Smart ways to market your library's e-book collection

E-book lending has quietly become one of the most active services in Australian public libraries, especially since the pandemic pushed more readers toward apps like BorrowBox and OverDrive. From the State Library of Victoria to small regional branches in the Wheatbelt, staff are noticing that digital collections need their own kind of promotion, separate from the print marketing that libraries have refined for decades.

Readers expect to find new titles in their inbox, in their feed, and at a tap of a screen, so libraries have to show up in those places too. The approaches below cover both physical and digital touchpoints, mixing practical signage tricks with content marketing and community partnerships. None of them require a huge budget; they rely on creativity, local knowledge, and a willingness to experiment.

Building partnerships that put borrowing in plain sight

Many Australians still think of libraries as buildings full of books rather than as gateways to digital collections, so partnerships work as a gentle reintroduction. A small stand in a busy Coles or Woolworths foyer during school holidays, with a tablet showing the e-book app and a printed step-by-step sheet, often surprises shoppers who never realised their library card worked online. Similarly, a poster rack in a waiting room at a local GP or a community health centre in Bendigo or Townsville reaches readers who might not visit the branch for months at a time.

Schools are obvious allies, especially during events like the Victorian Premiers' Reading Challenge or the NSW Premier's Reading Challenge, where students are actively looking for titles. Libraries that share curated e-book lists directly with school librarians tend to see spikes in junior borrowing. Another quiet win comes from working alongside Australian independent publishers such as Text Publishing or Allen & Unwin; co-branded social posts or pre-publication access to a new title give libraries a reason to email members without feeling pushy.

Even a local cafe with a community noticeboard can become a marketing asset. A simple QR sticker on the counter, linking to a themed e-book collection, keeps the library present between visits. The point is to make borrowing feel as ordinary as grabbing a flat white, rather than something that requires a special trip.

Designing branch displays that quietly advertise the digital shelf

A well-designed physical display still matters, even when the goal is to push digital borrowing. The trick is to treat the e-book collection as a destination rather than an afterthought. A small stand near the front desk, complete with a tablet playing a looping tutorial on how to download a title, draws curious eyes without needing staff to give a sales pitch.

Local libraries across Australia have found that pairing print bestsellers with their digital equivalents reduces confusion. When a member sees a Markus Zusak title on the shelf, a small card next to it reading "Also available as an e-book and audiobook, ask staff for the app" closes the gap between formats. Posters near self-service kiosks, where people are already thinking about borrowing, work particularly well.

QR codes have come of age in recent years, and a well-placed sticker can do a lot of work. Posters in meeting rooms, on the back of toilet doors, or beside public PCs all become silent promoters. Linking each code to a specific curated list, rather than the general catalogue, makes the journey smoother and gives analytics teams something useful to measure.

Reaching readers through social posts and email

Most Australian library members now expect regular contact through Facebook, Instagram, or even TikTok, so a steady drip of e-book content keeps the collection alive in their minds. Short videos showing the moment of borrowing, scrolling from the app home screen to the book opening, perform well because they answer the practical "how do I actually do this?" question. Featuring Australian authors like Trent Dalton or Charlotte Wood in a monthly "staff recommend" reel adds a recognisable hook that travels beyond existing members.

Email remains one of the most reliable channels. A weekly "five fresh e-books" digest, sorted by genre and aimed at a clear audience segment, drives more downloads than a generic monthly newsletter. New arrivals deserve their own spotlight; members are far more likely to try an unfamiliar title if they trust the curation behind it. The State Library of NSW has long championed themed lists, and smaller libraries can borrow that approach by centring each newsletter around a mood, holiday, or local event.

Paid promotion is rarely needed, but a small boost during peak borrowing periods, such as the long stretch between Christmas and Australia Day, can be worth a modest spend. The aim is always to invite rather than advertise, and Australian readers tend to respond well to a relaxed, conversational tone rather than corporate polish.

Producing a podcast that celebrates digital reading

Podcasts have become a quiet powerhouse for libraries wanting to reach commuters, parents, and audiobook fans. A short, well-edited episode featuring a local author, a children's librarian, or a member talking about a book they loved offers a more human connection than any flyer or email. Many regional services, including the Yarra Plenty Regional Library, have experimented with seasonal podcast runs tied to reading challenges, and the episodes continue to find new listeners long after the campaign ends.

Anyone starting out can take a pragmatic approach: pick a simple format, a regular slot, and two or three topics per episode. Recording with a USB microphone in a quiet back office is enough to begin, and remote interviews are easy over Zoom. If you want a more detailed walkthrough of the planning process, including episode structures and equipment suggestions, the podcast creation guide lays out the essentials in a friendly, step-by-step way.

A podcast also gives e-books a recurring platform. Each episode can feature a "digital shelf" segment with a freshly released title, a staff pick, or an audiobook recommendation, and show notes can link directly to the catalogue. Over time, this becomes a searchable archive that new members can explore whenever they need a recommendation.

Running reading challenges and empowering staff advocates

Reading challenges create momentum, and Australian libraries have a strong tradition of leaning into them. The Victorian Premiers' Reading Challenge and similar state programs already exist as scaffolding; libraries can add their own digital twist by creating a private online group where participants share e-book reviews as they finish each title. Friendly competition, even something as light as a leaderboard of hours read, keeps participants engaged through the quieter months of winter.

Staff are the most credible advocates a library has. A "what's on your e-reader" board in the staff kitchen, refreshed each month, gives team members easy talking points with members. Some services run internal competitions for staff to record short video reviews that go out on social media; these clips often outperform slick promotional videos because they feel genuine. Training sessions that walk staff through the e-book app from start to finish also build confidence, so any team member can answer the inevitable "how does this work?" question without needing to escalate.

Finally, inviting members to contribute their own recommendations closes the loop between borrowers and the wider community. A rotating guest curator programme, where a local reader chooses the monthly e-book list, builds loyalty. People who feel ownership of a collection will tell their friends, their book club, and their colleagues, which is the kind of word-of-mouth marketing that no campaign budget can buy.

Pick one or two of the ideas above and give them a proper go before adding anything new. Marketing a digital collection is a slow build, and consistency tends to win over clever one-offs. If you want a steady stream of fresh approaches, the Library Marketing Toolkit keeps an evolving library of case studies, reading lists, and tool reviews for anyone working in Australian library services.