Is TikTok a Viable Marketing Option for Law Firms in 2022? (Full Guide + Cases)

14th January | 4 minutes

TikTok is a bizarre subject to talk about, especially to people from a serious industry such as the legal sector for, well, obvious reasons. Most of us find it hard to take a social network that’s all about weird dancing seriously.

I’d be in the same boat with you… if I didn’t do the numbers. Here’s the thing: we all know that TikTok is big. Few of us truly realize how big it actually is.

The social media platform has seen more than 1 Billion active users in 2021. To put things into perspective, more people opened TikTok than Google this year. And yes, this includes all Google services like search, maps, and calendar combined.

Surely there’s at least some fish in an ocean as vast, right?

TikTok in a nutshell

After reading this some of you may be wondering: What on earth is a TikTok?

TikTok is a social media platform that’s designed around the concept of sharing short, easily consumable videos. Usually they are around 60 seconds or less.

Yes, 41% of the platform’s audience is composed of kids and young adults aged 16-24. Nonetheless, many businesses – especially lawyers – can find a plethora of opportunities in this newly found market.

And just like with any other social media platform there’s more than one way to skin a cat.

For starters, you can go for the most intuitive approach and start generating engaging content to attract an audience around your brand.
Alternatively, you can collaborate with established TikTok influencers and promote your services to their audience.
Or you can use the platform for plain old digital advertising.
Lastly, you can use a combination of the above mentioned options.

Let’s talk results

Let’s talk about the lawyers who have already seen great success on TikTok before diving into the nitty-gritty of setting up the platform to fit your firm’s needs. These examples should shed some light on whether or not you’ll want to invest your time and resources into TikTok in the first place.

Alex Su (@legaltechbro) – 65.5K followers

Alex is Ironclad’s head of community development and a TikTok influencer. He has made his career on the social media platform through clever and creative videos that throw a few comedic jabs at the realities of practicing law in a BigLaw company.

Lisbette Baltazar (@lisbette_attorney) – 12.9K followers

Lisbette is a practicing bankruptcy attorney from California. Her content revolves around practical tips and know-how for legal consumers on bankruptcy. Her TikTok channel serves as a great media boost while also establishing Lisbette’s domain expertise.

Kelly Chang (@lawyerkelly) – 396.9K followers

Kelly is a divorce attorney from California who manages to combine witty humor and educational content in her TikTok shorts. This open approach has built a huge following around her and her services.

Adam S. Juratovac (@adamjthelawye) – 538.6K followers

Again, a practicing lawyer who focuses on educational content hits the top on TikTok. Adam’s tips and tricks can become an invaluable asset to his followers who are interested in employment law and his channel is an excellent show of skill, experience, and understanding of the niche.

Paige Sparks (@lawyerpaige) – 148.1K followers

Paige takes educational content on all things employment law, trusts and estates, or criminal defense and gives it a unique spin. For her, a TikTok channel is a brilliant way of displaying her own personality and charisma while also offering real value in an entertaining manner.