at Yale using the “how are you feeling today” meme with still images of architectural features in their building.
Of course, some memes are short-lived or age quickly. I would bet the “college acceptance letter” meme will eventually fall into that category (we can only handle so much emotional tension… plus I think the trending audio for this meme is a tad bit too long). But until then, I did enjoy how Willamette University Library used it to highlight their interlibrary loan services.
Keep it local
At the most recent Library Marketing and Communications Conference in November 2024, Krystal Ruiz and Keith Kesler from Los Angeles Public Library spoke about the importance of highlighting local history in short form video. For libraries especially, it’s the type of content that connects directly with their niche audience. Academic libraries can benefit from this advice: obviously, with university archives materials, but local city/state materials as well. Such as in this Ball State video on local buildings in Indiana.
It’s not just about the stats
Finally, I want to spotlight a recent TikTok from one of my favorite accounts, UVU Library. It’s a simple green screen-style post, but it recognizes an often-overlooked demographic in academic libraries: students who are parents of young children. The post did not perform as well as their other posts (at least not at first: it’s only a day old at the time of this writing), but that’s not important. What matters is that this type of content helps specific members of our community feel seen. Sometimes, it’s about more than shares, sends, and watch-time. It’s about how our content makes our users feel.
header image: Ralph the tiger at the beach