We can’t send you updates from Justia Onward without your email.
Interested in new ways to market your practice? In this post, you can explore ways to leverage both TikTok and Instagram Reels to reach more clients.
TikTok has become a social media platform arguably as ubiquitous as Facebook. Its popularity spawned various copycat or similar short-form video offerings from established social media companies and has encouraged forward-thinking lawyers to venture into the world of two of the most popular platforms in the short-form video marketing sphere: TikTok and Instagram Reels.
TikTok for Lawyers
Lawyers and law firms have found new visibility and marketing success in the TikTok marketing space. While the app recently raised the maximum video length to 10 minutes, the original short and sweet video tends to dominate across the platform.
While 25% of TikTok users are under the age of 20, the remaining 75% of users are all over the age of 20 and in varying life stages and situations that may require legal assistance.
Additionally, TikTok is not saturated with lawyers like some more traditional social media platforms, so it is easier for lawyers to stand out from the pack. These two factors working together make short TikTok videos great tools for lawyers looking to uniquely market their practices, build brand awareness for their firm, and connect with users across various backgrounds.
Instagram Reels for Lawyers
Instagram, a historically photo-based app acquired by Meta (formerly Facebook) in 2012, is one of the most established and most popular social media apps in the world. In 2020, Instagram launched its TikTok competitor: Instagram Reels.
On Instagram, only 8.5% of users are under the age of 18, offering a large adult user base that lawyers can reach through their video marketing efforts. While the demographic may be different from TikTok, Instagram Reels offers lawyers a key benefit that is also shared by TikTok: an unsaturated platform for legal marketing.
In fact, lawyers have been notoriously slow to adopt Instagram. In the 2021 ABA Tech Report, only 13% of respondents using social media for professional purposes took advantage of Instagram. Therefore, Instagram Reels offers lawyers who effectively leverage the platform a strong opportunity to set themselves apart from other law firms on the platform and beyond.
Short-Form Video Content Creation
It may seem overwhelming to consider marketing your practice on two distinct short-form video platforms. However, the good news for lawyers interested in using both apps is that content creation for TikTok and Instagram Reels can be very similar. While you should not upload a video with the TikTok watermark (saved from TikTok) to Instagram Reels, you can indeed share almost identical content on both apps. Thus, the content creation process is simplified for lawyers.
In short, your firm’s goal is to create engaging, relevant content that resonates with users on either app. However, there are some key considerations for this practice. Here are five things you want to keep in mind when creating your video content strategy:
- Consistency: You will need to consistently post on any social media platform to effectively drive engagement. Thus, if you are using both TikTok and Instagram Reels, you will need to consistently add new content on each platform. Our suggestion is to post at least once per day on these platforms, but you want to ensure that whatever schedule you choose is both manageable and consistent. It is better to consistently post once per week than to try a daily schedule and post inconsistently. However frequently you decide to post, you should create a content calendar that helps your firm stay on track and plan future videos.
- Content: Video-based marketing is one of the best ways to authentically connect with your clients and potential clients. Be sure that you are sharing videos that resonate with your audience and offer a glimpse into your firm culture. One key to success is ensuring that you do not take yourself (or the profession) too seriously in a short video. Let people see a bit of your firm personality. Participate in the latest trends. When sharing legal information, be relaxed and approachable in your demeanor.
TikTok has actually made me a more popular lawyer.
- Remember Your Brand Standards: While it is important to create fun and engaging content on these apps, it is equally important to stay true to your firm’s brand. Be sure your tone does not deviate too far from your overall law firm marketing materials. When you include your logo or your firm information, be sure it aligns with your firm’s dedicated brand standards. After all, consistency is key for successful branding efforts.
- Filming and Editing: Keeping your videos short will promote more video engagement. While you can create longer videos on TikTok, we suggest keeping your videos somewhere around the one-minute mark. This will also simplify content creation and help you avoid extra editing as part of a joint TikTok/Instagram video strategy, as the Instagram Reels maximum video length is 60 seconds.
- Promote Engagement: Encourage people to interact with your videos by inviting replies in the comments. Remind users to follow your firm. Cross-promote your video content on other platforms, such as Facebook, and be sure to include links to your social media profiles on your law firm website. The more eyes you have on your videos, the more work they are doing for your firm.
Video Topic Ideas
Many lawyers may find that the most difficult aspect of creating videos to share on social media is determining what to talk about. Don’t be worried about running out of ideas! By observing other active lawyers and trends on both TikTok and Instagram Reels, you will have almost endless sources of inspiration. However, when there is a slow day, consider some evergreen topics your firm can tackle and work into the content mix, such as:
- Attorney and Staff Introductions: Introduce your law firm. Give each member of your team a quick introduction on your TikTok and Instagram platforms. These are great ways to help clients feel more connected to your firm while showcasing the talent that helps make your practice successful.
- Informational FAQ: You likely encounter the same question over and over again in your practice. Answering this question is a great way to create a short video! We suggest breaking your answer down into 3-5 key points and framing them as 3 or 5 things people should remember (or the top three things someone should know) about a particular legal situation. Make the answer short and sweet and don’t forget to invite the viewer to contact your firm if they need more information.
- Firm Life: Show people your firm’s favorite lunch spots. Showcase your community involvement. Explain (briefly) what goes into trial prep, deposition prep, or exhibit labeling. Quickly introduce people to the highlights of your practice. The goal is to give people a glimpse behind the doors of your practice in a quick video that leaves them wanting to learn more.
- Participate in a Trend: Yes, we said it above, but it warrants repeating. You should not be afraid of adapting a fun trend on either platform to align with your firm. The legal profession is often viewed as stuffy or unrelatable and breaking down this barrier to show a more fun, humorous side of your law firm’s life often helps promote more authentic connections between the profession, your firm, and the general public.
Final Thoughts: Why Do You Care?
At some point in your career, you have almost undoubtedly heard how saturated the legal profession is and how competitive it can be to reach new clients. By leveraging new marketing tactics, such as short-form videos on TikTok and Instagram, you can overcome these obstacles and set your practice apart from the crowd while building strong, authentic connections with potential clients.