Teen Summer Instagram Engagement

Ok...admission time. I HATE teen summer reading. Summer time for teens can be complicated -- volunteering, working, summer school (for extra credit to get ahead even), babysitting younger siblings, and having fun with their friends. If teens enjoy reading during their leisure time, the simple fact is that they will do it anyway. Reader teens might appreciate prizes for doing something they would already do, but no free books or gift cards will make them read more. Also, no prizes are going to make teens read during the summer when they don't like it or have other things that they need to do. I know this might seem anecdotal, but I have actual numbers to support this once we got rid of teen summer reading for something else...so hold on to socks!

What is teen summer Instagram engagement?

• Rather than having teens read a certain number of books or do random things for online badges (watching and commenting on videos, etc.), this method establishes Instagram as an INTERACTIVE platform. It isn't just for pretty pictures around the library or posting program flyers for promotion. Teens are encouraged to actively participate and engage with the library.
• The primary focus of the summer program is on weekly photo challenges. Teens submit photos via direct message (DM) or utilizing a hashtag designated for the game. The photo challenges are linked to popular types of Instagram photos that they would want to post anyway -- like scenery, skyscapes, animals, flowers, art, and more.
  
• Each photo submitted is a ballot for the grand prize draw at the end of the summer (and the grand prize is NOT book related...kick those bookstore gift cards to the curb). Weekly prize packs for the BEST photo (decided by library staff in charge of the program) that fits the week's theme usually involves ARCs, treats like mini candy packs, small amount gift cards (ours this year and the previous year have been for Baskin Robbins and Tim Horton's), and any other nifty gifties that you can score from local donations that teens would actually WANT.
• Photo submissions aren't the only way to get ballots. We also include mini games (usually relating to the theme) which are image based -- such as "how many stars can you find hidden in this scenery shot" or "share your favorite pun". A BIG favorite is when we take some random Scrabble tiles, spread them on a table, snap then post the pic, and the teens can comment any words that they can create with the available letters. Every time they comment/play one of these games, they get a ballot. This arrangement keeps them interested in constantly checking our feed even after they submit their photo or even if they don't have a good photo for that week's challenge.
• Program integration is always fun too. Make sure that the participants know they can get a ballot by coming to your summer events aimed at teens when you do promo for them on the feed.

And the results are in...

• We are coming up on my fourth summer of doing an Instagram engagement summer instead of summer reading. The first year I was at another library system and it really helped me to come to terms with what this arrangement could become. 
• Last year the Instagram summer (via @RHPLinstalife) had 300 teen followers from our area. There were approximately 180 ACTIVE teens -- those who sent photos, played the games, and liked our posts. This is nearly 100 TIMES GREATER than the number of participants for the last time my current library ran teen summer reading (2016). We received over 300 photos for the challenges. By allowing flexible participation (through games and challenges on a social media platform that they already use), we are able to reach many more teens who would ordinarily not engage with the library at all during the summer due to volunteering, jobs, summer school, etc.
• And for those "but booooooks" people -- the number of Y.A. check outs in 2016 over the summer months (July and August) were 1,216. We went to RHPLinstalife in 2017 (getting completely rid of teen summer reading) and that year for July and August, Y.A. check outs were 1,352.  TOLD YOU I'D PROVE IT! Now...why might this be? It is my theory that simply the act of being within the teen community (via Instagram) is a great way to remind the teens we exist. Those who we engage with on Instagram are not necessarily "library pros" and the act of them seeing us reaching out to meet them on their turf seems to be enough to remind them we exist and we can offer some amazing things.
  
• The absolute best thing about Instagram engagement for the summer is how it has grown. Both the original Instagram I started at my previous library and at my current library grew beyond summer their very first years. Teens did not stop following us after the summer challenges were over as long as we continued to engage with them -- games, interactive promo, and asking for their opinions. This platform has even become an ask-a-librarian tool for teens who feel more comfortable engaging on Instagram. I have placed holds for teens upon request, set up volunteer interviews, performed reference help, and even had a teen who couldn't find the free coloring sheets in a branch DM the teen Instagram asking for help instead of talking to a librarian at the desk because she simply felt more comfortable! (Seriously, it is one of my favorite stories. I was actually off work that day, but when I saw the message thanks to my notifications being turned on I called my coworker who I knew was on desk to confirm the coloring spot, messaged the teen back, and then made sure she found them.  I never thought photo challenges on Instagram would become such a vital tool for interacting with our local teens, but I totally had misty eyes when it happened. It meant what we were doing was the right move and very effective.

Final tips and tricks...

• DO NOT DO THIS ALONE IF AT ALL POSSIBLE! My first time doing Instagram engagement instead of summer reading, I was the lone wolf in charge of all the posting and answering messages and comments and everything. If done properly, Instagram engagement can be INSANELY popular -- meaning you could be drowning in Instagram notifications. My husband and I decided to take a long weekend trip to Montreal to celebrate our 5th wedding anniversary that first summer when I was working alone. It wound up being our most popular week ever with roughly 200 pictures from 92 teenagers. Bye bye relaxing trip. At my current library, I have the most amazing wing woman ever (love you Kimmy!); and with the two of us splitting the week, it allows for a more even work divide so that you aren't burnt out like a charcoal briquette by the end of July.
• The pictures you post on your feed matter too! Make them as beautiful and appealing as possible. Even mini games need to look good when glanced at to make the teens stop scrolling.
• Keep track of everything -- especially that first year. It probably will take some smooth talking to get your library to approve something like this (particularly if your senior management is old school). If it is approved, you need to document everything -- list the usernames of the kids participating, how many times they like your posts, how many photos they submit, how many times they play the mini games, and if they send any messages. If a warm and fuzzy happens (interacting via DM to put a book on hold or answering questions about a library program), screen shot it and save it to your data.
• Do the ballots NOW not LATER. Just trust me on this. Doing the ballots as the summer progresses is so much easier than filling out over 900 of them in the span of a couple of days when you are in a time crunch for the grand prize draw. (https://www.instagram.com/p/BnCbc_ngxPA/ -- animated gif of our ballots from 2018) 
• Finally, I have included the PowerPoint and PDF of the PowerPoint from my workshop on Teen Instagram Engagement for the Education Institute below. 
• As always, I'm here if you have any questions!

Teen Instagram Engagement - Education Institute 2017 - PPT
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File Type:	ppt

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Teen Instagram Engagement - Education Institute 2017 - PDF
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