Instagram For Law Firms: A Primer


Instagram is a wildly popular social media application that allows users to share photos or videos of themselves with their followers. While it was mainly used by individuals during its early years, its acquisition by Facebook and the promotion tools that came along with it have made it a powerful marketing tool that should not be ignored by lawyers. In previous blogs, we’ve discussed the importance of speaking to your audiences, wherever they may be. And with close to 200 million daily users, Instagram is most certainly somewhere your clients spend time. In addition, Instagram has reported that over 80% of its users follow at least one business. Here’s how to get the most of your Instagram account.

Post videos

In Instagram’s early days users were only able to upload photos to share. However, the advent of video content on the platform has allowed brands to interact with their followers in a much more impactful and meaningful way. In 2018, Instagram reported that video content receives more likes than their still photo counterparts as well as more comments. Much like on Facebook, material that lends itself to engagement is likely to be more popular amongst your followers.

When considering the type of video content to produce, look towards content that might be too long to explain quickly in written form. Videos should be short and sweet, and can provide a lead in for people to read your more expanded thoughts on a topic. Videos can be a great way to summarize a recent case or legal development in a way that might attract a new audience. It also provides you with an opportunity to showcase your personality, giving potential clients an idea of what to expect when they meet you.

Speaking of engaging content…

Video isn’t the only way to share engaging content. Infographics or screen shots of short written tips are also great ways to speak to your client-base about issues important to them. If a new case drastically changes an area of, say, family law, you can use an Instagram post to link to web content that explains the change in more detail.

Behind-the-scenes content is also great for Instagram. Just like on Facebook, candid photos from your office, community events, or charitable initiatives are perfect content to share on Instagram. If your articling student was recently called to the bar, consider taking a photo of the ceremony and sharing it. The same goes for interactions with clients who may have recently won a case, or scenes from outside courthouses. While it’s important to be sensitive to what is appropriate and what isn’t, there are often moments from these types of instances that lend themselves well to social sharing.

There are a couple of things you should keep in mind. We often refer to the 80-20 rule when discussing social posts, meaning 80% of your posts should be professional, while 20% should be personal. Your personal posts are an opportunity to humanize your firm and the people that make it special. Consider posting photos from community events, fundraisers, or other charity events.

Put Yourself in the conversation

Like all types of social media, it’s critical to be a participant in the conversation. Talk with people rather than at them. The legal community is large enough to build a sizable audience in, and niche enough to allow for law firms to establish themselves as leaders in the conversation. Consider using hashtags relevant to the topics you are discussing and following those hashtags to see what others in the space are posting. By commenting, liking, and otherwise engaging with those posts, you could quickly find yourself building an audience of people who are interested in what you have to say. You can apply this to your local community as well. We suggest posting about local events, and engaging with posts about these events made by others.

At Umbrella Legal Marketing we understand that technology changes faster than it used to, and it can be difficult to stay up to date with current trends and best practices. That’s why we add social media marketing to our services portfolio that includes web design, blogs, and more. We understand the unique marketing challenges of a crowded legal market, and help our clients shine by highlighting what makes them and their services stand out from the competition. Please call us at (416) 356-4672 or reach us online to see how we can help your law firm reach its clients base today.