Short-Form Videos for Public Library Marketing: Performance Analytics of Douyin in China

Short-form video platforms have become an important marketing channel for library resources and services. However, such promotions' actual performance is not as good as expected. This research examined the performance of library marketing on the dominant short-form video platform in China, Douyin (aka TikTok worldwide), with social media analytics, including topic and correlation analysis. Results indicated that the number of fans of an account is positively correlated with the number of likes (p < 0.001) and independent of the number of videos (p > 0.05). Libraries post videos most often on the topic of "Reading Promotion"(31%), but the marketing performance on this topic is average (Mean DMI = 90.27). The most popular topics for patrons are "Hot Topics" and "Knowledge Quiz" (Mean DMI = 207.00). Using short-form videos for library marketing is a new practice, and scant studies have evaluated such performance, especially in Asia. Our results strengthen library practitioners' awareness and reflections on conducting new media services and short-form video promotion, especially for the newer generation.