This document discusses using Instagram to engage teens in summer reading programs at libraries. It provides advice on setting up a teen Instagram account separate from the main library account, with someone monitoring it responsively. An example program called #IEXchallenge used Instagram challenges to increase teen participation in summer activities. Photos, prizes and in-person events helped gain followers. The program engaged over 180 teens and increased participation in other programs. Ongoing teen Instagram engagement could support future library teen services.

1. Teen Instagram Engagement:
Using thePlatform asaTool and Teen
Library Service
BrookeWindsor – Richmond Hill Public Library

2. CAVEAT!
Thislevel of Instagram engagement isnot
for every library.
If your system'ssocial mediapoliciesare
very rigid in what can beposted (E.G. -
JUST library offerings) or requiremultiple
levelsof clearancebeforeposting (meaning
you cannot beimmediateor responsive),
thisproject will most not likely work for
you.

3. Well...what do you need?

Flexiblesocial mediapolicy

Separateteen Instagram account

Teensin your community who use
Instagram (Snapchat still king but
Instagram in second)

Someonewilling to keep their phoneor
tablet on them at ALL times
(RESPONSIVE)

A good eyefor picturesand Instagram-able
moments

4. #IEXchallenge: A Case
StudyRATIONALE: Teenswho read aregoing to
read any way, and many teensarerequired to
read for school Summer Reading Lists. What
about everyoneelse?
Themoveof librariesinto community centres
meansthat weneed to beopening summer
reading for teenswho do not seethelibrary as
“thebook place”. Weneed to shift our services
to embracethenew philosophy and thenew
physical spaces.

5. #IEXchallenge: A Case
StudyUsing asummer reading framework
(participatewith thelibrary throughout
thesession for prizes), #IEXchallenge
included thepopularity of Instagram
challengesfor ENGAGEMENT.
PROBLEM: Don't haveteensjust review
booksthey read in 5th
grade.
SOLUTION: Talk to uson Instagram,
comment on our posts, tag usin your
Instagram pictures, takeInstagram
picturesthat fit with challenges

6. #IEXchallenge: A Case
Study
Thebasisof thisproject relieson astrong social
mediastrategy with engagement of teensfor a
moreholistic teen summer service.
PROBLEM: Teensdon't normally interact with
institutionson social media.
SOLUTION: Useall information availablefor
increasing social mediainteraction to createa
new library social mediapathway.

7. #IEXchallenge: Creating a New
PathwayPICKING A PLATFORM: Twitter, Facebook?
Instagram (research)
SETTING UPTHE NEW PLATFORM: Joining the
library social mediaplatform asahashtag?
Friendly with library'ssocial mediabut separate
HANDLE NAME: Teen version of library handleor
something moredirected?
@ideaXchallenge

8. #IEXchallenge: Early Days
PROBLEM: In order for social mediato
successful, you need asolid baseof
followers.
SOLUTION:
Step 1.) Strong first post
Step 2.) Grow follower basewith in-
person outreach (also helpstarget
participantsin thelocal area– no
“Aaron”)
Step 3.) Warm-up postings(countdown)

9. #IEXchallenge: First Post!
To makeastatement about thisnew
endeavour and let followersget apeek at
thefun to come, thefirst post wasvery
important.

10. #IEXchallenge: Outreach
Events
Using asummer reading framework
(participatewith thelibrary throughout
thesession for prizes), #IEXchallenge
included thepopularity of Instagram
challengesfor ENGAGEMENT.
Talk to uson Instagram, comment on our
posts, tag usin your Instagram pictures
(Don't just review booksyou read in 5th
grade)

11. #IEXchallenge:
Countdown
Show off possible
challengeoptions.

Embracevisually-
stimulating fun
around thelibrary.

Post photos
WHILE gaining
followers.

Of course...present
your prizes!

12. #IEXchallenge: A Word About
Prizes
Using asummer reading framework
(participatewith thelibrary throughout
thesession for prizes), #IEXchallenge
included thepopularity of Instagram
challengesfor ENGAGEMENT.
Talk to uson Instagram, comment on our
posts, tag usin your Instagram pictures
(Don't just review booksyou read in 5th
grade)

13. #IEXchallenge: Challenge
List
Using asummer reading framework
(participatewith thelibrary throughout
thesession for prizes), #IEXchallenge
included thepopularity of Instagram
challengesfor ENGAGEMENT.
Talk to uson Instagram, comment on our
posts, tag usin your Instagram pictures
(Don't just review booksyou read in 5th
grade)

14. #IEXchallenge: Nitty Gritty of the Early
DaysMaking surethoseteenswho only found out about
theprogram on Instagram knew thedetailswith a
post of “How to Play” -- not rules!
Work on building areputation and spreading to
other teens– aggressivefollow for follow for
several weeks

15. #IEXchallenge: Nitty Gritty of the Early
Days
INSTAGRAM POSTING
FRAMEWORK

16. #IEXchallenge: Hootsuite
Using asummer reading framework
(participatewith thelibrary throughout
thesession for prizes), #IEXchallenge
included thepopularity of Instagram
challengesfor ENGAGEMENT.
Talk to uson Instagram, comment on our
posts, tag usin your Instagram pictures
(Don't just review booksyou read in 5th
grade)

17. #IEXchallenge: Snapping Your
Pics!BASICSOF INSTAGRAM
PHOTOGRAPHY:

18. #IEXchallenge: Snapping Your
Pics!BOOKSOR BOOK COVERS:

19. #IEXchallenge: Snapping Your
Pics!
Carry over theconcept to program posters:

20. #IEXchallenge: Snapping Your
Pics!COLLAGES:
Good postsbut theimagesneed to work together!

21. #IEXchallenge: Snapping Your
Pics!PRIZE PACKS:
Not just stuff! Still needsto bevisually
appealing

22. #IEXchallenge: Snapping Your
Pics!DON'T FORGET OUTREACH EVENTS
Programsobviously aregreat for photosbut
outreach eventscan begood too!

23. #IEXchallenge: Results
#IEXchallengein Summer 2016 lasted for 10 weeks(end
of Juneuntil end of August)

From start to finish wegathered 182 teen followers
from theCambridgearea(11 from Kitchener-
Waterloo region)

Out of the182 followers, wehad ** active
participants(liking photos, sending messages,
commenting, tagging photos)

Theparticipantsranged in agesfrom 13-14 (**%), 15
(**%), 16 (**%), 17 (**%), and 18 (**%)

Thesenumbersareapproximately 365% greater than
theteen reading program from 2015 which garnered
50 participants(most of them between theagesof 11
and 13)

24. #IEXchallenge: Peek into Teen
ResponsesTEEN SUMMER PROGRAM PARTICIPATION:
WhileCambridgedid not offer teen programsin summersprior to 2016,
several eventswereheld alongsidetheIEXchallenge.
All programswerepromoted through Instagram postsand allowed
participantsto gain an extragrand prizeballot for attendance.
Oneof thebigger programsaimed at teens(but family friendly) wasan
outdoor showing of Back to theFuturewhich garnered over 100
participants. Sincethisevent washeld just threeweeksafter thestart of
IEXchallengetheevent helped to gain new followers. Several
IEXchallengeplayersused theevent astheir photo for theMovie
Madnessweekly theme.

25. #IEXchallenge: Peek into Teen
ResponsesTEEN SUMMER PROGRAM PARTICIPATION:
Thebiggest teen-only program in IdeaExchangehistory
(gaining 48 participantsbetween theagesof 12 and 18,
not including afew younger and afew older participants)
wastheHennaParty Night.
Of the48 participants, 32 heard about theevent via
IEXchallengeInstagram posts.

26. #IEXchallenge: Peek into Teen
Responses
PHOTO ENTRIES(MY FAVOURITES):

27. #IEXchallenge: Peek into Teen
Responses
PHOTO ENTRIES(MY FAVOURITES):

28. #IEXchallenge: Peek into Teen
Responses
ENGAGEMENT: TALK TO US!

29. #IEXchallenge: Peek into Teen
ResponsesENGAGEMENT: TALK TO US!
What library Instagram engagement can mean to theteensin your
community...

30. #IEXchallenge: Next Steps
Thepopularity of thisprogram and requestsfor
itscontinuation hasled to IEXchallenge
acting asavital foundation for teen services
at theCambridgeIdeaExchange.
In an ideal world, it would carry on asa
standard offering every programming session
with different challenges, prizes, and
engagement gamesto work alongsideteen
eventsat thelibrary.

31. YOURTURN!
Any questionsor concerns?
Ask away!

32. Forfuture reference
BrookeWindsor
AssociateBranch Librarian
Richmond Green Library
Richmond Hill Public Library System
bwindsor@rhpl.ca