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Tik Tok is one of the newest social media apps available. It features relatable, short and often humorous videos that grab the attention of its worldwide audience. This popular platform boasts more than 500 million users, and besides hosting entertaining and viral videos, Tik Tok carries loads of marketing possibilities. The potential to reach thousands has made businesses, including law firms, get started on Tik Tok, and these new users are reaping the benefits.
What is Tik Tok?
An engaging (and addictive) app, Tik Tok draws in people who want to be entertained by video clips, and provides a platform for people who want to make shareable videos which are typically ten seconds or less. Although 41% of Tik Tok’s users are between 16-24 years old, businesses are finding an audience and venue where they can enrich their marketing strategies, and this includes law firms.
How Should Lawyers Use Tik Tok?
Lawyers who have already started with Tik Tok are utilizing it to promote their brand and generate income in a few different ways:
- Creating a channel to promote a brand with compelling videos to gain attention
- Linking up with Tik Tok influencers who can spotlight their business
- Paying for advertising within Tik Tok
The following attorneys are a few of many who are using their videos to share their expertise and attract followers:
Kelly Chang @lawyerkelly
Kelly Chang is a family lawyer and her short, informative and funny videos are followed by more than 286K. Her Family Law Pop Quiz has been played over twenty thousand times.
Anthony Barbuto @thelawyer
Anthony Barbuto has been creating content on social media for a long time, and besides being a Tik Tok dancer, singer, rapper and entertainer, Anthony is also a lawyer.
Cecillia Xie @cecexie
Cecillia Xie has positioned herself as a lawyer and influencer on Tik Tok, and it all started with a viral video. She is a privacy lawyer, and uses Tik Tok to instruct others on legal issues and to help students who are interested in a legal career. She posts day-in-the-life videos, answers questions and has launched a series of small groups for lawyers to privately ask questions and share advice.
Adam S. Juratovac @adamjthelawyer
Adam S. Juratovac is an employment lawyer who uses his Tik Tok channel to post informative and entertaining videos explaining what individuals should do if they get fired, as well as how to interact with their former employers.
Brad Shear @BradShear
Brad Shear is a managing partner at his law firm, and has been active on social media for a long time. Using Tik Tok, Brand provides legal information of interest to young users. Brad’s video content for a new generation is well-loved and highly followed.
Calina Plotky GA Lawyer
Family lawyer Calina Plotky makes entertaining law-related videos and sells lawyer merchandise. She wants her posts to remind people involved in family legal issues that they are not alone.
Ethen Ostroff @ethenostrofflaw
Attorney Ethen Ostroff creates Tik Tok videos that contain information about personal injury law, appealing especially to teenage users. He also instructs on common misconceptions and gives tips to those interested in law school.
7 Tips for Using Tik Tok
Here are some quick tips to successfully promote your brand, generate leads and draw in potential clients using Tik Tok.
Define Your Target Audience
Before adding another platform to manage, define your goals and your target audience. Every video post you create should have the goal of growing and nurturing your ideal client. A target audience should be more defined than “people who need legal services.” Consider this imaginary persona in terms of age, profession, gender, marital status, language and everything else. Design Tik Tok posts specifically for this audience and let your videos speak directly to it.
Produce Real and Relevant Content
With a clear audience in mind, now you can create meaningful, relevant content. The material should educate, provide true value and answer typical questions. Depending on your practice and expertise, you could post content on legal concepts, commentary on the news, changes in the law, or short gems of general advice. Consider the following ideas when crafting your posts:
- Tutorials, lists and how-tos are popular on Tik Tok.
- It is popular to allow words to pop out on the videos, and the Tik Tok editor provides a way to add text.
- Include a call to action in your videos.
- Use excellent lighting when creating video content.
Post Every Day to Gain a Following
It is essential that you post daily, or better yet five times a day when you first sign up. It is recommended to start posting in the mid-afternoon, and continue posting until 7 p.m., then again around midnight, because this is when most Tik Tok users are active on the platform. This is optimal, but if this schedule is too intense, aim at least for one post per day. This pace is ideal for the first few weeks, until you have gained stability with the Tik Tok algorithm and gained some followers. Tik Tok will highlight your new account when you first sign up, so take advantage of the initial promotion.
Explore Trending Elements
There are various challenges within Tik Tok, so explore, discover and join these if possible. Different types of challenges go viral, from meme challenges to dance challenges. Do not be afraid to show your funny side or put a crazy, creative spin on a trending challenge. Participate in the trending and popular hashtags which are relevant to your material as well. You can find out what is trending on the Tik Tok “Discover Page.” Challenges take more time and creative effort, but also provide opportunity to put yourself in the spotlight.
Connect with Industry Influencers
Try creating videos together with already established industry influencers on Tik Tok who might mesh well with your brand. Search out accounts that already have a following and could expose you to a wider audience.
Save and Comment
Before posting anything, save it before publishing. This is helpful, because sometimes you post a video and it lacks feedback. When you save your material, you can post it at a later time. Another reason for saving your video is so you can post it on another social media platform. After saving your content and posting it, take the time to respond to comments, since this is critical to success on Tik Tok. Do not post and walk away, because comments are an important part of the Tik Tok algorithm.
Discover What Works Best
Tik Tok is new and constantly changing, as are the viral trends within it. It takes time to create a following, along with a healthy amount of trial and error. Keep posting, stay engaged, and look around for inspiration when you need it.
How Law Quill Can Help
Tik Tok is a new and exciting social media app that can benefit your law firm, if understood and used wisely. Start with knowing your target audience, so you can create fitting content to reach it. If you want to maximize the possibilities within Tik Tok, be sure to include links to your website and other platforms. Follow helpful tips and watch the success stories, and yours may be the next viral video to captivate Tik Tok viewers.
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