law firm content marketing

16 Ways to Increase your Law Firm’s Instagram Followers

by Noreen Fishman • February 24th, 2021 • Social Media | Blog

Law Firm's Instagram FollowersInstagram has become a cornerstone of many law firms’ social media presence, driving traffic to landing pages, growing conversions, and building an engaged audience.

If your law firm’s Instagram presence isn’t as robust as you’d hope, it might be time to learn how to sharpen up your strategies for getting more organic followers on Instagram. The larger your audience grows, the more opportunities you have to engage with users and create unique experiences for them. 

We’ve put together our top tips to help you grow your law firm’s fan base on Instagram. These tips are centered around garnering engagement and increasing brand exposure.

1. Optimize your Instagram account for search

Before you set out learning how to gain followers on Instagram, one of the most important steps is to have your account fully optimized. Think of your law firm’s Instagram bio as the “homepage” to your account. Without a bio, a proper username or profile image, how will people know the account belongs to your law firm? Follow these tips to make a good impression with your Instagram bio.

2. Get on a consistent posting schedule

We recommend posting at least 3x per week. Set a content calendar to keep your content organized and on schedule and leverage social media scheduling technologies like HubSpot or Hootsuite to schedule content in advance. This way you can spend more time engaging with your audience by scheduling your Instagram content in advance.

3. Write longer captions

With the new Instagram keyword search, long captions can increase your search visibility on the platform. Instagram used to be all about the visuals, but now, audiences are looking to learn more about you, your firm, and your mission. When you share more with your audience through your Instagram posts, you build a stronger and larger community.

4. Ask your followers to share user-generated content

A very popular way to increase reach and engagement is to ask your law firm’s followers to create content, such as share a photo around a certain theme. User-generated content is becoming increasingly common and social followers enjoy sharing. You can even make a contest of it by highlighting the best photos in your Stories.

5. Collaborate with influencers

Notable influencers are a critical component of modern digital marketing. You can find them on Instagram and connect with them. Try inviting them to virtual events or working on a cross-promotion. Reach out to influencers and explore either paid collaborations or ones that offer a mutual benefit.

6. Perform a live Q&A using IGTV

If your firm boasts any renown thought leaders, then offering a chance to hear from them can generate a lot of interest. Try holding a live event with a partner, or an influencer and promote the date and time in advance. Cross-promote the event on your other social media channels.

7. Take advantage of Instagram Reels

This new feature allows users to create short-form video content with effects and creative tools. You can develop short ads or make brief collaborations with others in the industry. You can also use Reels to share stories of your brand or go “behind the scenes.” See: 5 Ways Law Firms Can Use Instagram Reels.

8. Follow your followers back

There are mixed opinions on doing this among social media professionals, but for law firms that are just starting out, it can be helpful to follow people who have followed you. Followback can give you huge follower numbers in no time. Just remember that engagement is more important than your number of your law firm’s Instagram followers, so it is important to be strategic in using this method. 

9. Cross-promote

Make sure to mention your Instagram page on any other social media platforms you use. Include a link to your law firm’s Instagram handle on any online channels including your website and email signature.

10. Ask your followers to take action on your goals

Provide small rewards for actions you’d like your followers to take. Liking, sharing, or commenting are common requests from brands. Get creative on the actions and the incentives. 

11. Use compelling hashtags from your competitors

It’s always a good idea to perform research on your competitors, and Instagram is no exception. Use the analytics available to learn which hashtags are most successful for competing firms. Then use that information to your advantage by integrating these hashtags with your own. 

12. Start a live video series

You may be able to create consistent engagement by going live at the same time every day for a certain period. The information you provide needs to be truly valuable and your presence engaging. Promote the times you will go live and keep a regular schedule if you’d like to encourage the same viewers each time. 

13. Ask for hashtag suggestions

Can’t think of a great hashtag? Ask your followers! This is a great way to not only encourage engagement but to make sure the hashtags you do use are relevant and resonate with followers. 

14. Share memes that resonate with your audience on Stories

Memes are all over the internet and people love them. However, they can take away from the overall aesthetic or tone of your Instagram page. We suggest simply using them on Instagram Stories where they will disappear after 24 hours. Don’t be afraid to share funny or timely memes occasionally – but only on a Story. 

15. Implement an Instagram-specific campaign

Many marketers fall into the trap of designing a program for “social” in general. We recommend carving out activities for each channel according to their own unique features and audiences. Take a look at your Instagram followers and the information you promote there, and come up with a specific marketing campaign geared toward those individuals. 

16. Create a “find the clue” story for followers

A fun photo game is to create “find the clue” stories. Within stories, share small clues that your followers need to collect to solve a puzzle or ultimately “win” somehow. Make sure to announce the game and how it will work, and don’t forget to offer a prize.


Instagram continues to grow in popularity with audiences, so taking advantage of these tips to get followers will help you increase your law firm’s reach. Collaborating with influencers, going live and content collaborations are all fantastic ways your law firm can reach new audiences quickly and cost-effectively.

Contact us today to discover how we can help you achieve greater success through your social media marketing efforts. We have vast experience developing and executing revenue focused social media strategies that deliver real business results for law firms of all practice areas and sizes.

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