Dance as a Digital Communication Tool: The Role of Viral Choreographies in Building Brand Visibility and Engagement

Abstract

This article examines the evolution of dance, from a traditional art form to its establishment as a key strategic tool in digital communication. With the rise of platforms such as TikTok and Instagram, dance has taken on a more inclusive role, becoming an experience accessible to the public. Viral choreographies have emerged as mechanisms for forging strong relationships between brands and consumers. This article discusses how organizations can incorporate dance into their strategies, with the aim of fostering genuine connections with their audience and stand out in a competitive market. However, the article also highlights the challenges associated with the trivialization of the practice, the pressures placed on content creators, and ethical considerations. It concludes that, by respecting the culture and technical foundations of dance, brands can transform temporary campaigns into something trustworthy and of lasting value.