Here are five of Australia’s top library influencers. One is a 72-year-old rare books librarian

Library and influencer: two words you’d probably never expect to see together. But today’s libraries and librarians are turning to social media to connect with their community in direct – and often hilarious – ways. Unexpected stars include a 72-year-old rare books librarian in Queensland and a career librarian in suburban Adelaide, both praised by fans in terms like “Slay Queen” and “icon”.

These accounts share glimpses of daily library life and highlight free community events, digital resources and unusual delights like rare books. Many have been active on social media since the mid-2010s. But the collective social media launch of libraries took off during the pandemic. On social media, libraries could remain connected to their communities. As a bonus, their presence reintroduced library services to social media users who had forgotten they existed.

Libraries that go viral, such as Marion Libraries in Adelaide’s southern suburbs, often report a direct surge in local engagement, digital loans and new memberships from young adults.

Here are five of Australia’s most popular library influencer accounts. Though very different, they’re all dedicated to the fundamental purpose of libraries: they welcome everyone, are free for everyone and celebrate everyone.

1. Marion Libraries

Marion Libraries is perhaps the most popular library account in Australia, with a massive following of more than 78,000 on Instagram and 21,000 on TikTok. Their engaging videos include the point of view of a book at the library, choosing your next read by spinning on a wheelie chair, Science Week experiments and Book Week dress-ups. They highlight the fun, modern side of public libraries.

Longtime librarian Denise Martin, with her often deadpan onscreen manner and willingness to dress up and perform, has become a social media “icon”. She contrasts with bubbly marketing and communications support officer, Jasmine Argent, who runs the account. Ariana Grande and Leigh Sales are among those who’ve engaged with their posts.

Their most viral video is undoubtedly the “when the boss says it isn’t a two-person job” (2.5 million views on TikTok), which shows Denise and Jasmine performing hilariously simple tasks – such as scanning a book – together to avoid doing other work. Recent videos highlight their visit to the Prime Minister’s Literary Awards and tours of libraries in the United States.

2. Joan of Archives

Joan Bruce, aged 72, has been a rare books librarian at the State Library of Queensland for 34 years. There, she oversees the Australian library of art, which includes one of the largest publicly available collections of artists’ books in Australia (almost 1,900 titles).

She became a social media sensation, under the name Joan of Archives, after her first video on the State Library of Queensland’s TikTok and Instagram, where she is now featured regularly, exploring archive treasures and historic texts.

During poetry month recently, she talked viewers through a book she calls “a collaboration” between a hoop pine beetle that burrowed through the log that forms its spine; book binders from France and Canberra; poet Mark O'Connor, who wrote a poem contained in the book (responding to its form); and a cabinet maker who made the book’s hinges. Her most viral video, “have you ever seen a book bigger than a coffee table?”, has more than 200,000 views.

She’s told the Brisbane Times she was quickly recognised in her local coffee shop, greeted with “big smiles”. Although she never expected to become an influencer, Joan has embraced her viral status and uses it to share her love of rare books with the world.

3. Yarra Libraries

Victoria’s Yarra Libraries, in Melbourne’s inner north, are up-and-coming library influencers, who have experimented with a podcast as well as posting regularly to their Instagram account.

One standout example of their witty posts is a “behind-the-scenes” reel filmed during Book Week, showing staff getting into elaborate costumes, showcasing the chaotic joy of library events. Another is a clever twist on “spicy book recommendations”, where staff humorously offer literal books about cooking spices, instead of the expected romance novels.

Their follower count may be comparatively small (nearly 7,000), but the team has clearly found their stride. I highly recommend them.

(Honourable mention to another Melbourne public library network, Frankston Libraries, whose fun posts include a book-themed riff on Billy Joel’s We Didn’t Start the Fire and staff votes for ABC Radio National’s Top 100 Australian Books.)

4. Toy Libraries Australia

While you won’t find aisles of books at Toy Libraries Australia, it remains a library in the truest sense. That is: a community sharing economy, built on borrowing rather than buying. By removing financial barriers, this sustainable model gives families access to expensive educational play resources.

One viral video is the “try before you buy – scooter” on TikTok, which shows a child happily testing out a scooter. Such videos highlight how parents can borrow bulky and expensive items instead of buying them – and demonstrate the brilliance of Australia’s toy library network.

5. Megan Daley

Megan Daley, a multi-award-winning teacher librarian and published author, is a leading voice in children’s literature, with nearly 20,000 Instagram followers. She uses her platform to spread the word about the importance of reading and school libraries.

Posts include her dog dressed to match children’s books, book recommendations and snapshots of library life.

Daley also co-hosts the popular podcast, Your Kid’s Next Read, and regularly posts to her blog. She shares practical tips for nurturing a love of reading in children, interviews with authors and advice for parents navigating young adult literature.

Megan’s mix of informational and personal posts means her followers not only get to learn from her incredible and vast knowledge, but get to know her.