TikTok is the latest social media app to take over. The app allows users to share a short 60-second video. Many range from people dancing, cooking, showing tutorials, telling stories, or just venting about everyday problems. With hundreds of millions of users across the globe, your firm can likely benefit from adding TikTok to its social media marketing plan.

Why Should Your Firm Get a TikTok?

TikTok makes it easy for someone to get their 15 minutes of fame. It’s easier for anyone to “go viral” (get a lot of views) on TikTok than it is on any other social media platform. Your firm can work on building brand recognition by posting various videos and interacting with other videos. As you create your TikToks, they’ll begin to appear on the “For You” page of those that may be in your area. Plus, you don’t need to hire a videographer and can even just make the videos on your smartphone, saving your marketing budget!

How Can Your Firm Use TikTok?

There are a couple different ways your firm can use TikTok. Here’s how:

Once you create a TikTok account, you should try to post at least one video a day. It may sound like a lot, but remember, these are only 60 second videos. The more you’re able to post, the more exposure your firm can begin to get.

Try to create content that is relevant for an ideal client, but also relevant for TikTok. For employment law attorneys, this may be posting how-to videos on how a younger employee can tell if their boss is illegally over working them. For personal injury lawyers, you may want to post a tutorial of what to request from another driver after an auto accident.

Everyday there is a new trend on TikTok. Get creative and use these trends to help convey your firm’s message. This will help keep your page from seeming too “stale” and can help get exposure as you do the new trends. If there is a specific sound associated with a trend, users can click on the sound used in a video and see other videos that use the sound. If your firm uses the newest sound trend, users can find your videos based off the sound.

Reply to any comments on your video. This is a crucial step that your firm shouldn’t skip. Interacting with your comments can help appear on other user’s For You page. TikTok uses an algorithm to determine who sees what videos on their feed. Interacting with the comments can help you be selected by the algorithm.

Leave comments on other TikToks, especially ones that may be relevant for your firm. You can even duet a video and post your own video response someone else’s TikTok. This can be great to do when someone posts a video that relevant for your area of law.

Just like any social media platform, hashtags are a part of TikTok. Though you don’t want to use too many and crowd the small caption space, hashtags can still be used when done properly. If you’re using a specific trend, add the hashtag that accompanies the trend. If not, just use a few hashtags that are relevant for your firm and the video.

The most important part of TikTok is authenticity. Though you still want to seem professional, TikTok is an app where you can have fun. Don’t be afraid to try something different that you may not use on your firm’s other social media accounts.