One of the hottest new platforms is TikTok – the social media site that offers short, humorous videos that capture a worldwide audience. This highly popular site is the preferred hangout of over 500 million consumers, and obviously, this makes it a prime candidate for marketing potential. The possibilities of reaching so many individuals has made individuals and businesses jump in, create a presence, and start collecting followers. In spite of the possibilities, many law firms are unsure if or how to market their brand using this app. However, there are attorneys who are using it successfully to generate quality leads and attract traffic to their website and other online platforms. 

What is TikTok?

TikTok is a captivating and addicting venue, providing a way for creative people to share entertaining, funny videos and allowing the rest of us to watch them. TikTok typically features videos that are 1 minute or less, and 41% of its users are between 16-24 years old. Despite this, older users are discovering TikTok and businesses are finding yet another channel where they can share their brand and diversify their marketing strategy. 

How Should Lawyers Use TikTok?

Lawyers are using TikTok to inform their audience, share their brand and generate income by: 

• Starting a channel to share compelling videos and attract attention
• Connecting with TikTok influencers who can promote their business
• Using TikTok advertising options

The names listed below are some of the many lawyers on TikTok who are using this platform to engage an audience, attract followers and share their knowledge:

Kelly Chang @lawyerkelly 

Family lawyer Kelly Chang shares informative, funny videos with her audience of 286K and growing. Her popular Family Law Pop Quiz has over 20 thousand views.  Recent posts include a family law jingle, the best state to get a divorce, and a plea to avoid bringing new mates to court.

Anthony Barbuto @thelawyer

Lawyer Anthony Barbuto livens up TikTok with dancing, rapping, singing and general entertainment.  His recent posts feature Anthony Barbuto dressed up like a judge, hanging out with his family, giving his wife a foot massage, and sharing humorous law-related video clips. 

Adam S. Juratovac @adamjthelawyer

Attorney Adam S. Juratovac uses TikTok to post entertaining and informative videos helping fired employees and victims of discrimination and harassment. His recent clips focus on raising awareness of current local hate crimes.

Brad Shear @BradShear

Using TikTok, Brad Shear offers legal information targeted especially to a young generation. Beloved and highly followed, attorney Brad Shear’s recent videos include: Fidget training like a lawyer, the rights of students at school, and examining legal loopholes.

Cecillia Xie @cecexie

Privacy lawyer Cecillia Xie started her TikTok popularity with a viral video. She instructs her audience about legal issues and answers questions about legal careers. A TikTok influencer, Cecilia has created private groups for lawyers to share advice and ask questions. Her recent videos include: a comparison of Harvard vs. Yale, what you need to know about law school, and repaying student loans. 

Ethen Ostroff @ethenostrofflaw

Personal injury lawyer Ethen Ostroff creates TikTok videos that attract thousands of users. His recent videos include: tips on how to win your slip and fall case, what to do if you get rear-ended, and commenting on common legal misconceptions. 

Tips for Using TikTok 

You can use TikTo kto promote your brand, attract more leads and increase your client base, and here are some helpful hints on how to get started:

Focus on Your Target Audience 

Refine your ideal audience before you add yet another social platform to manage. Remember that every post you create should inform and nurture your target audience. Create an imaginary persona of a typical client who needs your services, and include their age, gender, profession, language and marital status. Then, plan your TikTok videos based on this information.

Create Relevant Content

With a clear persona in mind, you can produce real and meaningful content that will engage users. Your material should offer value with answers to common questions, and it should educate potential clients on what they do not understand about the legal system. Varying with your specific practice, you can explore topics such as: news commentary, law changes, general advice in bite-sized clips. Keep in mind the following tips as you create content for TikTok:

• Create short videos (15 seconds or less) that are real, relatable, shareable and occasionally humorous. 
• Use the TikTok editor to include text that pops out in your videos.
• Include a call-to-action in your posts.
• Lists, how-to’s and tutorials are highly popular on TikTok.
• Use optimal lighting when creating videos.

Post Daily to Gain Followers

It is crucial that you aim for publishing at least one post per day — especially in the first few weeks.  TikTok highlights each new account at the beginning, so this is an ideal time to get noticed and gain followers. Try posting in mid-afternoon, evening, and again around midnight, because these are the time slots when TikTok users are most active. 

Discover Trending Elements

You can discover what is trending on the TikTok “Discover Page” and following trends can spotlight your account. TikTok offers various challenges, so search for and join these if at all possible. These challenges, which include everything from meme to dance, can go viral and are another great way to be noticed. Do not be reluctant to show your funny, crazy side on a trending challenge if you feel it fits your law firm’s brand image. In addition to this, use trending hashtags that relate to your material to attract more viewers. 

Link with Industry Influencers

Connect with legal influencers on TikTok in a variety of ways. Start by searching for law-related accounts that have a solid following and who could introduce you to a larger audience. Try creating a video together with an influencer, or even contrast yourselves and your services.  

Save Always, Then Comment

After creating a video, be sure to save it before publishing. This way, you can repost it again on TikTok or another social platform. Once your video is published, don’t walk away. Instead, take the time to respond to all comments, which is crucial to TikTok algorithm’s success.

Find What Works

Because TikTok is new, it keeps changing and improving. The trends and viral videos keep changing as well, so it takes time to discover what works and what attracts a following. Keep creating, stay engaged, and continue posting regularly, using trial and error to uncover what works best for you and your target audience. 

Conclusion

A new and exciting platform, TikTok may have seriously positive potential for your law firm. It can provide the brand recognition and connection that social media offers if directed at the right audience. TikTok can be used on all mobile devices, so download the app, investigate the platform, and watch how people interact and comment before you start posting videos. Borrow hints from the experts by watching other TikTok lawyers gather a few innovative ideas, and your next video may be the next sensation to fascinate the growing TikTok audience. 

THIS WEEK’S DIGITAL MARKETING ACTION STEP: 

• Define your target audience and examine TikTok for marketing potential. 

Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com