Social Media Marketing Strategies for Lawyers & Law Firms (+Examples)

Think of social media as the new legal battleground. It’s where clients form opinions, weigh their options, and ultimately decide who they’ll trust with their legal needs. 

But many law firms haven’t adapted to this shift. 

Only 27% use organic social media to build their brand, and – according to the American Bar Association – 16% have no social media presence at all.

This guide is your winning strategy. We’ve taken our experience with over 150 law firms and condensed it into a clear, step-by-step system to help you come out on top.

Here’s what you’ll gain:

• A powerful online presence
• The ability to pinpoint your ideal client:
• Expertise on all the key platforms:
• A knack for creating impactful content

Let’s show you how to win your case in the court of social media.

Benefits of Social Media Marketing for Lawyers

You already know social media is important, but let’s get specific about how it can benefit your law firm:

• Build a Powerful First Impression: With 70% of lawyers using social media for career development and networking, your online presence is often the first interaction people have with your firm.
• Generate Real Business: Social media drives tangible results. Nearly a third of lawyers have gained clients directly through these platforms. That’s a source of new business you can’t afford to ignore.
• Strengthen Your Referral Network: Social media is a powerful networking tool. Connect with other law professionals, build relationships, and open doors to valuable referral opportunities.
• Position Yourself as an Industry Leader: Consistently sharing valuable content establishes your firm as a go-to resource in your field.

Our Playbook of Social Media Marketing for Law Firms

Can you believe people now spend an average of 2.5 hours every single day on social media? 

Let’s explore how you can turn that remarkable number into an opportunity to build your brand, connect with clients, and grow your practice.

Start By Understanding Your Target Audience

You can’t win a case if you don’t know who your jury is. The same goes for social media. Before you start posting, you need to understand who you’re trying to reach. 

Get to Know Your Ideal Client

Start by painting a picture of your perfect client. Think about:

• Demographics: Age, location, income level, education – these are the basics. A corporate lawyer in New York City will have a different target audience than a family lawyer in a small town.
• Psychographics: This is where you dig deeper. What are their values, their pain points, their motivations? Someone looking for a personal injury lawyer might be worried about medical bills and lost wages, while someone seeking estate planning advice might be concerned about protecting their family’s future.
• Legal Needs: What specific legal challenges does your audience face? 

And don’t forget to consider where your audience spends their time online. 83% of law firms use LinkedIn, 57% use Facebook, and 33% use Twitter/x. Knowing where your potential clients are most active will help you focus your efforts.

Do Your Homework

To truly understand your audience, you need data. Here’s how to get it:

• Analytics Platforms: Google Analytics can tell you where your website traffic comes from, giving you insights into your current audience. Meta Audience Insights provides data on the age, location, and interests of your Facebook audience.
• Competitor Research: Tools like Sprout Social allow you to see what your competitors are doing on social media. 

Segment Your Audience

Once you have a good understanding of your audience, it’s time to segment them into groups. This allows you to adjust your messaging and ensure it speaks directly to each specific group.

For example:

1. Personal Injury Lawyers: You might segment your audience by type of injury (car accidents, workplace injuries, etc.) or by their concerns (lost wages, medical bills, etc.).
2. Corporate Lawyers: You could segment by business type (startups, large corporations) or by legal need (intellectual property, mergers, and acquisitions).
3. Family Lawyers: Segment by client needs, such as divorce, child custody, or adoption. Create content that addresses the specific concerns and challenges of each group.

Platform Selection

Now that you have a clear picture of your ideal client, it’s time to choose the right platforms to reach them. Let’s explore the strengths and challenges of some of the most popular social media platforms for lawyers.

LinkedIn

We all know how important networking is for lawyers. Well, LinkedIn is the world’s biggest legal networking event, happening 24/7. 

With over a billion users and 83% of law firms already active on the platform, it’s an essential tool for growing your practice.

Why LinkedIn Works for Law Firms

1. Find the Right People: LinkedIn’s advertising tools let you target your audience based on their industry, job title, and company size.
2. A Professional Atmosphere: People come to LinkedIn to learn, network, and do business. This makes it ideal for law firms that work with businesses or other professionals.
3. Build Your Reputation: Sharing case studies, legal updates, and your professional achievements can help you stand out and establish your firm as a leader in your field.

Challenges of LinkedIn

While LinkedIn is great for connecting with other professionals, it might not be the best fit for every type of law firm. If your focus is on personal injury or family law, you might find it harder to reach individuals here. Also, LinkedIn has a more formal tone, so you’ll need to adjust your content to fit in.

Facebook

While LinkedIn is your professional network, Facebook is where you build relationships on a more personal level. 

With over 3 billion users, it’s the world’s largest social media platform, offering access to a vast and diverse audience. 57% of law firms are already active on Facebook, recognizing its ability to connect with local communities and engage individuals in a more approachable way.

Why Facebook Works for Law Firms

1. Local Reach: Facebook’s location-based targeting tools make it easy to connect with people in your area. This is particularly helpful for firms with a strong local focus, such as those specializing in personal injury, family law, or real estate.
2. Targeted Advertising: Facebook’s ad platform allows for highly specific targeting. You can reach people based on their age, interests, behaviors, and more. A family lawyer could target parents going through a divorce, while a criminal defense attorney could reach people who have recently been arrested.

Challenges of Facebook

One challenge with Facebook is that organic reach has decreased – we are now very much in the “pay to to play” era of this platform. So you might need to invest in paid advertising to ensure your content is seen by a wider audience.

Meta Advantage Plus for Law Firms

Advantage Plus uses the power of machine learning to take the guesswork out of Facebook and Instagram advertising. It automates things like choosing your target audience, creating your ads, and even making adjustments as your campaign runs.

And it’s working! Businesses using Advantage Plus have seen up to a 32% increase in their return on ad spend. That’s a lot more bang for your buck.

X/Twitter

If LinkedIn is the virtual conference room where lawyers network and build connections, then X is the courthouse newsroom where reporters gather, stories break, and legal experts offer their insights. 

With 556 million monthly active users and 33% of law firms already on the platform, it’s a valuable tool for building your reputation and staying informed. But it’s also been a bit of a rollercoaster lately, with Elon Musk’s takeover leading to some significant changes and uncertainties.

Why X Works for Law Firms

1. Be in the Know: X is the place to be for real-time legal news and discussions. A tax lawyer could comment on new legislation as it’s announced, or a criminal defense attorney could weigh in on a high-profile case.
2. Direct Line to Influencers: Want to connect with journalists, legal experts, or potential clients? X makes it easy to interact with them through replies, mentions, and direct messages.
3. X’s ad platform helps you reach your ideal audience and expand your practice. Use detailed targeting to connect with individuals based on demographics, interests, and online behavior, ensuring your message reaches those who need legal services.

Challenges of X

X’s character limit can make it challenging to explain complex legal concepts. You’ll need to be creative and find ways to simplify your message without losing its meaning. Although, with X Premium, this can be circumvented – with up to 25,000 characters per post.

Instagram

If LinkedIn is your professional network and X is the courthouse steps, then Instagram is your firm’s opening statement to the jury.

It’s where you make your case to a visually-driven audience of over 2 billion monthly active users, presenting your personality, your expertise, and your commitment to your clients. 

While only 18% of lawyers are currently using Instagram, it’s a platform with huge potential, boasting a nearly 60% reach rate in the United States. This makes it a valuable tool for connecting with clients and building a strong brand identity.

Why Instagram Works for Law Firms

1. Instagram is all about visuals. Use high-quality photos and videos to give people a glimpse inside your firm. 
2. Connect with the Next Generation: A large portion of Instagram’s users are between the ages of 18 and 34. This makes it an ideal platform for firms specializing in areas like employment law, tenant rights, or family law, which are often relevant to this demographic.
3. Keep it Fresh and Engaging: Instagram offers a variety of content formats to keep your audience interested. Use Stories to share quick tips or behind-the-scenes glimpses of your firm. Create Reels with short, engaging videos that explain legal concepts or answer common questions. 

Challenges of Instagram

• Standing Out From the Crowd: With so much content on Instagram, it can be hard to get noticed. You’ll need a unique and engaging approach to capture people’s attention.
• The Rise of “Pay to Play”: In recent years, we’ve found that organic reach on Instagram has declined significantly. Like Facebook, it’s become more of a “pay-to-play” platform, meaning you might need to invest in advertising to get your content seen by a wider audience.

YouTube

Think of YouTube as your law firm’s 24/7 TV channel, broadcasting your expertise to a massive audience of over 2.5 billion monthly active users.

It’s the perfect platform for thoroughly exploring complex legal topics, answering common questions, and demonstrating to viewers why you’re the right choice for their needs. 

Surprisingly, according to the American Bar Association, only 24% of law firms are currently using video in their marketing strategies. We believe there’s a huge opportunity for you to distinguish yourselves on this platform and establish your firm as a recognized authority in your field. 

Why YouTube Works for Law Firms

1. Build Trust and Credibility: Videos are a powerful way to build trust with prospective clients. 
2. Expand Your Online Presence: Did you know that YouTube is the second largest search engine? That’s right, people are searching for legal information on YouTube all the time.
3. Targeted Advertising: Just like Facebook and Instagram, YouTube offers powerful advertising tools. You can target your desired audience based on their demographics, interests, and even their search history.

Challenges of YouTube

• The Algorithm is Always Changing: YouTube’s algorithm determines which videos get seen by whom. It’s constantly being updated, so you’ll need to remain aware and adjust your strategy accordingly.
• Production Quality Matters: Viewers expect a certain level of quality from YouTube videos. You might need to invest in equipment or hire a professional videographer to ensure your videos look and sound their best.

TikTok 

If Instagram is your opening statement, then TikTok is your closing argument, delivered in 60 seconds or less. It’s where you connect with a younger, more visually-driven audience, using humor, creativity, and a dash of personality to make your case. 

With 1.69 billion monthly active users worldwide and 170 million in the US alone, TikTok offers a unique opportunity to reach a massive audience and show them that lawyers can be relatable and engaging. 

While a few prominent firms – such as Hogan Lovells and Bracewell – have started using TikTok, many in the legal industry are still hesitant. This creates an opening for your firm to establish a presence and connect with a new generation of clients.

Why TikTok Works for Law Firms

1. Share behind-the-scenes glimpses of your firm, create lighthearted videos about everyday legal situations, or even show off your office dog’s latest antics. It’s a chance to connect with people on a personal level and build a genuine connection.
2. Organic Reach is Still Alive and Well: Remember how we talked about Facebook and Instagram becoming “pay-to-play”? Well, TikTok is a breath of fresh air by comparison. The algorithm is much more generous with organic reach, meaning your videos can be seen by a wider audience – even if you don’t spend a dime on advertising. We’ve seen brand new accounts with just 20 or so followers reach 2,000 people with a single post.

Challenges of TikTok

Explaining complex legal concepts in short videos can be tricky. You need to find a balance between keeping things concise and ensuring accuracy.

Creating Your Social Media Content Strategies

Running a law firm is demanding, and we understand that finding time for social media can feel like a challenge. But we believe social media is a powerful tool for connecting with clients, building your reputation, and growing your practice. 

Providing Value

Share informative posts that explain legal concepts in plain language, offer practical advice, and address common concerns. 

LaGrande Marketing’s social media marketing services can help you develop and share this type of content across all platforms.

For example:

• “What to do after a car accident in [location]”
• “Understanding child custody laws in [location]”
• “5 tips for preparing for your deposition”

Content Formats

Post Type	Description
Informative	To keep your audience informed and engaged. Create a direct channel for sharing original content, such as helpful tips, best practices, and updates on immigration law.
Frequently asked questions	To share clear, informative content that highlights your knowledge and understanding of the services you offer.
Latest news	Staying up-to-date with the latest law news helps your content remain relevant and interesting to your audience.
Videos	Your recorded videos can be a powerful tool for demonstrating your knowledge and assisting your audience in understanding information about your practice areas and the services you offer.
Blog posts	Increase your blog’s impact by sharing it on social media. Regular updates will help you attract new readers, establish your authority, and grow your online presence.
Quote posts	To strengthen your connection with your audience and establish your firm’s presence.
Testimonials	This is a powerful way to showcase your success and attract new clients.
Firm Updates	To keep your audience informed about upcoming events, special announcements, and your latest accomplishments.

Now, how do you present this valuable information? The format you choose can make a big difference in how your content is received. Mix it up to keep your audience engaged and reach a wider range of people.

• Blog Posts: Explore legal topics in more detail with informative blog posts. Share them on your social media channels to drive traffic to your website.
• Videos: Try something creative, like “Decoding the Legal Jargon: A Humorous Guide to Common Legal Terms.” LaGrande’s video marketing services can help you create professional and interesting videos.
• Social Media Ads: Want to reach a wider audience? Consider using targeted ads to promote your most valuable content. LaGrande’s social media marketing services can help you refine your targeting and make the most of your ad budget.

Demonstrating Expertise

Use social media to convey your knowledge and experience in a way that’s both informative and engaging. LaGrande’s content marketing services can help you do this as well.

• Case Highlights: Share anonymized examples of successful cases to demonstrate your track record.
• Professional Updates: Announce awards, certifications, or other recognitions that you or your firm have received.
• Industry Insights: Share articles or blog posts that offer your perspective on current legal trends.

Humanizing Your Firm

LaGrande’s social media management services can help you share your story and keep your online presence active and authentic.

• Introduce Your Team: Share bios and photos of your team members to help people connect with the individuals behind your firm.
• Show Your Values: Share a specific example – like a recent pro bono case where your firm helped a family facing eviction

And then, make sure to show these to your future clients. For example – you could post a link to your Socials about your pro bono wins.

Test Paid Social Media Advertising

Organic social media is like building a strong case file through meticulous research and preparation – while paid social media advertising is like presenting that case with the added firepower of expert witnesses and compelling visual evidence.

Why Consider Paid Advertising?

Paid social media advertising offers several advantages:

1. Expand Your Reach: Paid ads help you get your content seen by a larger audience.
2. Target the Right People:  Paid social media platforms offer powerful targeting options, allowing you to focus on specific demographics, interests, and behaviors.
3. Measure Your Results: One of the best things about paid advertising is that you can track your results and see exactly how your campaigns are performing. 
4. Budget Flexibility: Whether you’re a small firm or a large one, you can adjust your ad spending to fit your financial goals.

Platform-Specific Insights

Now, let’s take a look at the different social media platforms and how they perform for paid advertising. Each one has its own strengths and weaknesses:

• LinkedIn Ads: Based on our experience the average cost-per-click (CPC) is $3 to $9 for plain text Ad. LinkedIn is a premium option, best suited for firms targeting professionals and businesses.
• Facebook Ads: Average CPC is $1.09 for traffic campaigns and $8.50 for lead campaigns. Facebook offers cost-effective options for firms focused on community engagement.
• Instagram Ads: Although legal-specific CPC prices didn’t show up in our research – the average, general CPC is $1.31 (source, it is updated weekly). Visual content, like short videos and infographics, performs well on Instagram.
• Twitter (X) Ads: Average CPC is $0.26 to $0.50. Use Twitter/x for sharing timely updates and participating in trending legal discussions.
• Google Ads: Average CPC is $6.75, and the average cost-per-lead (CPL) is $111.05. Google delivers high-intent leads from users actively searching for legal services.

Setting Clear Objectives

Before you launch any paid campaigns, take some time to define your goals. What do you want to achieve with your advertising?

• Brand Awareness: Increase your visibility and establish your firm as an authority in your field.
• Lead Generation: Capture contact information from prospective clients.
• Website Traffic: Drive traffic to your website to learn more about your services.

Targeting and Ad Creative

Your social media ads need to grab attention and make people want to learn more about your firm.

• Visuals: Ditch the stuffy courtroom photos. Instead, use an image that reflects your firm’s unique personality, like a candid shot of your team celebrating a recent win. Always add contact information such as phone number and website to the social media images.
• Messaging: Keep your ad copy clear, concise, and persuasive, highlighting the benefits of choosing your firm.
• Call to Action: Include a clear call to action (CTA) that encourages people to take the next step. For an estate planning firm, this could be “Protecting Your Legacy for Generations to Come.”

Managing Your Ad Budget

Every lawyer knows the importance of due diligence. When it comes to paid advertising, that means carefully managing your budget and making sure your investment is paying off.

Bidding Strategies

Think of your bidding strategy as your approach to taking on new cases. Are you focused on high-profile cases with the potential for large settlements (CPC), or are you building a practice with a diverse range of clients (CPM)?

Track Your Results

Just as you meticulously track billable hours, keep a close eye on your campaign metrics. Are your ads getting clicks (CTR)? Are those clicks turning into consultations or case sign-ups (conversion rate)? How much is each new lead costing you (CPL)?

Ethical Considerations

It’s important to remember that legal advertising is subject to ethical rules and regulations. Make sure your ads are transparent, professional, and comply with all guidelines set by your state bar association and the American Bar Association (ABA). 

Breaking these guidelines can be expensive: 

For example, in 2024, AT&T, Verizon, and T-Mobile collectively agreed to pay $10.25 million to settle claims of misleading advertising practices that violated California’s false advertising laws.

Advanced Strategies

 Consider these strategies:

• Retargeting: Re-engage users who have visited your website but haven’t taken any action.
• A/B Testing: Experiment with different versions of your ads to see what works best. For example, you could test two different headlines, like “Facing a Divorce? We Can Help” vs. “Experienced Divorce Attorneys in [Your City].” See which one gets more clicks and adjust your campaign accordingly.
• Social Proof: Include testimonials, awards, or case results (with consent) to build trust and credibility.

Key Stats to Keep in Mind

• 41% of law firms report that their paid social media campaigns are underperforming. This often comes down to challenges with strategy or budget.
• 34% of law firms cite budget constraints as a barrier, often due to competition from larger firms.

Engage With Your Audience

Think of social media as an ongoing conversation with your clients and colleagues. It’s where you can share insights, answer questions, and build relationships that extend beyond the walls of your law office.

Participate Actively

We encourage you to become a part of the online legal community. Join discussions on LinkedIn about recent changes to legal ethics rules, or weigh in on a thread on X about a controversial court decision. This is how you build your network and establish your firm’s credibility in the digital space.

Did you know? 51% of lawyers actively use social media for community engagement, making it a valuable tool for building relationships.

Encourage Interaction

Want to get people talking? Try these tactics:

Spark a Debate

Ask your followers what they think about the recent controversy surrounding the use of AI in legal proceedings. Should AI be allowed to assist lawyers in court? What are the ethical implications?

Test their knowledge

Share a short quiz on a specific legal topic, like “How Well Do You Know Your Miranda Rights?” and see who can get the highest score.

Did you know? 48% of lawyers use social media to educate and raise awareness, so these tactics fit audience interests.

Monitor Social Media

Tools like Brand24, Mention, or Meltwater can help you monitor social media for relevant keywords and track your brand’s online reputation.

Pay Close Attention to Brand Consistency

In the legal profession, a seal signifies authenticity and authority. So, try to think of your brand as your firm’s digital seal – a mark of distinction that represents your values, your law expertise, and your commitment to your clients. 

Visual Identity

Imagine picking up a legal brief with mismatched fonts, inconsistent spacing, and a logo that’s barely visible. 

Not very professional, right? 

The same goes for your social media profiles. Use the same logo, colors, and typography across all platforms to create a cohesive and recognizable look.

Tone of Voice

Your communication style should be consistent and reflect your firm’s values. Whether you’re posting on LinkedIn, Facebook, or X, maintain a professional and approachable tone. This builds confidence and avoids confusing your audience.

Profile Completeness

Would you trust a lawyer with an incomplete or outdated profile? Probably not.

• Ensure all your social media profiles are completely filled out with up-to-date information, including contact details, biographies, and areas of expertise.
• Use high-quality images for your profile pictures and cover photos.
• Include relevant keywords in your profile descriptions to improve searchability.

Social Media Style Guide

With 46% of firms already implementing social media policies for their lawyers and staff, it’s clear that consistency is key. A detailed style guide can help ensure everyone on your team is on the same page when it comes to branding, tone, and posting standards.

In our experience working with numerous law firms, we’ve seen firsthand how a strong brand identity can translate into increased client trust and engagement. And with only 11% of law firms feeling confident in their social media management, prioritizing brand consistency can help you stand out from the crowd.

Measurement & Optimization

As a lawyer you know the importance of tracking progress and measuring your success. The same goes for social media. To ensure your strategy is paying off, you need to keep a close eye on the numbers.

Key Performance Indicators (KPIs)

Here are the key metrics to track:

Engagement

This includes likes, comments, shares, and retweets. Are people interacting with your content? If not, it might be time to rethink your strategy.

Reach

How many people are actually seeing your posts? Organic reach can be surprisingly low, especially on platforms like Facebook, where only about 2.6% of your followers might see your posts without a paid boost. 

Website Traffic

Is your social media presence driving traffic to your website? LinkedIn tends to be the most successful platform for this, with an average conversion rate of 2.74%. 

Lead Generation

This is the big one, right? How many new clients are you getting from social media? Attorney at Work survey report shows that 71% of lawyers who use social media have generated new leads through these platforms. 

Analytics Tools

Of course, you need the right tools to track all of this data. Each platform has its own analytics dashboard, but for a more comprehensive view, consider using a third-party tool like Sprout Social or Hootsuite.

A/B Testing

Just like in the courtroom, sometimes you need to test different approaches to see what works best. Experiment with different headlines, visuals, and posting times to see what clicks with your audience.

Consistent Posting

Finally, consistency is key. Aim for a regular posting schedule that you can maintain. According to most social media experts, the best frequency for LinkedIn is once a day, while Facebook and Instagram can be posted on 1-2 times per day, and X (formerly Twitter) can be posted 3-4 times per day.

Real-Life Social Media Post Examples by Practice Area

Next: let’s look at lawyers on social media who show how different approaches can lead to success. Let’s check out some examples of what actually works, broken down by legal specialty.

Personal Injury Lawyer: Frank Ramos: A Lawyer Who Knows How to Connect

With over 75,000 followers, Frank demonstrates how to use the platform to build a reputation and attract clients.

The Key to Depositions

In one post, Frank offers practical advice on how to handle evasive witnesses during depositions, emphasizing the importance of persistence and clear questioning.

Using AI for Trial Preparation

He also isn’t afraid to embrace new technology, as seen in his post about using AI to refine trial strategies, including jury selection and closing arguments.

On Regret and Taking Risks

But what truly sets Frank apart is his ability to connect with his audience on a personal level – which we believe is the key to real success on LinkedIn.  

We can also tell he doesn’t just lazily use Chat GPT like so many so-called “thought leaders” on LinkedIn. His posts feel real and reflect his own voice (plus there aren’t any GPT giveaways like “delve”, “showcase”, “sets the stage” etc). This authenticity shines through and helps him stand out from the crowd.

Immigration Lawyer

The San Diego-based Sapochnick Law Firm has built a massive Facebook presence with 134,000 followers. Their secret weapon? Video.

Key Strategies They Employ

• Educational Video Content: They create short, engaging videos that answer common immigration questions. This positions them as a trusted resource and keeps their audience coming back for more.
• Video Engagement Power: Did you know that videos on Facebook get an impressive 6.01% engagement rate, compared to just 2.21% for text posts? Plus, they’re shared 1,200% more often than text and image posts combined!

• Reels and Timeliness: By regularly sharing updates through Reels, the firm capitalizes on Facebook’s algorithm and keeps their content at the top of people’s feeds.

What This Means for Law Firms: Sapochnick Law Firm proves that video is a must-have for any successful social media strategy. By creating informative and engaging videos, they’ve built a loyal following and established themselves as a leading voice in immigration law. We’ve seen this approach work time and time again for our clients, generating increased engagement, website traffic, and – ultimately – new clients.

Family Lawyer

Lauren The Lawyer: Keeping it Reel on Instagram

When we were researching family lawyers who are killing it on Instagram, Lauren immediately caught our attention. With 178,000 followers, she’s clearly doing something right. She’s built a loyal audience by combining her legal expertise with a relatable, authentic style.

High Engagement Through Reels

Lauren’s Reels consistently outperform other post formats. In fact, Reels on Instagram generates an average of 15,000 views, surpassing static posts like images and carousels. 

This stat and more definitely jumped out at us when researching this article: 

But Lauren’s videos go above and beyond, often exceeding these benchmarks with her engaging content. Just look at these Reel view numbers:

Trending Topics. Her recent P. Diddy-related Reel, for example, racked up a staggering 425,000 views.

What Makes Lauren a Social Media Superstar

What makes Lauren’s videos so popular? It’s her “let’s spill the tea” approach to family law. She breaks down complex legal concepts in a clear, conversational style, avoiding jargon and offering relatable advice. 

As a lawyer, you know how important it is to connect with clients on a personal level. Lauren’s success shows that you can do the same online, building trust and attracting the right people to your firm.

Criminal Defense Lawyer

Meet Mike Mandell: The TikTok Lawyer with Millions of Tik Tok Followers

Mike Mandell, known as @lawbymike on TikTok, has built a massive following with his engaging videos about criminal law. With 9.5 million followers and 233.8 million likes, he’s a great example of how to find success on TikTok.

Driving Traffic and Generating Leads

Mandell’s TikTok profile cleverly directs viewers to his legal consultation website, IThinkIHaveACase.com. This helps turn his massive audience into valuable leads.

Unparalleled Reach and Engagement

His videos consistently rack up millions of views. “Say This to the Cops” has a staggering 51.9 million views alone.

For example, his recent video explaining “why the U.S. President has three lawyers” is a perfect example of this approach.

The Power of TikTok

Mandell’s success highlights the power of TikTok for lawyers.

Mandell features in all of his videos, and it’s paying off. Videos with people in them generate 38% more engagement than those without.

Also, 50% of viewers watch videos under 90 seconds to the end, making it the perfect platform for concise, impactful content.

What We Can Learn from Mike Mandell: If you’re a criminal defense lawyer, take note: Mandell has shown that TikTok can be a powerful tool for reaching a massive audience and building your reputation.

Peter Tragos: A Lawyer Who Understands the Power of YouTube

Peter Tragos is a lawyer who’s built a massive following on YouTube by sharing his knowledge and passion for the law. With 442K subscribers, he’s a prime example of how to use this platform to your advantage.

What Makes This Channel Work

By posting videos on trending cases. His most popular videos include discussions of high-profile cases like:

• Amber Heard Cheating? – 319k views
• Will Charges Be Dropped in the Case of the State of Florida v. Nikolas Cruz? – 238k views

Why YouTube Makes Sense for Lawyers

1. 48 minutes – That’s how long the average U.S. adult spends watching YouTube every day. People who might need your services are already there! By creating informative and engaging videos, you can capture their attention and build trust.
2. 40% of shoppers have made purchases after finding products on YouTube. The same principle applies to legal services. If viewers see you break down complex cases and offer valuable insights, they’re more likely to remember your name when they need legal help.

What Lawyers Can Learn

Relevance Drives Traffic

Cover cases people are talking about, whether they involve celebrities, high-profile trials, or ongoing investigations like Melody Farris’s sentencing.

Consistency Matters

Uploading regularly builds momentum and keeps your audience coming back for more. Tragos has uploaded over 1,700 videos!

Kirkland & Ellis: Using X to Highlight Achievements

Kirkland & Ellis, with over 26,000 followers, is a great example of how to use X well.

Sharing Major Wins

Kirkland regularly shares updates on their biggest achievements, such as:

• Advising Warburg Pincus on a $2.2 billion continuation fund

• Virgin Music Group’s $775 million acquisition of Downtown Music Holdings

• Being named one of Newsweek’s Greatest Workplaces for Diversity 2025

These types of posts highlight their expertise and build credibility within the legal community.

Why X Matters for Law Firms

Think of X as your firm’s online newsletter, a place to share your latest wins and connect with other legal professionals. 

Stand Out Stats: Did you know that 47% of law firms use X for reporting and performance analytics, and 25% of lawyers actively engage on the platform? By participating in conversations and sharing valuable insights, you can position your firm as a leader in your field.

Tidbits of Social Media Marketing for Law Firms 

From branding to hashtags, here’s how to optimize your profiles.

Brand Consistency & Contact Information

When someone visits your Facebook page looking for legal help, their first impression shouldn’t be a crazy mish-mash of different branding.

1. Consistent Branding: Your law firm’s logo should be on all your social media profiles. Also, if your firm’s website uses the font Arial in bold red, carry that over to your Facebook page and your LinkedIn profile.
2. Contact Made Easy: Make it easy for people to get in touch. Put your website address and phone number right at the top of your profile, and include a call to action in your posts. For example, if you’re a real estate lawyer, a post about property disputes could end with, “Have questions about easements? Call us at [phone number].”
3. Professional Images: First impressions matter. Use a professional headshot for your profile picture. And – instead of a generic stock photo – choose a banner image that subtly relates to your practice area. For example, if you specialize in intellectual property law, you might use an image of a patent drawing. Here – below – is what a hypothetical IP law firm could do. 

Best Time to Post

As a lawyer, you know that a customized approach is key. While “best times to post” studies offer a useful starting point, to truly maximize your social media reach, you need a strategy as precise as your cross-examination technique.

Let’s break it down:

1. Timing is Everything: Imagine scheduling all your client consultations for 3 a.m. No one would show up – right? The same principle applies to social media. You need to share your content when your audience is online and ready to engage.
2. Work the Algorithm: Every platform, from LinkedIn to TikTok, uses an algorithm to determine which posts get seen. Post when your audience is online, and your content is more likely to get noticed.
3. Use the Data: Platforms like Facebook and Instagram provide analytics dashboards that show when your followers are most active. Use this data to fine-tune your posting schedule.
4. Experiment: What works for one audience might not work for another. Test different posting times and track your results.

Here are some key scheduling time specifics our research found on a Sprout Social study and our experiment results: 

Hashtags & Tools

Think of hashtags as your legal citations for social media. They help people find your content and add context to your posts. 

Mix it up with general legal hashtags like #lawlife and #legaleagle, along with niche ones specific to your practice area, like #familylaw or #criminaldefense.

Want to take your hashtag game to the next level? There are so many tools that can help you: 

But our research has found there’s one that stands out: Keyhole.io

This tool is like having a legal researcher for your hashtags. It tracks trending hashtags and gives you detailed info on how they perform in different sectors, so you can see what’s connecting with your audience.

Paid Promotion

Organic reach on social media can be unpredictable. Facebook posts, for example, often only engage a tiny fraction of your followers – around 0.07%, according to Forbes. 

But don’t get discouraged. Paid promotion can significantly expand your reach. 

In fact, one study discovered that a boosted post can increase the visibility of your next organic post by 20.86%.

To get the most out of your boosted posts and paid ads:

• Target Smartly: Define your audience by location, interests, and demographics to ensure your message reaches the right people. Want to target real estate professionals in your city? You can do that.

• Write Killer Ad Copy: Don’t waste a boost on a dull post. Highlight your expertise and what sets your law firm apart. Think of it as your elevator pitch, but in writing.

• Track Your Progress: Keep a close eye on your campaign metrics. Adjust your strategy as needed to maximize your return on investment.

Adapting Posts to Each Social Channel

Each platform works best with content designed to match its audience’s preferences.

1. LinkedIn: Share professional updates, legal case studies, and detailed articles to highlight your knowledge.
2. Facebook: Post community-driven updates, client stories, and behind-the-scenes content to connect with a broader audience.
3. Instagram: Use infographics, high-quality visuals, and short videos to break down legal topics in a visually engaging way.

4. Twitter: Share concise legal tips, news updates, and engage in trending discussions to stay relevant.
5. YouTube: Publish detailed videos that explain cases or promote your expertise.

Consider making a high-quality promo video like this one for Pissetzky Law. With an impressive 131,000 views on YouTube, we believe at least a handful of them became paying clients.

6. TikTok: Create short, easy-to-digest videos that simplify legal concepts for younger audiences. TikTok is also where the most eyes are at the moment in the US: 

Final Words from LaGrande Marketing 

Social media offers lawyers a direct line to their audience. Use it to share your knowledge, answer questions, and build relationships. It’s an integral part of modern law firm marketing strategies.

Start by identifying your goals and focusing on the platforms where your audience is most active.

Create content that provides real value:

• Share informative articles.
• Answer common legal questions.
• Offer practical advice.

Be authentic, be consistent, and consider using paid ads to expand your reach.

Want to turn your social media presence into a powerful tool for attracting clients and building your reputation? 

Contact us, and – together –  let’s create a plan that’s as dynamic and persuasive as your courtroom presence.