I am Kyle Ean Haggerty, Director of Business Development with INGAGE Digital Marketing and Public Relations, and this is your Marketing Moment.
- Today’s moment is dedicated to one of your core constituents, Attorneys.
- As we service all industries, one of our specialties is Marketing and Public Relations for the Legal Industry.
- Our social media management strategies present our clients on all platforms.
- One of our biggest challenges with our attorney clients is that they need to view TikTok as a viable platform for Marketing.
- AND THIS IS A MISTAKE.
- AND LET ME TELL YOU WHY… here are the facts
First: The TikTok Hashtag, “LawTok, that is L.A.W.T.O.K., has attracted over 1.8 billion views gaining popularity on this platform.
Second: TikTok has over 1 billion active users, making it the world’s 6th most-used social media platform.
Third: Creating and posting videos on TikTok is much easier than on YouTube. Even if your videos are rough around the edges, you can still get maximum impact.
Fourth: Think of TikTok for lawyers as an opportunity to inform an audience that few of your competitors are promoting, but act quickly, because that will change soon.
When creating a comprehensive social media strategy, you must understand the strength and weaknesses of each social media platform. In the case of TikTok, let’s explore what makes it different from Facebook and Instagram.
TikTok stands out from other social media platforms in several ways:
- Short-form video content: TikTok primarily focuses on short-form video content, with a maximum duration of one minute. This format encourages people to create concise, engaging, fun, and creative videos, making it different from platforms that prioritize text and image-based content.
- Algorithmic content discovery: TikTok’s algorithm is known for its effectiveness in delivering personalized content to the user’s personal preferences. The “For You” page provides a continuous stream of selected videos based on a user’s preferences, viewing habits, and interactions. This algorithmic approach promotes content discovery and allows users to easily find new and diverse creators.
- Emphasis on creativity and trends: TikTok strongly emphasizes creativity and viral trends. Users can easily participate in challenges, dances, and memes, empowering them to engage with a broader community and gain exposure. The platform’s editing tools, filters, effects, and music library also contribute to the creative aspect of TikTok.
- Seamless editing and user-friendly interface: TikTok offers a range of user-friendly editing tools and features that allow users to create engaging videos without requiring extensive technical and computer skills. The app’s interface is designed to be intuitive, allowing users to quickly shoot, edit, and share their videos within the app.
- Music integration and sound-based interactions: TikTok has an extensive library of licensed music, sound effects, and audio clips that users can incorporate into their videos. This integration of music and audio is a unique feature that has contributed to the platform’s popularity, as users can create lip-syncs, sound-based sketches, or use audio as a form of expression.
- Global and diverse user base: TikTok has a worldwide reach and attracts a diverse user base spanning various countries, age groups, interests, and cultures. This diversity contributes to the platform’s broad range of content and allows users to connect with people worldwide.
The legal industry is very regulated. It is essential to understand the challenges of this platform to avoid any problems.
While TikTok has gained immense popularity and has become a platform for creative expression and entertainment, there are also several negative aspects associated with it. Please note these common concerns:
- Privacy concerns: TikTok has faced scrutiny regarding its handling of user data and privacy practices. There have been allegations that the app collects and shares user data with third parties without explicit consent. These allegations have raised concerns about potential data breaches and unauthorized access to personal information.
- Inappropriate content: TikTok has been criticized for hosting inappropriate and harmful content, including explicit language, violence, bullying, and dangerous challenges. The platform’s algorithmic recommendation system sometimes fails to filter out such content effectively, exposing users, particularly younger ones, to potentially harmful material. This problem can create a negative impression on your future clients.
- Cyberbullying and harassment: TikTok, like any social media platform, can be a breeding ground for cyberbullying and online harassment. Users, especially young ones, may become targets of abusive comments, hate speech, body shaming, and other forms of online abuse. Disgruntled clients can use this platform to smear your firm’s reputation.
- Exploitation and predatory behavior: TikTok’s large user base, primarily young people, makes it an attractive platform for potential predators and exploiters. There have been instances of users receiving unwanted attention, grooming attempts, or even falling victim to scams and frauds. Clear messaging of professionalism and integrity is needed to stand above the rest.
- Time-consuming and addictive: TikTok’s addictive nature can lead to excessive screen time and distraction from real-life activities. Spending excessive time on the platform may negatively impact mental health, productivity, and social interactions. This is a problem; however, your content will most likely be viewed several times.
To stay out of trouble, consider these best practices:
Following some best practices is vital to ensure a positive and safe experience when using TikTok. Here are some recommendations:
- Understand the community guidelines: Familiarize yourself with TikTok’s community guidelines to know what kind of content is allowed and what is not. This information will help you avoid posting inappropriate or offensive content that could lead to penalties or account suspension. We live in a polarized community. As a legal professional, you are expected to stay above the fray.
- Be mindful of your privacy: Adjust your privacy settings to control who can view and interact with your content. Consider making your account private to limit your audience to approved followers to the type of clients you want to attract. Additionally, avoid sharing personal information that could compromise your privacy or security. Clearly, you are posting as a business and not a person.
- Respect copyrights and intellectual property: Do not upload or use content you do not have the right to. This would include music, videos, images, and other copyrighted materials. Use the provided TikTok sounds and tune library or create original content, and this can be avoided.
- Engage with the community: TikTok is a social platform, so engaging with others is essential. Like, comment, and share content that you enjoy. Respond to comments on your videos and build connections with other TikTok users. This will help you grow your following and create a supportive community. People hire firms they feel they know and trust.
- Create high-quality and engaging content: Put effort into creating exciting and visually appealing videos. Use good lighting, clear audio, and consider the overall aesthetics of your content. Experiment with different video editing tools and effects to make your videos stand out. As our client, we will guide you through this process.
- Be authentic and genuine: TikTok is known for its authenticity. Even though you are a professional, be yourself and share content that reflects your personality, qualifications, and interests. Users are likely to connect with natural creators who express their true selves.
- Stay safe, professional, and respectful: TikTok has a broad user base, including younger individuals. Keep your content appropriate for all audiences and avoid engaging in cyberbullying, hate speech, or harassment. Respect others’ opinions and treat fellow users with kindness and empathy. Stay on the message of what you are trying to attract for your firm.
Remember, TikTok is a dynamic platform, so staying informed about the latest trends, challenges, and updates will enhance your experience and help you maximize your time on the forum. Working with an INGAGE account manager will keep you ahead of the curve.
FINALLY: If your firm’s primary clients are corporate businesses, TikTok, in most cases, is for someone else.
However, If your client is the actual consumer, “Where have you been”… TikTok is waiting on you to INGAGE.
Are you ready? if so,
So please, contact us for your complimentary marketing analysis so we can join you on your road to success.
I am Kyle Ean Haggerty, and that was your Marketing moment.