law firm content marketing

Trends Shaping the Legal Marketing Industry in 2024

by Guy Alvarez • January 3rd, 2024 • Digital Marketing, Legal Marketing, Marketing Technology | Blog

As we enter 2024, the world of legal marketing is undergoing transformative changes. In this blog post, we’ll delve into the evolving landscape, exploring four major predictions that will reshape the strategies employed by law firms: the growing influence of AI, the untapped potential of TikTok, the continued rise in video marketing popularity, and the shift towards new metrics to assess the performance and return of ad campaign investment.

2024 Predictions

The Rise of AI in Legal Marketing

Recent data from LexisNexis reveals that nearly 40 percent of lawyers have already experimented with generative AI. While many have utilized AI for tasks such as drafting emails and briefs, a growing minority is leveraging this technology for more complex undertakings like data analysis, research, and even contract drafting. In 2024, we anticipate an increasing reliance on AI-powered tools among law firms. These tools will not only automate administrative tasks and analyze legal data but also optimize marketing strategies to enhance engagement and conversion rates. As AI becomes more integrated into legal workflows, law firms can expect improved efficiency and the ability to deliver personalized client experiences.

TikTok: More Than Just Trends and Dances

TikTok, with its 800 million active users and 1.5 hours of daily average usage per user, is no longer just a platform for dances and casual videos. Law firms, traditionally hesitant to join, are witnessing a surge in B2B marketers on the platform. The key lies in showcasing authenticity and personality. For lawyers, TikTok provides an avenue to share unique and genuine content that blends business expertise with personal passions. Law firms should note that TikTok operates differently than other platforms, emphasizing consistent posting, engagement, and genuine interaction to boost presence and leverage the platform effectively.

Video Marketing Dominance

In 2024, video marketing is set to become an even more crucial tool for audience engagement. Law firms are increasingly using video content to promote services, communicate with clients, and build trust. With help from AI tools, video marketing content can be produced faster than ever, including fully produced videos, YouTube descriptions, and tags. The synergy between AI, machine learning, and immersive realities is poised to revolutionize video marketing, offering new ways for law firms to connect with their audiences.

New Metrics: Adapting to a Cookie-Free Future

With Google’s decision to stop supporting third-party cookies, the advertising industry is on the brink of a paradigm shift. Marketers are exploring new data signals to measure campaign performance, with a focus on quantifying the value of social media engagement in revenue terms. As the attention economy gains prominence, marketers need to develop an expanded set of metrics that can demonstrate campaign effectiveness without relying on traditional identifiers. This shift will require a strategic approach to measure engagement in a world where cookies are no longer the primary tracking mechanism.


In 2024, law firms that embrace these marketing predictions will be better positioned to navigate the evolving digital landscape. Whether incorporating AI for efficiency, exploring TikTok for authentic engagement, leveraging video marketing dominance, and new metrics, staying ahead of the curve is essential for legal professionals looking to thrive in the ever-changing world of digital marketing. Contact us today to discover how we can help you stay up to date with the latest trends and develop and execute a digital marketing strategy that brings in new business for your law firm.


Are you ready to get started generating new, qualified leads?

Contact us to get started and let us help you energize your digital marketing and business development efforts.

Contact Us