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One of the secrets of effective social media marketing is selecting the right platforms on which to be active. Very few companies can afford a sustained presence on each and every social channel in existence, so it’s important to choose wisely and use your resources judiciously.

At first glance, it might seem like Instagram is an ill-fitting platform for law firms. After all, Instagram is devoted to photos and videos, and works best for businesses that have photogenic products to display—florists, bakers, interior designers. The practice of law doesn’t necessarily strike one as a visually enticing pursuit—so does that mean lawyers are better off sticking to Facebook, LinkedIn, and Twitter?

Not necessarily. Instagram is the fastest-growing social channel, and offers access to users you may not be able to reach on other platforms. It’s too important to dismiss it out of hand, and there are actually some good, strategic ways in which law firms can use Instagram to their advantage.

We’ll show you.

How Law Firms Can Find Instagram Success

Start with the Basics

Before you jump onto Insta and start posting photos and videos, step back and make sure you have the basics down pat. Specifically:

• Think about your goals. What are you trying to achieve on Instagram—and how will you measure success?
• What audience are you trying to reach? Think about your clients, and think also about the kinds of Instagram content that might appeal to them.
• How often will you post? It’s good to create a schedule and assign someone at your firm to handle postings. Even one or two posts a week is a really good start!

Once you spend some time considering these basics, you’re ready to start with some posts.

Post the Right Content

You may not have photo-friendly products to show off, like the cake baker or the interior designer, but there are still some good ways for law firms to get visual!

• If you have a new blog post on your firm’s website, promote it with a still image that’s somehow related to the topic at hand.
• Post candid and “behind the scenes” shots of your office and your team, a great way to “humanize” your firm and foster relationships with your clients.
• Post short videos of your attorneys offering quick legal insights. For instance, if you’re an estate planning lawyer, you could post a minute-long clip in which you explain the importance of having a will, list some other key estate planning documents, etc.

With a little creative thinking, there are plenty of ways in which you can develop content that connects with your clients.

Don’t Forget Hashtags

Hashtags are critical for ensuring you’re your content is discoverable by other Instagram users. Try to have at least two or three relevant hashtags per post. These might be geographically specific or simply pertain to your legal niche. (For instance, think #estateplanning, #SanDiegoAttorneys, #divorcelawyers, #familylaw, #CharlotteLawFirm, etc.)

Follow Other Accounts

Finally, make sure you follow other Instagram accounts, building up a vibrant community. These accounts might belong to:

• Your employees
• Other area firms and attorneys
• Other local businesses you’ve worked with

There are plenty of ways in which your firm can use Instagram advantageously—and if you’d like to get deeper into some specific strategies, we’d love to chat! Driven2020 is a seasoned digital marketing firm that has worked with a number of law offices and local attorneys. Reach out to us today to discuss various options for promoting your firm—on Insta and otherwise!