QuickSteps competitor analysis

1.

JANUARY 2024
QUICKSTEPS
SOCIAL MEDIA STRATEGY
PRESENTED TO
Mike Kolesnikov
PRESENTED BY
Ascend

2.

STATUS QUO - FB
Typical Posts
QuickSteps
Followers
Likes
Engagement
5.6K
4.8K
Average
Scheduler?
• Studio events
Yes
• Class schedules and memos
Chatbot?
• Studio highlights
No
• Dance demos
Facebook Group?
• Ads - posters and reels
Yes

3.

STATUS QUO - IG
Typical Posts
• Class and event posters
• Schedule
• Dance snippets
• Studio highlights
Followers
Engagement
2.2K
Average
QuickSteps
Hashtags?
NA
Highlights?
Yes
Reels?
Yes

4.

COMPETITORS

5.

GLOBAL
NATIONAL
REGIONAL
LOCAL
• Arthur Murray
Dance Studio
• Fred Astaire Dance
Studio
• Sydney Ballroom
• CaretoDance
• Dance XS
• SA Ballroom and
Latin Social Dance
Studio
• MJ Dance Studio
• Ballroom Vision
• SA Dedicated to
Dance
• Dance Amor
Note: Arthur Murray appeared on
every Search level. Global. National.
Regional. Local.

6.

SOCIAL MEDIA
PRESENCE

7.

ALL COMPETITORS HAVE ACCOUNTS ON
FACEBOOK AND INSTAGRAM
But not all of them pay attention to the same platforms. Effort and resources vary.
3 out of 10
5 out of 10
2 out of 10
Perform better on
Facebook
Perform better on
Instagram
Do well on both
platforms

8.

FACEBOOK

9.

Followers
Likes
Followers
Likes
Engagement
SA Ballroom
and Latin
Social Dance
2.9K
2.1K
Average
MJ Dance
23
3.6K
High
Low
Ballrom
Vision
351
334
Low
1.2K
1K
High
2.4K
2K
Low
Engagement
Arthur
Murray
(Coquitlam)
32K
21K
Average
Fred
Astaire
(HQ)
29K
11K
Average
Sydney
Ballroom
1.1K
962
CaretoDanc
e
1.2K
1.2K
Low
Dedicated to
Dance
Dance XS
1.1K
1K
Low
Dance Amor

10.

TYPICAL CONTENT
SOCIAL PROOF
• Testimonials
• Student & teacher
accomplishements
• Competition wins
• Newspaper articles and
blog posts
ADS
• Class posters
• Dance reels with
info
MEMOS
• Studio
announcements
• Reminders
STUDIO HIGHLIGHTS
DANCE DEMOS
• Class highlights
• Dance events and parties
• Short dance video
reels
• Class photos
CHARITY INITIATIVES
• Hosting charity
events
• Dropping off
donations
QUOTES
• Quotes from
popular dancers
• General
inspirational
quotes
MEMES AND TRENDS
• Tiktok dances
• Memes about
dance
• Relatable memes in
general

11.

Post Frequency
Weekly posts have
the best
engagement.

12.

Engagement Level
QuickSteps is in the
middle of the pack.
The two studios with the
best engagement have
smaller followings than
QuickSteps.

13.

All Facebook
Schedulers require
contacting the
studio via
messenger.
None of them use
chatbots.
Scheduler

14.

Facebook Groups
Not all Facebook
Groups are associated
with the page.
Some are likely done
by the students
themselves.

15.

INSTAGRAM

16.

Followers
Engagement
Followers
Engagement
187
Low
Arthur Murray
(Coquitlam)
741
Low
SA Ballroom
and Latin Social
Dance
Fred Astaire
(HQ)
15.7K
Low
MJ Dance
3.1K
High
Ballrom Vision
23
Low
787
Average
1.8K
Low
Sydney
Ballroom
1.5K
Average
CaretoDance
1.2K
Low
Dedicated to
Dance
Dance XS
412
Average
Dance Amor

17.

TYPICAL CONTENT
SOCIAL PROOF
• Testimonials and
reviews
• Student & teacher
accomplishements
• Competition wins
MEMOS
• Studio
announcements
• Class offerings and
schedules
ADS
• Class posters
• Dance reels with
info
STUDIO HIGHLIGHTS
DANCE DEMOS
• Class highlights
• Dance events and parties
• Short dance video
reels
• Class photos
CHARITY INITIATIVES
• Hosting charity
events
• Dropping off
donations
QUOTES
• Quotes from
popular dancers
• General
inspirational
quotes

18.

Engagement Level
While QuickSteps is in
a massive difference
between the feeds of
QuickSteps and other
dance studios in the same
average category.
Their feeds are better.

19.

Post Frequency
Like Facebook,
weekly posts
have the best
engagement.

20.

TYPES OF HASHTAGS
Sample
Branded
#arthurmurraylifestyle #arthurmurray #saballroomandlatin
#danceamor.com.au
Event Name
#medball #australiandancesportschampionships #vic2024
#ndc2023 #dancingwiththestarsaustralia #dwts
Dance
#sensualbachata #dance #socialdancing #ballroomdancing
SEO Terms
#beststudio #beststudioinsydney #beginnerdanceclasses
#beginnerlatin
Location
#adelaide #radelaide #adelaide #adelaideweekend
Define and Describe
#fun #fitness #stressrelief

21.

RECOMMENDATIONS

22.

• More dynamic Facebook Banner - Brand name is hard to see.
Either make it super dynamic or informative. If you want to keep
it simple, make the business name visible.
• Adopt a weekly posting schedule everyday. It could be 2-3 times a week min.
Facebook
• Create simple posters for classes and events - Something people
can quickly screenshot but has visual oomph.
• Commit to a post formatting style - So users have quick and easy
access to information.
• Cross-post - Occassionally cross-post with Instagram.
• Share and repost more - But not just about studio lessons. You
could share relevant blog articles, news about dancing, dance
competitions, etc.

23.

• Use hashtags strategically could add the rest in the comment section.
• Create a branded hashtag - Since Quicksteps is a common dance
term, variation is key. So #Quickstepsdancestudio or
#Quickstepsadelaide
Instagram
• Diversify your dance demos/ reels - Quick tutorials, vanity shots,
dance memes, even inspirational quotes on top of a variation would
be good.
• Showcase more student success stories - Competition wins, end of
lesson group pictures, and the like are always a hit on Instagram.
People like to congratulate.
- Something with brand
colors/ brand values to cap off every post.

24.

MARKET
PERSONAS

25.

YOUNG
PROFESSIONAL
Age: 18-25
• Yearning for activities they never got
to do as children because of financial
or personal insecurity.
• Looking to fulfil skill bucketlist.
AMATEUR
DANCER
Age: 20-45
• Looking for a local dance community
• Interested in joining the competition
scene.
• Learning a new dance style.
COUPLE
Age: 24-35
• Formal events on the horizon,
wedding, anniversay, etc.
• Bonding with partner
• Exploring a new hobby with a partner
SENIOR CITIZEN
Age: 65+
• Looking for a way to stay fit
• Wants friends
• Always loved dancing as a way
to socialise.
PARENT
Age: 30 to 50
• Wants to learn something
• Family bonding
• Looking for activities to keep child
occupied.

26.

Other Notes
Reel Ideas
• Studio Tour - Broken off into different
sections
• Get to know the teachers - Quick
introduction/ show off your moves
• Student testimonial/ Review snippets - In
highlights or as a reel

27.

Pay attention to how images are
autocropped in feedview.

28.

QuickSteps is a common term. So maybe
other hashtags you can explore include
abbreviations or the company slogan.

29.

Include FAQs and List of
Services in your highlights.

30.

QuickSteps is well-established. Engagement is one of the best.
The profiles respond and react to comments. They chime in
when customers have questions, and customers actually ask!
when you visit these accounts.
actually
We want potential customers to know right off the bat, that
QuickSteps is for them. That means creating a cohesive feed
and brand story without losing the trust and familiarity
customers already have.

31.

CONTENT CALENDAR

32.

FOR INQUIRIES,
CONTACT US.
Email
[email protected]