This Local Library Is an Overnight Social-Media Sensation

Lucy Brend, a 29-year-old who lives in London, says she would love to come to the U.S. and visit the library, after being charmed by its TikTok posts. 

“I like the parallel—the seriousness of a library and using humor to kind of bring it to life,” she says.

The Milwaukee Public Library has become an unlikely viral sensation. Its meme-heavy videos and wholesome library messages have earned millions of views. Yet the open question is how far-flung online fans watching videos on their phones can help with library usage and funding at home in Milwaukee.

And the library needs help.

The Milwaukee Public Library’s 13 locations only recently returned to full service after pandemic shutdowns and in November narrowly avoided a potential $1.9 million budget cut from the city. That is on top of the problems municipal libraries have faced for years, if not decades, with declining usage and visits.

That sassy 90-year-old manga lover in the viral video—the library’s biggest hit to date—is a former school librarian. She’s also the grandmother of Fawn Siemsen-Fuchs, 38, a coordinator of library volunteers who is part of the duo bringing the library’s TikTok content to life. Ms. Siemsen-Fuchs teamed up with Derek Reilly, a 32-year-old research and policy coordinator.

“People probably wondered if our content was going to be good or engaging based on the fact that we’re both in our 30s,” says Mr. Reilly.

Getting on TikTok is a rite of passage for many businesses and institutions, the latest hot social-media channel for marketing and messaging. Its hundreds of millions of younger devotees make the platform desirable, despite its controversies, lawsuits and even government bans.

In late 2021, the Milwaukee library’s marketing department studied its existing social-media accounts, and looked at how followers interacted with its content. It had tried Instagram’s TikTok-like Reels without success. But in March, Mr. Reilly and Ms. Siemsen-Fuchs were able to get more traction with Reels, earning them the TikTok green light. 

“A lot of times people think of the library as a dusty place filled with books where a woman in a bun and glasses will shush you if you talk too loud,” says Eileen Force Cahill, director of community relations and engagement at Milwaukee Public Library. “We take very seriously the opportunity to improve people’s perceptions of the library as a modern place.”

The library’s first TikTok was a parody featuring skydiver and base jumper Freddy Chase being “dropped” into the library book drop. Within two weeks, it had reached a million views, and to date it has been streamed 2.9 million times.

Ms. Siemsen-Fuchs writes the captions and text in the videos, and casts their guest stars, while Mr. Reilly shoots and edits. Their roles and years of experience help inform their ideas, says Mr. Reilly. Library employees are also part of the recipe. At least 75 staffers have been featured.

“I don’t think an intern, someone that’s not familiar with the library, could create this content,” he says.

One video shows the rapper Saweetie saying “Let’s go,” then cuts to a superimposed video of her “walking” to different parts of the library as text describes ways to support public libraries: “visit them,” “keep an active card” and “use their resources.”

One smart-aleck commenter wrote, “Does the bathroom count as resources?” The team quickly posted a second Saweetie video, showing her walking into the library loo. The first video has 3.8 million views. The second garnered an additional 1.4 million.

“This is exactly what I want my taxes spent on,” wrote one viewer. “No notes. 10/10.”

The library has seen an increase in visits and library-card sign-ups in the past few months. The growth can’t be correlated to social-media success, however, since the library has returned to full service and brought back its in-person programming, says Ms. Force Cahill.

However, several posts in October and November about Kanopy, the free streaming-movie service provided by libraries, helped contribute to the library’s two best months of usage, says Mr. Reilly.

The TikTok account has grown to 85,000 followers, and the library’s Instagram account has seen a recent surge as well. The library primarily uses them as a form of marketing, since it is more cost-effective than traditional advertising, says Ms. Force Cahill. The vast majority of Milwaukee Public Library’s operating funds comes from the city, she added, which had recently considered that steep budget cut. 

Julie Leach, a 32-year-old apartment building manager, moved back to Milwaukee last fall after living in Los Angeles. The TikTok account inspired her sister and her to get library cards after not visiting a branch in about 20 years, and she has looked into classes and events, she says.

“It’s pretty cool for the country to see Milwaukee is very up and coming and we’re the most friendly people in the world,” she says. “The library kind of reflects that.”

Looking to 2023, the library wants to keep growing its following, get more staff members involved and inspire other libraries. Meanwhile, the people starring in the videos are becoming micro-celebrities as they walk around Milwaukee.

“This has been like such a conversation starter and a way of getting to know people,” says Ms. Siemsen-Fuchs.

“People say it is the best part of their day,” added Mr. Reilly.

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Write to Ann-Marie Alcántara at [email protected]