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. Law firms can leverage Instagram to reach their audience, build a community, and drive more engagements. 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 and carousel posts tend to be the most engaging on Instagram. Posts that contain multiple images or styles create more impact than single-image posts. You can also try Reels and Stories to mix things up and see what your followers relate to.
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.
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 posting schedule that will encourage your team to post regularly, and stick to it. 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. 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 and concise 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.
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.
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.