TikTok is one of the fastest-growing social media platforms on the planet. Can your law firm afford not to tap into an audience of over 1 billion users for free? Your forward-thinking competitors are already leveraging the benefits of short TikTok videos.
This means you have two choices: join them or fall behind…
In this blog we’ll:
- Explain why TikTok short videos should be part of your law firm’s marketing strategy
- Provide real-world examples of practices in your sector that are succeeding
- Share ideas you can use to start creating your content today
TikTok short videos vs Instagram reels
Instagram Reels is TikTok’s biggest competitor. It was launched in 2020 and has an older demographic – with nearly 90% of its users comprising people aged 18 years and above. Contrastingly, 25% of TikTok’s audience is under 20 – the remainder being a mixture of ages and comprising people at various stages of their lives.
That said, don’t be put off by TikTok’s younger demographic. The platform is popular with young professionals who run their own businesses – or at the very least, have buying influence in their households.
Although lawyers were slow to recognise the benefits of using Instagram Reels to win new customers, 25% now use it as part of their marketing strategy.
TikTok is far less saturated and still growing – so you’ll stand a better chance of standing out from the crowd.
How long are TikTok short videos?
When the platform was first launched TikTok short videos were capped at 15-seconds. The limit was then increased to a minute. This year the platform introduced 3-minute clips which were used to great effect by a range of businesses.
Three benefits of short TikTok videos
Are short clips worth it? Without a shadow of a doubt. Here are a few reasons your law firm should start posting on TikTok without delay.
#1 Respond to trends faster
Trends come and go. Short TikTok videos can be brainstormed, filmed, edited and posted in a matter of minutes – meaning you won’t miss the proverbial boat.
#2 Enjoy better audience engagement
Your customers have low attention spans. Why risk losing them with a three-minute video when you could post a humorous 15-second Q&A style clip instead.
#3 Post video content more often
If you’re new to TikTok you’ll need to post 3-5 times a day. The shorter your videos the more you’ll be able to post – increasing your law firm’s visibility.
Three lawyers who went viral on TikTok
Savvy law firms recognised the benefits of TikTok during the platform’s infancy with many achieving heady follower numbers as high as 3 million.
The good news is that there’s still room for your brand to take a slice of the TikTok pie while the platform grows.
Here are just a few of the lawyers and firms reaping the rewards with TikTik short videos.
TikTok Short video example #1 – @attorneytom
Attorney Tom recognises the benefits of short-form content. His How to act when you’re pulled over by the police video is a case in point.
With a total run time of 55-seconds the video is:
- Educational – explaining to viewers what their legal rights are in the case of a traffic stop
- Accessible – Attorney Tom keeps things simple, avoiding the use of confusing jargon
- Concise – even busy people could find the time to watch this short clip
This format could be used by almost any firm. Family law specialists could post a series of short 60-second clips about child relocation, shared residence orders, or cohabitation law reform.
TikTok Short video example #2 – @thatcriminallawyer
Ray Zhai has carved out quite a reputation for himself – using short TikTok videos to garner a following of 50.5K and 561.9K likes. His fully authorised clips – aimed at younger viewers – break down complex topics into short digestible formats.
Some of his topics include:
- What to do when stopped by the police
- Should you represent yourself?
- How to safely change lawyers
Although not a B2B lawyer, Ray’s FAQ-style short TikTok videos can be adapted to suit any law firm’s marketing strategy.
Take a moment to list down some of the questions your clients ask you – then ask a colleague to film you answering them.
A 60-second clip about contracts could be converted into 4 x 15-second clips…
- How is a contract formed?
- Which clauses matter most?
- Must contracts be written?
- What is a breach of contract?
- What are the 5 elements of a contract?
TikTok Short video example #3 – @thelawyer
Anthony Barbuto is TikTok’s first lawyer. Although his content is often professional he also posts about his family life. His short TikTok video – entitled Driving with American dad vs. Driving with Albanian mom – is, for example, short, whimsical, and insightful.
Whether we choose to work with Anthony or not we can’t help but warm to him. And from a branding perspective, we know what to expect if we call: a hard-working family man with a cheeky sense of humour.
Should you post personal videos about your family life on TikTok? Not everyone feels comfortable doing that. But you could break the mould by talking about something other than law.
Why not post some short TikTok videos about:
- Your morning routine – starts with hitting the snooze button on your alarm and ending with grabbing a cup of coffee from your favourite brand.
- Your office set up – which could involve a short tour of your facilities and help customers visualise what sort of a law firm they’d be working with.
- Your team members – which could entail questions like: what’s your favourite movie?; what’s your no.1 snack?; and what did you do at the weekend?
These short TikTok video topics will personalise your brand – creating a connection that might not be achievable using a corporate approach.
Seek inspiration from everywhere
To find TikTok short video ideas don’t limit yourself to the legal sector. Yes, it’s good to get the measure of your competitors by following them on your feed and noting down which of their ideas work. But extend your research to other brands too – even if they’re B2B or in an entirely different sector.
Don’t be afraid to experiment with ideas
There’s no such thing as a bad idea. Anthony Barbuto probably had reservations about being the first lawyer on TikTok. Fast forward to 2022 and he has millions of loyal followers.
Reframe content for other video platforms
A large proportion of TikTok’s users don’t frequent Facebook, Instagram, and LinkedIn. That’s why it’s important to post your clips on other social platforms – modifying your branding in each case to suit the intended demographic.
Does the thought of creating short TikTok videos terrify you?
Not everyone loves acting in front of a camera. And let’s face it, coming up with new ideas takes time and effort too (that’s without mentioning editing, uploading, and monitoring your content).
Why not trust the hard work to us instead. Contact us to find out how we’ll bring your brand to life – leading to better engagement and increased ROI.