How Libraries in Indonesia Use TikTok: A Content Analysis of Library Accounts on the Platform

Abstract

The objective of this study is to examine Indonesian libraries’ TikTok accounts. The research was carried out on 12 TikTok accounts with a total of 688 posts to gain a better understanding of TikTok content, the type of information published, and follower engagement on posts. Data was collected by observing all TikTok accounts and posts. The result showed that most libraries began using TikTok in 2020, in response to the growing number of TikTok users and the shift during the pandemic. The most common types of published data are library collection information and other information. Announcements, services, and library facilities are the three types of information that receive the most engagement. This study has practical implications for libraries that use TikTok as a social media alternative. TikTok will allow them to reach younger audiences, boost creativity, spread joy, and save libraries’ money. Based on the findings of this study, librarians can consider the format of published information. This study offers insights on the social media platform TikTok as a new opportunity to promote libraries. It emphasizes the enormous potential for using social media platforms such as this to gain more attention and bring libraries closer to patrons.