**Author’s note: We are closely following the ongoing controversy surrounding social media giant TikTok and should any relevant developments occur, we’ll be sure to update this blog post.
TikTok is an app designed to share and create videos that have blown up in popularity in the last year. Specifically, TikTok features short, relatable and shareable videos that often tap into humor to grab the attention of the audience.
With 800 million active users worldwide and 5.5x growth in an 18-month period in the US, TikTok isn’t only taking the world of social media by storm, but it is also taking the world of digital marketing by storm.
Despite 41 percent of the platform’s users being young people (16-24 years old), businesses, especially lawyers, may wonder where this platform can fit into their marketing strategy. Brands have the opportunity to make money off of TikTok in three ways:
Brands can also utilize a combination of TikTok marketing strategies to get more leads. Because the TikTok advertising market is still so new, it is a great time for brands to get on the platforms and begin making a name for themselves.
Lawyers and law firms have specifically tapped into the TikTok market to help people learn more about their practice areas and provide entertainment in the process. Gather inspiration from these 10 lawyers who have built a name for themselves on TikTok.
To date, Ethen has 218,000 followers and 6.8 million likes on his TikTok account. He refers to himself as the TikTok Lawyer and began growing his account in October 2019. Ethen’s informative legal videos feature him answering common questions submitted by his followers.
Unlike other social media accounts such as Instagram, Facebook, or a YouTube channel, TikTok features trending sound bytes that are an easy way to enter the market. Daily videos that utilize the popular sound bytes are exposed to tens of millions of accounts instantly.
Ethen credits his success to consistency. Posting content at least once per day has helped him build a catalog of videos for himself, and get more followers.
If you’re looking for the most-followed lawyer on the platform, this is him. He currently has 2 million followers and a total of 36.2 million likes on his videos. Anthony Barbuto is known for putting out quirky, relatable and simply plain enjoyable videos.
Anthony’s TikTok account is especially popular because it combines both his legal side with more of his daily life, allowing you to see his personality. Customers like to be able to see who the person is behind the brand or the product, and TikTok is a great platform to show off your personality.
Brad is a tech lawyer, meaning he deals with legal issues revolving around businesses, privacy, and social media. He has done particularly well on the platform for this reason. To date, Brad currently has 1.1 million followers and 43.6 million likes.
Calina is a family attorney who has 364K followers and nearly 12 million likes. She not only talks about her career in law, but she also opens up to her followers about her chronic illness called interstitial cystitis.
Personal injury attorney Tom has half a million followers and 14 million likes on his account to date. He makes a combination of educational and funny videos to keep his followers engaged and generate leads.
Adam is a California lawyer with 350K followers and 5 million likes. Adam has even put together a TikTok video that features a variety of different lawyers—many of whom are mentioned in this article!
Ryan is a lawyer in Louisiana who is continuing to gain traction. He currently has 58K followers and 826K likes and his videos combine both legal topics with entertainment and humor. He also answers legal questions that he receives from users through his direct messages.
Ali is a personal injury lawyer who has nearly 150K followers and 3.7 million likes on TikTok. He speaks three different languages and uses all three of them to communicate information and advice in his short videos.
Kelly is a family law attorney in California who provides informative yet dynamic videos. She currently has 304K followers and 5.9 million likes on her page.
Legal immigration lawyer Tori lives in DC with her husband. She makes educational and informative videos about pressing topics while adding her own flare and humor. Tori has 30K followers and 1.7 million likes.
While it’s true that the number of followers or likes you get on TikTok doesn’t directly translate to clients, you will inevitably get more eyes on your business. You can direct viewers back to your website by including your URL in your profile’s description.
However, the language on TikTok needs to be natural. If you end your videos with “contact me to learn more” instead of “reach out with any questions,” your marketing strategy will likely backfire. The last thing a TikTok user wants to see on their feed is unsolicited marketing.
By creating content that’s unique and authentic for both your area of practice and your personality, you can grow a strong audience base. Posting authentic and real videos can help your audience get to know you and ultimately trust you.
Think of TikTok as a long-term marketing strategy. Not everyone that sees your videos will need to utilize your services right away. However, you can use TikTok as a tactic to help stay relevant and memorable, so when your followers need a lawyer, you’re the obvious choice.
TikTok is unlike any other social media platform, so many lawyers and other business professionals are still figuring out the best ways to implement it into their digital marketing strategies.
Some brands mistakenly shy away from using TikTok because the audience skews young. What these brands misunderstand is TikTok’s outstanding ability to reach thousands, even millions of people within seconds.
It’s significantly easier to go viral from a TikTok video than other social media platforms like Facebook or Instagram. Plus, when you create an account on the app, your first video is featured multiple times on the #foryou page, the main hub of trending videos. This alone can help a law firm create mini-viral moments with minimal effort.
Here are some helpful tips to start your law firm’s TikTok career on the right note.
Figure out your unique selling points for both yourself and your law firm. Even if you aren’t unique in your business, you are unique in your personality. TikTok is the perfect place to show off a combination of both business expertise alongside your personal passions.
Whether you’re a family lawyer who loves to cook on the side or a civil defense attorney who loves to sing, you can, and should, show off your authentic self.
Making quality videos is an integral part of any successful TikTok campaign. Try to film in front of a window (for good lighting) or even outside to get natural light, but be careful not to film in the same background or TikTok may mark the video as repetitive.
The TikTok algorithm also rewards videos that have text over them, so adding a small amount of text can lead to more engagement.
Challenges on TikTok are the heart of the community. To many TikTok users, there’s nothing more exciting than a new challenge taking over the platform. It means there’s a new opportunity to get involved and interact with other users.
If you notice a trend that you could recreate on your brand’s account, take advantage of this opportunity. You never know which potential clients will end up seeing your video and reaching out to you to learn more.
For example, TV personality and host Jimmy Fallon created the #tumbleweedchallenge on TikTok that encouraged users to post videos of themselves rolling on the ground to western music just as a tumbleweed would.
The challenge quickly gained traction and led to 8,000 submissions over 10 million engagements on the platform.
Once your account has enough traction and momentum, you can begin to be creative and use TikTok to create challenges of your own.
Some social media platforms such as Twitter and Instagram implement hashtags into their functionality to help sort content for other users.
Users should be aware that the TikTok platform doesn’t operate in the same way as these platforms. You may think that you’re helping your brand by flooding your posts with relevant hashtags, but this strategy can backfire.
On TikTok, utilize hashtags only if you’re participating in a trend, or you are being paid to do so. Otherwise, using them can cause your clutter to become cluttered.
Like other social media for law firms, interaction is the focal point of TikTok, so if you want your brand to make a name for itself, make sure to not only post consistently, but to consistently interact with other accounts.
If someone leaves a comment on your recent post, make sure to interact with them back. You can also leave comments on other people’s videos to engage with their content, with the hopes that they will do the same to yours.
TikTok uses comments as part of its algorithm, so this is an easy way to boost engagement.
All this said, if TikTok remains a reliable source for a law firm to leverage its brand, it is worth adding it to your digital marketing campaign. Even industries like the law are finding a way to tap into the booming app’s growing audience to help bring awareness to their business.
If you aren’t sure where to begin, we’d be happy to help. Contact us by phone or through our website to learn about how we can help your Seattle law practice achieve your marketing goals and TikTok success.
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