Short-Form Videos for Public Library Marketing: Performance Analytics of Douyin in China

概要

applied
sciences
Article

Short‑Form Videos for Public Library Marketing: Performance
Analytics of Douyin in China
Ying Liu 1 , Dickson K. W. Chiu 1, *
1
2

*

and Kevin K. W. Ho 2

Faculty of Education, The University of Hong Kong, Hong Kong 999077, China
Graduate School of Business Sciences, Humanities and Social Sciences, University of Tsukuba,
Tokyo 112‑0012, Japan
Correspondence: dicksonchiu@ieee.org

Abstract: Short‑form video platforms have become an important marketing channel for library re‑
sources and services. However, such promotions’ actual performance is not as good as expected. This
research examined the performance of library marketing on the dominant short‑form video platform
in China, Douyin (aka TikTok worldwide), with social media analytics, including topic and correla‑
tion analysis. Results indicated that the number of fans of an account is positively correlated with the
number of likes (p < 0.001) and independent of the number of videos (p > 0.05). Libraries post videos
most often on the topic of “Reading Promotion”(31%), but the marketing performance on this topic is
average (Mean DMI = 90.27). The most popular topics for patrons are “Hot Topics” and “Knowledge
Quiz” (Mean DMI = 207.00). Using short‑form videos for library marketing is a new practice, and
scant studies have evaluated such performance, especially in Asia. Our results strengthen library
practitioners’ awareness and reflections on conducting new media services and short‑form video
promotion, especially for the newer generation.
Keywords: short‑form videos; public libraries; social media; Douyin; marketing; outreach

1. Introduction
Citation: Liu, Y.; Chiu, D.K.W.; Ho,
K.K.W. Short‑Form Videos for Public
Library Marketing: Performance
Analytics of Douyin in China. Appl.
Sci. 2023, 13, 3386. https://doi.org/
10.3390/app13063386
Academic Editors: Mourad Oussalah
and Habib Hamam
Received: 2 December 2022
Revised: 28 February 2023
Accepted: 4 March 2023
Published: 7 March 2023

Copyright: © 2023 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/).

Librarians are constantly discovering and exploring platforms to build connections
with their patrons. Libraries have been extending their service fronts from offline venues
to online websites, Facebook, Twitter, Instagram, and WeChat. However, the social me‑
dia landscape is constantly changing. Many libraries have recently adopted Douyin (aka
TikTok worldwide) to capture the attention of patrons to increase circulation, reader en‑
gagement, database use, and social impact. Milwaukee Public Library (@milwaukeepub‑
liclibrary) on TikTok has garnered more than 3 million likes and 93,100 followers in six
months, which has sparked massive interest in the global library industry. Its staff com‑
mented on this TikTok account, “we had a higher engagement with patrons, some of the
items we were featuring had more circulation, and we had increases in database usage” [1].
What is Douyin, and why does it perform so well? Douyin, known in the international
market as TikTok, is a short‑form music video platform owned by the Chinese tech giant
ByteDance. It mainly hosts music videos of up to 60 s, primarily user‑generated rather
than professionally generated content [2]. Douyin has become a media giant with a mas‑
sive user base. The 49th statistical report on China’s Internet development, released on
25 February 2022, predicted the number of short‑form music video users in China to reach
934 million by December 2021 [3]. Douyin has been the leading short‑form video platform
for the fourth consecutive year, accounting for 87.9% of overall short‑form video users [4].
In the international market, TikTok reached the 1 billion monthly active users milestone
in September 2021, more quickly than several of its rivals, including Facebook and Insta‑
gram [5]. Douyin provides a better platform for libraries to provide services suitable for
short‑form video presentations rather than text‑based and long‑form video‑based social

Appl. Sci. 2023, 13, 3386. https://doi.org/10.3390/app13063386

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media. Douyin’s content recommendation mechanism allows the content of the library to
reach potential users who are interested in it.
However, as an emerging social media platform, many libraries cannot use Douyin
accounts effectively to promote resources and services information to users. There is a
distinct lack of available public library channels on Douyin. As of 1 April 2022, only 91 of
the 3196 public libraries had created official Douyin accounts [6]. Except for the Jiangxi
Provincial Library, which has 420,000 followers, few libraries have exceeded 100,000 fol‑
lowers. Unfortunately, these videos’ likes, comments, and shares are fewer than other pub‑
lic cultural accounts, such as museums [7].
Thus, this research analyzes the success of popular short‑form videos and high‑fan
channels of public libraries in Mainland China on Douyin. The following research ques‑
tions (RQs) guide this study:
RQ1. What are the characteristics of Douyin usage in public libraries in Mainland China?
RQ2. What is the marketing performance of Mainland public libraries’ Douyin channels and their
short‑form videos?
RQ3. What topic categories of short‑form videos lead to high marketing efficiency?
2. Literature Review
2.1. Douyin and Library Marketing
Kotler and Zaltman [8] established the notion of non‑profit marketing for the first time.
They define marketing in non‑profit organizations as a “social and managerial process
by which individuals and organizations obtain what they require and desire by creating,
offering, and exchanging value‑added products and services”. Since then, the concept of
marketing has also evolved in the library sector. However, Renborg [9] pointed out that
“library marketing has been around for a long time” because the idea of improving the
relationship between libraries and their readers originates in 1876 [10].
From the 1970s onwards, libraries began to support the idea of marketing and con‑
sider it a tool to accomplish the library’s overall objectives. From the mid‑1970s onwards,
library marketing‑related research also grew [11]. In 1998, IFLA established the Manage‑
ment and Marketing Committee, which introduced the concept of “marketing” to the li‑
brary community [12]. This marketing concept was further applied to the library field to
keep users and interested parties informed of collections, services, and events relevant to
their needs and preferences [13]. Thus, this research defines Douyin marketing for libraries
as using Douyin as a media platform to link library products and services to patrons and
potential users.
2.2. Douyin in Libraries Context
Current research on Douyin in the library field tends to separate public and academic
libraries because of the differences in their objectives and service subjects. For public li‑
braries, studies mainly focus on operating short‑form video accounts in libraries [14]. Early
TikTok video contents include brief event promotions and snapshots of the libraries and
collections [15]. Librarians utilizing TikTok recognize its creative social media nature for in‑
teracting with the newer generation frustrated with Facebook, Instagram, and Twitter [16].
There is relatively little research on how public libraries use TikTok and more research on
how public libraries use Douyin.
Shan et al. [17] studied the Zhejiang Library Douyin for reading promotion and sug‑
gested that library short video operations should have a clear positioning, a professional
team, an emphasis on content quality, an understanding of the platform algorithm, and
active message interaction. Based on the Technology Acceptance Model (TAM), Rong [18]
proposes a Douyin strategy to identify patrons’ needs, cultivate their interests, and drive
their attention to practice. Tai [19] used data envelopment analysis (DEA) to evaluate the
operational efficiency of provincial public libraries’ Douyin, with operation days, numbers
of dynamics and replies as input index, and numbers of followers, likes, forwarding, and

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comments as output index. Wang et al. [20] constructed an evaluation model of public li‑
brary short video dissemination capability by combining the entropy weighting method
to determine the index weights around the four aspects of users, network, video, and com‑
munication characteristics of Douyin accounts.
For academic libraries, TikTok can help strengthen the relationship between libraries
and academic departments [16]. Librarians already use TikTok to disseminate videos to
recommend their favorite books [21]. For example, Nicholls Library has employed the ap‑
plication to promote its facilities at the university, and the TikTok account @nichollslibrary
is essential to the library’s marketing identity [22]. Some libraries already have active inter‑
action and followers on their TikTok accounts [23]. As a new user engagement platform,
librarians inevitably consider its security, privacy, and safety. A library media specialist
at the Great Valley High School opined that TikTok is as safe and secure as any other so‑
cial media app [24]. Based on the SOR framework, Hu [25] proposed influencing factors
of short video users’ continuous attention intention in university libraries, and used struc‑
tural equation analysis and fuzzy set qualitative comparison analysis to conduct empirical
analysis. That study found that communication interaction, content quality, social envi‑
ronment, and perceived trust constitute the influencing factors of the continuous attention
intention of short video users in university libraries.
2.3. DMI
Research about Douyin’s real‑time data generally relies on third‑party data platforms.
Liu et al. [26] use the FeiGua Data Analysis System to obtain new increments, new likes,
new comments, new shares, new fans, total fans, and total likes of videos during the re‑
search period. Some studies [26–28] have used the Douyin Communication Index (DCI)
released by the QingBo Big Data Platform to evaluate the communication influence of
Douyin accounts in public libraries. DCI quantifies communication performance through
three dimensions: posting index, interaction index, and coverage index. These studies also
adopted the Douyin Marketing Index (DMI) calculation formula from Newrank to deter‑
mine the effectiveness of music videos in public library marketing on Douyin.
Newrank [29] is a professional data value assessment organization with academic
and technical support from the School of Journalism of Fudan University. Newrank offers
minute‑by‑minute monitoring, periodic data comparison techniques, and a constantly op‑
timized algorithmic formula to generate an open and transparent NewRank Index. Metrics
about the spread of Douyin accounts and videos primarily revolve around the number of
followers and entries on the channels and the number of likes, comments, and favorites
on the videos. Its variables have good explanatory power and are available publicly. The
formula and explanation of the variables are as follows:
Douyin Marketing Index (DMI) = 0.5 × Popularity Score + 0.5 × Posts Score
Popularity score = [ln (number of followers + 1)/ln (theoretical maximum number of followers)] × 1000
Work score = (0.4 × [ln (follower increment + 1)/ln (follower increment theoretical maximum)] + 0.3 × [ln (share count +
1)/ln(share count theoretical maximum)] + 0.2× [ln(comment count +1)/ln(comment count theoretical
maximum)] + 0.1 × [ln(like count + 1)/ln(like count theoretical maximum)]) × 1000

•
•
•
•

“Number of followers” means the number of followers of the Douyin account at the
time of the statistical cut‑off in the evaluation period.
“Follower increment” means the increase in the number of followers that Douyin
counts at the time of the statistic cut‑off in the statistic cycle compared to the same
moment in the previous cycle.
“Number of shares” means the sum of the number of shares received by all the posts
posted by this Douyin account during the evaluation period.
“Number of comments” is the total number of comments received for all the posts on
Douyin in the evaluation period.

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•
•

“Likes” refers to the sum of the number of likes received by all the posts on Douyin
in the evaluation period.
“Number of posts” refers to those posted on Douyin in the evaluation period.

2.4. Research Gap
Many studies on library marketing have investigated short‑form videos, but they
have mainly focused on Instagram [30–32] instead of Douyin. A few recent positional
reports pointed out the feasibility of using TikTok for library marketing in the Western
world [16,22]. Libraries can benefit from using TikTok to market their services, facilities,
and spaces [33]. TikTok can enhance library resource usage [21] and improve library reader
advisory programs [34]. Librarians also use Douyin for library marketing, and some stud‑
ies use empirical methods to examine the effectiveness and strategies from an operational
or behavioral perspective. As Douyin is a short‑form video platform with primarily user‑
generated content rather than professionally generated content, it is more inclusive of the
creative style and video form [2]. Despite random shots or unedited cuts, a video with
a popular topic and content can get massive likes. Thus, identifying what kind of video
topics are more popular with patrons is crucial for libraries to develop Douyin market‑
ing. Some studies believe that the topic of the short‑form video is the key to influencing
marketing and have used some criteria to classify topic categories, as shown in Table 1.
As these classifications are summarized from a general scope, it is necessary to refine the
classification further to provide a more practical reference.
Some studies focused on short‑form videos, arguing that the primary means of li‑
brary marketing lies in videos. Bai and Guo [35] investigated the posting content, interac‑
tion effects, and characteristics of libraries’ Douyin accounts regarding library operations.
Shen [36] used content analysis to study the content characteristics of the popular videos
posted by library Douyin accounts. The research results show that videos with detailed
titles, topic guides, and subtitles are more likely to become popular. Additionally, short
videos featuring celebrities are popular, and short videos with strong emotions are easier
to gain user recognition. However, these studies were published in Chinese, and few re‑
lated studies are in English. As Garoufallou et al. [37] suggest that as libraries in different
countries and regions have different social contexts and cultures, there is a need for more
regionalized case studies. To fill the research gap, this study focuses on the Douyin plat‑
form to examine the correlation between the categories of short‑form video topics and the
marketing performance of public libraries with social media analytics.
Table 1. Selected literature about video topic classification criteria.
Reference

Topic Classification Criteria

[38]

The content and dynamic information of the library’s Douyin posts are categorized into news and
announcements, recommendations of library resources, and promotion of brand activities.

[39]

The content of short‑form videos of university libraries can be divided into image promotion, activity
promotion, quality education, social hotspots, resource recommendation, usage strategy, and service notices.

[40]

Social network services promote library collections, including knowledge sharing, information
dissemination, communication, and knowledge gathering.

[41]

Public libraries use Douyin for marketing, involving four categories of content, sharing knowledge, reading
promotion, functional promotion, and cultural activities.

[42]

The original content focusing on the marketing of knowledge services includes seven primary areas: subject
services, reading promotion, promotion of knowledge services activities, knowledge services resources,
literacy education, space services, and IT equipment services.

[43]

Provincial public library short‑form video services can be divided into five categories, including library
work, event promotion, book recommendations, hot topics, and others.

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3. Methodology
The focus of library media marketing is not to create video pop‑ups that users watch
once and forget but to consistently link users and readers [44]. Therefore, besides videos,
this research examines the entire Douyin channel for these public libraries. This paper first
investigates the use of Douyin by public libraries, then analyses the types of video content
posted by public libraries, evaluates their marketing performance with the help of DMI,
and finally determines the video topics suitable for posting on Douyin and the correlation
between a high‑fan account and its videos’ likes and entries. In response to the research
questions, this research uses a data analytics approach, as shown in Table 2. Quantitative
methods capture relationships between content types of music videos and marketing effi‑
ciency and trends among channel followership, video likes, and entries [45], while qual‑
itative research captures the characteristics of these libraries on Douyin as shown by the
account to gain unexpected information [46].
Table 2. Research design.
Research
Question

Research
Method

(RQ1) What are the
characteristics of Douyin
usage by public libraries in
mainland China?

Sample Selection

Data Collection

Qualitative
Analysis

(RQ2) What is the marketing
performance of Mainland
public libraries’ Douyin
channels and their
short‑form videos?

Quantitative
Analysis

(RQ3) What topic categories
of short‑form videos lead to
high marketing efficiency?

Data Analysis

Web content analysis
Douyin accounts for 21
provincial, municipal, and
autonomous libraries in
mainland China
Data (short‑form videos and
DMI) in April 2022

Online
observation

DMI
Partial
correlation Analysis

Kruskal–Wallis test

This research investigated the characteristics of Douyin use and marketing perfor‑
mance of provincial public libraries in China through online observation and web content
analysis, comprising the following six steps.
1.
2.
3.
4.
5.
6.

Identify the official Douyin accounts of the public libraries.
Search the Douyin app to collect data (names, number of followers, number of posts,
and number of likes/favorites/retweets of videos) for 26 library accounts.
Obtain DMI values for these accounts through the NewRank platform.
Classify the videos by topic categories.
Analyze the relationship between content types and marketing performance.
Analyze the relationship channel between followership, video likes, and entries.

Table 3 shows the 26 provincial libraries included in this research. Five libraries were
excluded from this study when comparing marketing performance between libraries be‑
cause they did not release videos during the investigation period, and their marketing
performance could not be adequately assessed.

•

Following the notion of Douyin marketing for libraries in this study and the video
topic classification criteria in Table 1, we manually classified the video topics posted
during the evaluation period into five broad categories, as shown in Table 4. As this
research focuses on which video topics achieve better marketing results, the five broad
categories are further broken down into 18 sub‑categories to show the topic categories
in more detail.

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Table 3. General information of Douyin account of 26 public libraries (as of 5 May 2022).
Name (Douyin Account in Chinese)

Fans

Likes

Videos

Created Date

Anhui Provincial Library ( 安徽省图书馆)
Capital Library ( 首都图书馆)
Chongqing Library ( 重庆图书馆)
Fujian Provincial Library ( 福建省图书馆)
Gansu Provincial Library ( 甘肃省图书馆)
Guangdong Zhongshan Library ( 广东省立中山图书馆)
Guizhou Provincial Library ( 贵州省图书馆)
Hebei Provincial Library ( 河北省图书馆)
Heilongjiang Provincial Library ( 黑龙江省图书馆)
Hubei Provincial Library ( 湖北省图书馆)
Hunan Provincial Library ( 湖南图书馆)
Inner Mongolia Autonomous Region Library ( 内蒙古自治区图书馆)
Jiangxi Provincial Library ( 江西省图书馆)
Jilin Provincial Library ( 吉林省图书馆)
Liaoning Provincial Library ( 辽宁省图书馆)
Ningxia Hui Autonomous Region Library ( 宁夏回族自治区图书馆)
Qingchun Lutu ( 青春鲁图)
Qinghai Provincial Library ( 青海省图书馆)
Shaanxi Provincial Library ( 陕西省图书馆)
Shanghai Library ( 上海图书馆)
Shanxi Provincial Library ( 山西省图书馆)
Sichuan Provincial Library ( 四川省图书馆)
Tibet Autonomous Region Library ( 西藏自治区图书馆)
Xinjiang Library ( 新疆图书馆)
Yunnan Provincial Library ( 云南省图书馆)
Zhejiang Library ( 浙江图书馆)

3682
11,396
21,575
633
566
255,766
1425
3286
568
18,025
3274
189
408,987
7659
1453
364
3499
5937
15,045
38,316
1184
3593
320
1499
1809
272,338

4256
43,098
149,337
1570
576
2,727,922
2205
5062
987
73,137
10,732
160
8,944,984
240,623
3022
286
25,111
4635
330,126
88,253
1081
46,097
457
2651
4733
3,345,245

139
33
290
40
32
650
40
184
50
362
227
14
150
506
160
33
320
149
617
950
36
192
22
81
153
178

5/25/2020
4/22/2019
4/16/2019
2/5/2020
3/24/2021
7/26/2019
4/23/2020
4/22/2019
4/22/2020
4/22/2019
9/14/2018
4/22/2019
12/18/2019
8/14/2019
4/21/2020
11/16/2020
8/3/2018
5/21/2019
4/22/2019
4/22/2019
4/24/2020
9/19/2019
4/22/2021
8/3/2019
5/9/2020
12/13/2019

Table 4. Eighteen categories of video topics.
Code

Topic Categories

Sample References

C1

Library Affairs

S1

Announcements

S2

Daily News

A day in the life of a librarian in the Department of Local Literature

S3

Recruitment
Information

Applications are being accepted for the Lakeland career examinations

S4

Policies

S5

Library Promotion

C2

Event Promotion

S6

Reading Promotion

S7

Exhibition Promotion

C3

Knowledge Sharing

S8

Article Sharing

S9

Book recommendation

S10

Documentaries

S11

General Knowledge

Notice the requirement to provide proof of a negative COVID‑19 test within 48 h
for admission to the library

What should I do if my book loan is overdue?
A letter to readers from Guangdong Zhongshan Library (Librarians lead you
around the library)
4.23 World Book Day, reading lets us meet the most romantic things
Chivalry and the Heart of Writing—An Exhibition of Jin Yong’s Martial Arts
Classics, enjoy listening to resources, a punch card area, and an interactive area
Green Grass Storytelling Salon, Issue 53: The Story of the Fox
Librarians’ recommendations, introductory history books to get to know
Jiangxi Intangible Cultural Heritage—Documentary on Zhangshu Pharmaceutical
How did ancient food compare to modern times?

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Table 4. Cont.
Code

Topic Categories

Sample References

S12

Cultural and
Historical Knowledge

S13

Knowledge Quiz

C4

Current Affairs

S14

Today’s Topics

S15

Traditional Festivals

S16

Today in History

Every year on April 1, the number “81192” hits the screen. On April 1, 2001, a US
reconnaissance aircraft violated our airspace in the South China Sea.

S17

Hot Topics

Recently, the MBTI personality test has become popular on the Internet, and even
Gu Ailing said in an interview that she was an “introverted” INTJ.

S18

Special Events during the
Epidemic

Famous Erhu player Ma Xiaohui’s original Erhu poem “To the Spring Light in D
Major” to cheer for Shanghai.

A look at the love tokens in the Book of Songs
[Challenge Friday] Tweet your friends to increase your knowledge!
What are your reading habits?
Remembering loved ones at Qingming Festival

Data Analysis
This study used IBM SPSS Statistics 27 to conduct descriptive and inferential statis‑
tics on the data from the short‑form video accounts of the 26 public libraries. Descrip‑
tive statistics use tabulations, classifications, graphs, and the calculation of generalized
data to characterize data [47]. This research started with descriptive statistics to count
the number of followers and posts of each library’s account posted to reveal their basic
promotion characteristics.
Next, we applied correlation analysis to study the correlation between random vari‑
ables by examining whether there is some dependence between phenomena and exploring
the direction and degree of correlation for specific dependent phenomena [48]. Because the
data distribution (Table 5) does not satisfy the normal distribution (p < 0.001), a multiple in‑
dependent samples non‑parametric test, the Kruskal–Wallis test, was used to determine the
possible significant differences between DMI and topic categories. Further, partial correla‑
tion measures the strength and direction of a linear relationship between two continuous
variables while controlling for the effect of one or more continuous variables [49]. This re‑
search used partial correlation analysis to determine the correlation between an account’s
number of followers, posts, and likes.
Table 5. Data distribution of DMI and content topic code.
Test of Normality
Kolmogorov‑Smirnova
DMI

Statistic
0.277

df
225

Sig.
<0.001

Shapiro‑Wilk
Statistic
0.824

df
225

Sig.
<0.001

a. Lilliefors Significance Correction

4. Results
Table 3 also shows the general information of the 26 library accounts, including the
number of followers, date of creation, number of entries, and number of likes received
since its creation. The Jiangxi Library has the most followers and likes but is just average
regarding the number of posts. The Shanghai Library has the most posts, with videos
updated almost daily. Most libraries launched their Douyin accounts in 2019 and 2020.
Table 6 shows the distribution of video topic categories during the evaluation period.
“Knowledge Sharing” is the predominant video topic category, followed by “Event Promo‑
tion” following closely behind, with “Current Affairs” being the last. The topic categories
appeared far more frequently in “Reading Promotion (S6)” and “Book recommendation

Appl. Sci. 2023, 13, 3386

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(S9)” and least frequently in “Policies (S4)”. Compared to the Guangdong Zhongshan Li‑
brary, which covered ten video types, Qingchun Lutu, the Capital Library, the Xinjiang
Library, and the Tibet Autonomous Region Library only covered one category, including
“Announcements (S1),” “Reading Promotion (S6)”, “Reading Promotion (S6)”, “Reading
Promotion (S6)”.
Table 6. Topic categorization of video from April 2022.
Topic Categories
C1

No. of Posts

Percentage

S1
S2
S3
S4
S5

13
9
3
1
14

6%
4%
1%
0%
6%

18%

C2

S6
S7

69
6

31%
3%

33%

C3

S8
S9
S10
S11
S12
S13

2
50
4
7
17
3

1%
22%
2%
3%
8%
1%

37%

S14
S15
S16
S17
S18

4
3
5
7
8

2%
1%
2%
3%
4%

12%

Total

225

100%

C4

Based on the categories reported in Table 3, Figure 1 shows the breakdown of video
topics in each provincial library.
The Kruskal–Wallis H test was utilized in this study to assess the difference in median
change in marketing performance (as reflected through DMI values) across the 18 video cat‑
egories. The results of the Kruskal–Wallis test (Table 7) showed a significant relationship
between video categories and DMI (H (17) = 58.664, p < 0.001). Furthermore, the results
show that the best‑performing marketing genres were the “Hot Topics (S17)” and “Knowl‑
edge Quiz (S13)”, and the worst was the “Today’s Topics (S14)” category.
Next, we used partial correlation analyses (Table 8) to determine the correlation be‑
tween the number of fans, posts, and likes of these libraries’ accounts. With the number
of likes as the control variable, there was no significant correlation between the number
of fans and posts (p > 0.05). In contrast, with the number of posts as the control variable,
results indicated a significant correlation between the number of fans and the number of
likes (p < 0.001) and a positive correlation.
Table 7. Kruskal–Wallis Test results for video categories and DMI.
Post Categories

N

Mean Rank

DMI
C1

C2

S1
S2
S3
S4
S5
S6
S7

13
9
3
1
14
69
6

95.88
101.28
177.33
184.00
121.71
90.27
108.33

Kruskal–Wallis H

df

Asymp. Sig.

58.664

17

<0.001

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4. Results 

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Table 3 also shows the general information of the 26 library accounts, including the 
number of followers, date of creation, number of entries, and number of likes received 
since its creation. The Jiangxi Library has the most followers and likes but is just average 
Table 7. Cont.
regarding  the  number  of  posts.  The  Shanghai  Library  has  the  most  posts,  with  videos 
updated almost daily. Most libraries launched their Douyin accounts in 2019 and 2020. 
Post Categories
N
Mean Rank
Kruskal–Wallis H
df
Asymp. Sig.
Table 6 shows the distribution of video topic categories during the evaluation period. 
C3
S8
2
96.00
“Knowledge  Sharing” 
is 
video  topic  category,  followed  by  “Event 
S9
50the  predominant 
105.22
S10
4
117.75with  “Current  Affairs”  being  the  last.  The  topic 
Promotion”  following 
closely 
behind, 
S11
101.86
categories  appeared 
far 7 more  frequently 
in  “Reading  Promotion  (S6)”  and  “Book 
S12
17
181.41
recommendation  (S9)”  and  least  frequently  in  “Policies  (S4)”.  Compared  to  the 
S13
3
207.00
Guangdong  Zhongshan  Library,  which  covered  ten  video  types,  Qingchun  Lutu,  the 
C4
S14
4
68.50
Capital  Library, 
Library, 
S15 the  Xinjiang 
3
92.00and  the  Tibet  Autonomous  Region  Library  only 
covered  one  S16
category,  including 
“Announcements 
(S1),”  “Reading  Promotion  (S6)”, 
5
114.30
S17
7
207.00
“Reading Promotion (S6)”, “Reading Promotion (S6)”. 
S18
8
132.00
Based on the categories reported in Table 3, Figure 1 shows the breakdown of video 
Total
225
topics in each provincial library. 

Figure
1. Breakdown of video topics in each public library.
Figure 1. Breakdown of video topics in each public library. 
Table
8. Partial correlation analysis of the number of fans, posts, and likes (as of 5 May 2022).
Table 6. Topic categorization of video from April 2022. 

Topic Categories 
C1 
S1 
Control
Variables
 
S2 
  No. of likesS3 
 
S4 
 
S5 
Control
Variables
No. of posts

Correlations
No. of posts 
Percentage 
13 
6% 
Total fans
9 
4% 
Correlation
0.39
18% 
3 
No. of posts
Significance 1% 
(2‑tailed)
0.054
df 0% 
23
1 
14 
6% 
Total fans
No. of likes

Correlation
Significance (2‑tailed)
df

0.957
0.000
23

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5. Discussion
5.1. Characteristics of Douyin Usage by Public Libraries in China (RQ1)
As of 5 May 2022, China’s 26 provincial public libraries have 1,082,388 followers,
5608 videos posted, and 160,563,446 likes received on the Douyin platform. The highest
number of fans on a single channel is 408,987, the highest number of videos is 950, and the
highest number of likes is 894,984. The overall performance of public library channels was
fair, but there were wide disparities between provincial accounts.
Concerning video topics, Douyin can share information and promotions just like Face‑
book and Twitter [50], which is consistent with the results of “Knowledge Sharing” be‑
ing the most frequently posted type of video topic and “Reading Promotion” the second.
However, our findings differ from Joo et al. [51] in that the most common topic category
posted on Facebook was announcements of upcoming library events in their research about
US public libraries. Another study on NYC public libraries’ Tweets found that the top
three topic categories were announcement, recommendation, and information sharing [52].
Facebook and Twitter often serve to post passive announcements, while Douyin tends to
deliver more active promotion videos, which may be related to their attributes [53]. In ad‑
dition, Douyin has a search engine function like Facebook [54], so patrons can actively
retrieve the information they need rather than just passively receiving short‑form videos.
The total number of appearances of these two video topic categories, “Reading Promo‑
tion (S6)” and “Book Recommendation (S9),” far exceeds the number of other categories of
content combined, which confirms the conclusion that Douyin is a tool for public libraries
to provide online services and resources to the public. Additionally, this aligns with re‑
cent findings that patrons receive Instagram promotions well [31,32]. Notably, during the
lockdown of the COVID‑19 pandemic [32], more patrons tended to use mobile Internet to
access library services. Douyin and other short‑form videos are low‑cost and unrestricted
by space and time, facilitating the public to access library services because these promo‑
tions can provide related content and links [55].
Libraries vary in their choice of content topic categories within their accounts, with
some tending to create an account with wide content varieties, while others focus on sim‑
ilar content categories to produce thematic video series. This research also revealed some
public libraries’ accounts with little work and few followers.
5.2. Marketing Performance of Mainland Public Libraries on Douyin Channels (RQ2)
Our findings indicated a positive correlation between the number of fans and the num‑
ber of likes but no significant correlation between the number of fans and posts. For exam‑
ple, Jiangxi libraries have the highest number of fans and likes, but the number of posts is
average. Jilin Library has 90,000 more likes than Chongqing Library but has 10,000 fewer
followers than Chongqing Library. The high number of likes for Jilin Library is just due
to more videos posted. Although the total number of likes for Jilin Library is higher than
that of Chongqing Library, the average number of likes for its videos is lower than that of
Chongqing Library.
Thus, the effectiveness of new media promotion is closely related to the quality of the
promoted content and whether patrons are interested in them [55]. It is more effective to
produce quality videos popular with users than to rely on the number of videos to accu‑
mulate likes. Data from another library support this view. The Shanghai Library produces
videos at the rate of one per day, eight times that of the Jiangxi Library, but receives only
nine one‑thousandths of the likes and nine percent of the followers of the Jiangxi Library.
Therefore, a better strategy for libraries is to post high‑quality videos that are more popular
with patrons to achieve good marketing results [55].
Notably, there is still much room for progress in short‑form videos for libraries. The
overall Douyin marketing performance of mainland public libraries was low. The highest
DMI of 626 for the Guangdong Provincial Library compares favorably to other cultural
and educational accounts, with a DMI of up to 900 [29].

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5.3. Topic Categories of Short‑Form Videos Lead to High Marketing Efficiency (RQ3)
The best‑performing marketing genres were “Hot Topics (S17)”. By taking advantage
of trends, such as social and current trends, popular films and TV shows, and the effect of
celebrities, librarians can find the current trends to create Douyin posts, which can enhance
their communication power [56]. The Milwaukee Public Library TikTok account (@mil‑
waukeepubliclibrary), which has already amassed more than 1 million likes and about
50,000 followers in six months, emphasizes the strategy to reimagine TikTok trends to pro‑
mote the library and its resources [57]. Moreover, under COVID‑19, the Jiangxi Provincial
Library released a short‑form video titled “Jiangxi lost, Nanchang lost, God bless China,
God bless Jiangxi”, which has received positive interaction from fans, with 185,000 likes,
27,000 retweets, and 134 comments.
Highly interactive “Knowledge Quiz (S13)” videos also achieved good marketing per‑
formance, in line with previous research findings [2] that show that such videos usually
receive more comments, thus increasing the spread of the video. The more frequently users
interact with videos posted by the library, the more the Douyin content algorithm assumes
users like the content and push more videos from that library. This feedback and push
mechanism is similar to that of Facebook and Twitter [58].
The worst‑performing marketing genre was “Today’s Topics (S14)”. Fun and useful‑
ness are the key strategies for user attraction [59], and such videos are rare. The results
are similar to previous studies on using Facebook and Instagram by university libraries,
in which users accepted the use of Facebook and Instagram but wanted them to change
their uninteresting style for the posts [31]. Libraries can change their stereotypical image
as serious, boring, and unapproachable institutions by introducing their services in a more
innovative, relaxed, and fun way to bring the public closer to the library [60]. For example,
the Jiangxi Library released a popular video about library robots “fighting” in 2020 which
received 2.14 million likes (https://v.douyin.com/jcqRWmy/ accessed on 1 June 2022), with
one comment saying, “I want to go to the library immediately to see these two robots; it’s
so cute”. Short‑form videos of 15 to 60 s on Douyin differ from those on YouTube, which
is more suitable for posting popular “breaking news” in less than a minute. At the same
time, YouTube is more suitable for long instructional videos [58].
5.4. Recommendations on Douyin Short‑Form Videos for Public Libraries
Practitioners in public libraries may consider strengthening their awareness of new
media services, recognizing the importance of short‑form video platforms such as Douyin,
and actively constructing short‑form video platforms in libraries [31,32]. This research of‑
fers some suggestions on positioning short‑form video accounts in terms of video topics,
working teams, and operational planning.
This research found that short‑form videos closely following Douyin’s trends can gain
more traffic and thus achieve better marketing results. Librarians can adopt a Douyin trend
by connecting it to library services, online resources, and staff. Thus, librarians should
brush up on their videos and keep up with Douyin trends to recreate trendy videos from
popular accounts with a library twist [61]. From long‑term operation perspectives, public
libraries can accumulate two aspects of the topic categories: trend topics relevant to trends
to attract users and general affairs topics to address business needs and patrons’ problems.
Behind a great video, there are also many contributors in various functions. Derek
Reilly and Fawn Siemsen‑Fuchs are the two managerial masterminds behind the account
The Milwaukee Public Library TikTok (@milwaukeepubliclibrary). Still, there are also 68 en‑
thusiastic staffers helping out by starring in the videos [57]. Libraries can emphasize train‑
ing short‑form video talents and establishing professional teams for promotion by recruit‑
ing professionals specializing in short‑form video editing, filming, publishing, and opera‑
tions management. At the same time, libraries can develop relevant management systems
and incentive mechanisms to include the management of short‑form video accounts in
their assessment and performance rewards, arouse the enthusiasm of short‑form video
staff, and uphold the positive development of the channels [32].

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This research found that many library accounts have the problem of irregular update
frequency. Sometimes the posts reach several updates per day, but sometimes even less
than once per month. This situation can easily lead to a decline in followers [14]. There‑
fore, a stable update frequency is required to attract fans’ attention and enhance user stick‑
iness [22]. In terms of platform functionality, the advantages of Douyin’s social attributes
rely on audiences’ frequent interaction with one another on the platform to maintain user
stickiness and increase account activity. Libraries can also use the live‑streaming function
of the Douyin platform, such as opening live Q&A sessions with experts, lecture forums
with experts and scholars, and live streaming of library collections, with timely interaction
with fans through messages [62]. A clever strategy implemented by Nicholls Library is cre‑
ating live content through Instagram or Facebook, then reposting the videos to TikTok [22].
Due to differences in collection size, local traditions, library missions, and service
targets, librarians can utilize their resource advantages to create specialized and distinc‑
tive video content relevant to the local context [33]. For example, during the 7th Shaanxi
Reading Culture Festival, the Shaanxi Library Service Alliance launched a province‑wide
“Library Shake It Up” short‑form video campaign, with the organizer’s new media opera‑
tions team responsible for reviewing all video entries [63]. Selected works were posted on
the official Shake It Up channel, and the best ones were rewarded. As a result, librarians
plan online and offline activities to let more users understand, participate in, and enjoy
library short‑form video accounts.
6. Conclusions
As the new generation of library users is currently fascinated by social media, libraries
need to market themselves and reach out to these users innovatively to share information,
resources, and services continuously. Douyin/TikTok continues to grow in use and popu‑
larity as a platform for sharing video content on a global scale, with a variety of individuals
participating regardless of age, geographic area, or occupation. Librarians should also em‑
bed themselves in the platforms where their users are.
This research has used a data analytics approach to examine public libraries’ use of
Douyin and explore the relationship between short‑form video topic categories and their
marketing performance. Based on the findings, this research has suggested some recom‑
mendations for managing short‑form video platform accounts to expand and improve the
dissemination of library resources and services to the public.
This research used DMI as a quantitative basis for assessing the marketing perfor‑
mance of the library’s Douyin account and explored what categories of topics in short‑
form videos create better account reach by examining the posting of videos on the channel.
Our results indicated that libraries post videos on “Reading Promotion” most often, but
the marketing performance on this topic is average. The most popular topics for patrons
are “Hot Topics” and “Knowledge Quiz”, which emphasize the importance of keeping
up with trends on the Douyin platform and increasing user interactions. In addition, due
to the positive correlation between the number of fans and the number of likes, making
videos that users like effectively increases the attention on their channels.
There are some limitations to this research. NewRank can monitor the real‑time incre‑
mental likes/favorites/retweets of short‑form videos to provide accurate data. However,
considering that some library accounts may have inconsistent content and frequency of
monthly updates, follow‑up studies could expand the sample length and longitudinal stud‑
ies. Further content and sentiment analysis on user comments can help understand users’
preferences and feedback.
Author Contributions: Conceptualization, all authors; methodology, Y.L.; software, Y.L.; validation,
all authors; formal analysis, Y.L.; investigation, Y.L.; resources, Y.L.; data curation, Y.L.; writing—
original draft preparation, Y.L.; writing—review and editing, D.K.W.C. and K.K.W.H.; visualization,
Y.L.; supervision, D.K.W.C.; project administration, D.K.W.C.; funding acquisition, nil. All authors
have read and agreed to the published version of the manuscript.

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Funding: This research received no external funding.
Institutional Review Board Statement: The study was conducted in accordance with the Declaration
of Helsinki, and approved by the Faculty Research Ethics Committee of the Faculty of Education, The
University of Hong Kong (protocol code NIL and 7 August 2022).
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.

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