The Role of the Social Network Instagram in Promoting Library Materials and Activities at the University Library "Svetozar Marković"

Abstract

Social media platforms have become an integral part of everyday life, permeating many areas and spheres. This paper analyzes the importance of social media in promoting library services and content, with a special focus on the Instagram profile of the University Library "Svetozar Marković" in Belgrade. The theoretical part of the study highlights the significance of promotion in modern library practice, while the practical part shows the correlation between types of posts and user engagement, including the number of views, likes, and profile visits. Challenges such as technical limitations and competition are identified, but the potential of modern formats that contribute to greater visibility and interaction is also recognized. It is concluded that successful promotion is achievable through a strategic approach, creativity, and adapting the content to the digital audience. Recommendations for further research in this field are also included at the end.

Keywords: social media, library, digital promotion, University Library "Svetozar Marković," Instagram, digital marketing, digital services, MILAGRO project