<![CDATA[Penelitian ini bertujuan untuk menganalisis strategi promosi perpustakaan melalui media sosial dalam meningkatkan engagement pemustaka di era digital. Penelitian menggunakan metode literature review dengan pendekatan deskriptif kualitatif. Data penelitian diperoleh dari sepuluh artikel jurnal ilmiah nasional yang dipublikasikan pada tahun 2019–2025 melalui penelusuran Google Scholar. Analisis data dilakukan menggunakan teknik content analysis dengan mengidentifikasi jenis media sosial, strategi promosi, bentuk engagement, dampak promosi, dan tantangan pengelolaan media sosial perpustakaan. Hasil penelitian menunjukkan bahwa Instagram dan TikTok menjadi platform yang paling efektif dalam meningkatkan engagement pemustaka karena memiliki fitur visual dan interaktif yang sesuai dengan karakteristik pengguna digital. Strategi promosi yang banyak digunakan meliputi konten visual kreatif, video pendek, reels, live Instagram, polling, dan penggunaan hashtag. Pemanfaatan media sosial terbukti mampu meningkatkan interaksi pengguna, minat kunjung, branding perpustakaan, serta jangkauan informasi layanan perpustakaan. Namun demikian, pengelolaan media sosial perpustakaan masih menghadapi tantangan berupa keterbatasan sumber daya manusia, kurangnya kreativitas konten, ketidakkonsistenan unggahan, dan keterbatasan infrastruktur teknologi. Penelitian ini menunjukkan bahwa strategi promosi digital yang terencana dan interaktif dapat membantu perpustakaan meningkatkan keterlibatan pemustaka di era digital. This study aims to analyze library promotion strategies through social media in increasing user engagement in the digital era. The research employed a literature review method with a qualitative descriptive approach. The data were obtained from ten national scientific journal articles published between 2019 and 2025 through Google Scholar searches. Data analysis was conducted using content analysis techniques by identifying the types of social media, promotional strategies, forms of engagement, promotional impacts, and challenges in managing library social media. The findings show that Instagram and TikTok are the most effective platforms for increasing user engagement because they provide visual and interactive features that suit digital users’ characteristics. Promotional strategies commonly used include creative visual content, short videos, reels, Instagram Live, polling features, and hashtags. The use of social media has proven effective in increasing user interaction, visit intention, library branding, and the dissemination of library service information. However, libraries still face several challenges in managing social media, including limited human resources, lack of content creativity, inconsistent content uploads, and limited technological infrastructure. This study indicates that well-planned and interactive digital promotion strategies can help libraries improve user engagement in the digital era.]]>
