How It Started
The Milwaukee Public Library launched its TikTok account (@milwaukeepubliclibrary) last June. The debut video, which racked up more than 15,500 views, is set to Rockwell’s then-trending song “Somebody’s Watching Me.” It shows an eager librarian skulking behind a life-size cutout of LeVar Burton from “Reading Rainbow” so she can sneakily see if library-goers appreciate her carefully curated display.
How It’s Going
Since launching, the account has made 100+ videos. The strategy? Reimagine TikTok trends to promote the library and its resources. And it works. MPL has amassed more than 1 million likes, thousands of comments and around 50,000 followers. That’s enough people to fill the Central Branch library nine times over.
🚨 Famous Follower Alert 🚨
Reese Witherspoon (yes, from all those movies) followed MPL after seeing a video of a staffer quoting The Devil Wears Prada. The video, which was created in just five minutes, has over 320,000 views.
IRL (in real life)
Whether there will be an uptick in visitors thanks to the library’s #influencer status remains to be seen. “Where we see the real benefits so far, is just in lifting up the library and sort of shifting people’s perception about it,” says Eileen Force Cahill, MPL’s community relations and engagement director.
People Behind the Account
Derek Reilly and Fawn Siemsen-Fuchs are the two managerial masterminds behind the account, but there are also 68 enthusiastic staffers helping out by starring in the videos.
Top Videos
1.
@milwaukeepubliclibrary Try one or try them all #AEHolidayCard #LetsGo #IntuitTouchdownDance #LibraryTok #LibraryToks #LibraryTikTok #LibrariesForAll #LibrariesRock #BeautifulLibraries #BlackFriday #BlackFridayDeals #fypシ #fyp ♬ LETS GO – LevitatingOnTheMoonWithDulaPee
“How can I support public libraries?”– An overlay of rapper Saweetie strutting through spaces of the library with three suggestions. (3.8 million views)
2.
@milwaukeepubliclibrary #fyp #bookdrop ♬ original sound – Freddychase
“My library book being returned into the book drop” – A guy skydiving transposed onto an MPL book return. (2.8 million views)
3.
@milwaukeepubliclibrary When you’re around I got arrhythmia (literally). I’m on multiple medications for it. #Girlfriend #HemlockeSprings #OldPeople #Elderly #Manga #Comics #Anime #fyp #FlippingOff #Birdie #MiddleFinger #FlipTheBird ♬ girlfriend – Hemlocke Springs
“You’re 78, you can’t read manga.” – A library patron grabbing a manga book (a style of Japanese graphic novels) off the shelf, flipping off the camera and sticking her tongue out, with text that says, “I’m 90.” (2.3 million views)
The Creative Process
MM: How does the team come up with ideas?
Reilly: We watch a lot of TikToks.
Siemsen-Fuchs: One thing in terms of coming up with ideas that we’re so fortunate to have is that the library encompasses so many different things.
MM: How long does it take to film a video?
Force Cahill: Some of [the videos], you know, they ideate, and it takes a little time to film on but like some of them they do in between meetings, in like, five minutes.
The Comments Section 💬
“You have no idea the level of local pride I have for this account.” @vaguely_pink
“This account makes me want to live in Milwaukee so I can get a library card here.” @kristaluz
“That’s it. I’m planning a whole trip to Milwaukee just so I can visit y’all.” @your_local_crow
“Whoever runs this account needs a key to the City of Milwaukee.” @ginrhino
“The brains behind it all!!!!!! We’re not worthy, we’re not worthy. 👑👑👑” @melvillesilva
Off the Tok (other social media following)
The library began its social media journey 15 years ago, according to Force Cahill. Beyond TikTok, MPL boasts more than 40,000+ followers across its Facebook, Twitter and Instagram accounts.
