How To's
How to Use Social Media Trends to Attract More Arts Students
It’s a fact: Many of us love social media. Maybe you like to swap memes with your besties, send your father-in-law funny sports videos, or check out the latest social media challenges on TikTok with your tween niece. (If you’re not familiar with the hilarious “paint your partner challenge,” read on.)
Wondering how to use social media to promote your classes? What should you post, and where? We’re here for you with trends and examples!
But if you’re an arts education director, you may be wondering about how to use social media to promote your classes. Is it worth the time and effort? And what should you post, and where?
Don’t worry! We’re here for you. We’ve pulled together some examples of social media trends and how others are using them – including other arts orgs like yours. We’ve also included data from marketing experts and our own State of the Arts Report to show you exactly how to use social media to grow your program and keep loyal students coming back.
2024 Social Media Trends You Should Know About
Social media is more than a way to see pictures of your cousin’s cat. It’s also a powerful way to reach a wide range of people. About 87% of adults report that they spend time on some type of social media. Figuring out how to use social media trends to your advantage lets you tap into this massive audience. In fact, our State of the Arts Report (SOAR) found that social media is the second most powerful marketing tool for classes (after email).
Trend #1: Facebook Is Still the Headliner
According to CRM software company HubSpot, 82% of consumers used Facebook in 2023, making it the most-used social media platform of the year. Our SOAR data bears that out. Among CourseStorm customers, 56% of visitors to their class websites come from Facebook.
If you’re only on one social media platform, Facebook should be your platform of choice. But keep an eye on platforms like TikTok and Instagram. Younger audiences tend to prefer these more visual and video-based platforms, and they may one day topple Facebook’s throne.
Trend #2: Short-Form Video Is the Format of Choice
The rise of TikTok and continued popularity of both YouTube Shorts and Instagram Reels points to another important trend: Consumers love video content. The most engaging videos on social media tend to be short — less than 60 seconds.
If you primarily post text or photos, consider adding some video into the mix. You might share a quick tip from an instructor, a clip from a recent class, or an art reveal video like the one below.
View this post on Instagram
Don’t worry about making movie-quality video for social media. HubSpot’s survey found that most consumers think it’s more important for marketing videos to be authentic rather than polished.
And keep in mind that social media video should almost always be in a vertical format. Most social media platforms are designed for vertical and most users access these platforms from mobile phones.
Trend #3: Make ’Em Laugh
People go to social media looking for entertainment. They want relatable content and often that means content that makes them laugh. Try to inject some humor into your social media posts. That might include sharing a meme, using a trending sound on a Reels or TikTok video, or participating in a humorous trend like the “paint your partner” challenge.
If humor isn’t your style, look for ways to share creative ideas and artistic inspiration. People on social media are often looking for something that will get their creativity flowing. So offer tips, advice, insight from your teaching artists, and, of course, links to your class catalog.
How to Use Social Media to Increase Class Registrations
Now that we’ve explored the big trends, let’s get down to details. How can you use social media to increase registrations? Using the trends above will get you part of the way there, but here are a few things you can do to fill every seat.
1. Link directly to specific classes in your social posts
Few things frustrate a user more than seeing a social media post about a class that looks interesting, clicking the link, and ending up wading through dozens of course catalog listings trying to find the one that caught their eye. Some visitors will just give up. Don’t make learners hunt for the class they want. Wherever possible, link directly to the specific listing for that class.
2. Create Facebook events for your classes
One reason so many people still use Facebook is because it’s a quick and easy way to find out what’s going on in their area. You can create Facebook events for each of your classes to make them easily discoverable on the platform. Just make sure that you’re including a registration link.
3. Sing the praises of your teaching artists
These are the people who actually teach your classes and these folks often have a following of their own on social media. Introducing your instructors and sharing their work on social makes your organization look good—it highlights your high caliber instructors and celebrates their work and the work of their students. Plus, it allows you to tap into their social network and attract new potential students. Basically, it’s an all around smart thing to do.
How to Engage Loyal Learners on Social Media
Social media doesn’t just help you attract new students, it also keeps you connected to loyal learners. Make sure you’re making content for them as well. If you can turn your social media pages into a virtual community where loyal learners enjoy spending time, they’ll be more likely to sign up for another class and share your posts with their friends. Here are a few things you can do to engage your existing student community.
1. Share examples of student work (with permission, of course)
Images and video of student work helps learners feel like part of your community. They feel seen and valued and are likely to share with their own social networks. So a single post could engage previous students and attract new ones.
2. Post memes, jokes, and insider content
Everyone likes to feel like part of the inner circle. Memes, jokes, and other insider content can tap into a shared language and sense of humor among your learners. Consider asking your instructors for examples of content that represent their particular community of artists. Here’s a YouTube Short from our customer Mile Square Theatre that actors will relate to.
3. Create polls or one-question surveys
These can be funny or serious, like what classes would you like us to offer next season. You don’t even have to use the built-in poll feature. Sometimes asking people to drop an emoji in the comments to cast their vote is just as powerful.
What Audiences Want on Social Media Now
Across the board, people want personal, funny, and entertaining content on social media these days, according to HubSpot’s 2024 Consumer Trends Report. Consider the examples above and see what might work for your program. Experiment with some social media trends and see how your audience reacts. Share a meme, repost students’ Reels, or participate in a challenge. Most of all, have fun with it!
For more insights that can help your arts education program grow and thrive, download our State of the Arts Report 2024.
Natasha Wahid
Natasha is a seasoned marketing leader with a curious mind and a passion for storytelling and community. A mission-driven person, Natasha has spent the majority of her career in industries that impact people, including HR and education technology. A firm believer in lifelong learning, Natasha is currently sharpening her roller skating skills and dusting off her Italian.