The world of competitive show choir is a passionate, vibrant, and incredibly tight-knit community. It’s a world built on a foundation of artistry, hard work, and a shared love for performance. For a business that wants to serve this unique market, the key to success is to understand and to participate in that community in a way that is authentic and respectful. In today’s digital world, that community lives on social media.
Your social media channels are the “digital backstage,” the place where directors, students, and parents are celebrating their wins, sharing ideas, and looking for inspiration. The key for a brand is to be an authentic participant in that conversation, not a disruptive advertiser. For a company that designs and manufactures show choir apparel, your social media is not just a place to post your catalog; it’s a platform to celebrate the art form, to provide value, and to showcase your expertise.
If you’re looking to connect with show choir directors online, here are some strategies that will help you build a trusted and respected brand.
1- Showcase Your Work in Its Natural Habitat
Show choir is a visual and dynamic art form. Your social media feed, especially on a visual platform like Instagram, must be a stunning portfolio that reflects this energy. While a clean, studio shot of a costume on a mannequin is useful, the single most powerful piece of content you can create is a high-quality, professional photo or a video of a real choir, on stage, in the middle of a performance, wearing your outfits.
Invest in professional, on-stage photography and videography. A stunning, high-action shot of a choir mid-dance break, with their costumes sparkling under the stage lights, is the ultimate testament to the quality and the performance-readiness of your work.
2- Be a Cheerleader for the Community
Your social media feed should not just be about you. To be a true member of the community, you must also be a fan. Actively follow the top high school and college show choir programs on their social media channels.
When a group has a big competition win, share their announcement and congratulate them. When a program posts a great rehearsal video, re-share it to your own stories. This simple act of celebrating the achievements of the students and the directors shows that you are a genuine fan of the art form. It builds an immense amount of goodwill and shows that you are invested in the community’s success, not just in your own sales.
3- Create a Costume Care Content Series
A set of show choir costumes is a massive financial investment for a school, and a director’s major concern is making that investment last as long as possible. You can become an invaluable resource by creating helpful content focused on costume care and maintenance.
Create a series of short, practical tips that you can share on your blog and social media.
- A short “how-to” video on the “Proper Way to Wash a Sequined Garment to Prevent Damage.”
- A downloadable “End of Season Storage Checklist” for their blog.
- A quick tip graphic for Instagram on “How to Handle a Last-Minute Backstage Repair.”
This type of content is incredibly valuable and shows that you are a true partner who is invested in your clients’ long-term success.
4- Run a Director Spotlight Series
A fantastic way to build relationships with respected directors is to feature them. Create a weekly or monthly “Director Spotlight” series on your social media and your blog.
You can send a director a short, Q&A-style interview via email or do a brief video call. Ask them about their teaching philosophy, their favorite show they’ve ever created, and their advice for new directors. This is a fantastic way to honor their work, to build a powerful relationship with an industry leader, and to provide content that is incredibly valuable and inspiring to the rest of your audience.
5- Partner with Other Industry Experts
You can add immense value to your audience by partnering with other, non-competing experts in the show choir world. Reach out to a well-known choreographer, a vocal coach, or a show designer and ask them to co-host a live Q&A session on Instagram or Facebook.
The topic could be “Tips for a Cleaner Dance Routine” or “Vocal Health for the Competition Season.” This provides your audience with free, expert-level professional development and associates your brand with other respected leaders in the industry.
Reaching show choir directors on social media is a long game that is won with authenticity. By acting as a cheerleader, an expert, and a valuable resource for the community, you can build a trusted reputation that will make you the first and only call when a director is ready to invest in new costumes.
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