Tap into Tiktok to expand your Law 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: 

1. What is TikTok? By definition, it’s a social media app centered around short videos.
2. 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.

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:

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 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: 
Valet Scratches YOUR Car? Lawyer Shares Secret With Barber #law #comedy #carscratch ♬ Get Lucky – Daft Punk,Pharrell Williams,Nile Rodgers

https://www.tiktok.com/@lawbymike/video/7078014428502969646

2. 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

3. 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

 

4. 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

 

PS – They’ve also decided to partner with Consultwebs to create the most unique pieces of content in and out of their website! 

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:

1. Go to TikTok’s homepage 
2. Log into your account, or if you don’t have an account, you can click on the “Sign Up” button below.
3. Under “Sign Up,” feel free to connect any of the following to your TikTok account. 
4. Once you create an account, you can move on to creating your profile. The best practices here are:
   • Select your name – It will appear on top of your profile.
   • Select your username – It will also appear on top of your profile. It’s what others see when they search for you. 
   • Complete your “Bio” – Tell the world who you are and what you do in one or two sentences.
5. Let the fun begin and get posting! More explained in the following chapter. 

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!

Advice from A TikTok Lawyer

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. 

Extra tip: 

• 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.