This master's thesis examines the use of YouTube channels by Slovenian public libraries and analyses their content, channel management strategies, and user engagement. The aim of the research was to determine how libraries utilise this platform for promotion, education, and maintaining contact with users, particularly during and after the covid-19 pandemic. The study analyses YouTube channels of ten libraries, based on videos published during two periods: October–December 2020 and October–December 2022. Using both quantitative and qualitative analysis, we examined the type and frequency of uploads, the technical characteristics of the videos, their content, and user response (views, comments, likes). The findings indicate that public libraries significantly increased their presence on YouTube during the pandemic, frequently posting videos of cultural events, storytelling sessions, workshops, and literary evenings. After the pandemic, the volume of uploads decreased; however, some libraries recognised YouTube as an important tool for long-term communication with users. The findings shed light on a period when Slovenian public libraries increasingly adopted YouTube as a channel for user engagement, while the analysis of video characteristics may also assist libraries in planning and optimising digital content to enhance visibility and interaction with users.
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