YOUTUBE AS A MARKETING TOOL IN PROMOTING LIBRARY SERVICESv

This article examines the role of YouTube as a tool for promoting library services in Uzbekistan. It highlights the increasing importance of the digital environment, with over 81% of internet users in Uzbekistan actively using YouTube. The study emphasizes the shift toward video content as a preferred medium, noting its potential to enhance library visibility and create a positive image among users. Through a survey conducted among students, librarians, and the general public, the research assesses awareness, usage patterns, and interest in library-related content on YouTube. Findings reveal that while there is significant interest in educational videos, library content on YouTube remains underutilized, especially among those not directly connected to the library sector. The article suggests thatfor libraries to effectively engage with their audiences through YouTube, content must be tailored to meet the specific needs and preferences of users. The study concludes that YouTube is a valuable resource for modern libraries in Uzbekistan, offering a powerful platform for outreach, but emphasizes the need for strategic content creation to maximize its impact.