Many people don’t consider Instagram effective for marketing their law firm. However, Instagram has grown in popularity and has about one billion active users globally as of 2022, allowing law firms to communicate directly with their audiences and build on their social media presence.
Furthermore, Instagram is invaluable in brand building and recruiting thanks to its ability to showcase practice areas and provide information to engage its 157 million U.S users.
A Visual Network With Shifting Demographics
Traditionally, Instagram attracts younger audiences, but its third-largest audiences are the 35 to 44 age groups (females outnumber males slightly). Moreover, its most popular audience, with 51%, is Hispanic adults living in urban and suburban areas of the U.S.
Of the platform’s 1 billion global users, at least 200 million visits at least one business account every day. These figures prove that this social media platform remains untapped, particularly by lawyers.
LinkedIn, Twitter, and Facebook are often regarded as the best social media tools to attract clients, but law firms are now starting to see the value of Instagram.
Reasons To Tap Into Instagram’s Benefits
Sharing pictures may not seem like a valuable marketing opportunity, but it creates a personal way to introduce your associates and work. Added to your other social media efforts, Instagram allows you to reach audiences differently.
The hashtags used on Instagram allow clients instant access to you when they look for general legal information and advice. Additionally, Instagram users retain high levels of engagement than those of other social media platforms.
You only require one posting daily and the proper planning for an effective campaign, meaning a limited time investment.
Starting And Growing Your Law Firm’s Instagram
Depending on your practice area, Instagram allows you to connect with clients and market your firm by posting relevant content. High-quality photos and videos are essential to your image, and remember to use hashtags and location tagging to make it easier for clients and young legal talent to find you. Finally, remember that client confidentiality and professional ethics are essential to your law firm, so post carefully.
1. Make Your Bio and Profile Memorable
A clear and complete profile is the only way to ensure more followers. For example, your law firm’s name should include a keyword to the industry in the 30 characters allowed, making it easier to find in a search. Also, whether you use the firm’s logo or a professional photo of the faces behind the firm, never omit to add a profile photo.
Make your Instagram username the same as your other social channels, allowing your followers on different platforms to find you. Additionally, you must include a clickable link to Instagram on your website. Finally, don’t forget to complete the 150 characters bio where you convey your firm’s distinctiveness and the benefits of following you.
2. Use Your Bio URL To Drive Traffic
The clickable link in your profile can help you drive traffic to your popular content, so don’t just leave it linked to your home page; change it once or twice a week.
3. Create a Clear Instagram Strategy and Plan Ahead
It’s always best to have a clear content strategy and social media strategy for your channels. Identify your goals and work your plan around them before deciding which images and videos to post and when. Remember to post regularly
Posting a couple of times a week is enough, but you need to do it if you want people to see and follow your accounts. So create a schedule and place someone in charge of attending to it – a tool like Hubspot makes it easy.
4. Make Your Content Engaging
Keep your followers interested by posting audience-relevant content. Learn about testing and Instagram analytics to help you publish the right content when needed. Tip: Get ideas by analyzing popular posts from competitor law firms.
5. Captions Enhance Visual Content
Captions give your visual content a voice and increase audience engagement. Use captions to explain or create an interest that will help make your content more memorable and shareable.
6. Showcase Your Law Firm’s Culture
Let your audiences know what your law firm stands for by sharing team bios, offering Q & As, and adding visuals from the office and events. All these show them your human side, helping to build trust and understanding.
7. Include Trending Hashtags
Always include relevant hashtags in your captions because they allow more users to see the posts. Up to three primary hashtags are enough; you can add more in your follow-up comments. Relevant hashtags are more discoverable, and your posts remain clutter-free.
8. Instagram Stories and Your Marketing Strategy
Stories stand out because they appear at the top of feeds, and you can use several of these a day without causing excessive clutter for followers. As a result, stories play an essential role in your firm’s marketing strategy.
These tips can help you promote your law firm on Instagram. Additionally, link to your profile from your website, newsletters, and anywhere else where you list your social platforms, making it easy for people to follow you. You can also cross-post your content to other social media to increase awareness and use paid Instagram ads to gain a broader audience. Finally, if you feel this is too complicated, get professional help to at least get the ball rolling. Once you understand the concept, it all becomes easier.