Facebook, Instagram, Snapchat, Twitter, Pinterest—we're in the age of social media. So how about harnessing that power and influence to reach new customers? "Social media is where people spend so much time now," says Janelle Warren Konowal, who relies heavily on social-media channels to promote her Nova Scotia–based school, Element Dance Studio. But changing trends and algorithms can make it harder than ever to reach your target audience. If your social-media marketing isn't returning the results you'd like, you may be making some of these common mistakes.
Mistake #4: Not using video.Giphy
If your posts are all photos and text, your followers are missing out on seeing your dancers in action. "People will read a bullet point or two, but video is huge, because it tells a story about your studio," Krejny says. It doesn't have to be expensive or time-consuming. Try posting a teaser for an upcoming performance, taking impromptu footage of students in class or even creating a video slideshow with photos of your dancers. A popular video on the Element Dance Studio page shows a class practicing an aerial move in slow motion. Those 20 seconds prove that even simple videos can be successful—it has over a thousand views. "The dancers love to see themselves; the parents like to share it. It's a win-win," says Warren Konowal.