TikTok for lawyers seems like a strange concept considering the platform first launched in 2016 as a dancing app for kids. However, TikTok notably gained momentum during the pandemic and diversified both its user base and content—offering high-quality, informational videos that span diverse niches, including legal.
In 2021, TikTok overtook Google as the most popular website on the internet. What makes TikTok stand out from Instagram, YouTube, and others is the app’s algorithm. In essence, users have a For You Page (FYP) which serves up short videos and ads with such razor-sharp relevance, you might start to wonder if the app’s algorithm knows more about you than your closest friends.
Regardless of your personal opinions about the app or how the algorithm works, two things are certain: Short-form video content is here to stay, and TikTok for lawyers presents a unique business opportunity for legal professionals and law firms alike. Read on to explore the latest mainstream social media app and how you can appear on prospective clients’ FYP.
Benefits of TikTok for Lawyers
TikTok currently has one billion monthly active users that spend more than 850 minutes per month on the app. And impressively, they have one of the most engaged audiences. Law firms and attorneys have an opportunity to expand their reach and increase their brand presence by using TikTok for lawyers.
Now, you might be thinking, is there really a space and demand for legal content on TikTok? And the first thing to remember is with one billion users, there’s an opportunity for everyone to find their community. Including TikTok for lawyers.
Knowing this, it shouldn’t come as too much of a surprise to see legal professionals and law firms be quite successful on the infamous “LawTok”— the slice of TikTok focusing on legal content. There’s even an accompanying hashtag, with over 950 million views, created to help users find said content. Needless to say, the demand for legal content on TikTok for lawyers is present. Now, how do you leverage this to connect with clients you can help? Below we outline everything from account setup, posting best practices and more. Keep reading to learn more about how TikTok for lawyers can help grow your firm.
How to create a TikTok Business Account—3 steps
With thousands of businesses on TikTok, it makes sense for your law firm to prioritize building a presence on this app. Follow the below steps to get your firm up and running on TikTok for lawyers.
1. Download the TikTok app
Whether you’re on an iPhone or Android, you can download the TikTok app to create an account in minutes.
2. Set up a business account
Setting up a business account is free and fast. Once you download the TikTok app, open it up and tap “Me” in the bottom menu bar, then hit “Sign Up” to register with your phone number, email address, or a registered social media account. Next, tap “…” on the top right of the “Me” page. Finally, hit “Manage Account” and select “Switch to Business Account”. Now, you have a blank slate for your firm’s TikTok for lawyers page.
3. Optimize your profile
Just as with any social media platform, be sure to add a description of your law firm and a link to your website. Your description should be short and to the point. Though, don’t be afraid to have a bit of fun with it. Depending on your practice area and the content you create, you might attract a younger audience looking for a lawyer they trust and feel comfortable with. Speaking their lingo and showing the human side of your business is a sound strategy.
How to use TikTok to market your Law Firm
As with Facebook, Twitter, or any other social media platform, there are best practices to follow for maximum engagement:
- Create relevant content: Ensure you’re creating and sharing useful content that provides value to your audience. Do this by reading comments on other LawTok videos to see if there are unanswered comments or requests you could make content for. Alternatively, reach out to other lawyers on TikTok to collaborate on content to increase your reach.
- Post consistently: You don’t have to post every day, but you should have a consistent schedule, even if that’s weekly, biweekly or monthly.
- Follow the trends: TikTok is one of the rare platforms where copying another account’s content is actually encouraged. See what other law firms are doing and make it your own. You can even use what TikTok calls a “duet” feature to react to their content.
- Use relevant hashtags: Hashtags are important for grouping content on TikTok. Remember to use #lawtok and your own niche hashtags such as #familylaw or #employmentlaw.
- Engage with your audience: Reply to comments with personalized responses. Your followers want to feel connected and this is one way to build rapport with them.
- Consider using TikTok ads: Leverage TikTok ads to show up more frequently on your followers’ FYP.
10 accounts to follow on TikTok for lawyers
What you’ll get from Clio: Product education, behind-the-scenes content, and resources for current and aspiring legal professionals.
What you’ll get from Adam: Videos and information about employment law.
What you’ll get from Taylor: Content about business and trademark law.
What you’ll get from Billie and the Modern Law team: Divorce and family law information and content.
What you’ll get from Jordan: Various content related to personal injury and worker’s compensation law.
What you’ll get from Alex: Videos and content about technology law. Alex is also known for his videos that poke fun at the universal experiences of being a lawyer.
What you’ll get from Jules: Lifestyle content from a private practice lawyer.
What you’ll get from Erika: Financial tips and information about finance law.
What you’ll get from Sarah: Content pertaining to personal branding for lawyers and law firms.
What you’ll get from Bruna: Content about her experience as a lawyer and in law school.
Final thoughts on TikTok for lawyers
While unconventional, the niche that’s been carved out for legal content makes TikTok for lawyers a valuable channel for any firm’s marketing strategy. More specifically, LegalTok has blossomed on the app, making this a highly relevant channel for legal professionals and law firms of all sizes.
And unsurprisingly, the demand for legal content to be taken from straight legalese to plain language is evident in the application. This is beneficial as being a lawyer in today’s hyper-connected world, making your services and approach as accessible and friendly as possible is one of the best ways to grow your firm. It’s all a part of the client-centered approach.