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Evolving Role of Instagram as a Digital Marketing Tool in Libraries

Evolving Role of Instagram as a Digital Marketing Tool in Libraries

Sanmati Jinendran Jain (Central University of Tamil Nadu, Tiruvarur, India) and T. Anil Kumar (Indian Institute of Corporate Affairs, Manesar, India)
Copyright: © 2023 |Pages: 8
DOI: 10.4018/978-1-6684-8805-8.ch006
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Abstract

The role of social media in libraries has been gaining attention in recent years as libraries look for new ways to connect with users and promote their services. This chapter assesses the use of Instagram, a popular photo and video-sharing platform, by libraries as a means of outreach and engagement. Through a literature review and case studies of library Instagram accounts, the chapter explores how libraries use Instagram to showcase their collections, promote events and services, and create a sense of community. It also examines the benefits and challenges of using Instagram as a digital marketing tool and the implications for library practice. The chapter explains that Instagram can effectively reach and engage with users, particularly younger generations.
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Literature Review

Sobreira et al. (2020) investigated the extent to which libraries should explore social networks, focusing on themes that foster closer ties within society and thereby exhibit its ability to disseminate information beyond the physical boundaries of libraries. Using qualitative research, a comparative analysis was conducted on content produced by Brazilian library councils and published on their Instagram profiles in 2019 and 2020, before and during the Covid-19 pandemic. The content was classified according to its themes, and these categories were compared between the two time periods. The findings revealed a significant shift in the content analyzed, indicating a greater emphasis on topics of general interest to society.

Chan et al. (2020) employed a mixed-method approach to evaluate the efficacy of Facebook and Instagram usage at The University of Hong Kong Libraries (HKUL). The analysis involved reviewing the posts on the two social media platforms of HKUL and collecting user feedback through on-campus interviews. The content analysis indicated that both Facebook and Instagram received minimal user engagement, and the most frequently posted content was related to library operational news and events. The interviewees expressed their support for HKUL's use of Facebook and Instagram. Still, they suggested that the library improve its content style on social media and use the available features to grab users' attention. The study offered valuable insights for librarians regarding effective social media management and utilization, particularly in content design and management.

Rachman (2020) analyzed the Instagram posts of academic libraries to propose a classification system for grouping these posts. The study found that the largest category of posts, accounting for 29%, was related to library news and information. Baskaran (2020) analyzed that majority of the publications, 2,207 (18.48%), were published from communication area, on account of the specific nature of the research concentrating on Social networks. Computer communications information systems area scores second with 1,172 (9.81%) of the publications.

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