As the social media landscape continues to evolve, some of the legal industry’s larger players are yet to make their mark on platforms like TikTok. While many firms in the Am Law 100 have traditionally approached digital engagement with caution, one firm managed to capture attention with a video garnering approximately 27,000 views regarding whether attorneys should use one or two spaces after a period. Meanwhile, a firm from the Second Hundred has found success by highlighting associates’ experiences through day-in-the-life content.
The hesitation of big law firms to fully embrace TikTok may be attributed to the perceived informality of the platform, which might not align with their branding strategies. Nevertheless, these examples suggest there are opportunities to reach significant audiences by strategically tailoring content to the platform’s unique style.
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