Section 4 – Using Social Media and Outreach to Engage Young People

Why social media and outreach matter

Young people spend much of their time online, and social media is a key space where they connect, create, and share. If libraries want to be part of their world, they need to meet them where they are. Outreach is not just about advertising events — it’s about building trust, amplifying youth voices, and showing that libraries are for them.

The Lundy Model is central here.

• Space: Social media platforms can create new spaces for participation, extending beyond the walls of the library.
• Voice: Young people can use digital channels to express ideas, preferences, and creativity.
• Audience: Staff and peers can actively listen to their content, comments, and suggestions.
• Influence: Libraries can demonstrate change by adapting services and programmes based on what young people share online.

Done well, social media outreach helps young people feel that their libraries are not just physical buildings, but communities they belong to both offline and online.

Practical approaches to social media outreach

Libraries can use a range of approaches to connect with young people through social media and community partnerships:

• Co-creation of content: Involve a youth advisory board or volunteers in making social media posts, videos, or campaigns. This ensures posts use authentic language, tone, and style rather than sounding forced or ‘cringey’.
• Dedicated roles: A social media manager can work alongside young people, shadowing them to understand how they use different platforms.
• Variety of platforms: Instagram, TikTok, X (Twitter), YouTube, and Facebook all have different strengths. Staff need to understand what type of content works best where — e.g. short videos for TikTok, polls on Instagram, or discussion threads on X.
• Partnerships with schools and youth organisations: Schools can promote library opportunities through assemblies and accounts, while local youth groups (e.g. Scouts, cadets, or youth clubs) can share content and opportunities.
• Involving young people in decision-making: Invite young people to choose what goes on social media accounts or to design campaigns around themes they care about.

Engaging young people with content

To engage effectively, social media content must be both relevant and interactive. For example:

• TikToks and Instagram reels made with young volunteers can showcase library spaces, book recommendations, or challenges.
• Polls can be used to ask young people what events or activities they would most like.
• Ambassadors in schools can introduce libraries to students and share their own positive experiences.
• Libraries can show behind-the-scenes content, giving young people a sense of ownership and belonging.

Case study: The Library Takeover

A library in the Midlands invited a group of young people to design a one-week ‘social media takeover’. They created short Instagram reels reviewing their favourite books, designed polls asking peers what events they wanted, and posted ‘day in the life’ stories from their library visits.

Engagement on the library’s Instagram doubled that week, and young people reported feeling proud that their voices were shaping the library’s public image. Staff also noticed more teenagers visiting the library in person after seeing their peers on social media.

Real-world application

Outreach must be more than a one-off campaign; it should be part of the library’s ongoing culture. Examples include:

• Youth-run social media teams
• TikTok video updates on #BookTok
• Regular ‘meet the librarian’ and ‘behind-the-scenes’ content
• Mentorship through social media

Accessibility and inclusion in social media

Digital outreach must also be inclusive. This means:

• Adding captions and alt text to posts and videos.
• Using plain English and youth-friendly vocabulary.
• Ensuring colour-blind friendly posters and graphics.
• Keeping videos short and engaging to maintain attention.
• Consulting with diverse groups of young people to avoid reflecting only one demographic.
• Making sure libraries are portrayed not only as quiet study zones but also as safe, creative, and fun spaces.

Communication and Connection: Beyond Social Media

Social media is often seen as the way to reach young people. While it can be powerful, it’s not the only route, nor always the best option. Not every young person is online, and many who are may use platforms differently than adults expect. Some young people (especially under 13s) aren’t legally allowed on certain platforms, while others might prefer in-person or community-based engagement.

Safeguarding First

Before using social media to connect with young people, it’s essential to check:

1. Age restrictions: Many platforms (like Instagram, TikTok, or Snapchat) have a minimum age of 13. For younger groups, parents or carers may need to be the main point of contact.
2. Social media consent: Always ensure clear consent for any photos, videos, or quotes from young people, and explain exactly how and where content will be shared. Consent isn’t just a form, it’s an ongoing conversation.
3. Professional boundaries: Staff should use official, organisational accounts, not personal profiles, when engaging with young people online.

Repetition and Reinforcement

Young people (and families) rarely see something once and act on it. Consistency and repetition help messages land. A campaign or event should be visible in multiple spaces — for example:

1. Posters or flyers in the library
2. Mentions at school assemblies or through youth groups
3. Reminders from parents, carers, or professionals
4. Visibility on social media channels

Think of communication as an ecosystem — every space matters, and each one reinforces the others.

Working Together

Good communication with young people isn’t just about posts or posters — it’s about relationships and collaboration. Work with schools, youth workers, community leaders, parents, and carers to spread messages through trusted voices. Remember that:

1. Facebook is often more effective for reaching parents and carers.
2. Instagram, TikTok, and YouTube may reach older young people, if used safely and creatively.
3. Physical and community spaces (schools, cafes, libraries, youth clubs) remain vital touchpoints for building awareness and trust.

Linking Back to the Lundy Model

1. Space: Create communication spaces that feel safe and welcoming.
2. Voice: Involve young people in designing the messages. What do they think will work?
3. Audience: Make sure the right people see and understand the message (young people, parents, and professionals).
4. Influence: Act on feedback. If young people say a channel isn’t working, adapt your approach.

Staff Reflection: Communication Takes Consistency

Engaging young people through communication is rarely quick or simple. It takes creativity, persistence, and partnership. What works for one group might completely miss another — and that’s okay.

The key is to keep trying, keep listening, and keep adapting.

True connection happens through layers of contact — a message seen on social media, mentioned again by a teacher, and reinforced in person at the library. Over time, this repetition builds familiarity and trust.

Youth participation in communication is also about co-ownership: inviting young people to help shape how information is shared, what tone feels right, and which channels work best. When they see their fingerprints on the message, they’re far more likely to engage, and to help spread it.

Final reflection

Social media is a powerful tool for connection, but it must be authentic, co-created, and inclusive. The Lundy Model shows us how to make this happen: provide Space for young people to shape content, amplify their Voice online, act as an Audience who listens and learns, and demonstrate Influence by letting their contributions change the way libraries communicate.

As you finish this module, ask yourself:

• How do young people currently see my library online?
• Who creates our posts, and whose voices do they reflect?
• How could I involve young people more directly in shaping our outreach?