Lawyers Use TikTok for Marketing
They’re Not Just Dancing to Pop Songs
As of January 2022, TikTok, an app designed to make and share videos, has around 1 billion active monthly users. It has been installed 3 billion times on devices and has seemingly taken over pop culture in the last few years.
Most people associate TikTok with Gen Z, and 41% of users are between the ages of 16 and 24, but it can be a useful tool to reach a broad audience for many industries. One of these unlikely industries is law.
To that end, clients are often joking with us about getting involved in TikTok as a means to developing new business, but we can always tell that they are often serious, but not enough to pull the trigger. Investing in Social Media Marketing often can be similar to investing in the stock market. You make educated decisions as to what is going to take off, but you never know when that one is going to hit big. The TikTok sensation seems to be one of the latter in the equation and as the audience builds, so does the opportunity.
In addition to reaching new potential clients and gathering a following, TikTok also serves as a great networking tool. Lawyers can reach out to each other and connect, but in a creative way that allows them be a bit more approachable. It’s always better for someone to contact you that already has a sense of who you are because of your social media activities.
Social media is a great tool for anyone looking to expand their reach and gain some momentum, but TikTok seems to create more solid connections.
Here are a few examples of attorneys making a name for themselves on TikTok recently:
Anthony Barbuto aka @thelawyer
Barbuto makes his account about more than just law. A secret to success on social media is to be authentic and have fun with your content. His 2.1 million followers seem to agree.
Michael Mandell aka @lawbymike
Michael believes that social media has allowed him to reach a much broader audience (3.5 million people) than “old school” media because people are constantly on social media. They do not have to “tune in” to see your advertising.
He also commented, “TikTok and social media have a learning curve that you can perfect as time goes on. You don’t have to get everything right at the beginning. As your platform grows, see what works and tweak your process to reflect that.”
Calina Plotky aka @galawyer
Plotky is a family attorney with over 200 thousand followers and more than five million likes. She uniquely curated her account with both law advice and knowledge as well as her family life.
Ethen Ostroff aka @ethenostrofflaw.eth
Ostroff offered some advice to anyone looking to market on social media. “If you want to get into video marketing for your law practice, there is no better platform than TikTok right now. Especially because the market is still so new.”
There is room for mistakes. Everyone is still figuring out what works and what does not work on the platform.
Lawyer Kelly aka @lawyerkelly
Kelly is a divorce attorney based in California. She makes her videos entertaining and informative for her over 19 thousand followers.
TikTok may seem like an unusual platform for attorneys to take advantage of, but the benefits of this unique marketing technique can assist in building relationships with other attorneys while simultaneously boosting exposure. If you need some help getting started on TikTok or any other social media platform, give us a call!