As The Hearse Turns Live with Ryan Thogmartin

can we talk about facebook though specifically because i have a lot of people that say why aren't you on instagram which we are on instagram i just don't do a lot on instagram but why aren't you on tick tock tick tock's where it's at um why facebook

It's easy because that's where the buying consumer for a funeral home lives and breathes.

All those other platforms are great.

Like preference wise, I spend probably three times the amount of time on Instagram and TikTok that I do on Facebook.

From a personal, just if I'm going to engage, follow where I see trends, everything happens on TikTok first.

It is where the majority of eyeballs are, but it's not where that consumer that's going to pre-plan or at need a funeral is living to engage with a funeral.

The conversion isn't there.

So we're not going to run a pre-need lead campaign on TikTok and get conversion.

It's the wild, wild west.

Yes, you can get a lot of views.

You can go viral very quickly.

The same with Instagram.

It's not as hyper localized as Facebook is.

At the end of the day, you both run local businesses.

You're not serving families 100 miles away and going and doing a removal.

It's not feasible.

You have a local business.

You have a a invisible fence around an area of where like this is where it's profitable for us to serve a family.

So if you can't localize content and you can't get really, really hyper focused on who you're speaking to, it's really hard.

Sure.

Let's go on TikTok.

Let's get millions of views.

Is that going to grow the business? Most likely not, because that's not going to be the people that are in your backyard.

I mean, Catherine, you've experienced this as you've had videos get 25 million views.

on one piece of content, about 120,000 of those views are actually valuable because of people in your backyard.