Exploring TikTok for Legal Professionals

If you’re a lawyer, chances are you’re familiar with platforms like Facebook, Twitter, and LinkedIn for your legal marketing efforts. However, TikTok, one of the newest social media platforms, might be uncharted territory for you.

In this comprehensive guide, we’ll walk you through everything you need to know about TikTok for lawyers, covering its essence, usage tips, recommended accounts to follow, and a step-by-step guide to setting up your own TikTok account.

Unveiling TikTok: A Snapshot

TikTok stands as a social network where users share brief, engaging mobile videos with friends, followers, and the wider community. With over 1 billion monthly users worldwide and 138 million active users in the U.S. alone, TikTok has become a powerhouse in the social media realm. Initially featuring videos of 15-60 seconds, the platform is set to extend its maximum video length to 10 minutes.

Legal professionals are increasingly leveraging TikTok for marketing, benefiting from its vast user base and the simplicity of creating short-form content. Some lawyers have gained significant followings, creating informative videos related to their practice areas, while others take a lighthearted approach, poking fun at various aspects of legal practice.

TikTok Demographics: Who’s on Board?

While TikTok’s primary demographic in the U.S. consists of users aged 16-24 (60%), the platform’s continued growth is expanding its user base to older age groups. Presently, 26% of TikTok users fall within the 25-44 age range, with a notable 80% of users aged 16-34. The user distribution is 60% female and 40% male, spending an average of 52 minutes daily on the platform, surpassing the average Facebook usage of 38 minutes for adults.

TikTok for Lawyers: A Strategic Move

Considering TikTok’s extensive user base, lawyers can be confident that potential clients are active on the platform. As TikTok’s popularity grows, the influx of potential clients is inevitable. The majority of TikTok users belong to the Gen Z and millennial generations, reaching stages in life where legal services become essential.

This presents a golden opportunity for law firms to establish a presence on TikTok, a relatively new platform with fewer legal accounts compared to established social media platforms. Lawyers can capitalize on this by gaining visibility in a digital space their local competitors have yet to explore. The platform’s informal short-form video format makes it both easy and enjoyable to create content that resonates with followers and potential clients.

Strategies for Law Firms on TikTok

Law firms and businesses have employed TikTok in various ways to enhance their online presence, employing strategies unique to TikTok and some akin to other social media branding approaches. The primary avenues for visibility and lead generation on TikTok include paying for ad space, creating a dedicated channel or account, and collaborating with TikTok influencers.

In this guide, we’ll delve into the first two strategies, as these are the methods most law firms are likely to adopt.

Leveraging Ad Space on TikTok

TikTok offers the option to run different ads through its Ad Manager interface, catering to diverse marketing goals and target audiences. Ad types include image ads in TikTok’s news feed, video ads of 5-60 seconds, Spark ads utilizing your TikTok account’s posts, and carousel ads allowing up to 10 images and captions in a single ad.

Law firms typically utilize a combination of these ad formats to reach a broader audience of potential clients.

Crafting Compelling TikTok Videos

Many lawyers have established profiles or brand-specific channels on TikTok to market their legal services through short-form video content. From Q&A sessions answering legal questions to comedy and entertainment videos portraying the life of a lawyer, content on TikTok varies widely.

There’s no one-size-fits-all approach to promoting your brand on TikTok. Instead, choose a format, length, and tone that align with your style and resonate with your audience.

Creating Original Content

To gain followers on TikTok, focus on posting creative, original content. Your unique perspective adds value to viewers seeking fresh content. Whether answering user questions, providing industry tips, or offering advice to aspiring lawyers, showcasing your individuality is key.

Adding Legal Commentary to Videos

While creating original content is crucial, you can also engage with existing content by providing expert legal commentary. Playfully add your insights to videos featuring potentially dangerous or illegal activities, maintaining a tone that resonates with your audience.

Weighing in on Hot Topics

Stay relevant by addressing trending topics and noteworthy legal cases. Educate your followers on complex legal issues, offering expert opinions on current events. Keep videos concise and engaging, breaking down complex ideas into digestible segments.

Engaging with Your Followers

Building a following goes beyond creating content; engage with your audience. Respond to messages, create videos in response to user queries or comments, and acknowledge followers who contribute ideas. This personal connection fosters a sense of community and trust.

Optimizing TikTok for Conversions

While building your TikTok presence, don’t lose sight of the ultimate goal: attracting more clients. Position yourself as an authority in your practice area, ensuring that your TikTok efforts translate into lead generation and client conversion.

Here are some tips to optimize your TikTok account for conversions:

  • Include links to other social media accounts or your website in your profile.
  • Clearly communicate how users can contact you and redirect business-related DMs to preferred communication channels.
  • Cultivate an online persona that instills confidence in potential clients during vulnerable times.

Implementing these practices increases the likelihood of generating leads from TikTok.

Setting Up Your Lawyer or Law Firm TikTok Account

Creating your TikTok account is a straightforward process. Follow these steps to get started:

1. Setting Up Your Profile

After downloading the TikTok app, open it and tap “Profile” in the bottom right corner to choose a sign-up method. You’ll need a valid email and phone number for login and account recovery.

2. Enter Your Birth Date and Phone Number

Provide your phone number and birth date. TikTok will send a six-digit code via text for verification.

3. Create Your Username and Password

Choose a username that is short and memorable, as it forms part of your account URL. After inputting your username, press “Sign Me Up.”

4. Edit Your ProfileEdit Your Profile

Upon signing up, edit your profile by adding a profile picture or video. Consider selecting an informal yet professional image that aligns with TikTok’s culture.

5. Input Your Name

Separate from your username, your name appears at the top of your profile. Users can find your profile using your name.

6. Fill Out Your “Bio” Section

In the 80-character “Bio” section, provide a brief overview of your law firm, practice areas, and geographic location.

7. Link to Other Social Media Accounts

Increase your digital exposure by linking your TikTok profile to your Instagram and YouTube accounts.

Keep in Mind: Social Media is One Piece of the Puzzle

While social media platforms are integral to digital marketing, they constitute just one aspect. Achieving a competitive edge in legal marketing requires more, and that’s where SEO comes into play.

The Legal Authority, a leading SEO company for lawyers, can elevate your online visibility and maintain your position on the first page of search engines. We also manage your social media and lawyer directory profiles, maximizing the chances of connecting with the right clients.

Ready to discover more? Contact us today for a free consultation and unlock the potential for your law firm.