New York City Ballet principal dancer Lauren Lovette, a prolific user of Instagram, discovered she had an eager following of aspiring ballerinas while guest teaching at Manhattan Youth Ballet and other summer intensives. “They would come up to me and say, 'I follow you,' " she says. “I realized early on the kind of influence I have on younger girls. Now I like to cater my Instagram that way."

Almost by accident, Lovette had built a "brand"—a successful ballerina whose lively photos, sparkling personality and keen fashion sense speak directly to a target audience. While "dancer as brand" may sound strange or distasteful, it has permeated the ballet world: Think of how American Ballet Theatre principal Misty Copeland has built her empire through social media, a shrewd publicist, television appearances, film and touring with rock star Prince. Now, more dancers are finding ways to market themselves by finding and promoting their unique qualities.