As the Library Community Engagement and Outreach Coordinator at TSLAC, I went to the Library Marketing and Communications Conference in St. Louis last November. While there, I was able to participate in many sessions covering social media, fundraising, outreach, and other marketing efforts at libraries all over the country. In my final session, I saw Rachel Yzaguirre’s presentation, “Building a Video Powerhouse,” that detailed how they use video at Plano Public Library (PPL) to increase outreach and engagement. She shared a lot of great tips and tricks for shooting video and discussed her processes for putting together teams to create videos when there is no one dedicated person to handle those duties.

Plano Public Library has long been a trailblazer in community outreach and engagement, and their recent recognition by the Association of Bookmobile and Outreach Services (ABOS) is just the latest testament to their innovation. PPL received the 2024 ABOS Senior Services Award for its exemplary outreach programs, including the Senior Lobby Stop service, Memory Keepers, and Connecting Seniors initiatives. These programs highlight PPL’s commitment to inclusivity and accessibility, particularly for older adults.

But PPL’s excellence isn’t limited to in-person outreach. The library is also a “powerhouse” when it comes to using video and social media to connect with its diverse community. Rachel Yzaguirre, one of five community outreach librarians, who coordinates video system-wide, is at the forefront of this effort. With over 11 years at PPL and nearly a decade in her current role, Rachel has been instrumental in shaping the library’s approach to digital engagement.

After the conference, I reached out to Rachel to see if she would agree to an interview with the Library Digital Opportunity team at TSLAC and she graciously accepted.

Why Use Video?

“Video is a great way to demonstrate to the community what the library is all about,” Rachel shared in our interview. PPL has leveraged video as a cornerstone of its outreach strategy, using platforms like YouTube, Facebook, and Instagram to showcase programs, events, and library services.

Since launching their YouTube channel in 2013, PPL has created a steady stream of content that helps patrons learn new skills, explore library programs, and get a sense of the library’s welcoming atmosphere. These short videos are easy to digest and can be repurposed for newsletters, digital signage, and collaborations with the city’s communication department.

Video is also a great way for libraries to showcase the personalities of their staff and inject some humor to make them more relatable.

Tips for Libraries Getting Started with Video

For libraries looking to dive into video production, Rachel offers practical advice:

• Start Small: “You don’t have to be everywhere or do everything at once,” she advises. “Focus on the platforms that resonate most with your community and build from there.”
• Keep It Simple: You don’t need fancy equipment to make an impact. A smartphone, tripod, and microphone can go a long way.
• Leverage Staff and Volunteers: At PPL, staff across all five libraries contribute by snapping photos, capturing video clips, and sharing ideas during marketing planning sessions held three times a year.
• Edit Smart: Many platforms, like Instagram, offer built-in editing tools that make video production accessible even for beginners.

Social Media with Purpose

PPL’s social media philosophy aligns with its mission to “engage, enrich, and educate.” Posts are designed to be informative, engaging, and fun while maintaining a professional tone. By tailoring content to each platform’s audience, PPL ensures maximum impact without overwhelming its team or resources.

Rachel emphasizes the importance of analytics in measuring success. While attendance numbers and click-through rates are valuable, she notes that community feedback—like hearing patrons rave about their favorite programs—is just as important.

Outreach Beyond Digital

PPL’s commitment to community engagement extends far beyond the screen. The library participates in hundreds of outreach events each year, from school visits to local festivals. Their iconic blue vans and canopies are a familiar sight across Plano, helping to reinforce the library’s brand and presence.

For seniors, PPL’s award-winning Senior Lobby Stop service delivers books and resources directly to 24 senior living facilities. During these visits, staff help residents download the Libby app and navigate other digital tools, ensuring they stay connected to library services despite mobility challenges.

As technology evolves, PPL continues to explore new tools and strategies. From using gimbals for smooth video tours to collaborating with the city on drone footage, Rachel and the PPL team are always looking for ways to innovate. But as Rachel notes, “Sometimes the simplest tools work best.”

Whether through video, social media, or in-person outreach, Plano Public Library exemplifies how libraries can adapt and thrive in a digital age. By sharing their insights and strategies, Rachel and the PPL team are helping libraries across Texas and beyond better serve their communities.

You can see Plano Public Library’s social media posts and videos, including shorts for Winter Reading, Gen Z/A Marketing Scriptwriting, Meet Me at the Library, and Get Ready with Me: Sit and Sitch, on their Instagram and YouTube accounts. They also have a series of videos on library tours for PPL.

If you’d like to learn more about Digital Opportunity in Texas Libraries, contact the LDO team or subscribe to our newsletter.