Online advertising has become increasingly popular, especially through social media platforms such as Facebook, Instagram, and YouTube ads that piggyback on more interesting videos. All of this indicates that advertising will increasingly be done through social media. Social media is evolving.
A whole generation of children does not have a Facebook account. They are not the only ones without Instagram. They watch TikTok. TikTok video ads are usually only a few second long. There is no room to add an advertisement. Even if an advertisement was added at the end, the viewers would just swipe it past and move on to the next video. Facebook and Instagram may be left in the dust when this generation grows older, just like Myspace.
How do you reach consumers on TikTok?
In the interest of the future, many attorneys have realized they need to be on TikTok if they wish to be seen by their younger clients. TikTok does not allow consumers to watch a short commercial before watching a video, unlike YouTube or other platforms that offer long-form videos. Even if they did, they’d swipe right past it. You must stop advertising on TikTok and produce an educational or entertaining video to reach consumers.
The Three C’s in TikTok marketing: Content, content, and more content
There is no secret about the fact that videos on TikTok will be controlled by an algorithm. You get a few hundred views for your video. It gets more views if it does well. The performance of a video is determined by a number of factors. One of these factors is the rate at which viewers retain information. Your video will get limited views if users only watch a few moments and swipe on to the next video without finishing it. You will get more views if people watch it all. The next step is to get the user involved. The algorithm will reward your video with more views if users comment and share it. If you share and repost videos, your friends will also see them in their feed. Last but not least, the frequency of your creation and posting new videos is a key factor. For posting videos constantly, you will be rewarded. You need to have quality content that is engaging, as well as a large quantity.
Engaging Consumers
How long has it been since you last saw an attorney tv commercial that you found engaging? One is difficult to produce, let alone one every day. How can lawyers engage consumers? You can either entertain or educate or do both. It is not important to promote yourself on TikTok. Many lawyers have built a following through educational videos about the law, or entertaining videos which may or may no relate to legal issues.
@LawByMike is one such example. Attorney Mike Mandell built a large following by creating high-quality entertaining videos on unique aspects of law. The videos he makes are constantly in their feeds, keeping his brand in front. The following can then turn to him if they need an attorney.
Our brand, @simmonsandfletcher, has moved my law firm into the TikTok universe. The firm, Simmons and Fletcher, P.C., Injury and accident Lawyers, is made up of three attorneys, each of whom shoots their own videos. Attorney Christopher Fletcher is known for his straightforward style when discussing legal issues. I use AI to create entertaining videos in which I offer advice on law, business and other topics, but with a humorous or odd twist. Spoiler Alert: In one of the videos, I turn into a zombie! Sharon-Simmons Cantrell creates videos that offer helpful life advice and review Bible verses.
Entertainment is not Advertising
You will not find a call to act in any of these video clips. These videos are purely educational and entertaining. Not only are people unlikely to follow someone posting a lot of ads, but attorney advertising is also highly regulated. Each tv ad by an attorney must be approved by the State Bar. Videos that are purely educational or entertaining do not need to be approved. You don’t need to wait 45 days for approval of videos in an age when algorithms are king.
Influencer vs Advertiser
Your goal is to gain followers on TikTok while also establishing your brand and legal expertise. If you have a large following, you can assume that they will eventually need an attorney and you’ll be the one who they trust and know.
About Author:
Paul H. Cannon, Managing Partner, is a Shareholder and Managing Director at Simmons and Fletcher, P.C., Injury & Accident Lawyers, located in Houston, Texas. He is a Litigation Lawyer and the Marketing Manager at the firm. Paul H. Cannon is a 1995 graduate of South Texas College of Law. In 2005, he was certified by the Texas Board of Legal Specialization as a Personal Injury Trial lawyer. He recognized that the future of internet marketing lay in his learning it and began to work in online marketing. He is now in charge of the online marketing strategy for his firm.