The legal industry has never been more competitive. Especially in major cities, whether you’re a personal injury attorney or a criminal law specialist, you’re fighting aggressive competitors for the same pool of potential clients in an increasingly crowded marketplace.
While traditional marketing methods like print ads and billboards still have their place, smart law firms recognize that social media isn't just another marketing channel — it's where audiences spend their time, make decisions, and determine who will be top of mind when the time comes to hire an attorney.
But knowing that social media for law firms is essential and actually executing an effective strategy are two very different things. It's hard to know where to begin when you're juggling client cases, court appearances, and the day-to-day demands of running a practice. Even harder is figuring out how to stand apart from the law firms posting the same generic content.
The good news? You don't have to figure it out alone. Keep reading to discover the strategies that separate successful law firm social media from the noise — or get in touch with Baal & Spots today to let our experts handle it for you.
The ugly truth: the industry is crowded
Walk through any major city and you'll see billboards for personal injury lawyers on every corner. Go to any sports bar and find DWI firms dropping off pens, koozies, and other goodies to get your attention. Search for "divorce attorney" in your area and you'll find dozens of firms competing for the same keywords.
These tactics are so ubiquitous because they’re tried and true, but the market is saturated with traditional marketing tactics, both in print and online, and it’s harder than ever to use these methods to differentiate yourself from your competitors.
Another major factor is that your audience is increasingly spending their time online. While people still drive their cars, go to bars, and use Google to find the things that they need, their screen time and reliance on social media platforms are only going up.
Why social media for law firms is non-negotiable
Social media for law firms isn't optional anymore. It's the difference between being visible to potential clients and watching them choose competitors who better understand modern marketing.
The numbers speak for themselves when it comes to the impact of strategic social media use:
- Client acquisition: 71% of lawyers have generated leads from social media
- You’ve got to play to win: 85% of law firms say social media is part of their digital marketing strategy
- First impressions matter: Social media is where potential clients form their initial opinions of your firm's personality, expertise, and approach
- Decision-makers: Prospects use social platforms to determine whether you're the type of attorney they want representing them
- Thought leadership: Regular, valuable content positions your firm as an authority in your practice areas
- Multiple touchpoints: Social media creates important opportunities for prospects to encounter your firm throughout their decision-making journey
Your potential clients are already online, researching, reading reviews, and evaluating attorneys before they ever pick up the phone. If your firm isn't part of that conversation, you're essentially invisible during the most critical phase of their decision-making process. Social media gives you the opportunity to be present, helpful, and memorable when it matters most.
Law firm social media marketing rules for success
While you need to be posting regularly, success isn’t just about posting or following trends; you’ve got to create meaningful connections with your audience by being authentic, useful, and meeting them where they already are.
Find out what your target audience wants
Understanding your audience goes far beyond demographics like age and location. Successful legal social media strategies identify the emotional drivers behind legal decisions. Are your potential clients anxious about their situation? Frustrated with previous experiences? Confused about their options?
You can start by researching your audience through:
- Client intake conversations and feedback surveys
- Social listening to see what legal questions people ask online
- Analyzing competitors' most engaging content
- Monitoring industry discussions and trending topics
Once you know who they are and a little bit about how they behave, you can decide how you’re going to communicate with them.
Don’t just promote your legal services
The most effective law firm social media content provides value before asking for anything in return. Instead of self-promotion, focus on education, entertainment, and building trust through an authentic window into your firm.
This allows you to build trust with your audience, position your firm as a resource rather than just another vendor, and create the foundation for long-term relationships with your followers.
Engage with your audience to turn eyeballs into prospective clients
Passive posting isn't enough anymore. Active engagement — responding to comments, participating in discussions, sharing relevant content from others, and asking questions — can turn one-way broadcasting into meaningful conversations with your audience.
Engagement tactics that work for law firms include:
- Making on-trend videos that your audience is already engaged with
- Responding quickly to comments and direct messages
- Asking followers about their experiences or concerns
- Creating polls or Q&A sessions about common legal issues
Be mindful of lawyers and social media ethics considerations
Legal professionals face a handful of unique ethical considerations on social media that other industries don't encounter. Staying apprised of the ethical implications of your social media presence protects both your practice and your clients.
A few high-level tips for keeping your social media presence ethical include:
- Avoid using terms like "expert" or "specialist" unless you have the credentials that allow it
- Never sharing client information or case details without explicit permission
- Being transparent about attorney-client relationships in online interactions
- Following advertising rules that apply to social media content
- Maintaining professional standards even in casual online conversations
- Not giving legal advice or creating incidental duties of care
Types of content law firms should consider
Looking for law firm social media post ideas? Your organic social media strategy should comprise diverse content types that serve different purposes and appeal to different sections of your audience at different times.
Your firm’s personality and culture are king, but this content alone does not make up a strategy — and while it might seem boring to post educational multi-panels, informational posts are a massive indicator of expertise that you can’t afford to ignore.
Some content categories that you’ll want to consider for your law firm's social video strategy include:
- On-trend video content, related to the industry or firm when possible
- Behind-the-scenes content that humanizes your attorneys and support staff
- Case results and achievements that demonstrate your firm's success
- Educational content that explains complex legal concepts in accessible language
- FAQ responses addressing common client questions and concerns
- Community involvement showcasing your firm's participation in local events and causes
Your social media shouldn’t just do one thing (please don’t concoct an entire strategy around “going viral”). It should endeavor to get you in front of as many potential clients as possible, reaffirm your place in your industry, build trust and credibility, and ultimately cause people to call you when it’s time to hire an attorney.
How video content completely changes the game
Video content is the single most powerful tool in modern social media marketing, and law firms that embrace it gain significant advantages over competitors stuck in text-and-image formats. Video allows potential clients to see your personality, hear your communication style, and get comfortable with you before they ever walk into your office — it also has a much higher ceiling for viewership.
The numbers prove video's transformative power. After revamping the video strategy for Thiessen Law Firm, we've seen remarkable results that demonstrate exactly why video content changes everything for legal marketing.
This is a look at Thiessen Law Firm’s Instagram, before (2024) and after (2025) a video-centered strategy transformation:
|
Metric |
2024 |
2025 |
Growth |
|
Audience |
3,664 |
6,315 |
72.4%↑ |
|
Impressions |
693,098 |
2,057,691 |
196.9%↑ |
|
Engagements |
10,247 |
110,082 |
974.3%↑ |
|
Video views |
111,231 |
1,837,800 |
1,552.2%↑ |
That’s millions of views and impressions. It’s difficult to place a value on that kind of organic visibility, which has been a struggle for businesses on social media since its inception.
The key is consistency and quality. Whether you're creating long-form content for YouTube or short-form videos for TikTok and Instagram Reels,* your production values and messaging should reflect who you want potential new clients to call when they need help most.
Continue reading about YouTube Shorts vs Reels
Top social media platforms and their uses for law firms
Different social media platforms serve different purposes in a complete legal marketing strategy. Knowing the unique characteristics and audiences of each platform can help you decide which platforms are non-negotiable for you, allow you to allocate resources effectively, and ultimately maximize your return on investment.
|
Platform |
Primary audience |
Best suited for |
Benefits |
|
|
Professional networks, B2B clients |
Industry insights, thought leadership, case studies |
Referral opportunities, professional credibility |
|
|
Broad demographic reach |
Educational content, community engagement, client testimonials |
Local visibility, detailed targeting options |
|
|
Visual-focused users, younger demographics |
Behind-the-scenes content, infographics, story highlights |
Brand humanization, visual storytelling |
|
YouTube |
All demographics seeking detailed information |
Educational videos, webinars, case explanations |
Long-form content, SEO benefits |
|
TikTok |
Younger audience, viral content seekers |
Quick tips, legal myth-busting, trending topics |
Massive reach potential, informal engagement |
Maintaining a consistent and effective presence on social media can take a lot of time and effort; most successful law firms focus on 2 or 3 platforms where their audience is most active, rather than spreading themselves too thin across platforms with less engagement.
Equally important is understanding that each platform has its own content preferences and user expectations. Simply reposting the same content across LinkedIn, Facebook, and Instagram won't deliver the best results. For instance, a deep and detailed legal analysis that performs well on LinkedIn wouldn’t do well on other platforms, and would need to be made into an infographic for Instagram, or adapted into a short video for TikTok.
Whether your firm needs to be on two platforms or four, professional social media management services can help ensure consistent, strategic content across all of your channels, while tailoring messaging to each platform's unique audience and format requirements.
Looking for the best social media for law firms? Baal & Spots does that.
Social media for law firms isn’t about getting lucky once or twice with the algorithm — with strategic, consistent content, anyone can build long-term relationships with potential clients, and position themselves for sustainable growth.
Baal & Spots plans for just this; we specialize in legal marketing strategies that integrate social media with other digital marketing efforts like SEO, paid advertising, and cutting-edge website experiences, so that your firm’s success can be built upon for years to come.
We don't believe in one-size-fits-all approaches. Instead, we develop tailor-made social media strategies that reflect your firm's personality, promote your essential service areas, and reach your target audience. Whether you’re looking for law firm social media strategies or the best SEO for law firms, if it’s legal marketing, it’s Baal & Spots' bread and butter.
Ready to see what strategic social media marketing can do for your law firm? Get in touch with Baal & Spots today to revamp your social media strategy and start turning passive scrollers into potential new clients.
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