Q: Dear Rhee,
Advice for dance teachers
I’ve employed all kinds of advertising during the 14 years I’ve owned my studio. Last year I began dabbling in social media marketing, and as I use it more and more, I wonder how frequently I should post. My once-a-week posts have seen good results, but some of my students and faculty say I should be posting more often. I see that other studios post more often on social media—but I don’t want it to look like I’m crassly “selling” the studio. I use both Instagram and Facebook. I’d appreciate any info you can give me. Thanks. —Chloe
A: Dear Chloe,
I agree with your students and faculty. It is not unheard of to post daily, and occasionally up to two or three times a day—but not every post has to be targeted marketing or advertising.
Instead, think of social media as an opportunity to build your brand by being consistent with a message that promotes the values of your school. You can create inspirational posts or share links to articles or videos that relate to dance and to the culture you promote. You could film some short videos that offer clients—and potential clients—a peek inside the classroom. All of these methods are great ways to share the cool stuff happening within your studio walls.
Limit traditional marketing posts to two times a week. Use the other posts to keep in touch with your followers. Interesting, dance-related content will help you build your follower base.
You need two mind-sets when working with Instagram and Facebook. Instagram reaches kids, teens, and some adults. Use cool, hip posts on this platform to create an impression of your school among your students, their friends, and other kids with an interest in dance—work with subjects such as hip-hop or contemporary, or dance trends.
Parents are generally Facebook users. Push your preschool or recreational programs here, or share posts about the benefits of dance or info on your outstanding faculty.
Both Instagram and Facebook are valuable for your marketing and brand building. Be sure to take advantage of all their available opportunities. If keeping up with it proves overwhelming, work with a student or another young person who will keep your social media voice consistent. Best wishes for social media success. —Rhee