We see truly astounding things happen with the videos we create to promote Jacob’s Pillow Dance Festival’s upcoming summer seasons. A recent dance video we edited together of Bereishit Dance Company (with footage from the company) has become the Pillow’s most popular post/video to date.

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We were all wowed last year when the Ballet BC video we edited for the season reached 1 million people, quickly and organically – but this dance video has blown it out of the water with a reach of 4 million people & counting!

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So, what is reach and why should you care about it?

Well, consider Facebook reach as you would readership of a newspaper – it covers the number of Facebook timelines the video appeared on – the number of eyes that scrolled past the Jacob’s Pillow logo and saw popular dance content associated with their brand.

To date, the video has over one million views as well. People actually taking a moment from their quick scrolling to watch dance video!

Let’s look at the Bereishit dance video numbers:
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As a result of the popularity of this video, Jacob’s Pillow received over 6,000 new page likes the week it was posted – and the audience and fan engagement spread to other festival posts throughout the holiday season.

We’ve been thinking at Nel Shelby Productions…

Why did this particular dance video perform so well? We think a number of factors contributed to the success of this post:

  • High-quality content: beautiful dancers and sharp editing by NSP editor Ashli Bickford
  • Brief copy that includes an engaging question: at our Capacity Interactive Digital Marketing for the Arts Boot Camp, we listened to marketing teams relay that they spend quite a bit of time crafting, testing and manipulating copy for Facebook. Don’t be afraid to wait a moment, come back to your copy and edit!
  • Facebook favors native videos: the social network’s algorithm is going to pick up the dance videos that are uploaded directly to Facebook instead of posting links to YouTube or Vimeo content.

Keep sharing with us how your dance videos are performing online – or feel free to ask us for advice on methods to get higher engagement on your social networks! We are talking about this stuff all the time!

Can’t wait to see how your dance videos perform online. 🙂

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