Tips for Using Instagram to Promote Your Law Firm

//Tips for Using Instagram to Promote Your Law Firm

Tips-for-Using-Instagram-to-Promote-Your-Law-FirmSocial media is constantly evolving, and it seems like every year there’s at least one new social media platform to discover. Well, Instagram, which has been around since 2010, is a great way for law firms to promote their business with videos and photos. But there are a few best practices you should follow if you’re going to market there.

Build The Right Audience

There are over 600 million active users on Instagram—that’s a lot of people. The majority of the users are between the ages of 19 and 29 (58%) and 37% of the users earn more than $70,000 a year. This is important data when you’re thinking about promoting your law firm on that platform. (source)

Here are a few tips to ensure that you’re building the right audience on Instagram:

  • Client profile. Build an “ideal client” profile before you sign up for Instagram. Know what it is that you’re looking for in a client—income, legal needs, location etc.
  • Follow others.  Once you craft a solid client profile, you should connect with other law firms and legal industry related companies that have already built audiences that fit your ideal client profile. Research how they interact with their audience and consider connecting to their followers.
  • Pick appropriate hashtags. Instagram is fueled by hashtags because that’s how videos and photos are are categorized. It’s a good idea to begin with at least a few hashtags that are location specific. For example: #newyorklitigation or #losangelesfamilylaw. You can eventually expand, but some good location specific hashtags should help you attract the right audience.

Post Engaging Content

There are 600 million people on Instagram, that means that anything you post could be seen by millions or lost in the chaos. That’s why it’s important that you post engaging content that people want to see. Here are a few tips on what makes content valuable:

  • Pertinent information. Some Instagram users are searching for information. Depending on your law firm’s practice areas, providing that information in a short video or infographic could be a great way to build an audience of loyal followers and attract new business. Find out what your “ideal client” is likely searching for then provide them with that information in your posts. For example, if you’re representing bankruptcy clients in your city you might provide them with information about the local bankruptcy laws.
  • Behind-the-scenes content. Instagram isn’t just about getting new clients, it’s also a great way to connect to existing clients. Consider posting content about what’s happening at your law firm—new practice areas, new associates, cases you just won or settled, etc. This “what’s new” information can help clients understand what you do and make them feel closer to you.
  • Tag onto current events. If there are some important events happening in your city that has everyone’s attention, consider posting information that connects your law firm to those events in a genuine way. For example, if there is a news item about a celebrity divorce and you’re a family law attorney, you might do a short video on your thoughts about how the law could impact the case.

Instagram is a robust social media platform that if used correctly could help your law firm grow.



By |January 22nd, 2018|

About the Author:

For years, Josh has helped lawyers become more organized, productive, and profitable. A trained litigator, Josh came to Smokeball from a large east-coast law firm where his practice focused on franchise, insurance, marine, and general litigation. His work with Smokeball, and his continued passion for what he does each day, is driven by a desire to help lawyers and their staff do better in every way. Knowing well the stress and strain put on today’s legal professional, he regularly focuses on improving work and life in the law. He has traveled the country working with and learning from lawyers and their staff. Josh speaks regularly to bar associations about successful law firm practices and other legal topics. Recent notable engagements have been with the Chicago Bar Association, the Illinois State Bar Association, and the Missouri Bar’s Solo and Small Firm Conference. In addition to his work at Smokeball, Josh serves on the Writing Resource Center staff at The John Marshall Law School. Besides legal technology, his research interests include judicial decision-making, jury decision-making and psychology, and legal writing. He has written and overseen research exploring causal effects of sex/gender on federal appellate court decision-making, and assisted with research for a forthcoming textbook on judicial decision-making. Additionally, Josh sits on the Board of Directors of Chicago-based Community Activism Law Alliance and on the Board of Directors of Chicago Fringe Opera Company. Josh holds his J.D., cum laude, from Washington University in St. Louis, where he served as a Senior Editor of the Wash. U. Law Review, held the prestigious Thompson Coburn Research Fellowship, served as Research Assistant to then-Vice-Dean (now Chancellor) Andrew D. Martin, and clerked at the U.S. District Court for the Eastern District of Missouri. He holds a B.A. in Political Science and a B.M. in Music Performance with Honors Scholar distinction from the University of Connecticut, making him a Huskies basketball fan through and through. Follow Josh’s activity on LinkedIn, and keep up with new articles on the Smokeball Blog.