When the COVID-19 pandemic shuttered libraries across Canada, librarians had to find new ways to engage with – and stay connected to – their patrons and readers. While many libraries expanded their online content, hosted virtual book clubs, and offered curbside pickup, some intrepid librarians saw an opportunity to engage their audience by turning to social media and one of its fastest-growing platforms.

TikTok is currently on track to amass nearly one billion active users by the end of this year. The video-based social media platform allows users to upload short clips, typically under one minute, that can be sped up, slowed down, and enhanced with music and graphics. The platform has proven especially popular with Gen Z. Readers and book reviewers have migrated their love of books onto the platform, creating a community of book enthusiasts under the hashtag #BookTok.

When the province-wide shutdown ended Kitchener Public Library’s Tween Foodies program, the library realized it had a great opportunity to pilot content on TikTok. “Our initial strategy for this platform was to use it as a form of digital programming targeted specifically to youth,” explains Shirley Luu, Kitchener Public Library’s manager of marketing and communications. “We thought it would be neat to bring this program into the virtual space [through short videos describing the recipes] on a platform that the youth were on.”

Other librarians came to TikTok unexpectedly. Linda Ludke, collections management librarian at London Public Library, was initially confused while looking at the book titles that had been garnering many holds. “At first, I was scratching my head,” she says. “Why would a 2014 title take off again unless there was a movie or a Netflix [show]?” Ludke eventually realized readers were requesting books that had been popularized on TikTok.

Ludke has since embraced the platform by searching for hashtags like #BookTok. While the library does not have a TikTok account, Ludke uses the app to help determine what books to purchase and for inspiration when creating book displays inside the library. This has been particularly useful for YA readers. She notes that teens will come into the library with books on their phones. “It’s so great when you match a reader with a book and build that community,” Ludke says.

What makes TikTok unique – and what Bailey Randolph, teen services librarian at Grande Prairie Public Library, believes has helped this small public library build one of the largest followings of any public library in Canada – is TikTok’s For You page. “With pages like Instagram and Facebook, you’re only getting on your newsfeed the things that you follow,” says Randolph. The For You page on TikTok suggests content to users based on their interests and past interactions.

Although TikTok has become popular with children as young as 10, libraries have largely been unable to reach the younger preteen age group. Randolph describes her success reaching young people between 14 and 24 years old, however, and Ludke has reached teenagers as young as 13.

More than just engaging young readers through #BookTok, the social media platform has helped libraries expand their reach to adults who do not typically use the library. Luu explains that Kitchener Public Library has shifted away from developing content specifically for youth and is instead using the social media platform to raise the profile of the library and the plethora of services it offers.

Grande Prairie Public Library has been using TikTok to promote the library as a welcoming community space. “[TikTok] has been a great resource to show people that we’re a safe space and that we’re barrier-free,” Randolph explains. The library used TikTok to highlight its Little Free Pantry, which offers free food and other basic necessities, and has since received many donations from outside Alberta. Randolph also recounts a moment when a young person who had been suspended from school came to the library knowing they would not be kicked out if they stayed there all day.

Librarians who have invested the time to learn about TikTok and #BookTok have been able to broaden their audience and renew libraries as an integral community space during a time when many other community gathering places have been closed or difficult to access.