TikTok Isn’t Just for Kids: How Your Firm Can Leverage TikTok as a Marketing Tool

TikTok started out as a medium for video-savvy teenagers. Today, it’s the hottest new social media platform around, with one billion monthly active users. Last year, it launched TikTok for Business, which has a wide range of features designed to increase engagement for businesses, including law offices and financial pros.

Why Should Law Firms Be on TikTok?

Although TikTok remains hugely popular with millennial and Gen Z audiences, its demographics are steadily shifting to include older individuals. This trend is mirrored by the fact that 30% of social media marketers are emphasizing short-form video content more than any other strategy in 2022. As a result, more businesses are taking a closer look at TikTok and determining how to make 15-second videos work for them.

How to Create TikTok Videos That Get Results

So how can your firm grow its client base through TikTok? If you’ve never used the platform before, here are some tips for making videos that can attract leads, convert them into clients, and increase your profile in your city and even the industry.

1. Identify Your Target Client

Every post should attract and educate your target client. Who does your firm serve? Personal injury victims? Entrepreneurs? Dads facing family law challenges?

It may be helpful to create what marketers call a ‘buyer persona,’ which is a profile of your target audience. Note their gender, age, marital status, occupation, and common pain points, such as business challenges or unpaid child support. Use these insights to create videos that will resonate with these potential clients.

2. Create Engaging Content

A great way to put yourself out there is to answer frequently asked questions. Think about what
questions come up during most consultations and script a response to each one, bearing the
following tips in mind.

  • Make sure the video is high quality
  • Keep them short: nine to 16 seconds long is the average
  • Use text that’s easy to read on screen
  • Use humor when appropriate
  • Feature a call to action

Consider posting a mix of content that also includes news commentary, explains any recent changes to the law, and provides general advice to viewers.

3. Make Frequent Posts

In the beginning, TikTok’s algorithm favored creators who posted every day, at least once a day. Initially, TikTok highlights new accounts, but once the novelty has worn off, you’ll need to post regularly to grow your audience. In terms of posting times, midafternoon and late at night (around midnight) are when the app’s users tend to be the most active.

4. Engage with Your Audience

After you publish a video, don’t just click out and leave it at that. The TikTok algorithm favors engagement, so respond to comments and try to occasionally comment on accounts that you follow.

5. Connect with Influencers

Influencer marketing is a highly effective way to reach new audiences. Look for other accounts in your industry with a large following and connect with them through the messaging feature. You can create a video with an influencer or use the duet feature to compare and contrast your services with theirs.

TikTok is here to stay and will continue to grow. If you’re still not using it to market your firm, you may be missing out on a lot of potential brand awareness, engagement, and revenue opportunities. Growing an audience on TikTok is a lot easier than you may think, and the results are worth it.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!