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The prevalent problem with which libraries deal with today is decrease of patrons in younger generation. There is a lot of academic and research attention dedicated to studies of their behavior and trends connected to increase in time spent online and on social media. There are also concerns about attention spans of younger children and their reading habits. Many libraries tried to pull younger generation toward book reading and libraries in general by starting Instagram accounts but not many know how to run it to address the desired group of users. We have conducted interviews with three out of eight most popular Influencers in Czech Republic specializing in book promotion. We processed results with grounded theory and derived recommendations for library marketing specialists out of key findings. This paper was supported under project No. 9/2019/SGS.