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What TikTok can do for your law firm
From litigation to likes: In a digital age, where social media platforms dictate much of our daily interactions, TikTok has emerged as a game changer for businesses, write Daphne Fong and Georgia Lewis-Stark.
Daphne Fong and Georgia Lewis-Stark
While law firms are probably among the least likely businesses to have a presence on TikTok (perhaps second to Trump), the platform provides a refreshing departure from the typically serious and professional demeanour of law firms.
Contrary to the traditional image of law firms and the legal profession, our TikTok journey has been anything but conventional, and we’ve shared some reasons why your firm should consider starting a TikTok account below.
- Humanising the firm
Law firms are often perceived by non-lawyers as boring and dry, often associated with formality and solemnity. We’ve been able to leverage TikTok to showcase our firm’s personality and culture, positioning ourselves to connect with many young (and old) lawyers, law students and the wider community.
TikTok has offered a unique opportunity to humanise our firm, highlighting the personalities and quirks of the individuals who make up our firm. This creates a sense of familiarity, humanity, and trust. Some key examples of such content include our 2023 Marque Retreat to Tasmania, our many admission ceremonies for our graduates, and our “Meet Marque” series. A firm favourite is our “Then and Now” series for both senior associates and our partners. The videos are fun to film and get the firm involved in. Harnessing TikTok has allowed our firm to break through the traditional barriers of formality associated with law firms and humanise our brand in ways we never thought possible.
- Using law for good
The primary way we can do this is by raising awareness. We saw the recent referendum on the Voice to Parliament as a key opportunity to raise awareness on how we can support the “yes” campaign. We also made a two-part explainer on the problems with our political advertising laws in NSW (watch part one here). While we regularly publish Marque updates or post on Instagram, LinkedIn, or X, TikTok provides a unique opportunity to reach an untapped audience and play a small part in our mission of using law for good.
- Opportunities
Since starting the Marque Lawyers’ TikTok account, many applicants and interviewees have mentioned coming across our TikTok videos on their “For you” page. By embracing TikTok as a marketing tool, we have unlocked an innovative way of reaching a younger and more diverse audience, which helps account for our increase in applications for graduate, paralegal, and secretarial roles. Prospective employees are drawn to our firm not just for our legal skills but also for our innovative approach to communication, community engagement and culture. This is best highlighted through our Day in Life videos or recruiting videos.
Through authentic and creative content, we have created a powerful recruitment tool for talent, as well as created the potential for client acquisition by way of allowing the community to get a glimpse of our company culture in a crowded legal landscape.
TikTok has emerged as a transformative platform for modern law firms, offering a unique opportunity for firms to humanise their brand, share their legal expertise and advocacy, and connect with potential talent and clients. It’s time to break the traditional and age-old perception of law firms as boring, inaccessible and intimidating entities and, instead, harness the power of TikTok to help reshape the legal landscape, offering a wonderful opportunity for modern law firms to thrive in the digital age.
Daphne Fong is a paralegal at Marque Lawyers and a student ambassador at the Law Society of NSW. Georgia Lewis-Stark is a legal secretary at Marque Lawyers.
