15 Proven Tips to Help Your Law Firm Gain More Social Media Followers

In today’s digital-first world, your law firm’s online visibility extends far beyond your website. Social media has become a crucial component of a strong marketing strategy, including growing a loyal, engaged audience.

Whether you’re looking to attract new clients, build thought leadership, or humanize your firm’s brand, follow my 15 proven tips to help you get more social media followers and make the most of your online presence.

1. Define a Clear, Purpose-Driven Brand Identity

Your firm’s brand identity should be reflected consistently in everything you post. What does your law firm stand for? Are you champions of justice, innovators in legal tech, or trusted advisors for complex business matters?

Let that purpose shine through your content, whether you’re sharing legal updates, highlighting community involvement, or showcasing firm culture. This builds trust and emotional connection with your audience.

2. Deliver Real Value Through Content

Skip the sales pitch. Use your platforms to inform, educate, and inspire. Post legal tips, explain complex topics in simple language, or share thought leadership from your attorneys.

Vary your formats:

• Short videos explaining legal trends
  
• Client FAQs turned into carousels
  
• Blog teasers
  
• Infographics on legislative updates
  

Providing real value will position your firm as a go-to resource.

3. Stay Consistent With Posting

Consistency is key to keeping your audience engaged and attracting new followers. Use a content calendar and schedule posts in advance, while staying flexible to react to timely topics.

Aim to post a few times a week and monitor when your audience is most active. HubSpot, Hootsuite, or Buffer can help automate this process.

Related: Advanced Social Media Strategies for Law Firms

4. Engage Actively With Your Community

Don’t just broadcast, interact. Respond to comments, like others’ posts, and join relevant conversations in your legal niche. Being responsive builds relationships and boosts visibility in platform algorithms.

Encourage conversation with polls, Q&As, and direct questions. For example, “What’s the biggest legal challenge you see in your industry this year?”

5. Use Short-Form Video

Platforms like Instagram Reels, TikTok, and YouTube Shorts reward engaging short videos. You could:

• Highlight common legal myths
  
• Break down new legislation
  
• Share behind-the-scenes looks at your team
  

Keep videos authentic, informative, and easy to understand. A little personality goes a long way.

6. Optimize for Search and Discoverability

Think of social media like a search engine. Use keywords in your bios, captions, hashtags, and even alt text on images.

For example:

• Use “NYC Employment Lawyer” or “M&A Attorney” in your bio
  
• Add location and practice area hashtags
  
• Include links to your firm’s website or attorney profiles
  

This helps people find your firm when searching for relevant legal services.

7. Encourage User-Generated Content (UGC)

Happy clients, alumni, or even community partners can be great sources of UGC. Ask for testimonials, reshare tagged photos from events, or highlight client success stories (with permission).

This content feels more authentic and builds social proof.

8. Collaborate With Like-Minded Partners

Partner with legal influencers, bar associations, or other professional service providers to cross-promote your content.

For example, co-host a webinar with a CPA firm and promote it across both audiences. This helps tap into new networks that trust your collaborators.

9. Offer Exclusive Value to Followers

Give your audience a reason to follow and stay engaged:

• Share early access to webinars
  
• Offer legal guides only to social followers
  
• Host follower-only Q&A sessions or LinkedIn Lives
  

Value builds loyalty.

10. Use Social Media Ads to Expand Reach

Organic growth is important, but strategic ads can help you accelerate. Promote blog posts, spotlight key practice areas, or boost attorney thought leadership to the right audiences.

Platforms like LinkedIn are especially effective for B2B legal marketing.

11. Practice Social Listening

Monitor comments, tags, mentions, and trending topics in your space. This helps you understand what your audience cares about—and gives you opportunities to engage in real-time.

Tools like Sprout Social or Mention can help track sentiment and key conversations.

12. Lean Into Timely Topics and Trends

Is there breaking legal news? A big Supreme Court case? A trending challenge that relates to compliance?

Post timely commentary to position your attorneys as thought leaders. This content gets shared more and invites discussion.

13. Try New Platforms and Features

Don’t be afraid to test new features like LinkedIn newsletters, Instagram Reels, or Threads. Early adoption can give you a visibility edge—and help you connect with new audience segments.

Just make sure the platform aligns with your firm’s brand and resources.

14. Build Exclusive Communities

Consider creating private Facebook or LinkedIn groups for clients, referral partners, or alumni. These groups foster deeper engagement and allow you to offer exclusive insights and updates.

For example, a group for GCs where you share weekly regulatory updates can position your firm as a trusted advisor.

15. Track Performance and Refine

Use built-in analytics and third-party tools to monitor growth, engagement, and audience behavior. Look at:

• Follower growth over time
  
• Top-performing post types
  
• Optimal posting times
  
• Audience demographics
  

Use these insights to double down on what works, and pivot where needed.

Key Takeaways:

Growing your law firm’s social media following takes time and intention. Focus on building trust, creating helpful content, and connecting authentically with your audience.

Want help crafting a results-driven social strategy? Contact us today for an audit of your firm’s social media platforms, where our experts will help you to gain a better understanding of your performance across all major social media platforms, benchmark your firm against your competitors, provide a road map to help you produce real, tangible results.