Learn how to create successful TikTok marketing campaigns for law firms. Discover how to leverage this channel to build brand awareness, engage potential clients, and drive growth for your law practice.
RELATED: The Complete Guide To Tiktok Marketing (Everything You Need to Know)
It is impossible to undervalue the influence of TikTok.
Forward-thinking law firms worldwide are attempting to capitalize on TikTok marketing to get in on the buzzing trend and close more clients.
The channel allows your law practice to bring a new sense of creativity to your campaigns and also be a great marketing strategy to connect with clients.
Here, we’ll discuss some of the most fascinating, famous, and foolproof techniques for securing your marketing success on the platform.
So, let’s begin.
Table of Contents
Kinds of TikTok Marketing Campaigns for Law Firms
There are several kinds of TikTok marketing your law prctice can leverage. Such as:
- TikTok Ads Campaign
- Paid Advertising Campaign
- Content Marketing Campaign
- Hashtags and User-Generated Content Campaign
- Brand Awareness Marketing Campaign
We will discuss all these extensively, including how to run these campaigns successfully.
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1. TikTok Ads Campaign
With TikTok advertising, you can reach the demography of your prospective clients that are content-hungry. The truth is, TikTok is no longer just for kids; it is an effective social media advertising option for your brand.
TikTok advertising stats
TikTok is excellent if you are marketing to younger adults, primarily women. In 2021, about 43% of TikTok users, which is almost half of the user base, are between 18 to 24. Women of this age make up 24.7%, close to a quarter of TikTok’s advertising audience.
The largest audience of TikTok is in the United States, about 120,768,500 people. But the most exciting fact is the percentage of the population of adults TikTok ads can reach in countries outside of North America, especially the Middle East and Asia.
For lawyers marketing to an international audience, ads on TikTok offer excellent reach.
Types of TikTok ads
You law practice can benefit from leveraging the different types of TikTok ads available. Some of them are:
In-feed ads
These are ads of self-service that users can create on their own through the use of the TikTok Ad Manager interface.
Image ads
These ads run only in TikTok’s News Feed apps like BuzzVideo, TopBuzz, and Babe. These ads usually have an image, brand or app name, and ad text.
Video ads
Video ads are also available for TikTok or the TikTok family of news apps. These ads run for 5 to 60 seconds and are full-screen videos in the user’s For You feed. Each advertisement has a video, a display image, the name of the brand or application, and text.
Spark ads
These ads boost your practice’s organic content from your account or other users. Research on TikTok shows that Spark Ads have a 24% higher completion rate and a higher engagement rate of 142% than standard In-Feed ads.
Pangle ads
These are Ads placed through the TikTok Audience Network.
Carousel ads
These ads run only in TikTok’s News Feed apps; they include up to 10 images with unique captions per ad.
Setting Up a TikTok Ad campaign
To set up a TikTok ad campaign, you could use TikTok Ads Manager. You will need to do that if you do not have a TikTok Ads Manager account.
Note: You don’t need an Ads Manager account if you’re looking to boost existing content; you can use TikTok Promote instead.
1. Choose your objective
Log in to TikTok Ads Manager and select the Campaign option to begin.
TikTok has seven ad objectives broken down into three categories: Awareness, Consideration, and Conversions.
Awareness
- Reach: Get the most people to see your advertisement.
Consideration
- Traffic: directs traffic to a particular URL.
- App Installs: Drive traffic to your app’s download page.
- Video Views: Boost the frequency at which a video advertisement is shown (in beta).
- Lead Generation: Utilize an Instant Form that has been pre-populated to generate leads.
Conversions
- Conversions: Drive specific website actions, like a sign ups, purchase or subscription, with the help of modifications.
- Catalog Sales: Dynamic advertisements based on your product catalog for catalog sales (in beta and only available to those with a managed ad account in supported regions).
2. Set a budget and give your campaign a name.
Make sure to give your campaign a name that is easily recognizable to your team. Your character count is capped at 512.
If you prefer to set the budget limits for specific ad groups rather than the whole campaign, you can select the option “No Limit” on your campaign budget.
Otherwise, you can choose whether you want to set a Daily or Lifetime budget for your campaign.
Ad budget optimization is also possible for the App Installs and Conversions targets using the Lowest Cost bidding approach.
TikTok is testing a feature to provide a suggested bid for optimized Cost Per Click objectives.
3. Name your ad group and select placements.
Each campaign starts from 70 to 999 ad groups. Every ad group name can be up to 512 characters.
You can also choose different placements for each ad group. Not every sequence is accessible in every location.
- TikTok placement: In-feed ads found in the For You feed.
- News Feed App placement: Ads within TikTok’s other apps like BuzzVideo, TopBuzz, NewsRepublic, and Babe.
- Pangle placement: The TikTok audience network.
- Automatic placement: Allows TikTok to optimize the delivery of ads automatically.
4. Choose whether to use Automated Creative Optimization
You will not upload your creative until you reach the stage of creating personal ads.
But for this period, you have the choice to decide whether to let TikTok automatically generate combinations of your images, videos, and ad text. The ad system will then only show those that best perform. TikTok suggests new advertisers turn on this function.
5. Target your audience
Like most social ads, TikTok allows you to show your ads specifically to your target market. You can use a look-alike or custom audience or target your ads based on: Gender, age, location, language, interests, behaviors, and device details.
6. Set your ad group budget and schedule
Since you have already set a budget for your overall campaign, it is now time to put the budget for the ad group and to set the schedule on which it will run.
For your ad group, decide on a daily or lifetime budget before selecting the start and stop periods. For Dayparting, you can also choose to run your ad at specific times throughout the day (based on your account time zone).
7. Set your bidding strategy and optimization
Firstly, you must choose your optimization goal: conversion clicks or reach. This goal might be determined by your campaign’s objective automatically.
Then, also choose your bidding strategy.
- Bid Cap: Maximum amount per click (CPC), per view (CPV), or 1,000 impressions (CPM).
- Cost Cap: The typical cost per outcome for improved CPM. The price will vary between and within the set bid, but it should average towards that amount.
- Lowest Cost: Lowest Price: The ad system uses the ad group budget to produce the most significant number of results at the cheapest cost per result.
Finally, choose your delivery type: standard or accelerated. Standard campaign delivery evenly distributes your budget over the campaign’s specified days, whereas accelerated delivery uses it as quickly as possible.
8. Create your ad(s)
Each ad group can have up to 20 ads, and each ad name can be up to 512 characters. This is for internal use only (it does not appear on the ad itself).
2. Paid Advertising Campaign
Use any or all of the following four types of paid marketing campaigns to promote your law firm on TikTok:
- Display marketing: This type of marketing uses display networks that deliver ads to viewers of videos. Use retargeting technology to serve ads based on video viewing activity.
- Paid TikTok marketing: Target TikTok users with video ads based on interactions and interests.
- Influencer marketing: Influencer relationships can be used to promote your products personally through people with large existing TikTok followings.
Pay attention to geographic metrics to change bids based on which locations deliver your campaign the best conversion rates. Use TikTok Analytics information to find videos that benefit visitors but are not performing well organically and then use a paid advertising campaign to boost traffic.
3. Content Marketing Campaign
Integrating content marketing to your TikTok marketing mix can help your law firm get more value from the platform.
First, set definite goals and decide if you want to generate leads, raise brand awareness, generate additional TikTok engagement or make a post go viral.
Your content marketing strategy should also produce specific buyer personas. Develop content ideas based on the topic of the content marketing campaign and your target audience information.
The next step is discovering assets and mapping your campaign across a content schedule. Consider using aids such as Images, Explainer Videos, and Ad texts.
Fill out the content calendar to let your team know when each piece of content will be distributed throughout the campaign.
Next, identify trends or challenges based on relevance, competition, and volume. Choose the trends or challenges that make it easy to create helpful, informative, and worthwhile content around your chosen campaign topic.
Your last step is to post; this is where you plan out posting content to TikTok.
4. Hashtags and User-Generated Content Campaign
User-generated content is a collection of posts that your customers use to share their love for your brand and products. The power of user-generated content is apparent, and some are:
They are directly telling their friends and family of the need to check out your brand, and your audience is creating content for you
The use of a unique hashtag is critical when employing these types of marketing campaigns. It will help when it is time to find and aggregate all the content that the campaign generates for your business.
Identify your call to action and make it straightforward. For example, a makeup brand might use this: “Show us your favorite color on Tiktok with #mylipstickfavs.”
Responding to and engaging with your target audience when they contribute is crucial for a successful user-generated content campaign. This procedure demonstrates to your audience that you value the campaign just as much as they do. The campaign will build traction as you engage actively.
Heineken As an Example of a User-Generated Content Campaign
In 2013, Heineken ran a user-generated content campaign that encouraged customers to redefine how people over 60 years old consume beer.
It was called the “60+ Challenge”, enabling customers to provide their ideas, images, and videos, and it brought in entries from over 19 countries.
5. Brand Awareness Marketing Campaign
This marketing campaign is about getting your brand out in front of as many people as possible. However, you must also target it appropriately to avoid wasting advertising dollars.
Steps to Run an Effective TikTok Marketing Campaign For Your Law Firm
Follow these five steps to run your practice’s brand development marketing campaign.
Know your audience
Take the time to map out your target audience based on gender, age, location, and interests.
Determine how long or what time your audience “hangs out” online
Don’t continuously post the same content in an attempt to put your brand name everywhere. Using the specific platform, TikTok statistics indicate that this is the best place to invest money in advertising.
Maintain your spending plan (budget)
A definite budget also influences where to promote. If you do not have a considerable budget, find out which platform can get you in front of the most customers with those ad dollars.
Get creative
This platform helps you get brand awareness for free. This might take the shape of guest blogs or podcast interviews.
Know your goals
Set specific objectives to know whether or not a brand awareness campaign is successful. For example, you will need to see if you want brand awareness only or if you want to also track changes in website visits and email subscribers.
Track the results
Pay attention to the data to understand the campaign’s success. Use that knowledge to make necessary adjustments during the next brand awareness campaign that is run by your business.
TikTok Marketing Campaign Tips for Lawyers
Action these tips to deliver an effective law practice TikTok marketing campaign:
Use Suitable Hashtags
Like many other social media platforms, TikTok users use hashtags to categorize their videos and find videos related to specific topics.
Users can view a collection of videos organized by popular hashtags by clicking on the “Discover” magnifying glass at the bottom of the screen. The following are some advantages of a brand using TikTok hashtags:
- To amplify the reach of your content
- To identify the competitors
- To help get more followers
Even though you should include relevant hashtags on your videos, you should probably avoid the most popular generic hashtags.
It’s more likely that a sea of content will engulf your videos. Your videos should stand out in marginally less competitive categories.
Just like for all marketing, you want your videos to appear visible to those people most relevant to your campaign, so do not focus on hashtags just because they are popular.
Also, remember that this is not Instagram, so do not be tempted to use many hashtags on TikTok. Doing this will most likely take away the effect of your videos.
Follow Current TikTok Trends
Keep an eye out for trending hashtags as another approach to include them in your marketing plan. Then, you can upload and publish videos related to these popular ones.
Remember that trends can move very fast, so keep a regular eye on TikTok trends and be prepared to change your content to keep up with the tide.
If you are sharing your version of a trending video type, do not just make it a copy of everybody else’s videos but try to find a way to make your video unique.
Incorporate TikTok Influencers in Your Campaign
The fact that some people rise to prominence as social media influencers are not coincidental. They typically become well-known for the high caliber of the content they give.
Therefore, it makes sense for the majority of organizations to establish fruitful working connections with individuals who have the potential to influence their customers.
TikTok has also created a new generation of influencers. A group of influencers has more sway with today’s teens and tweens than a more traditional movie or television star.
These are the folks you want supporting you when you launch your TikTok marketing campaigns.
Regular Commenting and Encouraging Comments on Your Posts
Like most social networks, TikTok also supports frequent user engagement. Comments are an excellent way to achieve this as it helps you build up conversations with your potential customers.
TikTok ranks comments by the number of likes they receive, so make sure you think through your comments and make them meaningful. Avoid making bland comments like “nice video” type comments.
Also, take the time to look at other people’s videos and make thoughtful comments on them.
Post Often
One of the social media networks that reward regular posting is TikTok. Your follower rate will likely increase as you upload more videos to your TikTok account.
The more the number of times you post, the simpler it will be for people to find your account and decide to follow you.
Use TikTok Effects in Your Posts
With millions of videos shared on TikTok, you will need to do something different to stand out from the crowd. TikTok offers a wide range of effects to help this workout.
This will be found under the Effects tab, split into Trending, New, Interactive, Editing, Beauty, Funny, World, and Animal categories.
TikTok also includes a green screen effect, which allows you to use the image of your choice to replace the video background, just as you would often see on television and in the movies.
Make Interesting Videos with Clear Descriptions
Videos on TikTok can be up to a minute long.
You do not have a long time to get your message across. And whatever you do, do not just upload blatant ads but make sure that even official TikTok ads provide value to your audience.
You want your law practice videos to be visually appealing without looking like they have been made by a professional advertising agency, even if you may have worked with an agency to help your creativity.
Although you might occasionally use your captions as previews, you should generally provide your audience with a clear explanation of what your videos offer. If possible, say it in such a way that people would have the urge to comment.
For SEO, creating a solid description is also crucial. In essence, you want Tiktok to know what your video is about when it indexes your clip and hopefully provides it to your preferred audience as a suggestion.
Don’t forget to include your most relevant keywords in your descriptions, but they must make logical sense and not just a bunch of random words.
However, preparing short, snappy descriptions is the best practice because you have only so much screen space.
You could consider repurposing videos you have made for YouTube, Snapchat, Instagram, or Facebook, but remember to make them fit into TikTok’s one-minute time limitation. Ensure that your video is suitable for the demographic you are trying to target on TikTok.
Set a Hashtag Challenge
One of TikTok’s ad types involves sponsoring hashtags.
Hashtag challenges are prevalent on TikTok. They are an excellent method for brands to raise user engagement and brand recognition. You set up a challenge for users, who can share videos of themselves attempting your challenge.
A successful hashtag challenge encourages discussion about your product offline and on other social media platforms.
Even big-name companies, like McDonald’s, have become involved in this, like their #bigmactiktok challenge, where fans had to select a preferred Big Mac chant genre and then dance and record a Big Mac chant video.
Why TikTok Marketing Campaigns Are Valuable
Since its start in 2016, TikTok has grown remarkably and has cemented its place among other established networks like Facebook, Instagram, and Twitter.
Below is a list of statistics highlighting some of the many implications of TikTok’s rise in popularity and why brands are increasingly taking advantage of it.
- TikTok generated about $4.6 billion in revenue in 2021.
- TikTok had about 1.2 billion users at the end of 2021 and is projected to reach 1.5 billion by the end of 2022.
- 18% of internet users of ages 16 and 64 are on TikTok.
- 67% of TikTok users said the app helped them to shop.
- 74% say the app helped them discover more about a product or brand.
- About 90% of TikTok users open the app daily.
- 38% of US consumers plan to use TikTok in 2022, as 17% did in 2020.
Handpicked For You:
- The Snapchat Marketing Guide for Brand Growth
- Best Guide to Brand Positioning
- What Market Segmentation really Mean – The Marketer’s Guide
Final Thoughts On law Practice Marketing
Several law firms are striking surprising connections with TikTok’s young, creative audience. And they’re accomplishing it by combining their regular content with sponsored/paid TikTok advertising.
Doing the same can help you grow your law firm effortlessly. Thanksfully, this guide has made it a breeze. Follow the tips here to pull it off easily.
RELATED: The Complete Guide To Tiktok Marketing (Everything You Need to Know)
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As an experienced SEO and Social Media Strategist, I have dedicated the past four years to helping businesses enhance their online visibility and achieve remarkable growth. With a strong background in SEO and a passion for content strategy, I specialize in crafting compelling, optimized content that resonates with target audiences and drives engagement.
My expertise extends to guiding businesses of all sizes in leveraging video marketing tools. With a keen eye for innovation, I've honed the ability to identify game-changing video marketing tools and tactics that propel brands ahead of the competition. Whether through content strategy or hands-on writing, I am committed to delivering results that elevate brands to new heights.
Felix is the Senior Content Editor and Strategist at Adilo, where he harnesses his expertise in social video marketing, online video platforms, video editing, e-commerce, e-learning, and marketing to to help businesses drive results. With a keen eye for storytelling and a pulse on industry trends, Felix crafts actionable content that empowers brands to elevate their video marketing strategies and thrive in the digital landscape.
