While it’s common for professional ballet dancers to increase their fan base via social media, it’s interesting to see how ballet companies themselves have responded to the promotional opportunities of various social networks. Having worked on social media marketing for dance companies in the past, I tend to have a lot of feelings about how companies are doing this – especially when it comes to Instagram, as I think it offers an array of opportunities for sharing and marketing dance that is too often underutilized.
The companies below are some that I’ve found most consistently innovative on their Instagram accounts, each one offering approaches to the social platform which further its case as an important tool for dance promotion.
Whether you’re a dance marketer or just looking for interesting people to follow, these Instagram accounts by leading companies from around the world are sure to bring some beauty to your feed (well, maybe minus the blistered feet pics).
The oldest ballet company in the US is churning out innovative photo layouts to utilize Instagram’s grid view, with spectacular photography and a consistent aesthetic that complements their highly professional work.
Their best asset: Playing around with the grid view is really working for them, allowing followers a detailed look at the dancers while keeping their feed at a professional, classic standard.
It’s just so pretty.
On the opposite coast, Boston Ballet is keeping their feed fresh with some of the most innovative posting on the list. Expect to see their dancers on stage, backstage, and even on holiday, with plenty of glimpses into how they interact with their Boston community.
Their best asset: Using apps like Boomerang to depict their dancers’ perfect technique in quick loops.
Also in San Francisco, this contemporary ballet company balances its feed out with the many different aspects of the company, from performances, to community outreach, to training programs. It would be easy to start looking messy, but the LINES ethos consistently shines through each picture.
Their best asset: Creating a sense of place in their posts gives this touring company a unique edge. From supporting their local pro basketball team with jerseys in ballet class, to getting a Snapchat geotag for their studios, you’ll never wonder where this company is from.
Getting a glimpse of their dancers on tour through silly videos makes the company that much more human – even if their dancing is out of this world.
Across the pond, one of the leading ballet companies in England uses their Instagram to share rehearsal photos and videos, beautiful captures of the final product, and intimate and often silly glimpses into life in the company.
Their best asset: The company has performed everywhere from the Paris Opera House to Glastonbury, so the variety of their posts mirrors their diverse repertoire. It’s never just pretty dance photos for this company, as their consistent videos, quotes, and reposts depict their less polished side as well.
You can find them often re-gramming their dancers – who take just as stunning pictures.
If you’re looking for some men in your life, look no further than this English company’s feed. With a dark and, well, masculine aesthetic, the striking photos and videos of the all-male company in rehearsals and performances ooze power and strength. There’s something so gripping in watching men dance together, and the feed captures this with beautiful media.
Their best asset: Sticking to a specific color scheme/filters, coupled with their professional photos, make the company’s brand leap from their feed. (no pun intended)
It’s not all tutus and tiaras for these men, that’s for sure…
Miami City Ballet’s feed is consistently bright and cheerful, probably because they get more sun than the rest of us. They spend equal amounts of posts on promoting shows, snapping pics from rehearsals, and sharing more personal things about their company members, from weddings to their furry companions.
Their best asset: Placing their logo on photos is a great way to ensure the company is not anonymous in any reposts or shares.
The #dogsofMCB hashtag is sure to brighten up your day.
Like Miami City Ballet, this company has mastered the art of balancing personal with professional. As the dancers run the account, posts are often down to earth glimpses of life in the company, from silly faces backstage to dance-oriented gym sessions.
Their best asset: Handing the reigns to the dancers creates a space for audiences and fans to feel much more connected to the company. With the most followers on this list, they must be doing something right!
Sure, I do this at the gym all the time too…
With stunning photography, ballet-themed flat lays, and the most consistently impressive #tututuesday posts on Instagram, the Australian Ballet feed can only be described as stunning. Onstage and backstage pictures are made more magical with dramatic lighting and contrast, reminiscent of a darker mood like that in Black Swan.
Their best asset: I really can’t say enough about their choice of color and editing, making almost every post feel more ethereal and elegant.
Behind the scenes of the movie Black Swan, or Swan Lake at The Australian Ballet?
You can expect a variety of perspectives, stunning locations, and interesting videos from this company, which finds ways to interact with their followers on posts thanks to company member takeovers and #AskNBC hashtags.
Their best asset: The interactive aspect of their already gorgeous feed gives this company new ways to connect with their audiences more consistently.
Their #BalletByte hashtag is too cute, with quick fire explanations of ballet steps.
Just oozing technical perfection, history, and minimalism, the New York City Ballet Instagram feed is as classic as the company itself. Whether in black & white or sharp saturated color, each post looks like its taken from the pages of Vogue. This is a feed as much for dance lovers as photography fiends, and like the San Francisco Ballet, they are pros at playing with the Instagram grid layout.
Their best asset: Mixing up posts about their current work with sharing brilliant photos from the company’s extensive archives, you don’t want to miss their #tbt’s.
See what I mean about their #tbt’s?
Any more I’ve missed? Share your faves with me in the comments!
**This post is modified from my original listicle on Buzzfeed Community.