Personal injury firms face a constant challenge: how do you build trust with potential clients who don’t know your name yet? Traditional advertising can introduce your firm, but it often fails to create the emotional connection needed to convert strangers into signed cases.
That’s where cj Advertising’s social branding ads can help.
cj Advertising creates two distinct types of social video ads specifically designed for personal injury firms. What makes our approach different and more effective is our strategic two-phase system that guides potential clients from initial awareness to becoming leads.
The Two Video Types
Reaction Videos
Reaction videos feature an attorney reacting to accident footage or personal injury scenarios playing on screen. The attorney provides real-time commentary and expertise as the video unfolds, creating high-energy content that stops scrollers in their tracks.
These videos serve as your top-of-funnel branding tool. The goal isn’t immediate lead generation. Instead, it’s getting your firm noticed and building brand recognition in your market.
Think of reaction videos as the social media equivalent of brand-focused PPC campaigns: they introduce your firm to new audiences and establish your presence in their minds.
Influencer Videos
Influencer videos take a completely different but equally effective approach. An actor speaks directly to the camera about their experience with your law firm, filmed to look like an authentic client testimonial. The scripts follow natural review formats that mirror how real people talk about their experiences.
These videos include proper “paid actor/advertisement” disclosures, but the authentic style still drives trust. We use influencer videos for mid-funnel remarketing, specifically targeting people who watched at least 50% of your reaction videos or who visited relevant pages on your website in the last 14 days. The messaging is direct and lead-focused—these videos are designed to convert interest into actual case signups.
See examples of our influencer-style testimonials AND reaction videos here.
Why This Two-Phase Strategy Works
Reaction videos introduce your firm to cold audiences—or people who may not even realize they need an attorney yet.
Once someone engages with that content by watching at least half of the video, they’ve signaled interest. That’s when influencer videos enter the picture, retargeting those engaged prospects with messages designed to move them through the decision process.
This sequence mirrors how people actually make decisions. First, they become aware of your firm. Then, when they see a satisfied client sharing their positive experience, trust begins to build. That’s what converts casual interest into leads.
What cj Advertising Handles
When you partner with cj for social branding ads, we manage every aspect of the process:
- Video production with professional actors who bring energy and authenticity to the content
- Script development that mimics real client experiences and speaks to your target audience’s pain points
- Diverse talent casting to match your specific demographic targets
- Complete Meta advertising campaign setup, monitoring, and management
- Monthly budget optimization between video types based on performance data
The ad budgets vary depending on your market size and competition, but we work with you to allocate resources where they’ll have the greatest impact. We recommend running social branding ads for three to six months to give the campaigns time to generate sufficient data and optimize accordingly.
Results and Expectations
One of our clients started running both campaign types in early Nov. 2025. As of early Jan. 2026, the influencer video campaign has generated 85 leads at an average cost per lead of $110.51, with four signed cases at a cost per case of $2,348.27. Keep in mind that their intake team is still working through additional leads, so these numbers are likely to improve.
This model works regardless of firm size. Whether you’re a solo practitioner looking to grow or an established firm aiming to dominate your market, the two-phase approach scales to meet your goals.
Ready to Build Your Brand and Generate More Leads?
Social branding ads offer personal injury firms a strategic path from awareness to conversion. By combining high-energy reaction videos with authentic influencer testimonials, cj Advertising helps firms build recognition, establish trust, and ultimately sign more cases.
If you’re ready to explore how social branding ads could work for your firm, reach out to our team at askus@cjadvertising.com.
