We had so much fun creating the promo video for Ballet Hispanico’s 45th Anniversary Season at The Joyce Theater – so we were overjoyed to see the amazing social media response to it!
Ballet Hispanico focused primarily on Facebook for a distribution strategy, because that’s where the company gets the most social engagement. They uploaded the video right to their Facebook page – native videos start to play automatically when they’re viewed on someone’s newsfeed and they rank higher in Facebook’s algorithm, and that achieves much better engagement than linking to Vimeo or YouTube on your page.
The promotional video’s organic engagement was strong right off the bat, with lots of likes and shares. (Quality content for the win!) So to build on the video’s organic engagement, Ballet Hispanico boosted the post. The response was so strong that the final cost per engagement came out to a penny!!
Jackie Montalvo, their Director of Marketing and Communications, was kind enough to share some of their stats:
Ballet Hispanico’s Joyce season was at 97% capacity—the closest to a sold-out Joyce season the company has ever had in its 45-year history.
It makes our Nel Shelby team so incredibly happy to see the actual proof that dance video is a powerful means of storytelling and smart marketing!! Please share your stories and numbers with us if you’re seeing great success with your dance video – we love to hear and our marketing manager Amy really geeks out over the numbers!