How VeraContent helped OverDrive grow Libby’s reader community by 5x

1. Connecting with the local audience: It was crucial to create a connection with the audience in each market through localized and relevant content, as the books available vary significantly from library to library and from market to market, and you also need a library card from each market. The content needed to be as specific as possible to each region.
2. Cultural adaptation: The company primarily targeted millennial women, which required a content approach that was fresh, fun, and kept up with social media trends.

To help OverDrive amplify Libby’s presence in key markets, VeraContent developed a localized content strategy tailored to each region.

We assembled a dedicated team of native-speaking community managers who are based in Libby’s target markets:the UK, DACH (Germany, Austria and Switzerland) and t and ANZ (Australia and New Zealand). They ensure content is culturally relevant and engaging, while also working alongside a graphic designer to create visually appealing assets for each audience.

Rather than repurposing content across regions, we take a market-specific approach, producing five tailored pieces of content per week for each account.

“We’re doing much more than just localizing. We’re creating original, region-specific content for each audience, in a way that drives real action and results.” Paula Uccelli, Project Manager, emphasizes.

We create a range of content including reels, stories, carousels, and static posts, all designed to foster a sense of community, encourage book recommendations, and promote library use in a fun and engaging way. We also prioritize reactive content, allowing community managers to quickly tap into trends, audios and memes that resonated with each audience.

This approach led to successful campaigns tailored to different markets:

• Germany, Austria & Switzerland: We launched a giveaway where users recommended books to enter, then used those recommendations to create a carousel post, reinforcing community engagement.
• The UK: Educational content performed particularly well, such as a carousel explaining how to use Libby’s features, which received strong engagement.
• Australia & New Zealand: A carousel featuring the most anticipated books sparked discussions, with users sharing their own recommendations.

OverDrive, Inc. is the world’s largest digital distributor of ebooks, audiobooks, online magazines and streaming video titles. The company provides digital rights management and download fulfillment services for publishers, public libraries, K–12 schools, colleges, universities, corporations and legal industries.

OverDrive operates several popular digital platforms, including Libby, an award-winning ebook and audiobook app that connects readers to their local library’s digital collection.

Libby’s main goal for its social media channels is not only to promote the app but also to recommend books, encourage the use of libraries, and create a sense of community among readers. Each social media manager aim to make users feel part of a group within their local market.

As Paula Uccelli, Project Manager at VeraContent, explains, “They’re not just recommending books—they’re inviting you into a community. They want you to explore local libraries, connect with fellow readers, and feel a true sense of belonging. That’s why localized content isn’t just important—it’s essential to creating an authentic, immersive experience.”