With over a billion active users globally, TikTok has quickly risen to become one of the most popular platforms for content creators and brands alike. It’s no surprise that businesses are flocking to this platform to connect with younger audiences—and yes, that includes law firms!
Lawyers are starting to take advantage of TikTok not only for lead generation, but also for brand building. However, there’s a growing debate in the legal marketing world: should firms focus on direct response ads to generate immediate leads, or invest in building a strong, authentic brand presence on TikTok?
The Limited Potential for Direct Lead Generation
While TikTok is an exciting and extremely active platform, there is skepticism when it comes to its ability to generate direct leads, particularly for personal injury (PI) cases. Unlike traditional direct response platforms like Google Ads or Facebook, TikTok users primarily engage with the app for entertainment, not necessarily to take immediate action or to research their local market. For law firms, this means that the platform may not yield immediate conversions or case inquiries from paid ads.
TikTok’s algorithm and user behavior must also be considered. The platform is designed to push viral content, which may or may not be related to a user’s specific needs at a given moment. While an entertaining or informative legal video might capture attention, it’s unlikely to result in an instant phone call or consultation. As a result, law firms may find it more difficult to measure the ROI of direct lead generation on TikTok compared to more targeted advertising methods.
This doesn’t mean that TikTok should be ruled out altogether for law firms. Instead of focusing on direct leads, it may be more beneficial to view the platform as a tool for brand building and long-term engagement. By creating a recognizable and trusted brand presence on TikTok, law firms can increase the likelihood that, when potential clients do need legal services, their firm will be top of mind.
The Unlimited Potential of Brand Building
TikTok’s true strength lies in its ability to build brand awareness and foster deeper connections with potential clients. TikTok’s unique format—short, engaging, and authentic video content—provides law firms with an opportunity to showcase their expertise, personality, and values in ways that traditional ads often can’t. Through organic content that resonates with viewers, law firms can position themselves as approachable and knowledgeable authorities in their field.
The Importance of Organic Content
Building an organic presence is crucial for law firms looking to establish their brand on the platform. By creating educational, relatable, and even entertaining content, law firms can position themselves as approachable experts in their field.
Here are some effective types of organic content that have proven successful for lawyers and law firms on TikTok:
- Legal Tips Series: Consider creating a series of short, easily digestible videos that offer practical legal advice or insights. Examples could include, “What Not to Say to an Insurance Adjuster” or “5 Numbers to Call in Case of a Car Accident.”
- “Lawyer Reacts” Series: This trend involves reacting to legal scenarios in pop culture, movies, or viral videos. Lawyers can offer expert commentary on fun and engaging content.
- FAQs: These are short videos answering common questions about personal injury law or the legal process. Topics might include, “Will I Have to Go to Court for My Personal Injury Case?” or “How Long Do I Have to File a Claim?”
- Office Culture and Behind-the-Scenes Content: These videos can humanize the firm by showing the day-to-day life of attorneys and staff. Such content helps build trust and familiarity with the firm, making it more relatable to potential clients.
Authenticity Is Key
Law firms that can present themselves in an authentic manner are more likely to resonate with users. Audiences on TikTok can quickly spot overly rehearsed or insincere content, which can lead to disengagement and distrust. On the flipside, lawyers who are comfortable in front of the camera and are willing to show their true personality are likely to build a deeper connection with their potential market.
Successful lawyers on TikTok, like Ugo Lord and Tommy the Lawyer, have gained large followings by being approachable, knowledgeable, funny, and down-to-earth. Whether they’re explaining legal concepts in a friendly manner or reacting to trending legal news, these lawyers show that being authentic doesn’t mean sacrificing professionalism.
The takeaway for your firm is clear: be yourself!
Want to Give TikTok Marketing a Go?
While TikTok may not ever become the go-to platform for direct lead generation, its potential for brand building is undeniable. With its emphasis on short, engaging content, TikTok allows law firms to connect with audiences on a more personal level, making legal expertise approachable and relatable.
Curious about how TikTok and video content are shaping the future of social media marketing? Check out our podcast episode on emerging trends, where Joanne Fleming dives into the impact of TikTok on brand strategy. Listen Now!
