How Your Firm Can Take Advantage of the TikTok Market: Proven Tips

Think that legal topics aren’t ‘fun enough’ for TikTok? Time to rethink! TikTok is a powerful business tool. Whether you’ve already joined the app, or plan to and don’t know where to begin, we’ve got you. (we’ve included a FREE List! Dive in and claim your gift!)

Is TikTok a place solely for Gen-Z? Far from it! According to Prabhakar Raghavan, senior vice president at Google, “We keep learning, over and over again, that new internet users don’t have the expectations and the mindset that we have become accustomed to […] these users don’t tend to type in keywords but rather look to discover content in new, more immersive ways.

TikTok is a force to be reckoned with. Research states that, 

Source: https://backlinko.com/tiktok-users 

Want to know what’s even more surprising? TikTok is now being considered a search engine power. Yes, you read that right.

Data finds that almost half (40%) of people between ages 18 and 24 are using TikTok for searching, meaning it’s entering competing territory with long-time search engine dominator, Google.  

Since its launch in China’s app market in 2016 under the parent company, ByteDance, TikTok has proven to be more than just a platform for ‘silly dances.’ 

Should Lawyers Join #LegalTok? 

Absolutely! According to Consultwebs social media manager Paige York, TikTok has the power to replace streaming services:

Consultwebs Tik-tok testimonial Consultwebs Tik-tok testimonial

Many in law have a common misconception: “my audience isn’t there.” In reality, your TikToks may not be for everyone, but they are for someone! That is the beauty of legal niche marketing – no matter your service or product, there is a market for it. 

Lawyers that enter the platform with that mentality are also getting benefits like: 

  • Free exposure
  • Non-traditional ways of captivating all those interested in all things law
  • Building genuine connections 
  • Boosting credibility
  • Networking with others in the legal profession & more. 

If you’d like to find out how others in law are making the most of this app – or, better yet, want to get a head start and create an account – check out our first series on TikTok for Lawyers.

The Best Tips For Lawyers Looking to Create TikToks 

According to Paige York, these are some of the best tips for lawyers looking to venture into TikToks:

  1. Think of TikTok as a Long-Term Gain

    Many businesses fall into the trap of ‘one-to-one attribution’ and want to place all their eggs in one basket. Today, we know diverse channels uniquely contribute to a firm’s funnel – TikTok being one of them.

    Its best law firms go into it with the mentality that TikTok is a long-term gain.

  2. Tap Into Your Creative Thinking

    TikTok is all about non-traditional forms of branding your firm. Those in attorney-TikTok constantly reinvent themselves and show their human side while building genuine connections. For this, you must tap into your creativity. 

    We understand thinking outside the box can be challenging, especially when you’re running low on energy and high on stress but don’t worry, we’ve got you. 

    Learn How to Regain Your Creative Thinking Here

    If you’re still feeling a creative block, we’ve got a FREE list with some of the Top TikTok Topics for Lawyers, Download My FREE TikTok List Here:

  3. Consistency: The Key to Build Genuine Connections

    One of the beauties behind TikTok is the ability to build genuine connections and interactions; this is only possible when you’re consistent. 

    Think of it this way, a plant without consistent care and watering deteriorate; the same happens when you don’t consistently care for your customer relationship! To ‘water’ your customer relationship, we recommend firms post 3-5 videos per week. It’s the most realistic and easiest way to grow steadily.

  4. Focus on Building Genuine Connections


    A business at its core is about people, and firms can best expand their relationships in strategic channels like TikTok. To encourage a sense of community it’s best to actively comment, engage, like, etc. (that’ll really show customers you’re watching and listening!)

  5. Stick to Relevant Hashtags

    Remember, your TikToks aren’t for everybody, but they are for someone! Add fewer but relevant hashtags that drill down your niche to reach those interested in law.

  6. Jump on Trends

    Let’s take a step back and quickly go over the algorithm. When you’re scrolling through your TikTok’ Home’, the app will feed you videos ‘For You’. This is based on

    • Your interactions (likes/shares/accounts you follow, etc.)
    • The video information (captions, sounds, hashtags)
    • The account settings (language, country, etc.) 

    As you ‘feed’ the algorithm by following/liking/sharing/posting all things law, you’ll quickly be able to see trends where you can jump in! However, you don’t have to jump in every trend. Rather, think of a way to twist certain trends in your direction. Most trends aren’t about legal efforts, however this is where the power of creative thinking comes in handy! (Circle back to point #2: Tap Into Your Creative Thinking)

  7. Leverage the Power of Cross-Posting

    TikTok videos are often re-purposed on other platforms like Instagram and YouTube shorts. As your firm posts on TikTok, you’re not only growing your presence there, but also essentially creating your backlog of content for other platforms.

  8. Get Familiar with Stitching

    Stitching allows you to combine your video with other existing TikToks. Learn how to stitch to videos on TikTok here:


     

  9. Use TikTok’s Unique Video Reply Feature

    Last but not least, respond, respond and respond! One of the unique features of this app is the reply method. Instead of providing chunks of paragraphs, TikTok allows replying with more videos! Here’s how you can use video comment replies:


    TikTok continues to show us how much of a force it is. If you’ve decided to jump on the bandwagon, your firm must create a sustainable long-term strategy. For creative direction without the headaches, let our social media experts customize it for you!