Tap Into The New Market and Expand Your Firm’s Reach
TikTok is creating a buzz in the world, and by now, you’ve probably heard of it through viral challenges, dance videos, and even the once-famous discussion around banning the app in the United States! The latter never came to be, and in fact, TikTok was the most downloaded app of 2021, and it’s currently the 6th most-used social media platform globally.
This app is taking the world by a storm but before diving into #LawyerTikTok, let’s cover 2 essential questions:
- What is TikTok? By definition, it’s a social media app centered around short videos.
- Is it only a place where Gen-Z posts their dance videos? Many businesses mistakenly shy away from apps like this because of the misconception that the audience is only young people. Still, you’ll be surprised to find out that the young audiences are using it to educate themselves. What’s more, Statista found out that only 32.5% of TikTok’s total users were under the age of 20. The rest, 67.5%, are users in their 20s, 30s, 40s and on!
What makes TikTok so successful is its focus on videos. For humans today, this is the key to retaining people’s attention. University of Cincinnati Law Review found that videos are inarguably one of, if not the most, effective way to sell services. In 2020, 96% of consumers increased their online video consumption, and most (9 out of 10) want to see more of them from businesses – law firms are no exception.
So, are law firms meeting the demand for more visuals? You’ll be surprised to find out that ABA’s 2021 tech report found out that only 28% of respondents’ firms use video to grow their business. Although the number of followers and likes you get on TikTok doesn’t directly translate to clients, it’s not a lost cause. Forward-thinking lawyers are now successfully incorporating a video strategy in this app for the added benefits:
- FREE exposure.
- A quick yet effective way to advertise their legal services.
- Positively impacting viewers and local communities by educating them on legal issues and trends.
- Shining a light on your firm’s POD, points of difference.
- Network with others in the legal profession.
Now that we’ve touched on the basics behind TikTok let’s dive in and discover the legal trailblazers, how you can set up your account, and some of the best practices you can incorporate. Ready? Let’s begin.
The Trailblazers in #LawyerTikTok
Here’s a valuable lesson we can learn from all of these attorneys and firms, never underestimate the power behind TikTok! Whether that is through educational, entertainment, or inspirational videos – these are some of the trailblazers you can find in #LawyerTikTok:
1. Law By Mike – @lawbymike
Mike Mandell represents clients in personal injury, sexual assault, and criminal defense cases. Outside the law practice, he’s also the most followed lawyer on TikTok. His videos are a mixture of informative and entertaining.
He recently discussed “The Magic Of TikTok as a Branding Tool,” and lawyers can learn a thing or two from his strategy:
- Know who is interested in your videos. For example, Mike’s audience is 50% aspirational lawyers and 50% possible cases. If he believes he can help, he’ll take them as clients.
- Inform your audience. He does this with educational videos, including topics like legal rights, what to do in court, what to expect in X situation, etc.
Take a look at one of his videos here:
@lawbymike Valet Scratches YOUR Car? Lawyer Shares Secret With Barber #law #comedy #carscratch ♬ Get Lucky – Daft Punk,Pharrell Williams,Nile Rodgers
2. The 702 Firm – @the702firm
Do you need to have millions of followers to join the talk? Not at all. The 702 firm, a personal injury firm in Las Vegas, knows this too. They’ve joined TikTok and are posting entertaining videos from challenges like #dropitchallenge to more informative videos, e.g What to do in a car accident? Do you know your rights in a car accident? Discover them here:
@the702firm Car Accident Advice #fyp #foryourpage #the702firm #advice #sincity #lasvegasattorney #personalinjury #attorney #caraccidant ♬ original sound – The702Firm
3. Legal Eagle – @legaleagle
AKA, the big bird of law, Devin Stone is a trial lawyer at Stone Law. He’s devoted to his educational mission, which is why he’s an adjunct professor of law at Georgetown Law in Washington, DC.
Besides that, he likes to use humor and entertainment to educate his users. For example, he hosts a series of ‘Not Accurate Edition’ where he breaks down some unrealistic portrayals of law in movies. Watch the ‘Not Accurate: Legally Blonde Edition” here:
@legaleagle Legally Blonde at 20: Not Accurate Edition #legaleagle le #learnontiktok #tiktokpartner #LegallyBlonde #ElleWoods #LawSchool #moviereview #law ♬ original sound – Legal Eagle
4. Brad Shear – @bradshear
Brad Shear runs the firm Shear Law. In Maryland, he’s a business, privacy, social media, and tech lawyer. Taking his niche into consideration, TikTok is the place to be for lawyers like him.
With technology growing on-demand, there’s an increase in privacy and data concerns for many users. Fortunately, he’s using his platform of over 1.1 million followers to inform them about their rights. For example, can public schools demand their student logs into their personal emails to view them? Find the answer here:
@bradshear #school #schoollife #backtoschool #foryou #foryoupage #foryourpage #youshouldknow #facts #tutorial #help #tips #education #college #edutok #life ♬ original sound – NFTLawyer
5. Christensen Law – @davidchristensenlaw
Christensen Law, a top-ranked Michigan personal injury, isn’t staying behind. They’ve recently joined TikTok and they’re not afraid to think outside-the-box. From their Star Wars themed videos to scholarship participations – they’re doing it all!
They recently showcased their firm’s staff by using the theme song of one of the greatest shows out there, The Office. Check out their epic spin-off here:
@davidchristensenlaw #TheOffice – #ChristensenLaw style! 📝💼📹 #lawyer #lawyers #law #laws #lawyerlife #lawyertiktok #lawfirm #lawtiktok #michigan #puremichigan #fyp ♬ The Office (Main Theme) – TV Sounds Unlimited
How Firms Can Set Up a TikTok Account
Now that we’ve shed light on what other lawyers are doing, here’s how you can establish your firm on TikTok:
- Go to TikTok’s homepage
- Log into your account, or if you don’t have an account, you can click on the “Sign Up” button below.
- Under “Sign Up,” feel free to connect any of the following to your TikTok account.
- Once you create an account, you can move on to creating your profile. The best practices here are:
- Let the fun begin and get posting! More explained in the following chapter.
Best Legal TikTok Practices: Advice from Lawyers to Lawyers
You might have gathered from our previous examples that most attorneys post more than legal issues. In these platforms, authenticity, consistency, and persistence are the way to go, and attorney Ethen Ostroff would agree. He’s a successful ‘TikToker’ and personal injury lawyer at Ostroff Law.
As a trailblazer himself, here are the top tips from and to other lawyers joining TikTok:
- Think of TikTok as a platform for your long-term strategy. Although your followers might not have legal issues now, if they are ever in need of legal help – they’ll know who to go to because they have yours top of mind.
- Consistency is key. Decide on a weekly/monthly goal and post!
- Weekdays are more active.
- Too much self-promotion backfires. The best approach is to provide value and occasionally a self-promotional call to action.
- Respond! This will not only drive engagement but also reassure your audience you are there to help.
- Ask your followers questions. Ethen often asks his followers what they’d like to hear about. This tactic helps firms get to know their niche market needs a little better.
- Most viewers will not understand something as basic as the fact that laws vary state by state. More so, by judge and jurisdiction. Add disclaimers and follow any ethical guidelines in your state’s jurisdiction to counterattack this.
Maintain an Open Line of Communication With Others
That’s the main goal behind using social channels like TikTok: connecting with others. Although this app is often trivialized as ‘just entertainment,’ it’s clear to see that law firms can find great benefits from it.
It’s wise to add it to your digital campaign strategies, primarily to become the go-to firm for users today and tomorrow. Whether you’re looking to tap into the app’s growing audience, entertain, build awareness of your firm’s business, inform, and more – we can help you create the best legal social strategy on platforms like TikTok.