TikTok app displayed on an iPhone, Aug. 7, 2020. Photo: Diego M. Radzinschi/ALMMissing Out on Tens of Thousands of Views, Big Law Balks at TikTok
One Am Law 100 firm's most viewed video, coming in with about 27,000 views, is about whether attorneys should place one or two spaces after a period. A Second Hundred firm scored with its day-in-the-life profiles, which follow associates' daily schedules.
December 03, 2024 at 06:00 AM
7 minute read
What You Need to Know
- Six years after the app first entered the U.S. market, law firms are still reluctant to use TikTok for marketing efforts.
- At least four Am Law firms have bucked that trend, launching TikTok channels with videos peering behind the Big Law curtain.
- Marketing experts added that TikTok is a useful means to reach out to younger clients and upcoming classes of law students.
Six years, two child-privacy law probes, one ban attempt, and one bill mandating the sale of the company later, and viral video platform TikTok is still struggling to gain traction among Big Law firms for marketing.
But at least four firms in the Am Law 200 have shed that reluctance over the past two years, earning a collective tens of thousands of views and using TikTok’s short-form video format to develop personal and firmwide brands, interact with clients, and connect with potential talent.
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