Your engagement is up. Your views are climbing. People are sharing your content, dropping fire emojis in the comments. By every social media video marketing metric that matters, you’re winning.
So why isn’t your revenue moving?
Because funny gets attention. It doesn’t build trust.
I’m not saying don’t be entertaining. But if all you’re doing is making people laugh, you’re the fun account everyone follows but nobody is calling when they need a lawyer, a dentist, or a doctor.
Chasing Trends is a Problem
Here’s what most professionals get wrong about video marketing: They think if they can go viral, everything else will fall into place.
So they chase trends. Post whatever’s hot. Hope that somehow translates into consultations and new patients.
It doesn’t.
Awareness is not the same as authority.
Awareness gets someone through the door. Authority makes them book an appointment.
Think about it like this: You might follow a lawyer on social media because their memes are hilarious. But when you need legal advice, are you calling the funny guy? Or are you calling the one who broke down complex legal issues in a way you could understand?
Same goes for your video content.
Content that Builds Trust for Professional Services
Here’s what moves someone from “haha, that’s funny” to “okay, I’m booking a consultation”:
Authority content.
For professionals like lawyers, doctors, and dentists, authority content looks like:
- Breaking down common misconceptions in your field
- Answering the questions potential clients are Googling at 2am
- Sharing how you’ve helped clients get results (within ethical bounds)
- Giving your expert take on industry changes
It’s more work. It requires your expertise, not simply your phone camera and a trending sound. But that effort is exactly what separates you from every other practice posting recycled memes.
Build a Video Content Strategy That Works
Awareness Content
Keep some relatable content and behind-the-scenes moments. This is your hook.
Authority Content
Educational videos. Expert opinions. Case study breakdowns. Topics that makes someone think, “This is the professional I need.”
Call-to-Action Content
Tell them what to do next. Book a consultation. Schedule an appointment. Call your office.
Why Houston Professionals Need a Real Video Marketing Strategy
Your funny video might get 50k views while your expert breakdown gets 5k. However, those 5,000 people who watched you break down something complex? They’re the ones who’ll remember you when they actually need your services.
One authority video that brings in three new clients beats 100 funny videos that bring in zero.
If your video content strategy is 90% entertainment and 10% everything else, you’re getting engagement but not positioning yourself as the professional people actually hire.
Here’s Your Next Move
Create one piece of authority content this week in your social media video marketing plan. Break down a common question your clients always ask. Share your expert take. Give them something valuable.
Then watch what happens when you stop performing and start leading.
Because funny get you likes. But authority gets you clients.
Ready to create video content that actually builds your practice?
That’s what we do at JCMM. We’re a Houston-based video production company specializing in content strategy for professional service providers. We build strategies + film + produce videos that move people from “who’s this?” to “I need to book an appointment.”
Serving the greater Houston area and beyond.
Contact us today to discuss your video marketing strategy.
Authority > Algorithms. Every damn time.
— Ash 👑
