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How to Create Your Law Firm’s Instagram Content Plan

by Talia Schwartz • December 23rd, 2019 • Social Media | Blog

law firm instagram content planLaw firms should not ignore Instagram. It has quickly become one of the most popular social media platforms, with over 1 billion monthly active users. Firms can use Instagram to catch the attention of new clients, stay engaged with former clients, and to recruit new top talent. With so many engaged users on the platform, there is ample opportunity for a firm’s Instagram posts to be seen by many or to be lost in the clutter. The only way to break through the noise and garner people’s attention is to create an Instagram content plan for your law firm. In this post, you’ll learn how you can do this.

1. Schedule content in advance

You should be posting regularly on Instagram to keep up with your law firm page’s reach and engagement. We recommend 3x per week up to every day.

Planning a post each day can be time-consuming and demanding, so we recommend scheduling your Instagram posts in advance through platforms like HubSpot or Later. You can schedule posts months in advance!

Moreover, keeping up a consistent editing style and aesthetic on the visually-rich platform will enhance your brand image. Later is also a visual planner that shows you exactly what your Instagram feed will look like. The tool lets you easily rearrange or swap out photos so you can make sure everything flows well together.

2. Hashtags make your content easier to find

Using hashtags makes your law firms’ posts more discoverable on Instagram and helps to attract and engage now followers. Users that do not follow you directly can still discover your content by searching a hashtag or tapping through related posts for a particular hashtag.

It’s key to use hashtags that are relevant to the content you’re posting and that relate to your practice. Although you can add up to 30 hashtags in each post, doing so will appear spammy. Recent research shows that posts with nine hashtags perform best.

3. Post at the right time; when your target audience is online

To get as many eyes possible on your content and maximize engagement, you must know the ideal times to post to Instagram.

Here are the best and worst times to post on Instagram, according to SproutSocial data:

  • Best times to post: Wednesday at 11 a.m. and Friday between 10 and 11 a.m.
  • Best day: Wednesday.
  • Most consistent engagement: Tuesday through Friday, 10 a.m to 3 p.m.
  • Worst day to post: Sunday.
  • Lowest engagement: Late night and early morning from 11 p.m. to 3 a.m.

Depending on your target audience, these timings may differ. To find the best posting times for your firm, test out varying days and times. You can also peer into your follower activity to see when they’re most active by using Instagram analytics.

4. Track and measure performance

Consistently tracking performance on Instagram is crucial to growing your law firm’s account and building an engaged following. It’s important to monitor and evaluate how well your content campaigns and posts are performing so you can optimize accordingly.

Include the following metrics in your social media reports to see how your Instagram content plan is delivering results:

  • Comments: Post comments require more time and thought than likes and often indicate that your content has been well-received by your audience. One can get inspiration from the posts with the highest number of comments.
  • Engagement rate: You can calculate engagement rate for a post by dividing your total number of likes and comments by your follower count, and then multiplying by 100 to give you a percentage.
  • Reach: Use Instagram Insights, the platform’s built in analytics tool to find out the number of people who have seen your post. Unlike an impression, even if the same person sees your post a few times, it still counts as one reach. Thus, reach gives you a better overall understanding of how successful your post was.
  • Website conversions: Track Instagram web traffic coming from your bio link in Google Analytics by adding UTM tags or Campaign Tracking. Do be sure the link leads to a landing page, service page, etc. that is mobile-friendly since a majority of Instagram traffic will be coming from mobile devices.

Reporting on these key metrics will allow you to draw actionable insights from your content creation, timing, and hashtag usage. With data intelligence at your fingertips, you can make quick decisions and optimize in real-time for better results.


Your Instagram content feed is where clients, prospects, and potential employees may first interact with your law firm. Creating a successful Instagram content plan for law firms is easier said than done, however. Contact us today if you would like assistance in developing and executing a strategy that helps you express your expertise, create connections, and generate new leads and business opportunities.

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