Finding a Way to Slay Among Gen Z
Prince William Public Libraries
Innovation Synopsis
In the spring of 2025, Prince William Public Libraries shattered the “old-fashioned” stereotype many teens have about public libraries. We developed a creative, bold storytelling approach to connect with the hard-to-engage Gen Z audience. We leveraged the very medium Gen Z lives and breathes—social media videos, and we invited them to participate. The result? A unique social media reel featuring Gen Z slang and humor that went viral and yielded a buzz we had never seen before—more than 3.2 MILLION views on Facebook. By meeting Gen Z where they are—on social media—and giving them a voice, we transformed our image from old-fashioned to cool. We proved that libraries can be dynamic, modern, creative, and relevant and appealing to any age group.
Challenge/Opportunity
Public libraries nationwide face challenges in reaching teens for various reasons. Teens are busy with school and activities, they perceive libraries as old-style and not cool, and they don’t find library programming appealing. The National Center for Education Statistics found that some of the main reasons why teens don’t use the library are competition from other activities and a lack of knowledge about library services.
Prince William Public Libraries (PWPL) turned this challenge into an opportunity to reinvent its image through the very medium Gen Z is already engaged with—social media.
Key Elements of Innovation
PWPL aimed to connect with Gen Z and spark their interest in library resources, services, and programs. PWPL leveraged teens’ interest in creating, sharing, and watching social media videos by producing a unique reel featuring Gen Z slang and humor to highlight PWPL's offerings for this age group.
PWPL invited its Teen Advisory Group to provide input, particularly on Gen Z vocabulary. A teen created a script using phrases like "no cap," "say less," "skibidi," and "slay." PWPL’s branch manager, Gregg, a man from another generation, had just the right amount of rizz to pull off this trend. PWPL’s media specialist’s production and editing skills helped bring even more levity and engagement to his epic performance, helping it resonate far beyond PWPL’s usual audience.
This marketing and engagement campaign redefined how young people see public libraries. It proved that public libraries can innovate, inspire, and stay relevant in the digital age—all while empowering youth voices.
Achieved Outcomes
The Gen Z reel promoted PWPL as an innovative library that adapts to new trends and appeals to people of all ages and interests. PWPL is now cool and relevant to Gen Z, enabling them to better benefit from library resources, services, and programs.
The reel went viral, resulting in more than 3.2 MILLION views on Facebook. It was also distributed on Instagram, X, Threads, and YouTube. The follow-up blooper reel was viewed more than 90,000 times. You can view the reels at https://www.youtube.com/princewilliampubliclibraries.
Local media outlets wrote about the reel and welcomed Gregg on their podcasts, and a university professor used it during a media class. Viewers worldwide from Canada to Australia and Germany joined the greater Prince William community in viewing, sharing, and commenting on the joyful post and the value of libraries. The reel even inspired generosity, with individuals from across the country donating to the PWPL Foundation.
