How Attorneys Are Using TikTok for Marketing

Social media platforms are crucial tools for marketing in various industries, and the legal field is no exception. For most industries, possessing a presence across multiple social media platforms is key in targeting numerous demographics and audiences. One platform that has gained significant traction over a short period is TikTok. Known for its often brief but engaging videos, TikTok has transcended its origins as a platform for teens and young adults, evolving into a diverse space where professionals, including attorneys, can showcase their expertise and connect with a broader audience. TikTok’s rapid growth and expansive user base make it an attractive platform for attorneys looking to expand their reach. Unlike traditional social media platforms that may cater to more specific demographics, TikTok’s diverse user base includes potential clients from various backgrounds, ages, and interests. Attorneys are recognizing the potential to humanize their practice, share legal insights, and engage with audiences in a more relaxed and relatable manner.

The platform’s algorithm promotes content based on user engagement rather than follower count, meaning even new users have the potential to go viral with the right content.

The platform also offers law firms a unique way to engage in referral marketing through exposure and brand awareness.

Is TikTok a Good Platform for Attorneys?

TikTok offers a unique opportunity for legal professionals to reach a broader audience. But is TikTok truly a good marketing channel for attorneys?

Reach and Engagement

TikTok boasts 1.56 billion monthly active users as of 2024, with a significant portion of these users falling into younger demographics. The United States, with 148.92 million users, has the highest number of active TikTok users. While younger users take up a larger portion of the TikTok user base – with 56% of all U.S. adults between the ages of 18 to 34 saying they use the platform – the older users are very much like their younger counterparts in the manner in which they consume content on the app. This vast audience presents an excellent opportunity for attorneys to increase their visibility and engage with potential clients who might not be reached through traditional marketing channels. By creating compelling content, attorneys can build a following and establish their presence in a space where many legal professionals have yet to fully venture.

Humanizing the Profession

One of the key advantages of TikTok is its ability to humanize the often-stoic legal profession. Through creative and relatable videos, attorneys can showcase their personalities, share their expertise in an accessible manner, and connect with viewers on a personal level. This human touch can demystify the legal process, making attorneys appear more approachable and trustworthy.

Educational Content

TikTok is not just about dance trends and viral challenges; it is also a platform where users seek valuable information. Attorneys can leverage this by creating educational content that addresses common legal questions, provides insights into the legal system, and offers practical advice.

Videos explaining legal concepts in simple terms can attract viewers who appreciate clear and concise information, potentially converting them into clients.

How to Best Use TikTok as an Attorney

Here are some key strategies for attorneys to perform well on TikTok:

Understand the Platform

Before diving into content creation, it’s essential to understand how TikTok works. Spend some time exploring the app, watching videos, and noting what types of content perform well. Pay attention to trends, popular hashtags, and the overall tone of successful videos. This understanding will help you create content that resonates with TikTok’s audience.

Create Engaging and Original Content

TikTok thrives on creativity and engagement. Use the platform’s tools to create visually appealing and interesting videos. Consider incorporating the following types of content:

• Educational Videos: Break down complex legal concepts into simple, digestible pieces. Use layman’s terms and analogies to make the information accessible.
• Behind-the-Scenes: Show a day in the life of an attorney, giving viewers an inside look at your practice and the work you do.
• Legal Tips and Advice: Provide quick tips and advice on common legal issues. These bite-sized pieces of information can be very helpful and easily shareable.
• Humorous Skits: Use humor to address common legal myths or misunderstandings. This can make your content more relatable and engaging.

Leverage Trends and Hashtags

Stay current with TikTok trends and use relevant hashtags to increase the visibility of your content. Participate in trending challenges or use popular sounds and music to make your videos more discoverable. However, ensure that your participation aligns with your professional image.

Be Authentic

Authenticity is crucial on TikTok. Viewers appreciate content that feels genuine and relatable. Show your personality, share your story, and let your audience see the real you. This approach will help you build a loyal following and foster trust with your viewers.

Engage with Your Audience

Interaction is key to building a community on TikTok. Respond to comments, answer questions, and engage with other users’ content. This not only increases your visibility but also helps build relationships with potential clients.

Maintain Professionalism

While TikTok is a platform for creativity and fun, it’s important to maintain a level of professionalism. Ensure that your content adheres to legal advertising standards and ethical guidelines. Avoid giving specific legal advice that could be misconstrued or violate confidentiality. Currently, the American Bar Association has offered some of the following tips on how to remain ethical and conscious while operating on social media platforms:

• Attorneys may not contact a represented person through social networking websites.
• Attorneys may advise clients to change the privacy settings on their social media page. In fact, lawyers should discuss the various privacy levels of social networking websites with clients, as well as the implications of failing to change these settings.
• Attorneys may instruct clients to make information on social media websites “private,” but may not instruct or permit them to delete/destroy relevant photos, links, texts, or other content, so that it no longer exists. This rule is no different from the obligation not to destroy physical evidence, i.e., evidence is evidence, regardless of how it was created.
• Attorneys must obtain a copy of a photograph, link, or other content posted by clients on their social media pages to comply with requests for production or other discovery requests.
• Attorneys must make reasonable efforts to obtain photographs, links, or other content about which they are aware if they know or reasonably believe it has not been produced by their clients.
• Attorneys should advise clients about the content of their social networking websites, including their obligation to preserve information and the limitations on removing information.
• Attorneys may use information on social networking websites in a dispute or lawsuit. The admissibility of the information is governed by the same standards applied to all other evidence.
• Attorneys may not reveal confidential client information in response to negative online reviews without a client’s informed consent. Thus, responses should be proportional and restrained.

Consistency is Key

Consistency in posting is vital to maintaining and growing your TikTok presence. Develop a content calendar and stick to a regular posting schedule. Frequent updates keep your audience engaged and attract new followers.

Analyze and Adapt

Regularly review your performance metrics to understand what content works best. Use TikTok’s analytics to track views, likes, shares, and comments. Adapt your strategy based on this data to continually improve your content and engagement.

How Attorneys Are Using TikTok

Skits: Making Law Accessible and Entertaining

One of the most creative ways lawyers are using TikTok is by producing skits. These short, often humorous videos allow lawyers to break down complex legal concepts into easily digestible content. By using relatable scenarios, lawyers can demystify the law for the average person. One TikTok attorney with nearly two million followers on the platform produces videos containing helpful content to users in a humorous way. This attorney adopts an enigmatic personality when addressing his followers, appealing to users who may require help from a criminal defense attorney. While targeting the disgruntled youth, this attorney parses widely available advice that would not hurt his bottom line.

General Advice: Sharing Knowledge and Building Trust

Another effective way lawyers use TikTok is by providing general legal advice. These short clips can cover a wide range of topics, from tips on handling a traffic stop to understanding tenant rights. By sharing valuable information, lawyers establish themselves as knowledgeable and trustworthy professionals. This form of marketing for attorneys on TikTok is possibly the most utilized angle, as it offers a simple way to establish trust. Equally, it also introduces a way for attorneys to engage with users on the app who may disclose their lack of knowledge regarding legal conundrums.

Commentary on Public Cases: Providing Insights and Opinions

TikTok also serves as a platform for lawyers to offer commentary on high-profile public cases. By sharing their insights and opinions, lawyers can engage with trending topics and provide a legal perspective that might be missing from mainstream media coverage. This type of content can attract significant attention, as people are often curious about the legal ramifications of widely publicized cases.

One example of a case that has garnered notable attention from the public is the involuntary manslaughter charge brought against actor Alec Baldwin. On October 21, 2021, Alec Baldwin discharged a prop gun on the set of the film “Rust” in Santa Fe, New Mexico, killing cinematographer Halyna Hutchins and injuring director Joel Souza. Millions of TikTok users avidly followed this case, and attorneys used this as an opportunity to provide insight and commentary on the legal tactics employed.

This form of TikTok marketing is incredibly effective at showcasing legal talent in a manner that is thought-provoking and genuinely interesting. Many marketers make the mistake of assuming that the law can be seen as uninteresting to the general population, but this form of content clearly serves as a disillusion to that sentiment.

Embracing TikTok for Legal Marketing Success

The emergence of TikTok as a formidable marketing platform for attorneys signifies a transformative shift in how legal professionals connect with potential clients and the broader community. By harnessing the unique features and vast reach of TikTok, attorneys can break down complex legal concepts into digestible, engaging content, making the law more accessible to the public. This approach not only fosters a deeper understanding of legal issues but also positions attorneys as approachable, knowledgeable experts. The strategies discussed — educational content, engaging skits, and commentary — highlight the diverse ways attorneys are successfully leveraging TikTok. These methods not only enhance visibility but also build trust and credibility with a wide-ranging audience. Attorneys who embrace these innovative marketing techniques are likely to see significant benefits, including increased client inquiries and stronger client relationships. However, the journey doesn’t end with creating engaging content. Attorneys must continuously analyze their performance using TikTok’s analytics tools, adapting their strategies based on what resonates most with their audience. This ongoing process of refinement and adaptation is crucial for sustaining success in social media marketing. Traversing the ethical and legal considerations is equally important. Attorneys must remain vigilant about adhering to advertising rules and ethical guidelines, ensuring their content maintains professionalism and respects client confidentiality. By balancing creativity with compliance, attorneys can confidently navigate the complexities of social media marketing.