In the “old days”, Instagram was mainly used by consumer brands. As the platform has evolved and acquired more than one billion global monthly active users, Instagram now offers valuable opportunities for businesses too. With 71% of lawyers having a social media presence, your firm can stand out from the rest by utilizing Instagram. Law firms can leverage Instagram to reach their audience, build a community, and drive more engagement. Over the past few years, Instagram marketers have grown their following and increased their ROI. Here are some Instagram growth tactics for law firms that you can use to enhance your Instagram performance.
Instagram Growth Tactics for Law Firms
1. Use Different Content Formats
Video, “carousel” posts, and stories tend to be the most engaging on Instagram. Carousel posts have multiple single-image slides to share in-depth information on a particular topic. Videos, or Reels, are short videos that can also be set to music. Stories are timed, 24-hour posts that users can interact with through polls, questions, and surveys. Take advantage of all the content formats that Instagram has to offer. A/B test your content to see what gains the most engagement for your firm.
2. Post at the Correct Time
You’ll have the most success with Instagram if you post at times when your followers are online and most likely to interact. The best way to figure out when to post is to monitor your analytics and look for trends. Generally, posting between 6 PM and 9 PM is considered a best practice, but the right time will vary based on your firm and your followers. Learn the best times and days to post on Instagram here.
3. Stay Consistent
Your following on Instagram (or any social platform) will not grow if you don’t post often. The more content you share, the more opportunities you’ll have to engage with your audience. Develop a content calendar that will encourage your team to post regularly, and stick to it. This can include daily or weekly themes, special events, and any promotions or campaigns you have planned. Use tools such as Hubspot, Hootsuite, or Instagram Creator Studio to have scheduled posts. Many marketers say that four to six posts per week is a sweet spot. However, it’s important to be strategic and not post fluff just to post something. Consistency is not just about posting regularly; it’s also about delivering content that aligns with your brand and resonates with your audience. Don’t oversaturate your feed and annoy your followers with irrelevant content.
4. Measure Engagement
Monitoring your engagement metrics is an essential piece of growing your engagement. Doing so is the only real way to learn what works and what doesn’t. For example, profile insights might show you that users spend most of their time engaging with videos. If you spend a lot of resources creating Stories, then you are actively ignoring the content that your followers want to see. Leverage the information from your insights to create better-quality posts in the areas that interest your audience.
To learn more about measuring engagement, download your copy of The Advanced Social Media Strategies for Law Firms eBook.
5. Create High-Quality Captions
Make sure that all of your posts have a caption. Depending on what your post is about, you might choose a short caption or a longer one (over 2,000 characters). More important than length, captions must be compelling, informative, and relevant to the content you’re sharing. Capture attention from the beginning with a compelling hook. Pose a question, share an interesting fact, or use a captivating statement to draw readers in. Follow it by directing your audience on what to do next. Whether it’s liking the post, visiting your website, or sharing their opinions, include clear CTAs. Ensure your brand’s personality shines through your captions. Whether it’s professional, friendly, or witty, maintain a consistent tone that reflects your brand identity.
6. Leverage Hashtags
Hashtags on Instagram can ensure that your content gets seen by people who don’t follow you but view the hashtags you use on the “Explore” page. When you use hashtags that are relevant to your firm and your content, people are more likely to find your posts, discover your profile, and maybe even follow you. You can use pre-existing hashtags to stay up to date on hashtag trends within your industry or niche. You can also create a unique branded hashtag for your law firm. Encourage your audience to use it when sharing content related to your services. This builds community and helps you track user-generated content. If your law firm serves a specific location or region, use location-based hashtags to connect with local audiences. This is especially important for attracting clients in your geographical area.
7. Optimize Your Profile
Optimizing your Instagram profile is crucial for making a positive first impression and encouraging users to follow your account. Choose a username (handle) that reflects your law firm’s name or a variation of it. Use a clear and recognizable profile picture. This could be your law firm’s logo or a professional photo of a key team member. For your bio, craft a concise and compelling bio that describes your law firm’s services and personality. Use keywords relevant to your legal services to improve searchability. Consider adding contact information. Instagram allows you to include an email address, phone number, and location. Utilize a business profile to access additional contact options, like a contact button and location map. Create Instagram Story Highlights to showcase important and evergreen content. This can include client testimonials, key services, behind-the-scenes looks, or any other content that provides value to your audience. By implementing these optimization strategies, you can create a professional and engaging Instagram profile for your law firm, making it more appealing to potential clients.
If you don’t have the followers you want (or are losing them), it could be due to not posting enough, being too sales-y in your posts, or even Instagram removing bot followers. Evaluate your strategy with the goal of engaging more visitors through content that is interesting and shareable, by monitoring your analytics regularly, and by responding to your audience when they interact with your page. Remember that social media is today’s word of mouth, and growing your following on social platforms creates more opportunities to meet future clients.
We’ve helped many legal marketers leverage social media to drive marketing success. If you’d like help building your firm’s Instagram following or improving its presence on other social media platforms, connect with us today.