TikTok for Lawyers: Finding Clients and Generating Leads

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TikTok is one of the most used social media platforms with over 1.5 billion active users. Beyond its reputation as a hub for entertainment, TikTok can also be a knowledge-sharing platform where users seek and share information through short-form video content on a wide range of topics, including legal matters. This presents a unique opportunity for legal professionals to creatively showcase their legal perspective and attract new clients.

In our latest Grow Law Firm podcast episode, host Sasha Berson discussed with guest Taly Goody delving deeper into the topic. Furthermore, this article will dive into how the social media platform can help you find clients and generate leads for your law practice.

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TikTok Ban Update

We have an important update to share regarding the TikTok ban and its impact on lawyers' ability to find clients and generate leads. As you may be aware, TikTok has recently been banned in several countries.

With the ban in place, it's crucial for lawyers to explore alternative strategies to reach potential clients and grow their practice. Here are a few recommendations:

1. Focus on other social media platforms: While TikTok offered a unique platform for sharing engaging and creative content, there are still numerous other social media platforms available. Consider investing more time and effort into platforms like Instagram, Facebook, LinkedIn, or Twitter to connect with potential clients, share legal insights, and engage with your audience.
2. Video marketing for lawyers: Although TikTok provides a user-friendly interface for creating short videos, you can still leverage other platforms like YouTube or Vimeo to create informative videos that address legal topics, provide practical tips, or answer common client questions. Video content remains a powerful medium for engaging potential clients.
3. Paid advertising: Consider exploring paid advertising options on various digital platforms. Platforms like Google Ads, Facebook Ads, or LinkedIn Ads provide advanced targeting options to reach specific audiences. This can be an effective way to generate leads and expand your client base.
4. Collaborate with influencers: Engaging influencers can be a valuable strategy to reach a wider audience and build credibility. Seek partnerships with influencers who are relevant to the legal industry, such as legal commentators, law school professors, or well-known attorneys. They can help amplify your message and attract potential clients.

While the TikTok ban is undoubtedly a setback, it's important for lawyers to adapt and explore alternative avenues for finding clients and generating leads.

By redirecting your efforts towards other social media platforms, creating compelling video content, leveraging paid advertising, and collaborating with influencers, you can continue to expand your online presence and attract the attention of potential clients.

Is TikTok Lawyer Advertising Possible?

It is possible for lawyers to advertise on TikTok. More importantly, it's very easy for lawyers to stand out on this platform. That’s because TikTok is designed for going viral, even more than other social media networks.

Here’s how it works. A TikTok user opens the app. When they do, they see videos that have been uploaded by people they are following and videos that the platform features. This location is known as the For You page.

Even better, when you create a TikTok lawyers video or two, those videos will be featured automatically on the For You pages of other users. This exposure will help attorneys get off to a great start and build an audience of people who are interested in legal content.

You can also use TikTok to guide people toward your other content. It's possible to include a link to your attorney blog or your professional law firm social media profiles in your TikTok profile. So the views you get could turn into leads and traffic.

Altogether, that means TikTok is great for making viral videos, growing your audience, driving traffic to your website, and generating leads for your law firm. It’s also a great branding tool — and it's easier to get started sharing your own videos than you think.

How Can You Join Lawyer TikTok?

Before you can implement any lawyer advertising ideas, you have to create an account. The best way to do this is by downloading and installing the app.

— Create a TikTok Account

TikTok can be found on Google Play or the App Store. It’s also possible to create an account from the website.

The sign-up process is pretty easy. Your next step will be completing your profile. You will have an opportunity to upload a profile photo — you can also use a video.

Normally, you might consider keeping the same headshot for all of your social media profiles. This approach does increase familiarity. However, you might consider something else.

The nature of the TikTok app is a bit young and fun. You still want to maintain professionalism. However, your look should be accessible and authentic. Consider something that is friendlier and a bit less stuffy.

Choose your name. This name will be displayed at the top of your profile in the TikTok app. It’s also how people will search for you. Next is your Username. This name will show in your account URL, and people who view your content will see it. On other platforms, this name may be known as your handle.

You will have a short bio to fill out. Take some time with this. It’s where you can tell other users about yourself. Obviously, you want to share that you are an attorney. You can also mention where you practice and what kind of law you practice. This section is where you can list your law practice's website and social media links.  

Many TikTok attorneys also choose to include a disclaimer. This boilerplate can simply state that your content does not constitute legal advice or a client-attorney relationship. 

Finally, you will need to convert your account to the pro version. This upgrade will allow you to use TikTok Analytics, which collects data on engagement and performance.

— Producing Your Own Content

After you have set up your account, it’s time to start creating content. Now is your chance to share your knowledge, create funny lawyer ads, and generally get your legal brand in front of a wider audience. You should absolutely search for “what do lawyers do TikTok” for examples and inspiration, but follow these best practices too:

• Frequency — It’s absolutely true that you have to post content fairly frequently to build a following. People will recommend anywhere between one and five videos each day. While five videos a day may be too much for most attorneys, we recommend going for at least one video each day. If you can do more, you absolutely should. In the event that a daily video isn’t possible, try to do at least three per week. However, be aware that it takes a somewhat aggressive approach to really stay on the For You page and to continue to build your audience. If you struggle with new ideas, keep making videos and watching other channels. You will be able to get some inspiration from those.
• Timing — This directly relates to the frequency of your content. It’s important that you find a sweet spot when it comes to the best days and times for posting on TikTok. However, don’t worry about having something to upload during every peak moment. It’s better to focus on consistency. Start by simply posting every morning at about the same time. Then, you can use analytics to see how things go. It’s perfectly normal to need to adjust your strategy until things are working perfectly.
• Style and Tone — TikTok users appreciate authenticity. It’s a platform where you really need to develop a genuine persona. Popular videos tend to be very relatable. Entertainment is also a key factor. When you view TikTok examples, you will see people using humor and just enjoying themselves. Avoid outright advertising and self-promotion on TikTok for lawyers. It will turn people off.
• Topics — You can cover any topic you want, but some of what you explore should be relevant to your law firm. Feel free to talk about common law-related issues, frequent mistakes people make involving the law, or legal issues in the news. The important thing is to always be approachable and communicate through informative videos in a way that your audience understands.
• Filming and Editing — The important thing here is to keep your videos relatively short. Yes, TikTok will allow you to make 60-second videos for your law firm, but most users won’t pay attention that long. Focus on short, engaging content. For production quality, make sure your lighting is good. Change locations from time to time, so there is some variety. With experience, you can begin trying out different effects and transitions.
• Analytics — TikTok Pro gives users access to analytics data. You can review this data to better understand the creative styles, posting times, and topics that get your law firm the most engagement.

Don’t forget that your goal is to increase engagement. Invite people to comment, respond, and share. When they do, be responsive. A simple call to action can help with this.

If you follow other TikTok lawyers, you have probably noticed fairly heavy use of lawyer hashtags. This approach can be a good thing, but it’s also easy to go a bit too far. Add a few very relevant hashtags to each post. Don’t overdo it.

Top Tips for Nailing Your Lawyer TikTok

Ready to nail your TikTok account? Here's what you'll need to do:

— Create a Business TikTok Account

The first step to take is to create a TikTok for Business account. This account will give you access to additional features, like the ability to link to your website. You can get started on the app or the desktop site. Just click or tap login and sign up.

You will be able to join using your email, phone, Google, Facebook, or Twitter credentials. After you take those initial steps, you can add a description that explains exactly what your law firm does.

— Provide Valuable Content

When it comes to creating a successful lawyer TikTok, providing valuable content is key. Finding your niche and keeping the quality of your content high is crucial for attracting and retaining followers. At the same time, you want to make sure that your content is providing value to your audience. This can be done by sharing educational content, being relatable, and adding motivational tips.

One effective strategy is to focus on providing tips and advice that are relevant to your law firm's goals and specialties. This can help establish your law firm as a thought leader in your industry and attract potential clients who are looking for legal advice. Additionally, sharing educational content can help build trust and credibility with your audience, which can ultimately lead to more referrals and business for your law firm.

Another important tip is to be mindful of the quality of your content. While quantity is important, it's not worth sacrificing quality for the sake of posting frequently. Make sure that the content you put out is valuable, informative, and engaging. This can include sharing personal experiences, providing tips and advice, and showcasing your expertise in your field.

Finally, don't be afraid to add a personal touch to your content. Sharing motivational tips and being relatable can help connect with your audience on a deeper level. If you struggle for ideas, review your existing legal blog posts or consider topics your target client base might be most interested in.

— Hire a Creative Content Team

If you want to scale your law firm quickly and make a splash on TikTok, hiring a creative content team is essential. This team should be composed of experts in content strategy, video production, and social media management. Their primary responsibility will be to develop a comprehensive content strategy, create captivating videos that resonate with your target audience, edit and post content consistently, and monitor engagement metrics.

Look for a team that deeply understands the legal industry and can translate complex legal concepts into easy-to-understand and visually appealing videos. They should have a proven track record of creating successful TikTok campaigns and a knack for staying ahead of the latest trends.

— Make Use of Hashtags

If you add hashtags to your TikTok posts, you can increase the amount of reach you get. The platform allows you to use many hashtags per post. However, unlike Instagram, more isn’t better when it comes to TikTok. So don’t waste your time using really generic hashtags like #legal. Instead, be a bit more specific.

For example, #immigrantlaw or #laborlaw will let people know what you do. You can also ask TikTok to suggest keywords. Just enter the hashtag symbol and follow it with a keyword — TikTok will offer up some helpful suggestions.

— Get to Know Your Audience

Don’t forget that the point of TikTok is to engage with others. You shouldn't treat TikTok like a solo venture.

Find other interesting accounts to follow. React to the posts you see. Add comments. You can also reach out to people via direct message if you think their content is relevant to your practice or audience. This outreach could lead to some great collaborations that will increase your audience.

— Don't Refuse to Follow Other People

At first, your TikTok account is going to be pretty isolated. You won’t have any followers. That’s something you’ll want to change as soon as possible.

The best way to approach this is to connect with other legal accounts. Then, follow the accounts that follow them. This linking will help you build a follower base at a faster than average rate. Of course, if you have relevant content, you will earn comments, likes, and shares.

— Pay Attention to Trends

After you have been on TikTok for a while, you will notice that there are always trends for you to take part in. These trends and challenges are more likely to go viral and get higher levels of engagement than the average post because there is instant familiarity.

Some trends are driven by holidays or events. For example, when summer is coming, there will be lots of TikTok trends that relate to that. So pay attention to trends, but also keep your posts relevant to what is going on in the world at any given time.

— Use Popular TikTok Music and Effects

When you post videos on TikTok, you may opt to add music, stickers, and special effects. As a lawyer, you can try to create videos that include logos or other items that relate directly to your area of practice.

If you can’t find items that you think will relate to your area of law, you can choose other stickers or music that are provided to you. These are small additions that can make your posts more memorable. Just don't use so many that they distract from your TikTok video.

— Respond to Other Posts

You can take the quality of your content up a level and generate even more engagement on TikTok if you stitch your content to another post. This stitching will create one of those side-by-side videos and makes your response seem as if it was an organic part of the original.

Stitching lets you get more content out in a shorter amount of time. Ideally, you will do this with a video that has already been posted and received plenty of comments.

It’s easy to create a duet or stitch. Find the right post, then click share. You can select stitch or duet. Then, you can add your video to the original and post it. After you do that, the other user will receive a notification that their post has been stitched or dueted. This notification could give you an opportunity to engage with them directly.

— Remember: Those Who Do Nothing Never Make Mistakes

TikTok is a dynamic platform with ever-changing trends, so it's important to stay adaptable and patient as building a substantial following may take time. Experiment with various approaches and seek inspiration from others. Consistent posting and engagement are key. Strike a balance between funny and educational content, using analytics to learn and refine your strategy through trial and error.

Furthermore, give TikTok at least six months to gauge its effectiveness, as consistent and persistent effort is crucial for growth. Avoid the temptation to copy others and instead focus on standing out, showcasing your unique personality and expertise. TikTok's "For You" page, known as FYP, presents an opportunity to capture viewer interest, even if the topic isn't immediately relevant to them.

From Content Creation to Firm Expansion: Taly Goody's Journey to Scaling a Law Firm on Social Media

In this insightful discussion, Taly Goody delves into the intricacies of content creation and its impact on scaling a law firm. She emphasizes the importance of prioritizing quality over quantity, cautioning against the pitfalls of producing low-quality content that lacks value. Taly highlights the significance of creating engaging and thoughtful content that resonates with the audience, rather than resorting to direct advertisements or simply listing services.

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Great Lawyers on TikTok to Get Inspired By

Lawyer TikTok is full of attorneys who have mastered using this platform to benefit their law firms. They use TikTok to educate and inform. At the same time, they work hard to keep entertainment value high, even using humor to make themselves more approachable. These lawyers have gone viral on TikTok and are great examples to follow:

— Anthony Barbuto

Anthony Barbuto is a popular attorney who shares TikTok videos that are fun, relatable, and just a little bit quirky. One reason his channel is so popular is that he shares both personal and informative videos on his TikTok account. This approach lets his followers see his personality as well as his legal expertise. 

Remember that people don’t just want to learn about your law firm. They want to connect with you and the other people who are behind the legal services you offer. With more than two million followers, it’s fairly clear that Barbuto has mastered this balance.

— Tori

DC Based immigration attorney Tori lives with her husband. Her TikTok videos are full of information and education on current events in immigration law. She balances this heavy load of information on legal issues with her humor and personality.

Currently, she has around 30,000 followers and over a million likes. Because she exudes confidence and knowledge, it’s easy to see why her followers trust her opinions on legal topics. Also, if you are looking for TikTok examples of using hashtags, check out her channel. She uses these quite masterfully in her videos.

— Brad Shear

Brad Shear is a tech lawyer. This positioning means that he operates a law firm that focuses on legal issues in the areas of privacy, social media, and business.

Because of his expertise in the legal industry, TikTok has been an excellent platform for his legal marketing efforts. So far, he has well over a million followers and more than 43 million likes.

While Brad Shear does discuss his personal area of legal expertise, he also takes time to create videos on current events and legal topics. This likely ensures people tune into him whether they need a tech lawyer or not.

— Adam J The Lawyer

Adam is an attorney in California who specializes in employment law. He has more than 68,000 followers and 800,000 likes on TikTok. Many of his TikTok videos answer common questions that people may have about employment law-related topics like wrongful dismissal or overtime pay. 

Although most of his videos do focus on legal issues, Adam also has fun with his channel. He features videos based on trends like the Lizzo dancing challenge, Disneyland, and his affinity for anything with pumpkin spice in it.

— Attorney Tom

Tom is a personal injury lawyer. He has over half a million followers on TikTok and over 14 million likes so far. He serves up a combo of informative legal videos and funny content. This work helps him build up his following and earn more leads.

— Ryan Chevenert

Ryan is a Louisiana attorney who practices in the area of personal injury law. He has earned almost 60,000 followers and over 800,000 likes. He covers interesting legal issues with his videos but also adds in some entertaining content. Ryan engages users via direct messaging to answer their questions.

— Ali Awad

Ali Awad is a multilingual personal injury attorney. He uses his ability to communicate in three different languages to share information and provide helpful advice in his TikTok videos. He has close to 150,000 followers and has earned more than three million likes.

— Lawyer Kelly

Lawyer Kelly has a family law practice that is based in California. She has earned more than 300,000 followers and nearly 6 million likes to date. Her content is informative, fast-paced, and engaging. She covers all of the hot topics related to family law.

— Michael Mandell

It took Mike just seven weeks to grow his TikTok to 3.5 million followers. Right now, he has more followers than any other lawyer on TikTok. This virality is thanks to his ability to produce informative and entertaining videos.

To do the same, other lawyers should work to identify an angle that they can use that makes themselves stand out. Lawyer Mike’s account is also successful because he took the time to learn how the platform works and make adjustments accordingly. This approach is likely to help you grow your attorney TikTok as well.

— Ethen Ostroff

Ethen Ostroff has more than 150,000 followers and has received over 3 million likes. He credits these to his choice to focus on a niche, post consistently, and be persistent. Of course, he got a big start with his intro video that leaned into a TikTok trend featuring a song by Ty Dolla $ign.

This video led to some great organic reach that really showed Ostroff how powerful TikTok could be for a law firm. One of his other tips is to respond to the comments and messages people leave. This work helps build connections.

Can TikTok Help Generate Leads?

When you consistently post content on TikTok, you build up your presence organically. That’s great, but you should also consider investing in TikTok advertising. This approach is a great way to build up your follower list quickly and reach a wider audience. You can set up TikTok ads using the app or via the desktop.

One option is to use video ads that connect to your profile page. Use these to get viewers interested in you and your legal expertise. In general, it works best to use a multi-channel strategy for your marketing strategy. Don’t hesitate to invest some money into paid advertising, but also post organic content to share educational and funny videos.

Making the Most of the TikTok Platform

If you have an affinity for creating videos on law and you are interested in working with a growing platform that offers a high chance of going viral, consider TikTok video marketing.

Attorneys are posting informative legal videos along with entertaining content that helps them showcase their expertise and connect with others. Don’t miss out on your opportunity to reach new clients and boost your attorney brand.

The keys to success on TikTok are to be authentic, share valuable information, and avoid self-promotion. If you do these things and truly make the most of every engagement opportunity, you will see positive results before long. Once you’ve established that foundation, you can build on that by posting regularly and adjusting according to the results you get.

If you’re interested in making things happen even faster, connect with a high-performance law firm SEO agency like Grow Law Firm. We will partner with you to create an unbeatable TikTok marketing strategy.