Lawyers on TikTok: Tips for Short-Form Video Marketing

As one of the newest and most popular social media platforms, TikTok’s user base is growing rapidly. After starting as a place for short-form comedy videos, TikTok has developed into a valuable marketing tool with the potential to reach millions of consumers. Moreover, the virality potential of this platform is unparalleled, so businesses have a greater opportunity than ever to reach vast audiences by leveraging short-form video content. While TikTok presents a great opportunity for law firms to market their services, many attorneys are unsure of how to use the app or whether it is worth the investment. Several attorneys, however, have found success on TikTok, leveraging it to attract traffic to their website and establish a relationship with potential new clients. What Is TikTok? TikTok is a short-form video-sharing app that has reached 1 billion monthly active users since its inception. A major component of its popularity is its ease of use. Most videos are 15 seconds or less and can be crafted easily using a mobile device. Despite being a global app, TikTok emphasizes localized content and in this way is ideal for community building. The app is a hot spot for the millennial and Gen Z audience, with 41% of its users aged 16-24. As the app continues to gain traction, the user demographics are shifting to include older individuals and businesses. With this in mind, it is clear why more and more businesses are turning to TikTok to share their brand and diversify their marketing strategy. The Power of Short-Form Video Content TikTok garnered serious virality in 2020 and 2021, and other social media platforms like Instagram and YouTube have taken note. As more and more platforms continue to shift to quick, short-form content, marketers are beginning to follow suit. It’s clear that short-form video is

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