The Ultimate Guide to Dance Studio Trends in 2021

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2021 has been a year unlike any other for dance studio owners. Last year, the COVID-19 pandemic disrupted the dance industry, forcing studio owners and instructors to adapt to online instruction, socially distanced in-person classes, and other necessary safety measures. This year, dance studio owners are emerging from the pandemic into a new world, navigating the expansion of in-person classes and leading their studios out of the crisis. 

In this transitional period, studio owners like yourself need to keep up with current dance trends. By staying aware of the interests and desires of dance students and their parents, you can tailor your class offerings and management process to match their preferences. 

When you’re on the same wavelength as your clients, you can create better dance classes this year and provide a more valuable experience. You can also de-hassle the registration and communication process for your dance parents. Many of these trends aren’t just fleeting fads—they’re powerful forces that can help you build a better dance experience that lasts into the future. 

With this in mind, here are the most important dance studio trends of 2021: 

  • Interest in virtual class offerings is here to stay.

  • Communications are taking place over multiple platforms. 

  • Social media is expanding interest in dance.

  • Dance communities are engaging in creative fundraising. 

  • Body kindness and dancer wellness continue to stay at the forefront. 

Here at DanceStudio-Pro, we work with dance studio owners to equip them with the advanced management software needed to streamline every aspect of their business. In this work, we’ve become familiar with the daily challenges of running a dance studio. We’re confident that staying acquainted with current dance world trends will help you stand out, retain more students, and attract more dancers than ever before. Let’s dive in!

Interest in virtual class offerings is here to stay.

We know you’re getting tired of planning virtual classes, but it’s important to not lose steam just yet! There’s good reason to believe this type of class will be appealing to dance students and parents even once all COVID-19 safety regulations have been lifted. 

First, virtual classes are helpful if you live in an area that experiences a lot of inclement weather—you can create a virtual class option for the day so students can tune in from the safety of home. Maintaining virtual class capabilities is helpful for any unexpected scenario that arises, from a snow day to a car breakdown to a flood or leak that forces your studio to close for a few days. 

In addition, virtual on-demand classes are another trend taking root in the dance world. This type of class allows students to maintain their training even if they’re on vacation or taking a break from in-person classes. 

You can also create on-demand content that’s available for a fee for an added revenue stream to your business. This will allow you to reach new students who will no longer be limited by travel or distance. This could even open up opportunities to teach dancers who live in a different town, state, or even country! 

Another option is to create high-quality, free educational videos and post them to a social media site like YouTube or Facebook. This could help your studio reach a new online audience and inspire interested followers to check out one of your in-person classes.  

Virtual classes indeed present a unique set of challenges, and maintaining student engagement is at the top of that list. For tips on how to engage students in virtual classes, check out this blog post. The most important aspect is expressing appreciation for your virtual students and adjusting your expectations. 

Communications are taking place over multiple platforms. 

In 2021, dance studio communications don’t just take place over email anymore. In this world of connectivity and new technology, dance studios are expanding their engagement capabilities to encompass a wider variety of communication channels. 

In particular, you should explore your options for expanding your mobile communication capabilities. Americans spend about 3.5 hours a day on their mobile devices, representing a good chunk of time. By developing more mobile communication opportunities, you can meet your audience members where they are and make your communications more relevant and convenient. 

According to DanceStudio-Pro’s dance studio marketing guide, there are plenty of mobile communication channels to take advantage of, including:

  • Dance mobile apps: With a dance studio mobile app, you can create a central mobile hub for all information your dancers and parents need. Use your app to send push notifications for event reminders and other updates, share photos and videos, and promote your online registration link. 

  • Text messaging platforms: Using an automated text messaging or calling system, you can deliver messages to different segments of your audience, such as students, parents, teachers, or your entire audience at once. This ensures everyone receives only relevant, useful information, rather than having to rifle through irrelevant information to find what they need. 

  • Social media: Almost every member of your dance community likely uses social media—platforms like Facebook, Instagram, and Twitter are popular among younger dance students and their parents. Use these platforms to send general information and updates. You can also use Facebook to create a private group that’s only open to your dance community

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Consider adopting one or more of these communication ideas to engage your dance community, especially your parents, more effectively. Since your dance parents are your paying customers, you need a convenient way to engage with them and earn their trust, and mobile platforms provide that avenue.

Further, AccuData’s digital marketing resource explains that a multichannel strategy is the best way to go to engage the widest audience possible. You’ll be able to ensure everyone gets the information they need by communicating across all the platforms you have at your disposal. 

Social media is expanding interest in dance.

Social media has made dance more accessible to people all over the world. Especially during the quarantine period, people have turned to social media platforms to stay connected, and many found dance along the way. As a result, dance trends continue to flourish this year on platforms like YouTube and TikTok. 

Let’s take a closer look at the dance revolution taking place on these platforms:

  • YouTube: Just like beauty gurus or videogame streamers, dance YouTubers are carving a niche for themselves on the video platform. Top choreographers like Kyle Hanagami and Matt Steffanina have millions of followers. These creators post everything from new routines to step-by-step walkthrough videos. Plus, dance workout instructors are making a splash as well, guiding viewers through accessible cardio workouts that don’t require a dance background to complete. Channels such as MadFit and PopSugar are popular for this style of dance workout. 

  • TikTok: TikTok is the ultimate hub for new dance trends. Throughout quarantine, people fought off boredom and isolation by learning new dances, posting routines on TikTok, and watching other people engage with the trends as well. Users have taken songs from artists like Drake, Doja Cat, and Megan Thee Stallion, recreating viral trends and putting their own creative spin on popular dances. 

Some dance teachers love sharing age-appropriate TikTok dances, dedicating entire dance classes or portions of classes to teaching them. If that’s not your style, consider using them as a way to make a connection to a dance concept you are teaching in class. For instance, you may be focusing on dynamic quality in performance find a relevant TikTok video that shows great dynamic range. Have your students watch the video, notice the energetic qualities, and use it as a discussion point to make connections to your choreography. 

Embracing these trends proves to your dance students that you’ve got your finger on the pulse of pop culture and that you’re willing to incorporate current dance trends into your classes. Dancers will talk to their friends about all the fun they’re having in your classes, encouraging new students to join. 

And, if your dance studio posts to YouTube or TikTok, you have the chance to go viral with your own videos, too. This can lead to a major marketing boost when your videos reach thousands or even millions of people.

Even going “viral” within your own community can be extremely valuable. Promote local shares by encouraging your dance students and family members to like and share your social media content. This can bring in more local customers to your studio. 

Dance communities are engaging in creative fundraising. 

The COVID crisis might have caused your dance studio to lose revenue or customers. You’re not alone in this—dance studios all over the country have faced the same struggle. To make up for lost revenue, many dance studios are engaging in fundraising this year. 

If you’re interested in launching a campaign to raise money for your studio, you can boost engagement with creative fundraising ideas that people are excited to take part in. Consider the following ideas:

  • Resell dance gear: Ask your dancers to donate new or gently used dance gear. Clean the gear, repackage it, and sell the items at reduced prices. With this fundraiser, you can help make dance attire more accessible to families that might otherwise not have the funds needed to get involved. Plus, your studio can keep all the proceeds from the sales and put them back into your classes. 

  • Merchandise fundraisers: With a merchandise fundraiser, you’ll not only earn a profit for your studio, but you’ll also create a marketing opportunity when students promote your logo by wearing your merch. Check out this resource for an easy platform to use to customize and sell your merchandise and earn funds for your studio. 

  • Rent-a-teacher fundraisers: Because of the popularity of dance fitness classes such as Zumba, interest in dance is widespread. Take advantage of this interest and awareness by offering your instructor’s skills and knowledge for groups to rent in a private class. This is a great option for corporate groups, civic organizations, or other groups to host a fun night of dance classes. 

Dance studio fundraisers serve a dual purpose of raising funds for your studio while also strengthening your relationship with your wider community. This can help you lead your studio out of the COVID crisis stronger than ever with the support of the community. 

Body kindness and dancer wellness continue to stay at the forefront. 

You’re probably familiar with the term “body positivity” and its relevance for the dance world, but there’s a larger movement sweeping the industry this year that encompasses more than just body positivity. 

According to this post, dance studio class and camp themes are turning away from more surface-level conversations to embracing themes like body kindness, dancer wellness, and nutrition. These themes represent a more holistic approach to dancer education that isn’t just a fleeting trend, but a comprehensive reimagining of what it means to be a healthy dancer. 

Think of how you can incorporate these themes into your studio using aspects like:

  • Summer camps: Different Drummer Dance recommends orienting your summer camps around themes such as body kindness, nutrition, gratitude, or mindset. These topics can help build your dancers’ confidence and resiliency, giving them life skills that they’ll carry on for longer than just a summer camp session. 

  • Social media posts: Beyond just sharing photos and videos of your dancers, use your social media platforms to share wellness tips and resources. Your followers will appreciate having your platform as a resource for every aspect of their dance journey, from performance tips to nutrition advice. 

  • Conversations with dance students: Use your personal interactions with students as an opportunity to promote a holistic, well-rounded lifestyle. Your students will appreciate this mentorship and the support you show for all aspects of their lives, not just their dance progress.

By adding these aspects to your dance studio offerings, you can help dispel negative dance stereotypes about having to look a certain way to be a dancer. Your dance studio can be a part of the charge to make dance more inclusive for everyone. 

Dance studio owners learned many lessons from the pandemic era, and it’s reflected in the trends taking root this year. Staying in the know of dance industry trends will give your studio a leg-up when it comes to deciding what types of classes to offer or events to host. Be sure to follow blogs such as Different Drummer Dance and DanceStudio-Pro for the latest updates and dispatches from the dance world.

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Author: Olivia Mode-Cater

Olivia Mode-Cater is an industry leader in dance education and dance entrepreneurship, having presented on these topics on a national and international level. Olivia’s work draws on her experiences as a veteran dance educator in all teaching settings: higher education, PK-12 schools, and studios. Olivia proudly joined the DanceStudio-Pro team in 2021 as the Sr. Marketing Manager.