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Summary
- Avatars aren’t to be dismissed, especially in fields like gaming or technology where they can add a playful and innovative touch.
- Avatars can enhance the playful and innovative aspect of your content, thus attracting a young and tech-savvy audience.
- Offer consultations or webinars in small groups where you can share your advice without exposing yourself to a large audience.
Imagine stumbling upon your business lawyer’s TikTok profile giving advice using Popeye as an avatar. Or seeing Warren Buffett at the bank trying to sell you the latest legal insurance package. In both cases, your scam detector would raise a red flag! But aside from these obvious examples, how do you know which approach is more suitable for your business? And if you’re camera-shy, how can you use an avatar without it being off-putting? Let’s explore this together.
Finding the Right Balance
The Power of Authenticity
On TikTok, authenticity often makes the difference. Videos where entrepreneurs show their own face tend to resonate better. TikTok users seek real human interactions, which is crucial in fields like health, finance, or coaching. Showing your face can help build a strong emotional connection and establish trust.
Concrete Cases:
- B2B Marketing: Human faces help build trust. For example, a B2B consultant sharing advice and experiences on camera will be perceived as more credible.
- Fashion and Beauty: In these sectors, influencers who show their own face create a stronger connection with their audience.
When to Use Avatars?
Avatars aren’t to be dismissed, especially in fields like gaming or technology where they can add a playful and innovative touch. A well-designed avatar can represent your brand professionally while being engaging.
Concrete Cases:
- Gaming and Technology: Avatars can enhance the playful and innovative aspect of your content, thus attracting a young and tech-savvy audience.
Measuring Engagement
Videos with human faces receive on average 30% more likes and comments compared to videos with avatars (TikTok Insights, 2023). A mixed approach, where you use avatars for some content and your face for others, can maximize engagement.
Best Practices:
- Mix content types: Use avatars for tutorials and explanations, and your face for personal messages and direct interactions.
- Authentic Storytelling: Share personal stories and anecdotes to create an emotional connection with your audience.
If You Have Stage Fright
If you’re uncomfortable in front of the camera, there are ways to use avatars without losing credibility and authenticity.
Personalizing Your Avatar
- Humanization: Ensure the avatar is professional and accurately reflects your image.
- Co-branding: Associate the avatar with your personal brand using a consistent tone and style.
Using Spokespersons
- Brand Ambassadors: Engage trusted spokespersons or influencers to represent your brand and spread your messages.
- Team and Collaborators: Highlight team members who are comfortable on camera to communicate your ideas.
Directly Engaging Your Audience
- Personalized Responses: Answer your audience’s questions via written or audio Q&As, without appearing on video.
- Private Consultations: Offer consultations or webinars in small groups where you can share your advice without exposing yourself to a large audience.
Mixed Content Plan:
- Avatar Content: Tutorials and complex explanations, animated presentations.
- Ambassador/Team Content: Interviews and testimonials, webinars, and panels.
- Written and Audiovisual Content: Articles, blogs, and podcasts.
Concrete Cases and Strategies for Using Avatars
Business Lawyer
Engaging and Human Content:
- Legal Explanation Videos: Use a professional avatar to explain complex legal concepts with concrete examples of real cases.
- Practical Advice: Share practical tips for entrepreneurs on legally protecting their business.
- Answering Frequent Questions: Respond to common questions about business law with clear and accessible answers.
Specialized Doctor
Engaging and Human Content:
- Medical Education: Use an avatar to explain common medical conditions and treatment options.
- Health Tips: Share prevention and general health advice adapted to a broad audience.
- Patient Testimonials: Share anonymized patient testimonials about their positive experiences with specific treatments.
Final Thoughts
These best practices are effective, but they’re not absolute. Think of Steve Jobs, who personally presented Apple products, a task usually entrusted to a communications manager. The co-founder CEO of Apple was the face of his brand, and it was always a huge success. Apply these tips, but don’t hesitate to test other formats. You might find innovative solutions that will set you apart from the competition.
