Calgary Public Library uses TikTok to keep teens, young adults in the loop

The library isn't typically where you'd go for some fresh memes, but according to their TikTok account, that's what they're serving. 

The Calgary Public Library TikTok page launched in May. It was conceived as a way to meet teens where they are at, and relate to them as library users outside of the physical neighbourhood library branches. 

Teens don't use the library the same way their parents might, but the Calgary Public Library, like many systems, has grown into much more than a place to get books and do research. 

There are a ton of services many don't know about or haven't accessed before. Library social media and digital content specialist Michaela Ritchie said those were some of the things they wanted to highlight, to teens specifically, using TikTok.

"In absence of our physical spaces this year, we wanted to create a place like that for them online, which is where they can kind of just kick back and be themselves," Ritchie said. "Some funny videos to have a laugh or do a craft …  getting some hacks for how to use the library in a different way and just kind of connecting with us in a humorous space."

The social media platform is where a lot of young people spend their time. Known for its viral dances, tongue-in-cheek videos, and sometimes mature content. TikTok is a place where memes and short videos gain viral traction, where trends around musical sounds and queues get hundreds of thousands of views. 

The videos are short, often between 15 seconds and a minute. And, they typically follow a formula — called a trend. Which is a popular video that then gets re-made and re-mixed by users.

Ritchie explains that the library makes family-friendly content on the app, and reviews these trends to make sure they aren't replicating something that crosses the line.

"It's a sweet spot between what's popular on the app right now and what we think will be popular with our users," Ritchie said. "And again, that's mainly teens that we're trying to connect with."

There are approximately 20 contributors to the TikTok page across the Library's staff. They come up with ideas, take suggestions, script, and film the videos and submit them for posting. Often Ritchie said from the concept, filming to finessing, sometimes a video can be complete in an hour or two. 

One of the biggest success stories for the Calgary Library TikTok has been a trend known as "you've got to stop." Anne Claire Davis and Cody Kelly who work at the Library took that concept, and translated it to catchy public service announcements that would work for a bookish audience.

In one of the videos, Davis says: "you've got to stop canoodling in the library — we don't care that you have your masks on." 

"We actually saw two teens kissing with their masks on," Davis said. "So that's how we got the idea of canoodling." 

Kelly and Davis mainly do videos that concentrate on how teens can stay safe in the library as the pandemic public health measures are in place. Like, asking library users not to move furniture around or instructing teens on how to wear a mask appropriately. 

"Just the social distancing and the masks was something that was for sure we wanted to highlight," Kelly said. 

Ritchie said from what they can tell, the TikTok audience is local and engaged. Users comment on posts and ask questions, and some have even learned how to sign up for a library card by stumbling across the videos on their "for you" page. 

"We even had people ask us the other day what the library's pronouns were," Ritchie said. "I feel like we're building a real rapport with people."