At the Heart of It All: Insights from 2024 Clients
There’s a common misconception that marketing is all about driving sales.
But… think about your social media habits. You’re scrolling… you’re scrolling…
What makes you pause for a moment? What draws you into a video or a caption?
Often, it’s something that feels authentic—something that sparks joy, curiosity, nostalgia, or connection. The most meaningful marketing strategy creates room for storytelling, not just announcements.
This could look like:
- behind-the-scenes moments
- spotlights on artists or team members
- testimonials or audience experience highlights
- creative process sneak peeks
- nostalgic photos and memories
These moments remind your audience why they care about your work, while drawing in new supporters who resonate with your values and story.
Some of the most engaging posts we saw in 2024 weren’t selling anything at all.
They were fostering connection, sparking conversation, and building trust—laying the foundation for a community that’s eager to engage when you do have something to promote.
See the power of storytelling in action. Here are a few examples from our 2024 client work…
Jacob’s Pillow
For Ted Shawn’s 133rd birthday, we took the opportunity to share the complicated legacy of Ted Shawn, using archival footage alongside a voiceover narration of an essay by Sydney Skybetter.
“Ted Shawn dedicated much of his life to addressing (and, in his view, correcting) the image of the male dancer in the American zeitgeist. He attempted to provide counterexamples to stereotypes of the effeminacy of men who danced, while simultaneously espousing stereotypes of the relative weakness of women as a category…”
BODYTRAFFIC
A behind-the-scenes reel from BODYTRAFFIC’s company photoshoot for the upcoming season! It captures some impressive shots (look at that height!) plus, the dancers enjoying each other’s company.
Jacob’s Pillow
Judith Jamison’s passing was a tremendous loss to the dance world.
We turned to the Jacob’s Pillow Archives to revisit performances, talks and interviews, reflecting on and honoring her artistry, leadership and spirit.
Liz Lerman
A carousel of graphics sharing Liz’s reflections on Obama’s DNC speech. These reflections were later picked up by NPR station KJZZ Phoenix, where Liz was interviewed to discuss her thoughts further.
Manhattan Birth
A post for our #AtThisRecentHomeBirth series, where we share heartfelt stories from Manhattan Birth’s clients.
“@beckyhanna welcomed her 4️⃣th baby, 2️⃣nd one at home with us, and this one just happened to be midwife, Sarah Lovell (@ibelieveinbirthnyc)’s birthday twin!! “
Sarah’s birthday twin was born at 6:04, just in time for all the siblings to come meet her!”
Dance Education Laboratory
While this post was technically promoting an upcoming workshop, the reel takes us back to a past DEL event with Dante Puleio, Artistic Director of the Limón Dance Company.
We wanted to give our audience a sneak peek into what it’s like to work with Dante. This clip does a perfect job of capturing the essence of his workshops—warm, informative and inspiring!
Christopher Duggan Photography
A carousel of photos that Christopher took of Dance Theatre of Harlem at Jacob’s Pillow. The caption includes a passage from his blog, where he shares what he loves about photographing dance.
“As a photographer, I get to see the many sides of artists, both on and off the stage. Capturing those moments—especially the behind-the-scenes and ‘from the wings’ shots—is my way of bringing the essence of the performance to life. Photographing Dance Theatre of Harlem’s performances at Jacob’s Pillow was an absolute pleasure.”
Jacob’s Pillow
When Horton Technique class music started trending on TikTok, we seized the moment. It was the perfect opportunity to highlight The School at Jacob’s Pillow and offer a glimpse into the Contemporary summer program!
Nel Shelby Productions
We shared this “photo-dump” style carousel featuring behind-the-scenes moments from their first few days at Vail Dance Festival this summer.
Lighthearted and casual posts like these capture the fun-loving, dance-loving and hardworking team that is NSP!