As a lawyer, you have undoubtedly heard of Facebook, Twitter, and LinkedIn. You may even use these social media platforms in your legal marketing. However, you may not be as familiar with TikTok, one of the newest social media platforms.
We tell you all you need to know about TikTok for lawyers in this article, including what it is, how to use it, what accounts to follow, and how to set up your own account. At the end of the article, we’ve posted a section of a recent episode of Tip the Scales, where LawRank president Maria Monroy interviews TikTok lawyer Taly Goody, Esq. on how to promote your brand on TikTok. Taly has nearly 100k followers on the platform.
What is TikTok?
TikTok is a social network where users can share short-form mobile videos with their friends, followers, and other users. The social media platform has over 1 billion monthly users worldwide and 138 million active users in the U.S. alone. Typically 15-60 seconds, videos range from comedy sketches and music to DIY and crafting. TikTok will soon increase the maximum video length to 10 minutes.
More and more businesses are utilizing TikTok in their marketing and branding efforts, thanks to the high volume of users and the ease of creating short-form content. Lawyers and law firms are no exception. The most successful lawyers on TikTok have tens of thousands, hundreds of thousands, or, in some cases, millions of followers on the platform. Many of these lawyers produce short informational videos answering questions about their practice area(s), e.g., personal injury law, family law, immigration law, criminal defense, and more. Other lawyers post tongue-in-cheek videos that poke fun at various aspects of law practice or law firm culture.
Who Uses TikTok?
TikTok’s largest demographic in the U.S consists of users aged 16-24 (60%). However, with the platform’s continued growth, the demographics are shifting to include older demographic groups. In fact, twenty-six percent of TikTok users are between the ages of 25-44; 80% are between 16-34. Sixty percent of U.S. users are female, with the remaining 40% being male.
Users spend an average of 52 minutes a day on TikTok. By comparison, the average adult user on Facebook spends an average of 38 minutes a day on the app.
Should Lawyers Use TikTok For Marketing?
With as many users as TikTok has, you can be certain that potential clients are active on the platform. Given that TikTok is growing, you can be certain that more potential clients will be on the platform in the near future.
TikTok users are Gen Z and millennials. Both generations, especially the latter, are reaching stages of life where they need legal services. Legal services that range from employment law and family law to criminal defense and personal injury.
What does that mean for you as an attorney? It means your law firm should be on TikTok. The social media platform is still relatively new — and has a dearth of lawyers and lawfirms compared to Facebook, Twitter, LinkedIn, and other social media sites. This creates a major marketing opportunity for your law firm.
Your law firm can get in on a site with millions of U.S. users that does not currently have an oversaturation of lawyer accounts. You can gain traction in a digital space that competitors in your geographic area have yet to pursue. And the informal short-form video format makes it easy — and fun — to create informative and helpful videos for followers and potential clients.
How Have Law Firms and Other Businesses Used Tiktok?
Law firms and businesses have used TikTok to increase their online presence in a few different ways, some unique to TikTok and some similar to other social media branding strategies.
There are three primary ways to gain visibility and generate client leads on TikTok:
- Pay for ad space on TikTok.
- Create a channel or account for yourself or your law firm.
- Partner with TikTok influencers to promote your law firm or legal services on the platform.
We will discuss the first two in more detail, as these are the methods that most law firms are likely to use.
Utilizing Ad Space on TikTok
TikTok allows you to run different ads through its Ad manager interface. The type of ad you use and the content in those ads will depend on your marketing goals and your target audience.
You can pay for:
- Image ads run in TikTok’s news feed apps and include an image, brand name, and text.
- Video ads can be used on TikTok or its news feed apps and include 5 – 60 second videos in users’ feeds. They include a video, ad image, brand name, and text.
- Spark ads allows you to post ads using your own TikTok account’s post or organic posts from other users (assuming you have their authorization). These ads differ from non-spark ads insofar as they are posted from real TikTok accounts.
- Carousel ads allows advertisers to share up to 10 images and individual captions in a single ad.
Law firms and business typically use a combination of these ad systems in their marketing to reach a wider audience of potential clients.
Posting Compelling Video Content to TikTok
Many lawyers have created profiles or brand-specific channels for their law firms to market their legal services using short-form video content. Content ranges from Q&A videos where lawyers answer users’ legal questions to comedy and general entertainment videos that depict life as a lawyer.
There is no one-sized-fits-all approach for promoting your brand on TikTok. Rather, you should choose a format, length, and tone for your content that works for you and helps you connect with your audience.
Here’s some tips to help you succeed.
Post Original Content
One of the best things you can do to gain followers on TikTok is to post creative, original content. Viewers are looking for something new and fresh, so present your own unique take! You don’t have to dance or follow the trends – play to your strengths, and focus on creating new, valuable content for your audience.
You can answer questions you get from your followers or that you frequently hear from your clients. You can provide tips and tricks for working in your industry from an inside perspective. You can also provide advice to aspiring lawyers and show them a glimpse of what life is like as a lawyer.
Add Legal Commentary and Observations to Videos
Although creating your own original content is important, you can play off of the content other people post. TikTok is brimming with videos of people doing dangerous or illegal things. You can give an interesting new angle on that content by providing some expert legal commentary.
@topdoglaw Where is he going??? 🤦♂️😭 my office is on high street not the highway!😂😂 TopDog Accident Attorneys 📲 888-807-1909 #lawyer #lawyeradvice #funnylawyer #funny #crazycarvideos #topdoglaw ♬ original sound – topdoglaw
Nailing your tone on this content is important. You want to stay a little playful with it and avoid sounding like you’re lecturing your followers. You could take the angle of “acting” as legal counsel to the person in the video you’re reacting to, or you could use current trending memes to make legal jokes.
The most important thing is to have fun, be genuine, and don’t be afraid to laugh at yourself or your profession a little.
Give Your Two Cents About Hot Topics and Newsworthy Cases
Part of creating valuable content for your followers is weighing in on current trending topics. When a particularly dramatic case comes up in the media, or everyone is talking about a specific legal topic, you have a fantastic opportunity to weigh in. Not only can you educate your followers about the issues in that case, but you can also provide your expert opinion on the matter.
@ugolord “Justice” for #CameronHerrin ??🤔 Do you think it’s fair? S/O to @mrhello15 for recommending! #lawyersoftiktok #lawyertiktok #crime ♬ Memories – Maroon 5
Dive into some of the complex legal issues surrounding a court case, or keep your followers updated on what’s happening each day of a high-profile trial. Break down those ideas in a way that’s easy for the average person to understand, and give followers an inside view into what’s really at play in a case or legal issue. As always, keep your videos short and sweet; you can always do a series of videos to break down an especially complex idea or issue.
Engage with Your Followers
Other than creating valuable content, the single best thing you can do to grow your following is to engage with your followers. People who follow you on social media want to feel like they’re connected with you. If they look up to you and respect your opinion, a personal message from you will be extremely meaningful.
When people message you, try to respond. If they send you questions or make comments on your video, make a video responding to that message. Shoutout to followers who gave you especially good ideas for videos. You can even post videos (with permission) with followers when you run into them in public!
How To Make Your TikTok Account Conversion Driven
Of course, as you’re creating all this content and building your following, it’s important to keep in mind the original goal of creating a TikTok: to bring in more clients.
If your followers come to view you as an authority in your practice area, it’s only natural that they’ll think of you if they find themselves in a situation that requires legal assistance. In fact, you might be their “dream” lawyer. You want to make sure your TikTok platform is driving more leads to your firm and that you’ve got systems in place to convert those leads into clients.
Here are some tips for optimizing your account for conversions:
- Make sure you have links to other social media or, if possible, to your website on your account profiles.
- Let people know how they can contact you, and redirect any business-related DMs that come into your TikTok to your preferred channels of communication.
- Most of all, make sure you’re cultivating an online personality that people feel comfortable contacting during the most vulnerable times of their lives.
These easy practices will increase your chances of generating leads from TikTok.
How Do I Create My Lawyer or Law Firm TikTok Account?
Creating your TikTok account is quick and easy. First, Download the TikTop app from the App Store or Google Play.
Alternatively, you can use your desktop or laptop to sign up here.
1. Setting Up Your Profile
Next, open the app and tap “Profile” in the bottom right to choose a method to sign up. You will need a valid email and phone number for login and account recovery.
2. Enter your Birth Date and Phone Number
Next, you’ll enter your phone number and birth date. TikTok will text you a six-digit code, which you will enter into the corresponding box. Once done, you’ll click next.
3. Create Your Username and Password
You now have the option to create your username and password. Your username will form a part of your account URL. Users can also search for your profile using your username, so try to make it something short and memorable. For example, your username could be your name or the name of your law firm. Once you’ve input your username, press “Sign Me Up.”
4. Edit Your Profile
Once you click sign me up, you will have an opportunity to further edit your profile. First, make sure you are on the profile section of your account. Click on the profile icon in the bottom right corner of the app. Then click “Set up profile.”
5. Add a Photo or Video
First, you should add a profile picture or video. You can do this from the Profile page or under “Set up your profile.” You’ll have the option to take a photo or upload a photograph from your device. To add a profile video, you must select one from your gallery.
Consider choosing an informal (but professional) picture or video for your profile. Attorney headshots are certinally acceptable but may not match the tone and culture of TikTok as well as a casual (but, again professional) picture.
6. Input Your Name
Your name, which is separate from your “username,” will appear at the top of your profile in TikTok. Users can search for your profile using your name. Change your name by clicking on the “Add name” section at the top center of the app. Or, fill out the same section under “Set up your profile.”
7. Fill Out Your “Bio” Section
In the “Bio” section, TikTok gives you the opportunity to tell users about yourself in 80 characters or less. The bio section will allow you to tell users about your law firm, practice areas, and the geographic area in which you operate.
8. Link to Other Social Media Accounts
TikTok allows you to link your profile to your Instagram and YouTube accounts. This is a great way to increase your digital exposure and connect your followers with your other social media accounts.
Nine TikTok Lawyer Accounts to Follow Right Now
If you’re looking for some examples of how to use TikTok, there are a few lawyers you should follow.
Taly Goody (tallygoodyesq)
Taly, who’s featured in the interview at the end of the article, has 90.5k followers. She posts about personal injury, employment law, and what to expect from law school.
@talygoodyesq 165 students registered for our April 8 Mock Law School Class so far! 🙏🏽 In case you missed it, registration is now open and will close this Friday, March 24th at 5pm PST. Lecture will be on criminal procedure, specifically the 4th, 5th, and 6th amendments, which covers your right to be protected from unlawful searches, your right to remain silent, and your right to an attorney. 👩🏽⚖️ Registered students will received class material via email by Saturday, March 25. Be on the lookout! A nice surprise for students who plan to take the LSAT: any registered student who attends class will be eligible to receive a @blueprintlsat prep course! We will be doing a raffle giveaway at the end of class 🙌🏽 thanks for providing the course Blueprint! We are soo excited! Raise your hands if you’ve registered or plan to register 🙋🏽♀️ _________ #lawschool #femalefounder #lawlife #lawyerlife #lawfirmowner #womeninlaw #attorney #inspire #legaljourney #womenoflaw #prelaw #futurelawyer #motivation #futurejurisdoctor #dontgiveup #believe #LSATprep #lawschool #lawstudents #lawschoolhacks #lawstudent #prelaw #college #futurelawyer #aspiringlawyer ♬ stream escapism – #1 worth it. stan
Mike Mandell (lawbymike)
Mike has 7 million followers and uses over-the-top comedy to educate people about criminal defense law.
@lawbymike Lawyer Spots a Liar! #lie #law #tellthetruth #liarsbelike ♬ Say So – Doja Cat
Erika Kullberg (erikakullberg)
Erika has garnered close to 9 million followers by breaking down the fine print in all the terms and conditions none of us ever read.
@erikakullberg What Delta doesn’t want you to know about damaged bags 🤯🤫 #lawyer #money #hacks ♬ original sound – Money Lawyer Erika
Lawyer Kelly (lawyerkelly)
Kelly talks in quick, direct terms about the complexities of family law and has nearly 400,000 followers on TikTok.
@lawyerkelly what’s in your prenup? #prenuptialagreement #prenup #marriage #whatgodhasjoinedtogether #ido #marriagelawyer ♬ Everything I Have Is Yours – Billie Holiday
Denise the Divorce Attorney (divorcelawyerdenise)
Denise’s 275,000 followers show us that you don’t have to dance, know all the latest trends, or use outrageous camera action to get a solid platform. She mostly talks straight to the camera, answering common questions about divorce and family law.
@divorcelawyerdenise In this scenario, the husband is bringing in six figures while the wife has been out of the workforce for 10 YEARS. 😳 But just because she’s not working doesn’t mean she’s not contributing! 👏 After crunching the numbers, I’ve determined that the wife is entitled to $1,120 a month for FIVE years. 💰 Don’t let anyone tell you that you don’t deserve what’s rightfully yours! 👊 #divorce #wife #husband #moneytalk #fairsettlement #marriageproblems #divorcesettlement ♬ UH HUH – Bktherula
Topdoglaw has gained 78.1k followers by posting comical videos of people acting carelessly, recklessly, and outlandishly. These videos are often overlaid with music, sound effects, or cutscenes involving the topdoglawyer.
@topdoglaw ❌ Do you put MORE BLAME on the Subway train or driver here??? 🤔 ✅ In many states, you must prove that the other party was at least 51% at fault. 🚂 TopDog Accident Attorneys 📲 888-807-1909 #lawyer #lawyersreaction #subwaytrain #traincrash #redlight ♬ Blicky – Fresh X Reckless
Ugo Lord (ugolord)
Ugo is known for posting videos of people getting into accidents. He then offers legal commentary about who is liable for the accident. He also posts “guilty or not guilty” videos about whether a person has behaved in a criminal manner. His videos have gained him 6.5 million followers.
@ugolord Replying to @ugolord PART 2: Tesla’s dash cam caught this confrontation. There was no physical contact yet pepper spray was still used. Justifiable self-defense or did she go too far? Watch! (P2 s/o to @c@cyberdyllx #l#lawyerl#lawyersoftiktokl#lawtoka#attorneysoftiktok ♬ original sound – ⚖️ The TikTok Attorney ⚖️
Caeser Chukwuma (iamcaez)
Caesar’s results speak for themselves. His sleek, flashy style and insightful videos about criminal law issues have earned him close to 400,000 followers.
@iamcaez Don’t fall for these police tricks 🚔 #lawyer #attorney #lawyersoftiktok #police #cops #pulledover #knowyourrights ♬ Bad Boys (Theme from Cops) – Inner Circle
Ali Awad (ceolawyer)
Ali Awad, the CEO Lawyer, posts videos answering topical questions about personal injury law. He also discusses how to drive safely in different conditions.
There are dozens of excellent examples of lawyers running successful TikToks, and they can be a great source of inspiration when you’re struggling for ideas on what to post.
@ceolawyer BURNOUT COMPETITION GONE WRONG #burnout #drifting #caraccident #legalanalysis ♬ original sound – Ali Awad, Esq., MBA
Keep in Mind: Social Media is Just One Aspect of Digital Marketing
Social media platforms are an important part of a digital marketing strategy. However, they are just one part. Legal marketing that gives you an edge over your competitors requires much more. It requires SEO.
Like Social Media, search engine optimization increases your visibility online. However, unlike social media, SEO, when done correctly, will place your website in the hands of valuable leads — right when they are searching for legal services.
LawRank, the best SEO company for lawyers, can help you reach — and stay — on the first page of Google and other search engines. We can also enhance your online presence by managing your social media and lawyer directory profiles to increase your odds of getting in front of the right clients.
Ready to learn more? Contact us today for a free consultation to learn how we can help your law firm. And keep scrolling for our interview with a real-life TikTok lawyer.
A Step-By-Step Guide to TikTok for Attorneys — An Interview with a Real-Life TikTok Lawyer
On a recent episode of our podcast, Tip the Scales, LawRank president Maria Monroy interviewed Taly Good, Esq. on how to use TikTok to promote one’s law firm. The episode, entitled Social Media Breakdown: A Step-By-Step Guide to TikTok for Attorneys, focuses on creating content that converts impressions to leads.
Here is a snippet of the podcast below. This conversation has been edited for brevity. Listen to the full interview here or on your favorite podcast app.
Maria Monroy: Today, I’m live with Taly Goody . . . If you don’t know who she is, you must not be on social media. If you’re a lawyer and you want to start doing social media, Taly breaks it all up for us today from how she gets her ideas, how to use the app, what equipment she’s using. I hope that you find this helpful.
All right. So I really want to talk about social media. I think every single lawyer, especially the younger ones, are attempting social media right now.
. . .
I want to hear your story of how you got started, what your approach is.
Taly Goody: I started my firm in 2019. Changed practice areas, came into personal injury and employment law. I knew I had big competition because I was like, “Okay, there are so many known attorneys in this industry and I’m just coming in like who am I?” Just starting fresh. So I thought I had to do something unique that not a lot of attorneys were doing. And back in 2020, social media wasn’t used as much. I mean, not to the extent it’s used now. And I got on TikTok.
TikTok, I was really hesitant about it first. I was like, “Ah, it’s like an app for kids or dancing.” I really didn’t think much of it.
Maria Monroy: Do you dance on Tiktok?
Taly Goody: No. I think I’ve done a couple dance routines in the beginning, and this was before COVID so not a lot of people were on it yet. I just posted a few things and it took off. I was like, wow. One of my first videos was steps on becoming a lawyer, and it was the most simple thing I put like high school education, four years of college LSAT. I was dancing. That one went viral, but I think it went viral because my dancing was off the beat. So I had all these hater comments, trolls.
. . .
Maria Monroy: It worked in your favor.
Taly Goody: Yeah, it did. And so I started on TikTok and then I was like, “This is great. It reaches a huge audience.” And so I continued creating content on TikTok and I spent a good year and a half, just every day almost posting just different things, personal injury-related content for people who want to become lawyers for law students.
. . .
Maria Monroy: Did you think, “Okay, this is going to get me direct clients?”
Taly Goody: I didn’t necessarily think that, but I knew it was good exposure. That’s the most important thing and whatever way fits me and what I actually enjoyed doing. So I did that. I got clients I think from a video I posted where it was day in my life as a personal injury lawyer, law firm owner. That one, really, I started getting a lot of calls because it said personal injury. And then I got one call saying, “Oh, scrolling TikTok, my dad needs a personal injury lawyer.”
. . .
Taly Goody: Right.
Maria Monroy: But I think that there are so many ways that people could target a certain audience and it doesn’t have to be so broad because I don’t think at the end of the day, people really care about a personal injury firm. Nobody really wants to follow a personal injury lawyer that’s talking about personal injury all day.
Taly Goody: I totally agree with you because everyone’s getting out there throwing content out and thinking, “Okay. We have to post direct sales material, which means let me talk about personal injury, what I do, my case results, client reviews.” While all of that is great, I think there needs to be more like you said.
I do think the posting generally about law is good, but at the same time, I think people may forget what type of law you practice. So you may be getting a lot of random requests, which as long as you have a good team to help manage that, it’s fine. But I can imagine getting a bunch of hits from random states that you don’t even practice in.
. . .
Maria Monroy: I want to talk to you about authenticity, and then I’d like you to explain to me how often you’re recording. Do you preset everything?
Taly Goody: Honestly, I think putting out content that you feel comfortable with. So you see other lawyers create, like you’re saying, TopDog law and all them, they have their similar styles. There’s attorneys coming out there trying to copy that exactly. I could see that being a recipe for disaster because it’s not necessarily you. If I try to do something where I’m like, “Oh, I’m trying to not copy someone else, but try a different style, that’s not me.” You could tell. You could see that through video.
For me, I feel like I like to share tips, educational tips, motivational tips. That stuff really resonates with the people that are viewing my content or showing that I went through a difficult time. I overcame it. And that gives hope to people. So that’s kind of my style and it’s always been. I try new things, but sometimes I’m like, “It just doesn’t work for me.” And so I don’t do that.
Maria Monroy: I agree. Do whatever makes you feel comfortable. And I think that’s really what it has to come down to. Do you feel comfortable doing this video? Does it feel like yourself?
Taly Goody: Right. I always think about three things whenever I post a video. Am I providing value to the people that are viewing it? What’s the point I’m trying to get across? What’s the message? And then the last one is it authentic to me? So am I me? Am I showing my true self or do I have a mask? Is this me or am I just trying to sell my business? But I think ultimately feeling comfortable and knowing that this is you and something you want to put out there is the most important thing.
Maria Monroy: And that makes sense. I like that. I like the am I adding value, which could also be like, or is the humors which is value because it’s making someone laugh. Is it entertaining? What is that value? And is there something or are you just rambling for no reason?
Taly Goody: Exactly. Obviously, you don’t want to overthink it, but it’s helpful to know. Is it educational? Is it funny? Is it inspirational? There’s a lot of different ways this content can make people feel.
Maria Monroy: So what is it like? Do you plan out 30 videos at a time? Are you looking at what’s trending out? And this is where I get stuck. I’m like, “Well, how much content do I record in advance? How do I know what’s trending if I’m not someone that’s on TikTok all day?” Do you use an app to pre schedule everything? Are you doing it yourself? Did you hire people? Walk us through what that’s like.
Taly Goody: To start, I create a master list of major topics that I feel I can provide value to the community about. So for example, how to become a lawyer, law firm life, parent life, how to balance. I make just main, main categories. It’s not like I sit down and just do this all one day. I have a running Google Doc. So it’s like when inspiration strikes, I go to my Google Doc, I add a couple things, whatever comes to mind. I go and write it down or else I’m going to forget.
But basically under these big categories, you’ll create subcategories of questions that people want to know or important facts that you want to share. And so I always start with that. And then when it comes down to actually getting inspiration on what type of videos to create that really, for me, it’s scrolling through TikTok.
I know it’s not for everybody, but I don’t scroll on there all the time. It’s just like maybe when I need a break or at the end of the day I go through my FYP, the for you page. And if I see a video where I’m like, “Oh, I could do a good play on one of my topics off this one.” And I’ll save the video in my files. You could save it on your TikTok app. And then one day when I’m like, “All right. Today is the day. I’m going to sit down and create a batch of content.”
Maria Monroy: What is your setup? Are you recording with your phone? Are you doing everything through the TikTok app? Is someone helping you?
Taly Goody: I do everything through TikTok app. I do have a social media assistant, but I do the filming all by myself. I have a phone stand. I have a ring light. It’s simple. I just use my iPhone, tripods, the ring light and film all on my own because I love just filming by myself because I feel like that’s when I can be my most authentic self if you’ll.
. . .
Maria Monroy: And how often are you doing this because trends change how quickly?
Taly Goody: Pretty quick. I think a good trend on TikTok can last a month.
So you got to just do it quickly or else you’re going to be late. I mean, it could still be okay. You might bring the trend back. If there is a trend that I know I’m really early to, I just get on it super quick. I’ll just film it without it being on a batch day.
Maria Monroy: How do you know though? How do you know it’s a trend? How do you know that you’re early?
Taly Goody: Because I’ll start seeing the multiple styles of that video in my FYP. It’ll keep popping up. Different people are doing it in their own ways, and I’m like, “I could totally do this.” Like the younger self videos, those are always trends on TikTok that I find.
. . .
Maria Monroy: How long does it take you to create, say, one video?
Taly Goody: If it’s very simple with me just wording something like five seconds or me just standing there. It could take a matter of like, I mean, a few minutes.
Maria Monroy: And if it’s a more complex, multiple shots?
Taly Goody: Right, transitions. That could take me a couple hours.
Maria Monroy: How many videos do you recommend posting per week?
Taly Goody: Well, TikTok, they make it seem like you need to be posting every day . . . I think the most important thing is to be consistent with your schedule.
So for example, if you are always posting three to four TikToks a week and your community, your followers expect that, keep doing that because they’re going to come back and be like, “Oh, where are those three to four videos? I know that’s what she generally posts.” But then you go MIA, and then engagement comes down a little bit. So as long as you post what’s consistent and comfortable for you, I think that’s the most important thing.
Maria Monroy: What’s a good starting point though for those firms or lawyers that have never done this and they’re super lost? What do you think is a good starting point?
. . .
To start, I would try to just do three to four times a week. If you really want to take off, post every day when you first start.
Because if you post every day, you’re going to start seeing engagement quicker than if you post only three to four times a week. Because look, the probability that your videos get traction, if you post more, the probability is much higher than if you’re only posting three to four times a week.