# Short-Form Videos for Public Library Marketing: Performance Analytics of Douyin in China
## 5 Discussion
### 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 offers 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. [PERSON] and [PERSON] are the two managerial masterminds behind the account The Milwaukee Public Library TikTok (@milwaukeepubliclibrary). Still, there are also 68 enthusiastic staffers helping out by starring in the videos [57]. Libraries can emphasize training short-form video talents and establishing professional teams for promotion by recruiting professionals specializing in short-form video editing, filming, publishing, and operations 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].  
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]. Therefore, a stable update frequency is required to attract fans' attention and enhance user stickiness [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 creating 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 distinctive video content relevant to the local context [33]. For example, during the 7 th 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 operations 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.