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Dive Brief:
The New York Conservatory for Dramatic Arts plans to close at the end of its current academic year, with operations and classes set to end Aug. 31, it announced Tuesday.
The for-profit arts college is currently coordinating with other institutions to help find spots for students who have not completed their programs by then. So far, it has established teach-out agreements with Five Towns College and American Academy of Dramatic Arts, both in New York.
NYCDA trustees decided to close after a “thorough evaluation of our enrollment and financial forecasts,” the two-year college said in an FAQ page. In explaining the closure, it cited national college enrollment trends and demographic projections.
Dive Insight:
The 45-year-old NYCDA said that the decision to close “has not been made lightly, and it comes after exhaustive efforts to explore every possible alternative.”
On the FAQ page about the wind-down, the college noted that “the landscape of higher education has meaningfully changed since the pandemic.” Its own fall enrollment fell by 8.6% to 286 students between the pre-pandemic year of 2019 and 2023, according to federal data.
Founded in 1980 by Joan See, a successful commercial actor, the New York City institution started with a single private acting class.
From there, it was built into a “nationally accredited college that to this day empowers actors to follow their dreams, prove the doubters wrong, and make a living doing what they love,” as the institution described itself in Tuesday’s announcement.
Before the closure decision, NYCDA offered two-year acting programs in theater, musical theater, and film and television, and a two-year program in media production geared toward actors. It also offers shorter-term programs, including certificates. Its alumni include film and television actors, including Miles Teller, Jacob Batalon and Ashleigh Murray.
NYCDA joins a growing list of private arts colleges to fail recently. Last year saw the sudden closure of University of the Arts in Philadelphia along with the Delaware College of Art and Design. Pennsylvania Academy of the Fine Arts, meanwhile, announced it would stop offering two- and four-year degrees at the end of the 2024-25 academic year.
Those closures left holes not just in the higher education world of those regions but also in the local arts scenes, where the institutions employed working artists, hosted events and created hubs of artistic activity.
The image of the suffering artist is a cliché that faculty and staff who work with students in the performing and visual arts are trying to dispel. They believe that creative inspiration doesn’t have to come at the expense of health and well-being.
“You definitely have to be able to connect on some level to that artistry. But that doesn’t mean necessarily that you have to suffer mental health issues to be able to access this,” said Frank M. Diaz, professor in the Indiana University Jacobs School of Music.
A growing awareness of young people’s mental health and the challenges depression and anxiety pose to student retention and college completion has inspired services for students of underrepresented minority backgrounds, student athletes and other populations on campuses.
More performing arts programs have also begun embracing education on emotional and physical well-being to equip students to succeed in college and beyond.
Under pressure: Performing arts students, like many college attendees, face academic pressures—as well as financial responsibilities to pay for college—that can put them under immense stress. A 2024 survey by Inside Higher Ed and Generation Lab found that just under half of respondents indicated their top stressor while enrolled was balancing academics with personal, family or financial responsibilities.
Performers also juggle rehearsals, whether individual training or as part of an ensemble, that can require several hours of work outside of regularly scheduled classes. Musicians are often in practice rooms for hours each day, causing them to deprioritize their well-being.
“Some of them practice for six hours,” Diaz said. “That does not include their academic courses, their music courses, their ensembles that they’re in, their lessons and their studio classes. While you pile all that on, it’s a lot.”
Young people in general are more open to talking about mental health compared to previous generations, but performing arts students often feel cultural pressures to maintain certain appearances.
“There’s a lot of stigma around the arts and mental health,” Diaz said. “Music students—we also have ballet here—don’t like to admit that they have issues. It’s seen as a weakness, so it’s been traditionally not talked about in our field.”
Additionally, the performing arts can put pressure on students’ physical health if they’re not trained or properly supported. A research study of music schools in Switzerland and the U.K. found music students had lower levels of physical and psychological health compared to the general population.
This unique combination of factors has pushed some colleges and universities to invest in specialized resources dedicated to students studying music.
Institutional change: Members of the National Association of Schools of Music, the accrediting body for most music programs, are required to provide music students with information about physical and mental health. Most institutions meet this requirement through a dedicated webpage where students can browse campus and external services. If you ask James Brody, director of the Musicians’ Wellness Program (MWP) at the University of Colorado, Boulder, College of Music, that’s just the tip of the iceberg.
Brody and his colleagues have been engaging in this work informally for over a decade. In 2020 the university rolled out an embedded counseling program, which provided the College of Music with a dedicated mental health clinician, Matthew Tomatz, to lead outreach and deliver services to music students. Tomatz, a former musician himself, receives referrals from faculty and staff to meet with students and provides regular group therapy for student musicians to engage with peers and talk about their struggles.
MWP was officially established in 2021, providing physical and social wellness education to learners across CU Boulder’s school of music to prevent and recover from injuries for long-term thriving.
Approximately 160 students participate in MWP offerings each year, and more than 130 music students accessed counseling and psychiatric services in the 2022–23 academic year, according to a university press release.
The Office of Wellness and Arts Health Initiative (OWAHI) at the Jacobs School of Music was established in 2023 as a way to increase student access to supports. The school is home to 1,600 students, making it one of the largest music schools in the U.S. The size can make music students more isolated from the larger campus community of Indiana University, because “everything [within the music school] is in one place and our students never go out and venture into this Big Ten campus that we have,” Diaz said.
Instead of making students seek out resources, the school centralized offerings into the OWAHI, creating a one-stop shop for a variety of support services that are student-centered and student-led.
Social wellness: One of the undertones of performing arts programs is competition; students fought hard to win a spot at an accredited music program, which can create feelings of rivalry and isolation from their peers.
Jacobs School of Music students enjoy a holiday party thrown by the Office of Wellness and Arts Health Initiatives in partnership with the Jacobs School’s Health and Wellness Committee.
Wendi Chitwood/Indiana University
To combat this narrative, Diaz created events centered on relationships. “Our data basically indicates that people are seeking community. They don’t know how to find it; they don’t know how to build good relationships. They know they want them. So, to me, that’s the basis of everything we do.”
OWAHI offers drop-in office hours for students to get snacks, talk with their peers and engage in destressing activities, including mindfulness training, massage, games and yoga. In addition, the office partners with the School of Social Work to provide student-led wellness coaching, which both connects learners with peers and gives social work students needed supervised practicum hours.
Jacobs students participate in a meditation session provided by the Office of Wellness and Arts Health Initiatives.
Jacobs School of Music/Indiana University
OWAHI offered about 70 coaching sessions in 2023–24 and an estimated 300 sessions during this academic year, which Diaz attributes to increased engagement on campus, student-led marketing and positive partnerships. Students who participate in services are also demographically representative of the school’s population, and Diaz has been pleased to see high participation rates among male students (41 percent of participants), given perceived barriers to engagement in mental health supports for men.
At New York Film Academy in Los Angeles, acting professor Victor Verhaeghe noted that his students tended to arrive with fewer socio-emotional skills, making it harder for them to engage. Verhaeghe has started using class time to lead meditation and shared affirmations, allowing students to become more vulnerable and connected to each other, as well as create self-love.
“I say, ‘Let’s start with sharing who you are; let’s open up to discussion,’” Verhaeghe said. “Some people are not ready to share, but I’ll share my story … It’s all about rewiring, it’s about changing the programming. As an artist, vulnerability is essential. You have to be able to tap into that.”
Physical wellness: Injuries among college students often come from late-night recklessness, sports, accidents or overwork. Less common is the physical strain improper musical technique can have on musicians.
“People don’t understand that musicians get injured, and the injury rate is high—as high as 80 percent of college students,” Brody of CU Boulder said.
Brody offers one-on-one consultations and lessons with students to help them recover from injury, misuse, anxiety or physical tension, helping them connect music and the body to ensure they can continue playing for many years. “I am continually amazed at how anatomically illiterate most musicians are,” he said.
Professor James Brody, director of the Musicians Wellness Program, instructs a student musician on clarinet.
University of Colorado, Boulder
He’s passionate about physical wellness education for musicians, and admits he sometimes has to pull back from overloading students with anatomy lessons.
“Some people say, ‘No pain, no gain,’” Brody added. “I say, ‘No pain, no pain.’ It really shouldn’t hurt.”
CU Boulder music students can also receive free hearing tests, a common practice for music schools to ward against noise-induced hearing loss.
The University of North Carolina at Greensboro offers two elective courses within the school of music that connect physical health to performance, encouraging students to move strategically and reduce tension.
In the future, Brody would love to see donor support for more resources to support musician well-being, including specially designed hearing protection and vocal health support from a laryngologist.
Occupational wellness: College students in general are anxious about their careers—71 percent of students say they feel at least somewhat stressed thinking about life after college—but the performing arts has always been an especially challenging field. Recent data from the Bureau of Labor Statistics found that only about 20 percent of students with a fine arts degree actually work in arts, design, entertainment or media occupations.
“Every single student is terrified right upon getting out because of the complete unpredictable nature of this business,” Verhaeghe said.
Brody noted student musicians’ anxiety levels are high regarding their future plans, particularly due to a shrinking number of symphony orchestras and full-time opportunities. “Still, folks line up to do it,” he said. “We don’t have any lack of talent and motivation.”
In class, Verhaeghe talks about the challenging elements of being an actor, from not having work to playing demanding roles with long hours. “I think it’s important that we talk about the next phase,” he said. “I believe this is a calling to do this work, and not everybody’s called … if you really want to have a craft, then you will invest.”
Performing arts students also often live with the tension of trying to balance passion and work. Many people consider art to be a healing or soothing experience, allowing them to engage in mindfulness or relaxation. “The evidence is pretty clear that musicians and artists in general are the exception to the, ‘I do art and I feel good’ thing, like, we don’t experience that because it’s vocational,” Diaz said.
There’s one exception to this work, Diaz noted: when art becomes a service. At IU, students can participate in performances at senior centers through the Senior Outreach Program.
“Instead of going as ‘I’m going to perform this awesome thing with you,’ [it’s] ‘I’m going to connect with you, I’m going to go learn your name and learn what you like and perform for you at these senior community centers,’” Diaz said.
Faculty members agreed there’s a need to encourage students not to burn out or overexert themselves for the sake of their art, because it’s not sustainable in the long term and reduces their career potential.
“The culture is gradually changing because it has to,” Brody said. “If it doesn’t, it’s like feeding people into a wood chipper.”
Instagram has become one of the most powerful tools for schools to connect with students, parents, and alumni. It’s a platform full of potential to show off your school’s culture, achievements, and community in a highly visual and engaging way. However, your school will have to contend with a variety of challenges to stand out from the crowd.
If you’ve noticed your school’s Instagram page isn’t getting the kind of engagement or attention you were hoping for, you’re not alone. Many schools face similar difficulties when it comes to building a large and engaged Instagram following. So, what could be going wrong? Let’s take a deep dive into ten key reasons why your school’s Instagram page might not be performing well and how you can turn things around.
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1. You’re Not Posting Consistently Enough
One of the most common reasons school Instagram pages fail to gain traction is inconsistent posting. When you’re not regularly sharing content, you risk losing your follower’s attention and missing engagement opportunities. Instagram’s algorithm favors active accounts, so if your school is posting sporadically or only during major events, you may struggle to stay visible in your audience’s feed.
The solution is simple but requires commitment: consistency. You need to create a posting schedule that ensures you’re sharing content at least a few times a week. Whether it’s showcasing student achievements, classroom activities, or campus events, your followers want to feel like they’re staying connected to the life of your school. By sticking to a reliable posting routine, you’ll increase your visibility and build a habit of engagement with your audience.
Have you been wondering “Why am I not getting likes on Instagram?” If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience. Are your posts inspiring comments, shares, or likes? Is your content inviting people to participate in discussions or take action? Too often, school Instagram pages fall into the trap of simply broadcasting information instead of engaging their audience.
To fix this, you must focus on creating engaging content that encourages conversation and interaction. Ask questions in captions, run polls in your Stories, or create fun challenges in which students and parents can participate.
Make your content relatable by featuring real people—students, teachers, and alumni—sharing their stories and experiences. By fostering a two-way conversation, your Instagram page can become a hub for your school community, rather than just a bulletin board of announcements.
Example:A great way to create engaging school Instagram posts is to follow trends and borrow ideas from one of the internet’s most engaging platforms: TikTok. Particularly as a school striving to attract Gen Z prospects, it’s essential to remember that there’s likely a significant crossover between Instagram and TikTok users who may be interested in attending your school. Here, King’s University College gets it right. They use a popular TikTok trend – a spoof on Gen-Z slang, in one of their Instagram posts to engage their audience. Based on the healthy number of likes and comments, this strategy seems to be working! Give it a try.
Source: King’s University College | Instagram
3. You’re Not Leveraging Instagram Stories and Reels
Instagram Stories and Reels are powerful tools to reach your audience creatively, but many schools underuse or ignore them altogether. If your school’s Instagram strategy relies solely on standard posts, you’re missing out on the more interactive and short-form content that Instagram is known for.
Stories and Reels not only provide a fun, behind-the-scenes look at your school, but they also have the potential to reach a wider audience due to Instagram’s algorithm, which prioritizes these features.
Start incorporating Stories and Reels into your strategy by showcasing day-in-the-life experiences of students, behind-the-scenes glimpses of school events, or quick educational tips from teachers.
Stories allow for casual, in-the-moment updates, while Reels offer the opportunity to create shareable, engaging videos that highlight the vibrancy of your school community. Use these features to diversify your content and engage your audience in new ways.
Example: Here, the University of Guelph posts an incredibly moving story in observance of World Mental Health Day. This timely story also showcases the school’s supportive and tight-knit community. When planning your Instagram story content, don’t forget to forge a connection with your audience in addition to sharing timely and valuable information.
Source: University of Guelph | Instagram
4. Your Captions Are Too Formal or Generic
While it’s tempting to keep things professional on your school’s Instagram page, overly formal or generic captions can come across as dull and uninviting. If you’re getting no likes on Instagram, it’s possible that you simply need to be more interesting.
You want your audience to feel a personal connection to your content, and that’s hard to achieve if your captions sound more like press releases than conversations. If you find your captions aren’t sparking engagement, it might be because they’re lacking personality.
The key to improving your captions is to make them more relatable and conversational. Speak to your audience as if you were having a face-to-face conversation with them. Show some personality—whether that means adding humor, warmth, or excitement, depending on the nature of the post.
Keep your captions concise but meaningful, and don’t hesitate to include a call-to-action that invites followers to respond, whether it’s by sharing their thoughts or tagging a friend.
Source: University of BC | Instagram
Example:This relatable caption reads: “Another scenario! Your prof asks you a question but you’re distracted. What are you going to do?” This caption is borrowed from the popular POV trend on TikTok which is likely widely known by Gen-Z university students and hopefuls. Captions like these are designed to be relatable, humorous, and resonate with your prospects’ sensibilities. When crafting an Instagram caption, think of what your audience has in their minds – What are their motivations? What are their pain points? What internet trends might appeal to them? Get creative!
5. You’re Not Using Hashtags Effectively
Hashtags are essential for expanding your reach on Instagram, but they’re often misused or overlooked. If you’re not using hashtags strategically, or if you’re using irrelevant or overly broad ones, your posts may never reach the intended audience.
Hashtags help categorize your content and make it discoverable to people interested in similar topics, but if you’re not thoughtful about how you use them, you could be missing out on a significant source of engagement.
The best way to optimize your hashtag usage is to research and use hashtags relevant to your school, community, and industry. Mix popular, trending hashtags with more niche or location-specific ones that your target audience is likely to search for.
For example, using tags like #schoollife or #education can help you reach a broader audience, while more specific hashtags like #YourCitySchool or #STEMAtYourSchool can connect you with a local or interest-driven audience. Don’t overdo it—stick to a mix of five to ten effective hashtags per post.
6. You’re Not Showcasing Student and Community Stories
At the heart of any school are the people who make it special—students, faculty, alumni, and community members. If your Instagram feed is focused on promotional content or school-wide updates, you’re missing the chance to tell the human stories that can build emotional connections with your followers.
Schools that fail to highlight personal stories and experiences often struggle to engage their audience on a deeper level. You can solve this by featuring student and community stories more prominently in your content strategy. Share student achievements, interviews with alumni, or profiles of staff members who are making a difference.
Consider starting a series where students take over the Instagram account for a day, giving your followers a first-hand look at what it’s like to be part of your school community. These personal, authentic stories draw people in and make your school’s Instagram page stand out.
Example:Here, The Clover School highlights a parent night that they recently held. When crafting your Instagram stories, remember to target different segments of your audience – Students, parents, alumni, and key stakeholders should be considered during the planning process. Here, The Clover School targets parents, highlighting the fact that parents regularly enjoy the opportunity to connect at events.
Source: The Clover School | Instagram
7. You’re Ignoring Analytics and Data
Many schools struggle with their Instagram performance simply because they’re not paying enough attention to the data. If you’re not regularly analyzing your Instagram Insights, you’re missing valuable information about what’s working and what’s not.
Without understanding your audience’s behavior, you can’t make informed decisions about the content to post, the best times to post, or how to optimize your engagement. To turn things around, you can start using Instagram’s built-in analytics tools to track key metrics like engagement rates, follower growth, and reach.
Pay attention to which posts are performing well and why. Is it the timing, the subject matter, or the format? Use this data to refine your strategy over time. If you notice that certain types of content resonate more with your audience, double down on those themes. If certain times of day get more engagement, adjust your posting schedule accordingly. Data-driven decisions will help you continually improve and keep your Instagram page performing at its best.
8. You’re Not Showcasing Diversity in Your Content
One reason your Instagram page might not be resonating with your audience is a lack of diverse representation in your posts. Today’s students and parents are looking for schools that celebrate diversity and inclusion, and your Instagram account should reflect that. If your feed showcases the same types of events, people, or perspectives, you may be unintentionally alienating parts of your community or future students.
To address this, make sure your content highlights the full spectrum of your school’s community. Feature stories from students with different backgrounds, cultures, and interests. Celebrate various events that showcase your school’s inclusivity, such as cultural fairs, diversity days, or guest speakers from a range of fields.
By presenting a more holistic view of your school’s community, you’ll create a space where everyone feels represented and valued. This not only strengthens your online presence but also shows potential students that your school is a place where they can truly belong.
Example: Here, the University of Western Ontario showcased its meaningful commitment to diversity. By uplifting the voices of their students attending the local Pride Parade, Western is celebrating the diversity within their community.
Source: University of Western Ontario | Instagram
9. You’re Focusing Too Much on Perfection
Instagram can feel like a platform where everything must look perfect, from flawless event photos to perfectly curated classrooms. However, an overly polished feed might be doing more harm than good. If your school is not getting Instagram likes, your posts may seem overly staged or lack authenticity, you may struggle to build meaningful connections with your audience. People are drawn to what feels real, and overly perfected content can come across as insincere.
The best way to solve this is by balancing your polished posts with more authentic, candid content. Let your audience see behind-the-scenes moments that aren’t perfectly scripted or planned—show the hustle of organizing an event or the genuine joy of students working on a group project.
Embrace imperfection by showcasing real-life moments, whether it’s students laughing between classes or teachers preparing for a lesson. Authenticity fosters trust and can dramatically boost engagement, as your followers will connect more with the human side of your school.
10. You’re Not Engaging With Your Audience
Even if you’re posting consistently and creating great content, you might still struggle to grow your Instagram presence if you’re not actively engaging with your audience. Instagram isn’t just about broadcasting—it’s a platform designed for interaction.
If you’re not responding to comments, liking posts from followers, or actively participating in discussions, you’re missing out on opportunities to build relationships with your community. To improve this, make engagement a core part of your Instagram strategy. Respond to comments on your posts, even if it’s just a simple thank-you or an emoji. Acknowledge students who share posts about your school by commenting or reposting them on your Stories.
By actively participating in conversations and showing appreciation for your audience, you’ll encourage more interaction and foster a sense of community. The more you engage with your followers, the more invested they’ll become in your school’s Instagram page—and your school overall.
Source: John Cabot University | Instagram
Example: Personalized responses such as the one pictured above are often enough to help build anticipation for prospects looking forward to the next step in their journey with you. Your responsiveness on Instagram also showcases your school’s desire to connect and assist. This is a selling point in and of itself.
If you’re not getting likes on Instagram, there’s no need to worry! Turning around the performance of your school’s Instagram page doesn’t require a complete overhaul, but it does require a thoughtful approach.
By identifying the areas where you may be falling short and implementing these practical solutions, you’ll be well on your way to creating an engaging, vibrant Instagram presence that truly reflects the spirit and energy of your school.
Whether it’s by posting consistently, creating more engaging content, or tapping into the power of Instagram Stories and Reels, there are plenty of ways to breathe new life into your school’s Instagram strategy. Remember, social media success doesn’t happen overnight, but with a bit of patience and persistence, you can turn things around and start seeing the results you’re aiming for.
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FAQ
Why am I not getting likes on Instagram?
If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience.
