From going across the floor to sharing your latest choreography, teaching dance class is a thrill. But before you can teach, people have to know your dance classes exist!
It’s a common struggle dance instructors face — having a passion for the art but low attendance in the studio. But, with a little flexibility and some concentrated marketing efforts, you can start packing your dance classes.
Already warmed up? Jump to our free dance class marketing template!
7 Marketing Strategies for Dance Classes
Just like developing your tendu or toprock, learning how to market dance classes is a skill that takes time. So don’t overwhelm yourself! Start with a few strategies, then stretch to others when you’re ready.
1. Build a Strong Online Presence
First and foremost, you need to be visible online. Think “spotlight” for your studio — but on the internet! Your students (and their parents) are searching for your services, so you need to meet them with a professional website that makes it easy for them to sign up for classes.
You can build a beautiful website using user-friendly options like Wix or Weebly. Be sure to include:
- Your class schedule
- Drop-in and package pricing
- Studio address + contact information
- Your teacher bio — people want to know who you are!
- Class descriptions, including structure and what’s covered
- A photo and video gallery of classes and performances
Boost your website’s visibility by using SEO (search engine optimization). This may sound daunting, but here’s the gist: SEO is how you “get found” online.
For example, your future students use keywords like “dance classes [city]” when they search online. So, you thoughtfully use those keywords in your website copy to show search engines like Google that your website meets their search needs. Simple, right?
There are other important (but simple) ways to use SEO, such as making sure your website is user-friendly and turning on your Google Business Profile to help you show up in local search results.
You probably already know this, but your website is just one part of your online presence. You also need to maintain your social media profiles on Instagram, TikTok, Facebook, X, and YouTube.
Remember: Social media is the best free marketing for dance classes, but don’t burn yourself out. Pick which ones make the most sense for your audience!
Start Now: Your social media profile is your portfolio — your online audition. If you already have a personal account on Instagram, turn it into a free business account to access more marketing tools, like post boosting.
2. Utilize Video Marketing
Dance is art in motion, so video is the ideal way to showcase your classes. We touched on social media in the previous section, so you might be wondering what you should post on those profiles. Well, so many things!
Here are some ideas of content you can create:
- Dance tutorials
- Class highlights
- Student recitals
- Student testimonials
- Technique explainers
- Your choreography process
- Your own performances
You don’t have to approach these videos as advertisements, but the point is to create engaging videos that demonstrate how valuable your classes are. They can be informational, funny, and fun.
Post consistently on Instagram Reels, YouTube Shorts, and TikTok to reach a wider audience. You can also encourage students to share their own videos and tag your studio.
Start Now: Come up with three ideas for content to film. Here’s one: a quick video of you teaching one eight-count of beginner-level choreography!
3. Offer Promotions & Referral Discounts
Everyone loves a good discount — your future students included. The best way to get people to try your classes is to lower the barrier of entry — pricing. So, offer a free or discounted trial class to entice students to attend. Once they see how great your class is, hook them with a package deal before they head out your studio doors.
Another way to market your dance classes is to set up a referral program. Let your current students know they can receive a discount on classes or free merch if they refer friends or loved ones and get them to sign up.
Make sure the “reward” for the referring student is enticing enough; you can also do a partial reward for initial signup and a follow-up reward for long-term signups!
Some other options for promotions include:
- Seasonal promos (i.e., back to school, New Year’s fitness)
- Loyalty rewards for long-term students
- Package deals for siblings or friend groups
- Discounts for event choreography, such as for a bridal party
Start Now: Decide the details of a referral program, including the incentive and tracking system.
4. Partner With Local Businesses
You don’t have to market your dance classes alone! Try teaming up with local businesses, community organizations, or schools to cross-promote.
What to do:
- Reach out to local businesses
- Ask if they’d be interested in cross-promoting services
- Decide on a reciprocal offer (i.e. you offer a free class for their customers, they provide something for your clients in return)
- Exchange flyers or business cards to display
- Promote through email and social media
You can also partner with local businesses by hosting a joint event. For example, arrange a themed dance night (salsa and tapas!) at a nearby restaurant. This brings in customers for the restaurant and gives people a teaser of your classes.
Start Now: Make a list of five local businesses to contact about partnering.
5. Employ Email Marketing
Thoughtful email marketing can turn “just curious” leads into loyal dance students. Build an email list with class attendees, website visitors, and any other potential students you encounter outside of the studio.
The key is to send emails of value. Keep your email list updated by sending new class schedules, promotion offers, updates on events, and dance tips. You can also send personalized emails for special occasions, like birthdays or milestones.
Have you been working on an amazing breakdown of some trending choreography? Maybe your dance class was featured on the local news? Share it through email!
Above all, be intentional with every email you send — no one likes getting spam.
Start Now: Draft a newsletter outline highlighting a limited-time offer on sign-ups.
6. Run Ads for More Visibility
Running paid ads is a bit of a song and dance. It requires a combination of audience targeting, engaging visuals, and strong calls to action. There are also many different platforms — so it’s best to create a budget, start small, and adjust accordingly.
Platforms for dance class marketing include:
- Facebook & Instagram (Meta): Great for visual storytelling
- Google Search & Display: Capture people actively searching for dance classes
- TikTok: Ideal for fun, short-form videos to engage younger audiences
- Nextdoor: Great for targeting local community members
- Local publications: Build awareness with local readers
Make sure to monitor performance, such as click-through rates and sign-ups, to see what resonates best with your audience. Some media types, like video versus static imagery, can yield better results. You just have to try it yourself and see what works!
Start Now: You can turn an existing Instagram post into an ad by boosting it to reach a wider audience. All you have to do is select the post, choose settings (like budget and duration), and review it before boosting.
7. Engage With the Community
A simple way to market your dance classes is to just get out there! Make yourself known in the community by participating in (and repping your merch at) local events.
Try:
- Hosting free dance workshops at community centers or parks
- Leading a warm-up dance session at the next charity walk
- Showcasing cultural dance at cultural celebrations
- Sponsoring an event by offering discounts for raffle giveaways
- Setting up a booth at local festivals or fairs
- Performing at school or sports events
Start Now: Check out your local community calendar to see what upcoming event you can participate in.
5 Out-of-the-Box Ideas for Marketing Your Dance Classes
Want some unique ideas for how to market dance classes? Try these.
1. Create a TikTok Dance Challenge
Viral dance trends can boost your brand! Create unique choreography and partner with a local influencer to get more exposure when you post on social media. You can also incentivize participation with a giveaway.
2. Do a Flash Mob Performance
Your current students might be interested in helping you generate buzz with a flash mob performance. Keep it fun and fast, and be sure to have great camera angles to capture the performance.
Note: Some public spaces require a permit. Check with local authorities or property managers beforehand!
3. Host a Dance-a-Thon
A dance-a-thon is a type of fundraising event where participants commit to dancing for a certain amount of time in exchange for donations. It’s a fun way to give back to a cause you’re passionate about and get everybody moving.
You can do a class “teaser” during the event and offer discounts on classes to participants.
4. Film Dance in Everyday Moments
With permission, film dance videos in unexpected locations (crosswalks, grocery store aisles, offices, etc.). It’s a great way to create visually striking content and show how dance can enrich your students’ lives.
Try creating a video series and ask viewers for suggestions on where you should film next. If you end up choosing someone’s idea, you can reward them with a class discount or free merch.
5. Offer a “Discount for a Dance Move”
At local events, encourage passersby to show off a dance move in exchange for a discount. Creating a fun, interactive experience (that you can also use as social media content) builds community engagement and gets more eyes on your dance classes!
Free Dance Class Marketing Plan Template
Ready for sold-out classes? This template is packed with dance class marketing ideas to help get you there.
Download Your Free Dance Class Marketing Plan Template
Pro Tip: Learn more ways to increase your student roster.
Protect Your Growing Dance Business With the Best Insurance
Now that you know how to market a dance class, it’s essential to safeguard your growing business.
No matter how much of a pro you are, you’re at risk of accidents like students getting injured or having their property damaged during class. A student can even claim that your instruction didn’t help them improve their technique and take legal action.
Dance instructor insurance is a safety net that protects you from expensive third-party liability claims so you can keep the groove going.
Insurance Canopy offers top-rated coverage for dance instructors starting at just $15 a month — you can purchase it online before your next class!
Want to learn more about protecting your business? A liability waiver is a simple, effective way to protect yourself from potential lawsuits.
FAQs About Marketing Dance Classes
How Do I Market Online Dance Classes Effectively?
Start marketing your online dance classes by uploading a few high-quality videos of full classes on YouTube. Then, heavily promote your classes online using social media platforms and YouTube ads to drive traffic to your channel, where viewers can get more information about signing up.
You can also build your student base by joining a platform like Superprof and then expanding your business from there.
What Local Partnerships Can Help Promote My Dance Business?
- Gyms
- Schools
- Restaurants
- Music venues
- Fitness studios
- Community centers
- Dance apparel stores
- Local event organizers
- After-school programs
- Art and cultural centers
- Physical therapy centers
How Can I Market Myself as a Dance Teacher?
You can market yourself as a dance teacher by building a strong personal brand. This means honing in on what makes you unique (such as your dance style, teaching methods, or experience) and sharing it with your audience.
Establish credibility by sharing your dance knowledge online and keeping your certifications and proof of insurance visible on your website.
