Studies have shown that people generally remember only about 10 percent of what they hear and 20 percent of what they read, but they remember up to 80 percent of what they see. That is compelling evidence if you’re considering adding Instagram to your law firm’s social media marketing strategy. However, there are plenty of other reasons to consider using Instagram for law firm marketing, which we’ve outlined below, as well as ways to maximize your profile.
Four Reasons Law Firms Choose to Be on Instagram
- Your current and potential clients are there. With more than 1 billion monthly users, Instagram was the fastest growing social media platform in 2018.
- Your competitors are likely on Instagram—more than 70 percent of businesses are on Instagram.
- It provides an unrivaled opportunity to create a positive impression of your firm. With studies showing that more than 40 percent of Americans don’t trust attorneys, you simply can’t afford to waste an opportunity to nurture a positive perception of your firm.
- It’s a recruiting tool for future attorneys. eMarketer.com reports that Instagram is the second most popular social network for millennials and teens, so you’re liable to reach and engage with younger generations.
Six Tactics for Making the Most of Your Law Firm’s Instagram
- Be Intentional with Your Bio
Craft your bio to highlight your firm’s strengths, without getting too technical. You have limited characters to sum up your expertise.
- Post Regularly
Consistency is key with Instagram, just as it’s important on Facebook, LinkedIn and other social platforms. If you only post once in a while, you run the risk of appearing as if you’re not there to engage. One post every few months is not going to earn you followers or loyalty. You don’t need to post daily, but since your goal is to encourage others to get to know you, you’ll have to give them the opportunity to do so by letting them into the life of your firm on a regular basis.
- Use and Follow Hashtags
Hashtags provide a terrific opportunity to not only follow others with similar interests, but also to catch the attention of those who have an interest in your firm’s practice areas. Search for hashtags that relate to your firm’s business, and follow and engage with them.
- Show Some Personality
Instagram allows followers to see the people behind “the suits.” Candid shots of firm luncheons, team-building exercises, firmwide outings, or volunteer efforts go a long way towards letting followers see your attorneys in a friendly, casual setting.
- Showcase Awards
Instagram is a great platform for showcasing your successes, including awards. From sharing badges that accompany various awards (Chambers and Partners, Best Lawyers, etc.), to sharing headshots or candid shots of attorneys accepting awards, Instagram is a fantastic medium for spotlighting the personal achievements of your attorneys and major victories at your firm.
- Share Short Videos of Your Expertise
Consider sharing short videos where one or more attorneys comment on topics such as: news stories related to your practice, new laws and regulations, verdicts and settlements, consumer safety warnings, etc.
Keep in mind: you don’t need to expose the entire lives of your attorneys just because you’re on Instagram. But by posting smartly and consistently, you can help others learn just a bit more about your firm. This can help build trust with others all the while creating a lasting positive image online.
There are clearly good reasons law firms should consider using Instagram for marketing; however, it’s important to note that it shouldn’t be the only platform you have a presence on. LinkedIn, Facebook and Twitter tend to provide greater opportunities for sharing educational content (in lieu of just photos or graphics). But no matter which platform you choose, be sure you are regularly posting and engaging with other profiles to ensure you’re maximizing your efforts.
