Interview with Elizabeth Moll-Willard, Faculty Librarian: AgriSciences, Stellenbosch University
Can you share with us the inspiration behind starting the TikTok project to promote the library at Stellenbosch University?
Stellenbosch University Library and Information Service’s Faculty Librarians noticed students being hesitant to speak to librarians and ask for help. When students did speak to us, it was always as though they were worried about asking the wrong thing and about disturbing us. We thought that perhaps this anxiety that they had also had to do in general with not being comfortable in the library. So we wanted to change that – we wanted them to see we are approachable, relatable and there to help them and that the library is their space – a safe space where they can find help. To do this, we wanted to reach students on a platform where they were present and in a way that showcased the “behind the scenes fun” in a library. TikTok is an extremely popular amongst students, so we decided to use that platform.
What were some of the initial challenges you faced when implementing the TikTok campaign, and how did you overcome them?
We had to use our own equipment to create the account, manage it, film the videos and edit them. So, it was a bit of a learning curve to see how the platform worked, how the editing worked. We also had to work out what type of content was needed – initially we had thought to do more educational content, but we quickly realised from the reactions of students that that content wasn’t something they were interested in and they appreciated the fun content more. We also realised that posting anything negative just drives students away – so the focus shifted to only positive content.
Could you walk us through the process of creating TikTok content that effectively showcased the library’s services and spaces?
We start by keeping an eye on TikTok trends – seeing what is out there. By leveraging trending sounds it creates more of a reach and the chances are better of engaging students. Once we see the trends – we look to see how we can adapt them. As an example – there was a trend where people swung something in a circle that they loved to a Taylor Swift song, we adapted that to the idea of a student waiting for a book that they loved, and swinging that round in a circle – showcasing that students can request books and pick them up.
How did you ensure that the TikTok content resonated with the target audience of undergraduate and postgraduate students?
We use the statistics of the views to tell us what age group and location are generally looking at our content – we want to mostly be within the 18-24 age and Stellenbosch / Cape Town for the location. If the majority of our viewers are within those two – it means that we are reaching the right audience. In terms of making sure the content is relevant to them, we make use of trends. We also do have students suggesting trends to us every now and then and that lets us know that they want to see us doing the trends.
What metrics or indicators did you use to measure the success of the TikTok campaign in terms of student engagement and awareness of library resources?
We keep an eye on the number of views and the number of followers we have – if both grow then we measure that as a success. In terms of awareness of resources, at points when we have showcased something – an example could be the study cubicles – we have had students comment asking how to book. So immediately we can tell that students are seeing resources that they weren’t aware of. We have also run polls in the past on Instagram (where we cross post our TikTok videos) where we have asked for feedback – the majority of students indicated that they enjoy the videos and want us to continue.
Can you share any memorable reactions or feedback from students regarding the TikTok videos and their impact on their perception of the library?
The most memorable has been perhaps during trainings – almost every faculty librarian has had students mention the TikTok videos. Twice, I’ve had the introducing student or staff member actually mention the TikTok account as part of introducing me. Anecdotally we have also seen students be less hesitant to approach us and ask questions – which is what we set out to do. On campus, we’ve been interviewed by the campus newspaper due to the ‘trending’ of our videos, we’ve had student groups request to collaborate with us on videos – all of this is extremely special and shows that we are making an impact on campus.
How do you believe the TikTok campaign has contributed to reducing library anxiety among students and fostering a transformative student experience?
I do believe that it has made students feel more comfortable with the library – as they’ve seen it in a fun and relatable way on social media and more comfortable with the library staff. In this way, it makes sure that all students feel included on campus. Library anxiety often excludes students that are perhaps not used to the library spaces and already don’t feel comfortable on campus, so in this way we hope that those students are no longer feeling uncomfortable in the library.
In what ways has leveraging TikTok trends helped in reaching and connecting with students on a platform familiar to them?
Through the use of trends, we are using something that is relatable to them. In this way it helps them connect to the library without evening needing to step foot on campus.
How important was creativity in the TikTok campaign, and what strategies did you use to keep the content fresh and engaging?
Creativity is very important – we need to keep finding the trends, keep looking at what is out there and keep adapting it to our own context. This includes figuring out how to shoot – the angles used, if filters are needed. Colleagues help a lot – we all pitch in, and sometimes one person can come up with a different way to do it that just makes the video perfect!
Looking ahead, how do you plan to build on the success of the TikTok campaign and continue engaging with students through innovative marketing approaches?
We will continue to focus on the trends to showcase the faculty librarian services and the spaces that are available. By keeping up to date with trends, it will help us be able to continue to reach students in their spaces. We hope to collaborate more on campus with other student groups as well. But we basically will keep doing what we are doing – it seems to work and engage students.
Theresa Schoeman