The Case for TikTok in Legal Marketing | Omnizant

TikTok. On the one hand, TikTok is just another social media platform full of silly dances. But there’s a lot more business value in TikTok than you might think. Best of all, it’s easy to start posting and make an impact—if you know how to leverage the platform. 

Consider this article a brief primer on TikTok in legal marketing. We’ll explain the basics of how TikTok works, what kind of content succeeds on TikTok, concerns with the platform, and how legal professionals can leverage TikTok to grow their businesses.

Introduction to TikTok

TikTok is a video content platform with more than 1 billion active monthly users. Initially allowed just three minutes per video, now the time limit is 10 minutes. In its early days, TikTok was primarily used by younger generations. Most of the content was dancing, comedy, or other viral remixes. 

Today, TikTok spans most age groups—meaning, its users are hiring legal counsel! Video topics on the platform vary widely, from mental health advice and workout tutorials to entertainment and lifestyle content.

Users love TikTok because it is highly curated. A user can open the app, scroll through content targeted to their interests, and easily spend large amounts of enjoyable time on the platform. It’s the perfect place to make a first impression, provide value, and gain credibility with potential clients.

However, there is one serious drawback. A recent study revealed that TikTok contains a lot of misinformation. This is extremely dangerous when you realize how much time people spend on TikTok—and how much trust is given to online content creators.

How attorneys can leverage TikTok

The attorney selection process relies on building trust with your audience. TikTok can help you do this.

Legal professionals can use TikTok to share accurate, helpful information with people who may be in the market for legal counsel

Many attorneys fear that having a TikTok presence will make them look unprofessional, but rest assured that you don’t have to learn any dance moves to create value and build community online!

Focus on creating content based on your persona, your brand, and an understanding of your audience. Try to create content that answers your clients’, or prospective clients’, questions or anticipates their needs. If you’re a real estate attorney, create a video listicle with a bit of personality: 10 Things That Are Red Flags in a Real Estate Purchase Agreement.

TikTok is just one more place where your potential clients are hanging out online. It might even be the best place to connect with the next generation and get a step ahead of your competitors. Social media for law firms is worth your investment. Is your top competitor on TikTok already?

Can TikTok really help me connect with clients?

Yes! TikTok is a fantastic way to build real human connections with potential clients. 

While your qualifications need to be impressive and your website needs to function smoothly, at the end of the day the client is hiring you. Attorneys often shy away from building a personal brand. However, showcasing your personality on TikTok is an easy way to build trust and recognizability. 

It’s true, most people don’t go to TikTok when looking for a lawyer. But a lot of Gen Zers use TikTok like a search engine, typing in queries and looking for advice. 

If you can provide useful content with a hint of entertainment, then TikTok can bring your potential clients one step further in your marketing funnel. Don’t underestimate the impact that brand awareness, trust, and interaction on TikTok could have on your business.

Review and next steps

To succeed on TikTok, keep your content professional but not sterile. Provide value to potential legal clients and stay true to your personal brand. 

Make sure to create a path from your TikTok account to you, whether it’s a link to your website or a Contact Me page embedded right into your bio. 

It’s scary to try new things—but sometimes you need to try something a little different to reach your business goals. Content marketing is a minefield best traversed with support from experts.

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