2022 Social Media Trends Legal Marketers Should Watch Out For


In a world where industries are becoming saturated due to many startups and established businesses competing everywhere, investing in marketing is undoubtedly crucial. It goes the same for your legal firm. You can perform your marketing strategies yourself or outsource them to legal marketers specializing in your field.

This year, there have been some changes to the social media marketing strategies employed by many individuals and companies. While some massive social media platforms continue to dominate the online social networking world, others are climbing their way up to be part of these dominating sites.

Here are some social media trends that legal marketers should watch out for.

1. TikTok Is A Booming Social Media Avenue

TikTok has recently been penetrating the world of social media. Legal marketers should take advantage of this platform’s rising popularity as their users continue to grow month after month. It’s undeniable that TikTok has grown rapidly. And as a legal marketer, you can’t miss out on the business opportunities this strategy could bring.

Some people once thought that TikTok wouldn’t last long and the fad would pass, like the rest of other trending social media sites. But that’s not the case for TikTok. In fact, it’s now perceived by social media marketers as a mainstay. TikTok was the most downloaded app in 2020 during the peak of the pandemic. It has provided entertainment and positive feelings to people who are depressed and sad due to the world’s challenges.

Fast forward two years and this social networking site continues to gain momentum. Lawyers and law firms can drive sustainable growth on TikTok by creating content that provides information and authoritative knowledge to the viewers. In turn, this will gain you clients and increase followers.

2. Video Content Is As Effective As Ever

Without a doubt, video content is the most engaging form of content available right now. And this trend will continue to happen in the coming years. People spend a lot of time watching video content every day.

According to Statista, over 4.5 billion internet users worldwide are engaged in online videos and entertainment. This is one of the reasons why companies are increasingly prioritizing video content over text and images.

You should discern to do the same for your legal business. By creating premium video-based content for users, you can encourage them to engage with you more. Also, videos are easily shared on multiple social media channels, yielding massive exposure compared to other multimedia forms. It’s easy for videos to captivate users’ attention and keep them watching your content.

3. Audience-Centric Marketing Strategies

Another trend in social media is that companies focus more on viewers and audiences than ever before. There will be a greater focus on audience engagement than blatant sales promotion on social media. It means advertising won’t be as dominant as it once was. Many video content is still geared towards promoting their products; however, these intentions are usually hidden and not done upfront.

In other words, as a legal business owner, you should focus more on building relationships with customers to gain their trust and loyalty. As you provide valuable content and educate them about your expertise in legal matters, your business will be at the forefront of their mind. The next time they need legal assistance, you will be the first lawyer to come to mind.

4. SEO Will Become Even More Vital

Digital marketers rely heavily on search engine optimization (SEO). And this trend will continue for many years to come. Localizing SEO is also a solid strategy for many legal businesses today. You should do the same to acquire clients in your city.

There are many SEO strategies to apply for your law firm website, and the key is to use strong keywords, make use of the data available, and improve your user interface and user experience. With SEO being a more well-known marketing strategy, your competitors will also look for ways to rank up on search engines. Hence, it’s best to localize your SEO so you can rank your page for local searches.

5. Audio Podcast Demands Will Increase

Podcasts are another digital marketing strategy to move your bottom line. And it’s increasing in demand recently. The most popular strategy was to host a live audio stream as a thought leader. Small businesses have yet to catch on to the trend, making it a great idea for you to stay ahead of the competition. Lawyers should create audio podcasts to help out people who have concerns about legalities. This is a digital social media strategy you can leverage to gain more followers and credibility in the law industry.


With the digital revolution still ongoing today, many changes in social media trends are happening year after year. As a legal business owner, you should keep up with the trends and changes to position your legal firm above your competitors.
Hopefully, the tips above can guide you in marketing your business more effectively to a broader audience.

I am a young digital marketer and a blog analyst, Author from Uttarakhand, India. I have been into blogging since 2013 and helping businesses with their SEO requirements. I have 12 years of experience; during the journey, I have worked on many websites and made good friends. I research and share my knowledge with everyone to help them succeed as solopreneurs, businessmen, and entrepreneurs. You can also find me on LinkedIn and see my entire journey.