Remember when having a TikTok account was considered “below the dignity” for a lawyer?  Well, those days are fading faster than a viral dance trend.  While the platform was initially dominated by teens showcasing their moves, it’s rapidly evolving into a powerful tool for various industries, including the once-staid legal field.

This shift raises a crucial question: can TikTok, with its focus on short-form video content, truly become the new LinkedIn for lawyers?

The Rise of “LawTok”

Launched in 2016, TikTok has exploded in popularity, boasting over 4 billion downloads and 2 billion monthly active users.  Its unique algorithm prioritizes engagement, meaning compelling legal content can quickly gain traction and reach a massive audience.

This presents a golden opportunity for law firms.  The platform’s user base is much younger, allowing firms to connect with a demographic unlikely to be familiar with their services.

Benefits of Legal Marketing on TikTok

There are several compelling reasons for lawyers to embrace TikTok:

• Cost-Effectiveness: Creating content on TikTok is relatively inexpensive compared to traditional advertising, making it ideal for smaller firms and solo practitioners.
• Broader Reach: TikTok transcends traditional demographic barriers, allowing lawyers to connect with a more diverse audience in terms of age, background, and education.
• Humanizing the Profession: Lawyers can showcase their personalities, simplify legalese, and even explain the path to becoming a lawyer, making the profession less intimidating.
• Building Relationships: The platform fosters engagement through comments, questions, and replies, allowing lawyers to build relationships with potential clients.

A Note on Security Concerns

The recent debate surrounding TikTok’s Chinese ownership has sparked concerns about cybersecurity.  Some firms may be hesitant to allow employees to document their workdays due to potential data breaches.  While a US ban has yet to materialize, this uncertainty could hinder TikTok’s effectiveness as a marketing tool.

The “LawTok” Stars: Leading the Way

While major law firms haven’t yet embraced platform-wide TikTok accounts, several solo practitioners and individual lawyers are already carving out their niches and building significant followings in the “LawTok” community.

Here are some examples:

@LawByMike (Michael Mandell):

Mandell (8.2 million followers) uses humor and engaging scenarios to explain complex legal loopholes in under a minute, making legal information accessible and entertaining.

@ugolord (The TikTok Attorney):

With 6.8 million followers, “The TikTok Attorney” breaks down complex legal situations through scenarios and follow-up videos. He encourages viewers to submit scenarios for review, potentially attracting new clients.

@mannatplease:

This New York City technology lawyer (with a dedicated following) offers a glimpse into the “day in the life” of a lawyer.  She showcases work trips, outfits, the NYC lifestyle, and even salary and expense breakdowns.  By providing a relatable vision of legal practice, she inspires young professionals to pursue a career in law.

These “LawTok” stars demonstrate the potential of using TikTok to attract young talent, build brand awareness, and ultimately convert viewers into clients.

Becoming a Legal TikTok Star: Tips for Success

Thinking of dipping your toes into the world of legal TikTok? Here are some key strategies to gain popularity and effectively advertise your services:

• Leverage Trends: Participate in popular TikTok challenges and trends, ensuring your content remains professional and relevant to the legal field.
• Offer a Glimpse “Behind the Scenes”: Humanize your firm by showcasing daily operations and answering viewer questions.
• Use skits and explainer videos to break down complex legal concepts into bite-sized lessons.
• Consistency is Key: Regularly create content to maintain visibility in the TikTok algorithm. Utilize relevant hashtags and trends to maximize engagement.

The Future of Legal Marketing

TikTok’s emergence in the legal marketing space signifies a shift in the digital marketing landscape.  Law firms that embrace TikTok can reap significant benefits such as increased brand awareness, deeper client engagement, and a more approachable public image.  As TikTok continues to evolve, its influence in the legal sector is likely to expand, offering innovative ways for law firms to connect with their audience in the ever-changing digital age.