A year ago, the hottest marketing question for lawyers was, “Should my firm be on TikTok?” Today, that’s a given, and there’s a new question making firms everywhere scratch their heads: “How can I make my TikTok account a success?”
First, get over any lingering TikTok stereotypes you might have. Yes, this platform started out as a tool for teenagers lip-syncing and shimmying in their parents’ basements, but Instagram started as a selfie-sharing app — and look at the marketing power it has now! TikTok has 1 billion active users (just behind Instagram’s 1.4 billion) and users spend almost an hour per day on the platform. The app’s tween beginnings don’t make it a less effective marketing tool.
Second, check out the accounts of lawyers who are already killing it on TikTok: The Pot Brothers at Law, Port City Attorney, Law By Mike. All of these law firms have hundreds of thousands of followers — and they don’t do trendy dances. They just show up, give their followers useful legal information, and display their expertise.
Third, approach video content on TikTok just like any other content you create for your firm. Use the tools we’ve given you each month in our “7 Foolproof Ways to Create Engaging Content” series as a launchpad and film 60-second videos answering client questions, sharing things you’re passionate about, or explaining concepts you deal with all the time.
Fourth, when you’re creating these videos, be yourself! You don’t need to invest in a video studio or even a tripod to get started. Just whip out your phone when inspiration strikes and share your thoughts in an authentic, conversational tone as if you’re talking to someone right in front of you.
Last but not least, don’t forget to leverage your TikTok videos in other areas. Repost them to your Instagram account and Facebook feed to get the most value out of your efforts. We can’t guarantee you’ll go viral and amass a million followers the second you post, but with these five tips in your back pocket, you’ll set yourself up for TikTok success.
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