Many law firm owners dismiss TikTok as a trend meant for teenagers, dancing videos, or influencers with nothing better to do. But that assumption is costing lawyers real visibility, real engagement, and real clients. In Episode 69 of Crushing Chaos with Law Firm Mentor, Allison Williams makes the case for why TikTok deserves a place in your law firm’s marketing strategy—and how to use it effectively without compromising your professionalism.
TikTok is no longer a niche platform. It’s a powerful discovery engine that rewards clarity, consistency, and storytelling. And for lawyers willing to show up strategically, it offers one of the lowest-cost, highest-upside opportunities for growth available right now.
Why Lawyers Should Rethink TikTok
One of the biggest reasons lawyers avoid TikTok is personal preference. If you didn’t grow up with short-form video, learning a new platform can feel unnecessary or exhausting. But marketing isn’t about what you personally enjoy—it’s about where your audience is paying attention.
TikTok’s user base has expanded well beyond Gen Z. Middle-aged professionals, business owners, parents, and retirees are all actively consuming content on the platform. These are people who hire lawyers. That means TikTok isn’t about entertainment—it’s about visibility.
When you view TikTok as a marketing channel rather than a social hobby, the question changes from “Do I like this?” to “Can this help my firm grow?” And the answer, for most practice areas, is yes.
Hook Your Audience in the First Two Seconds
Attention is the currency on TikTok, and you have about two seconds to earn it. Starting your video with your name, firm, or credentials almost guarantees viewers will scroll past.
Instead, Allison encourages lawyers to jump straight into the substance. A strong hook creates curiosity or tension immediately. Think:
- A counterintuitive statement
- A bold claim
- A compelling question
For example, saying “The number one reason people aren’t getting divorced anymore” forces the viewer to stop and think. You haven’t explained anything yet—but you’ve signaled that what’s coming matters.
Pairing your hook with on-screen text makes it even more effective. Many users process visual information faster than audio, so a clear text overlay can capture attention before the viewer even turns the sound on.
Why Storytelling Beats Selling Every Time
People are increasingly resistant to being sold to—but they are always open to a good story. On TikTok, storytelling is how you educate, build trust, and sell without sounding salesy.
Instead of explaining legal concepts like a lecture, frame them through real experiences:
- A client situation (without revealing confidential details)
- A lesson learned the hard way
- A behind-the-scenes moment from your firm
Storytelling allows your audience to see themselves in the narrative. It creates emotional connection, which is far more powerful than listing services or credentials.
You don’t need to be perfect to start. The only way to become a compelling storyteller is to tell more stories. TikTok rewards authenticity and repetition—not polish.
Consistency Is What Drives Growth
Success on TikTok isn’t about going viral once. It’s about showing up consistently so the platform—and your audience—understands what you’re about.
Allison recommends posting three to five times per week. That may sound like a lot, but short-form video makes this more manageable than you think. One recording session can easily be repurposed into multiple clips.
Equally important is consistency in your themes. TikTok’s algorithm learns who you are based on what you post. When you consistently talk about the same subject matter—whether it’s divorce, criminal defense, immigration, or real estate—the platform knows who to show your content to.
When your message is clear, your reach grows faster.
Leverage TikTok’s Native Features
TikTok rewards users who embrace its tools. New features, trending sounds, captions, text overlays, duets, stitches, and live streams all signal engagement to the platform.
You don’t have to master everything at once. Start small:
- Use trending audio quietly in the background
- Experiment with text overlays
- Try a live stream when you feel comfortable
If technology isn’t your strength, AI tools can help you learn quickly. Spending just a few minutes understanding a new feature can dramatically increase your visibility.
TikTok wants users who keep people on the platform. When you help them do that, they help you grow.
End Every Video With a Clear Call to Action
Your TikTok content shouldn’t end abruptly. A strong call to action tells viewers what to do next—and helps move them from passive viewers to engaged followers.
Simple CTAs work best:
- “Follow for more tips like this.”
- “Comment ‘guide’ and I’ll send you the resource.”
- “Click the link in my bio to learn more.”
These actions increase engagement, which increases reach. They also align TikTok with your larger marketing funnel—whether that’s building an email list, driving podcast listeners, or generating consultations.
Turning TikTok Into a Growth Tool
TikTok isn’t about dancing, trends, or becoming an influencer. For lawyers, it’s about visibility, authority, and connection. When you combine strong hooks, storytelling, consistency, platform features, and clear CTAs, TikTok becomes a powerful business tool—not a distraction.
If you’re ready to stop overlooking opportunities and start building a modern marketing strategy, this episode is a must-listen.
Watch the full episode on YouTube, or stream it on Spotify or Apple Podcasts to hear Allison Williams break down exactly how to use TikTok to grow your law firm.
And if you’re ready to crush chaos and build a firm that actually works for you, book a discovery call with Law Firm Mentor and take the next step toward becoming the CEO of your practice.