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TikTok for Lawyers: Finding Clients and Generating Leads

updated
August 29, 2022
17 min
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Marketing

At this point, TikTok is probably on your radar. Even if you aren't a TikTok user, you are likely aware of at least one or two crazes that were launched on the app. Maybe you’ve even heard people talk about the problematic side of the app. Still, there’s something you might have missed.

Are you familiar with #lawyertiktok? At first, the idea of lawyers on TikTok might seem a bit strange, but the truth is that many attorneys are using the platform to market to clients.

It turns out that the platform is ideal for client outreach and sharing snippets of legal knowledge that can be shared in short videos. Even better, any attorney with some creativity and a smartphone can do this.

Should this be important to you? Absolutely! TikTok reaches more than a billion people. It’s worth your consideration.

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.

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.

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

Your priority on TikTok should be to create and curate content that provides value to your audience. Second to that will be meeting your own marketing law firm goals.

The videos you publish should be informative or help your followers with an issue they might be having. Others will cover popular legal terms and what they really mean. Recently, many attorneys have used TikTok to share their expertise on new and changing laws.

These small bits of information show that you are capable and up to date on legal matters that impact your clients.

If you are struggling to create TikTok content, consider using one of your legal blog posts as inspiration. How-to posts, list articles, and tutorials are ideal for TikTok. You can tease a “part 2” if one video isn't enough. Also, remember that you can add text to your videos for additional clarity.

Finally, focus on content that meets the needs of your current audience. A topic may not be very popular with general audiences but might really pique the interest of your target clients. Once you have been active on TikTok for a while, your analytics data will tell you what is working. You can also check on your competitors.

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

The TikTok platform continues to change, and there are always new trends to learn. It might take you a long time to build a big following. Don’t be discouraged. Be patient and persistent.

Try new things. If that doesn’t work, try other new things. Find people to follow for inspiration. Post on a regular basis, and always engage with others. Post a mix of funny videos and educational content. Use your analytics data to learn more. Remember that this really is a matter of trial and error.

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 marketing agency like Grow Law Firm. We will partner with you to create an unbeatable TikTok marketing strategy.

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    Sasha Berson is a legal marketing expert

    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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