Law Firm Social Media in 2024: What to Know & What to Spend

Things are moving faster than ever in the digital world. Social media in 2024 won’t look the way it did in 2023 and it probably won’t look the same at the end of 2024 as it did in the beginning of the year. From algorithm updates, the latest trends, budgeting, to how you can gain clients that actually convert by advertising on social media platforms, we’ve got you covered so you can feel confident in your law firm’s social media marketing plan for 2024.

Adapting to the Algorithm

Each social media platform has it’s own algorithm, so it’s important to understand how each platform’s algorithm works. It’s just as, if not more important to note that social media moves fast, so algorithms are constantly changing. If you don’t keep up with the algorithm updates, your content won’t perform. This holds true for both organic posting and paid advertisements. Often many of these algorithms rely on signals from users engaging with your content to know who they should put your content in front of. This is why it is so important to create content that resonates with your target audience.

For most law firms the main social platform you should be using to engage with potential new clients is Meta (Facebook & Instagram) and YouTube. TikTok is also another great place to engage with potential new clients and Meta has adjusted their algorithms to prioritize short form videos to keep up with TikTok. LinkedIn can be a great platform for your law firm to keep up with other attorneys and firms, but keep in mind that the content you are sharing on Meta, YouTube, and TikTok might not be the same content you should be sharing on LinkedIn.

For example, sharing a piece of FAQ content is great for potential new clients, because that is useful information for your Meta and TikTok audience, but this wouldn’t be useful for your LinkedIn audience that consists of professionals in the same space. Instead, share things like big and small wins for your firm or any firm andemployee updates you might have on LinkedIn. You can share this type of content on Meta as well and even TikTok if it is in the form of a short video. However, the ONE THING you do need to do on every single social media platform your law firm is on, is BE CONSISTENT! Whatever that means to you, whether that is posting every day or two times a week, just be consistent.

Trends Your Law Firm Should Be Part of in 2024

The most important trend your law firm should start taking part of in 2024 if you haven’t already is producing short form video content. TikTok has taken over the social media world with their short form videos and now Meta has hopped on the same bandwagon to keep up with TikTok. While short form videos (Under 2 minutes) are the latest craze, long form videos (2+ minutes) aren’t going anywhere either. In fact, this year TikTok evern updated their platform to allow longer form videos rather than 60 second videos or less, in order to compete with YouTube. 

Video is a great way for potential new clients to learn about your firm, feel comfortable with your staff, and gain useful information while simultaneously allowing your attorneys to demonstrate their subject matter expertise regardless of the video length. You can also create one long form video for YouTube and cut that same video into a set of shorter videos, turning it into a series for Meta and TikTok. If you haven’t experimented with video content on your social channels yet, pick one type of video format and stick with it, we’d recommend short form videos for TikTok and reels on Meta. You might also find it fun to hop on today’s latest social trends and make the relative to your firm and relatable to your target audience.

How Much You Should Spend on Social Media Advertising for Your Law Firm

Maybe you’re already running advertisements for your law firm on social media or maybe you’re thinking about it, but how much should you actually be spending on your law firm’s social media advertising? While law firm advertising on social media, might be less expensive than  law firm advertising on Google, the costs have gone up. This past year the cost of advertising on Meta has gone up now that more and more companies are advertising on Facebook and Instagram.

There are a few things that will impact how you should determine what your Facebook advertising budget should be:

1. Audience size (potential reach) —This can really be a double edged sword. Broadening your audience will get more eyes on your advertisement, but they will be less qualified or not qualified at all.
2. Targeting — This will affect your audience size, as well as the algorithm. If your target audience starts engaging with your ad, Facebook’s algorithm will recognize that behavior and begin serving your law firm’s ads to individuals that have similar interests. Just note, the smaller your audience is, the more you may need to spend. 
3. Creative — While this won’t necessarily decrease your ad spend, a high quality creative can help increase ROI, making your money better spent. If you have a really captivating creative that resonates with your target audience you will have a higher your conversion rate.

It’s important to evaluate audience size and targeting options when determining how much ad spend you should allocate to each campaign, as well as putting effort into having a relatable creative that will help your dollar go further. While ad spends vary based on audience size and targeting we typically see law firms have success with a $20-$30 daily spend per campaign. Success to us, means these campaigns drive leads that sign on to be clients of the firm we’re representing.

How to Advertise Your Law Firm on Social Media

If you haven’t started advertising for your law firm on social media yet, you should probably consider it. Advertising on social media platforms is a great top of funnel marketing strategy that can result in high quality clients thanks to targeting. You can start small with one Facebook campaign. Focus on your clients and what kind of issues they’re facing and what services they are looking for. Once you have that, use it to build your social ad and influence your targeting. Give your ad about a month to run to really get some key insights and make changes where needed. Facebook will help you know when to make changes and what areas need to be optimized.

Advertising on Facebook can be really effective, but we understand that it can be overwhelming if you haven’t done it before. If you’re looking to boost your law firm’s social media presence in 2024 while gaining new clients at the same time, we can build customized campaigns that will drive more leads to your firm and convert to clients. Contact us today!