Leap [Digitally] Forward
Social media marketing for dance artists
The novel coronavirus has forced the arts industry to leap forward a decade in digital sophistication. Now is the time to start curating your online presence; it will be your first point of contact for dance schools, companies, audiences and funders.
While we wait for the pandemic to pass, there are countless at-home opportunities for dance artists to step up their marketing game. The months ahead will be challenging ones, but occupying yourself with these steps will have you ready to thrive on the far side of COVID-19.
1. Own your own
Buy the website address for yourname.ca (or .com), then secure profiles on Facebook, Instagram, YouTube, Twitter and TikTok
(use the same @handle every time). Don’t feel pressure to populate each platform with content; registering is the important first step.
2. Commit to cross-training
Platforms like coursera.org and kadenze.com offer free opportunities to learn new skills.
These are our top three recommendations: ▪ Learn to use a website development tool, like WordPress or Squarespace, then build your site on the domain you bought.
▪ Discover how to capture and share your work through video editing software, such as iMovie or Adobe Premiere Elements.
▪ Enrol in a social media marketing course to learn how to enhance your online presence and start building your brand.
3. Nurture your network
Are you familiar with every journalist and blogger who writes about dance in your city? Do you know all the dance companies, choreographers and dancers in your region and across the country?
Grow your network by researching local and national dance reporters and their stories. Read what the dance companies and choreographers that you admire are publishing and follow them on social media. Building this familiarity will help you connect when reaching out for professional mentorship and internships or to pitch a story about your work.
4. Produce a portfolio
You know all those amazing photos on your phone, email and various thumb drives? It’s time to start sharing them with the world using your new digital skills.
Showcasing a curated collection of your relevant work is essential for discoverability on your website and social media channels. A well-populated selection of past and present work will be an asset whether you’re applying for a company position, submitting a grant application or selling tickets to your own production.
5. Build your brand
Now that you own (and know how to use) your digital platforms, it’s time to develop your personal brand. Start by coming up with three adjectives that best describe your style and energy: are you “irreverent, bubbly and informal” or “professional, poised and meticulous?” Every single word on your website and social posts should reflect a consistent tone and voice.
Next, think about the colours that best match this personality. Are you a cheery yellow, a cool blue or a passionate red? Pick two complementary hues for your brand (note the exact hex codes for reference later) and then integrate these colours into everything from your Instagram to your email signature to your business cards.
As an artist, you’re already an expert at expression. As a dancer, you know the impact of the subtlest gesture. Your brand is another means of expression, so inject the same creativity and passion into its development as you do into your practice.