In recent years, the legal profession has not been immune to the digital transformation that has swept across industries worldwide. With an increasing number of firms realizing the potential of social media platforms to expand their reach, one platform, in particular, has caught the direct attention of the industry – TikTok.
According to recent analysis from Good2bSocial, TikTok’s user base has grown by 17% from 2022, to a staggering 1.7 billion users in 2023. This rapid growth, largely attributed to TikTok’s unique, digestible video format, has had profound implications on the wider social media landscape. Indeed, its successful format has pressured the likes of Instagram to pivot from photo-based content towards more video-based offerings.
Savvy law firms quickly recognized an opportunity amidst this shifting landscape. By leveraging TikTok’s extensive user base and the user propensity for short video content, these firms have found a novel way to connect with potential clients, explain complex legal concepts, and highlight the unique culture and personalities within their organizations.
In a climate where personal connection and transparency are becoming increasingly desired, the law firms embracing this trend by using TikTok are edging ahead. However, the question remains, how can more law firms unlock the potential of TikTok in a manner that aligns with their brand and delivers genuine value to their audience?
Despite its vast potential, TikTok remains uncharted territory for many in the legal profession. Before jumping in, firms must carefully plan their approach, understand the platform’s algorithm, and craft content that is both informative and engaging for TikTok’s audience. The targeted strategy of TikTok extends beyond creating content – law firms must be prepared to engage with their audience in real-time, reply to comments, and exhibit their brand personality in each post.
Given the platform’s extraordinary growth and the potential for audience engagement, the time is ripe for more legal firms to explore the benefits that TikTok can offer.