Social media is a powerful force in our lives. Many law firms and other small businesses have incorporated social media channels into their marketing strategy. It’s now standard for small businesses to have a Facebook page, and many small businesses have found further success using other social media channels such as LinkedIn and Instagram.
In the past few years, TikTok has enjoyed astounding success. In the first quarter of 2020, they set a record with 315 million installs. It only took three years for TikTok to attract one billion active users. Instagram took twice as long to reach the billion-user milestone.
TikTok has outstanding potential to reach a lot of people. And many lawyers have figured out how to tap into this surging stream of potential customers. It’s important to remember that TikTok skews towards a younger audience, but their demographics are expanding to include more older users.
To market your law firm on TikTok, you will need to master its unique format. Your TikTok account requires constant and diligent attention. But great rewards are available for those who learn how to take full advantage of this dynamic resource.
Tip 1—Identify Your Target Audience
What kind of clients are you looking for? Make a list of the types of clients you wish to attract based on demographic factors such as age, gender, interests, location, and income level.
As you gain followers using a combination of original and curated content, use TikTok analytic filters and other tools to see who’s viewing your posts. Then you can tailor your content to fit your desired demographics.
Tip 2—Engage and Entertain
A character in the movie Glengarry Glen Ross explains how the key to making a sale is ABC — Always Be Closing. But that’s not what you want to do on TikTok. If you try to actively sell people, they’ll tune you out.
Instead of trying to promote your business, you’ll want to entertain people. The ideal length for a TikTok video is 21 to 34 seconds. A successful TikTok post captures the viewer right away and holds their attention.
Some tips for engaging TikTok users include:
- Be funny
- Be informative
- Show dancing
- Be visually unique
- Contain striking scenery
- Feature popular sound clips
- Use a full screen 9:16 focus when filming
- Feature a variety of viewpoints and camera angles
Tip 3—Use Hashtags and Follow Trends
The key to being successful on TikTok is staying up with trends and hashtags. A hashtag is a # followed by one or more words without spaces. Hashtags are clickable, and TikTok users add hashtags to videos to promote them to other users. Some popular TikTok hashtags include:
TikTok is all about what’s trending right now. It takes constant attention to stay up with the latest trends, and TikTok marketers must visit the site several times a day. Trends are frequently related to a particular dance, sound effect, or song clip.
Some recent trends include:
- Dress up for the Minions movie
- Therapy isn’t enough
- She’s a 10, but…
- What’s your I’m so lucky photo?
- It’s about damn time
- One thing about me
- Never let them know your next move
Tip 4—Find Your Niche
A number of lawyers have attracted a large following on TikTok by providing useful and entertaining content. For example, Calina Plotky is a family law attorney with 364 thousand TikTok followers who’s gotten over 12 million likes.
In addition to talking about her practice area, Calina also connects with her followers by being open about her personal struggles with a chronic illness called interstitial cystitis.
Tips for attracting followers to your legal account include:
- Be quirky
- Be informative
- Answer legal questions
- Focus on specific legal topics like privacy, patent law, or immigration
- Feature other lawyers as guests
- Create entertaining and informative videos
Tip 5—Go Live
Once you have attracted over 1000 followers, you can start livestreaming. TikTok allows you to livestream for up to 60 minutes. This type of in-the-moment content provides your followers with a memorable experience and makes them feel like they are part of something exciting.
You don’t have to do anything special for a livestream, just be yourself and show them you’re a real person.
Stay on Top of the Latest Trends with SLS
Marketing never sleeps. New trends and new technologies are always appearing on the horizon. Our team at SLS Consulting Inc. is on the cutting edge of advertising, and we stay on top of the latest developments in the field.
Call SLS Consulting, Inc., at (323) 745-1806 for a FREE consultation today. We know marketing.
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