Technology

Should Lawyers Use TikTok For Marketing?

One of the best ways to understand how to take advantage of TikTok to market your law practice is to see how other lawyers are using it.

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Have you checked out TikTok yet? If not, you might want to download it and see what it’s all about. There’s more to it than meets the eye, and there’s actually quite a bit of potential for legal marketing — at least for some lawyers — as I explain below.

But first, if you’re not yet familiar with it, TikTok is a social media app where users can create, share, and watch short video clips. It has been around for a number of years now but really began to take off after the pandemic hit, when people were quarantined in their homes and looking for something to do.

Up until that point, mostly teenagers used the app, but now there are users from many different age groups, although it does tend to have an overabundance of Gen Xers on it in addition to the original strong userbase of teenagers. There is an increasing number of millennials on TikTok, as well, especially in recent months, but not very many boomers overall.

The Gen X and millennial contingents are the primary reasons lawyers should consider using TikTok for marketing purposes. This is because these two subsets of users are at stages of their lives where they’re often in the market for attorneys.

For that reason, if your firm handles any of the following practice areas that serve a consumer client base, then don’t overlook TikTok as a marketing tool: wills, trusts, and estates; family law; matrimonial law; criminal defense; tax law; employment discrimination law; personal injury law; or bankruptcy law. If your firm focuses on those types of matters, then a decent portion of your client base is there on TikTok, waiting to learn from you.

The reason to consider diving into TikTok now is that it’s still a relatively new social media platform. Because it’s not yet fully mainstream, it’s easier to stand out from the pack and reach your client base. And the short, informal video format makes it easy to create relatable and instructive videos.

That’s why so many doctors, therapists, and other professionals are already using TikTok. There are also lots of lawyers and law students on TikTok, but the platform isn’t yet saturated with them like many others are.

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One of the best ways to understand how to take advantage of TikTok to market your law practice is to see how other lawyers are using it. To that end, here are some lawyer accounts to take a look at:

  • Alex Su (@legaltechbro): Alex is head of community development at Ironclad and does a great job creating videos that poke fun at, among other things, the realities of practicing law in a larger firm setting. Some of his TikToks have hundreds of thousands of views.
  • Jenni Brown (@familylawga): Jenni is a Georgia family lawyer who posts primarily educational videos with a focus on family law issues.
  • Jacob Sapchnick (@sdimmigrationlawyer): Jacob is an immigration attorney based in San Diego, and he’s a master at using social media for legal marketing. His account focuses on providing educational information about immigration.
  • Lisbette Baltazar (@lisbette_attorney): Lisbette is a California-based bankruptcy attorney who posts videos about the realities of practicing law along with educational videos for legal consumers on bankruptcy and other legal issues.
  • Jeff Chukwuma (@iamcaez): Jeff is a South Florida criminal defense and civil litigation attorney who provides both informational content about the criminal justice system and videos about life as a lawyer. A few of his videos have over a million views.
  • Paige Sparks (@lawyerpaige): Paige is a Missouri attorney who provides videos that primarily consist of educational content for potential clients about a number of different practice areas including employment law, trusts and estates, criminal defense, and more.
  • (@nikiblack_): Of course, I’d be remiss if I didn’t mention my fledgling TikTok account, where I post videos about my legal career path and legal technology. I also recently started a TikTok account for the company I work for, MyCase law practice management software, which you can follow here: (@mycaseinc).

I readily admit that TikTok isn’t for every lawyer. But it just might be a good fit for you. So why not give it a chance? Download the mobile app and watch a few videos. You’ve got nothing to lose and everything to gain.

Nicole Black is a Rochester, New York attorney and Director of Business and Community Relations at MyCase, web-based law practice management software. She’s been blogging since 2005, has written a weekly column for the Daily Record since 2007, is the author of Cloud Computing for Lawyers, co-authors Social Media for Lawyers: the Next Frontier, and co-authors Criminal Law in New York. She’s easily distracted by the potential of bright and shiny tech gadgets, along with good food and wine. You can follow her on Twitter at @nikiblack and she can be reached at niki.black@mycase.com.

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