“TikTok made me buy it.” You’ve probably heard this phrase a million times, usually from someone showing off their latest skincare miracle or kitchen gadget. But what if influencers on TikTok—and influencers in general—could make you hire a lawyer? Sounds bizarre, right? Well, hold onto your gavels because we’re diving into whether social media influencers can bring some much-needed pizzazz (and clients) to law firms.
Once upon a time, celebrities and traditional ads ruled the marketing world. Now, there’s a growing demand for and focus on influencers—those people who have amassed thousands or millions of followers by sharing everything from makeup tutorials to dog videos. Some of these digital mavens wield serious power, convincing their fans to buy, try, and cry over just about anything.
Influencers cover every imaginable niche, including fashion, beauty, fitness, tech, and even financial advice. Their success lies in their ability to connect with their followers in a real, relatable way. This personal touch has brands across all industries scrambling for collaborations. But what about law firms? Can our typically stiff and buttoned-up profession harness the influencer power?
Let’s be real: The legal industry isn’t exactly known for being trendy or quick to jump on new technology or new marketing. Most law firms are still figuring out how to tweet without sounding like robots. However, the tide is turning. Law firms are slowly recognizing that social media isn’t just for cat memes and viral dances—it’s a powerful tool for building brand awareness and engaging with clients.
But here’s the kicker: While social media influencers can sell you the latest face cream, can they convince you to hire a lawyer? Legal services are complex, require trust, and often deal with serious issues. It’s not like recommending a new brand of cereal. So, is there room for influencers in the legal world? Spoiler alert: There is, and it might even work for you.
Trust is the key to connecting with potential clients. One potential strategy for law firms is to buddy up with influencers who have already built a reputation for delivering trustworthy content in related areas. Think finance gurus, business experts, and personal development influencers. These folks often touch on legal topics such as contracts, intellectual property, and business formation. By partnering with them, law firms can tap into audiences already interested in these subjects.
These collaborations can take various forms. Imagine an influencer creating content that breaks down legal jargon, shares personal legal experiences, or even interviews a lawyer. This not only positions the law firm as an authority but also builds trust with potential clients who already trust the influencer.
Sure, mega-influencers with millions of followers sound impressive, but let’s talk about the little guys—micro-influencers. These are folks with smaller but super-engaged followings, often between 10,000 and 100,000 followers. Micro-influencers tend to have a more personal relationship with their audience, leading to higher levels of trust and credibility.
For law firms, especially solo and small firm practitioners, micro-influencers can be your best opportunity. Collaborations would come at a lower cost than with mega-influencers, but more importantly, they can help target specific interest area demographics more effectively. For instance, a family law firm could team up with a parenting influencer, while an employment law firm might collaborate with a career coach.
Geography is another way to target key client demographics. In almost every city in the United States, there are influencers who make it their goal to highlight local businesses. In my home of Seattle, Washington, we see this all the time for restaurants and bars, but we also see it for service providers ranging from auto shops to spas. Whether special interest or geographic, these targeted partnerships can allow law firms to zero in on potential clients who are actually in need of their services.
Let’s get one thing straight: For influencer collaborations to work in any market, the content needs to be both authentic and informative. But unlike a quick shoutout for a new lipstick, legal services require a deeper level of engagement. Influencers (either on your behalf or with you) should create content that genuinely adds value—explaining legal concepts, sharing personal stories about legal issues, or hosting Q&A sessions with legal experts.
Law firms can support influencers by providing accurate and useful information, ensuring the content is both informative and compliant with legal advertising regulations. This team effort can enhance the credibility of both the influencer and the law firm, building trust and potentially leading to new client inquiries.
Let’s talk ethics and regulations—the not-so-glamorous part of this whole equation. Legal advertising comes with a laundry list of rules designed to prevent misleading or unethical practices. Law firms must ensure that any influencer collaboration sticks to these rules, including clear partnership disclosures and accurate representation of services.
Moreover, law firms need to be picky about their influencer pals. The influencer’s reputation, credibility, and alignment with the firm’s values are crucial. Teaming up with someone who’s known for controversial antics can backfire big time, damaging the law firm’s reputation.
It’s also important to remember, as with any marketing, that many states prohibit paying non-firm employees for client referrals. Know the rules in your state, and make sure you follow them.
Measuring the impact of influencer marketing for law firms can be tricky. One of the most common approaches is the use of discount codes tied to specific influencers; it’s a great idea but has little to no application to law firms. After all, you’re selling legal expertise, not trendy gadgets. However, there are ways to gauge effectiveness. Metrics such as increased website traffic, higher social media engagement, and a rise in inquiries or consultations stemming from the influencer’s content can provide insights.
Law firms can also rely on client feedback and testimonials to assess the impact. Ask your clients how they heard about you. Positive client experiences and referrals can indicate that the influencer’s content successfully built trust and drove potential clients to seek the firm’s services.
Say you’re a family law firm. Partner with a popular single-parenting influencer and discuss how to work out custody conflicts in ways that are less harmful to children.
Or maybe you’re a business law firm. Partner with a financial influencer to produce educational content on topics such as starting a business, protecting intellectual property, and navigating legal regulations. Record and post videos of the influencers coming to you as if they were clients, with issues and questions they face in their businesses.
Or say you’re a workers’ compensation attorney. Partner with construction influencers (yes, that’s a real thing) to make videos about workplace safety and what to do when things go wrong.
Maybe you’re a criminal attorney. There’s a host of influencers on TikTok right now making a name for themselves by giving out truly catastrophic advice on how to avoid paying taxes. (I’m joking, but those influencers really exist.)
As the legal industry continues to evolve (slowly but surely), the role of social media influencers is likely to grow. Law firms can explore innovative ways to leverage influencers, such as hosting live Q&A sessions, webinars, or virtual events. These interactive formats allow potential clients to engage directly with legal experts, ask questions, and gain valuable insights in real time.
Furthermore, the rise of niche social media platforms and communities presents new opportunities for targeted influencer collaborations. Platforms such as LinkedIn, TikTok, and even specialized forums or groups can be valuable channels for reaching specific demographics interested in legal topics.
So, can social media influencers create value for law firms? The answer is a resounding yes for many—maybe even you. By carefully selecting influencers who align with their values and target audience, law firms can build trust, enhance their online presence, and reach new clients. The key lies in creating authentic, informative content that resonates with the influencer’s followers and provides real value.
As social media continues to shape consumer behavior and expectations, law firms that embrace influencer marketing can stay ahead of the curve, positioning themselves as forward-thinking and client-centric. While “TikTok made me hire a lawyer” might not be the next viral trend, the influence of social media on the legal industry is undeniable. So, get ready to enter the wild world of influencer marketing—you might just be surprised by the results.
