Posting to social media is great for instant communications with fans*, but is mainly invisible to search engines.
For search engine visibility you should post Articles (blogs) content.
That way when someone comes across you and wants to know more, and hits Google, they might see YOUR posts and go direct to YOUR content, and pay YOU money. Otherwise they end up on sites selling the production companies scenes, which is lovely for them, but doesn’t pay you.
So, we have search engine friendly Promotional postings.
Best practice – post a Promo article every time you add a scene or clip to any of your various sales platforms.
If you have an affiliate link, use it, make that extra cash.
ALSO, yes, you can promote events, tours, dance appearances, signings etc as well.
*You know this - when you post to Social Media, it goes out to all your followers, but the next day, it's probably dead. A month old post is only seen if it went a bit viral. But search engines keep things forever, waiting for the relevant search. Things I wrote in 1996 are still First Page on Google for the right search terms!