How Attorneys Can Use Social Media Marketing Effectively and Ethically

BY THE SMALL LAW FIRM COMMITTEE

Unlike lawyers at large law firms who may have marketing departments or other personnel dedicated to business development for the firm, solo practitioners and small law firms face unique challenges with respect to marketing and promotion. This article presents some ideas for solos and small firm lawyers interested in using social media to publicize and promote their legal expertise and areas of practice.

I. CONTENT FORMS

a. Short Videos

Short videos, which are usually 60 seconds at most, are preferred by users of the majority of social media platforms, including Instagram, TikTok, and increasingly, LinkedIn. Unfortunately, many lawyers cannot easily convey complex legal ideas in such a short time, but that is often what is required to gain a large following on these platforms where potential clients prefer to consume short videos. Therefore, lawyers often compromise and give the best explanation they can in a limited amount of time. If you are going to use these videos to promote yourself, make sure the shot is vertical and taken on a high-quality cell phone camera.

b. Longer Videos 

Videos which are over one minute and may even be as long as an hour, are found throughout the internet, particularly on YouTube. YouTube has been a hub of educational video content for decades. Lawyers who choose not to work within the time constraints of short videos may find an audience among more patient YouTube users. A legal topic can often be explained in detail in a 3–15 minute video. These longer YouTube videos can be linked to a lawyer’s webpage or other social media platforms.

c. Blogs and Newsletters

Blogs and newsletters, which are usually between 500 to 1,000 words, have remained popular with audiences that have more patience. With an increased number of words, lawyers can convey complex legal ideas that are helpful and comprehensive. These are good alternatives, in addition to longer videos, for those lawyers who do not want to create 30-60 second social media clips. Make sure the blog and/or newsletter articles are formatted with short paragraphs and lots of headers and lists.

d. Written Posts

Short or long written posts that highlight a small area of the law or promote an individual lawyer’s personality will find an audience on various platforms including LinkedIn, X, and Facebook. These posts can be used to share knowledge, directly publicize your services, or convey aspects of your personality or brand. Make sure they have a good hook and encourage comments.

II. CONTENT PLATFORMS

a. Instagram and TikTok

The key platforms for short form video, Instagram and TikTok, also happen to be the platforms that are most likely to go viral or make a lawyer famous. The rules for success on these platforms are complex, but there are ample examples of lawyers succeeding in these formats.

b. X (Twitter) and Blue Sky

X and Blue Sky are the current leaders for short written content, as opposed to Facebook and LinkedIn, which often focus on longer written content. Conveying ideas in a short-written format that touches a nerve and generates responses will help lawyers build an audience on these platforms. Many lawyers have seen massive success on these short form platforms. Make sure to engage with other creators who interact with your ideal client.

c. LinkedIn and Facebook

LinkedIn and Facebook are the leaders for longer written content, which is preferred by audiences that are turned off by the short form nature of Twitter-style writing. In addition, these platforms have tenacious users where a lot of business is transacted, including by service providers. LinkedIn in particular will start to prioritize longer posts in the form of LinkedIn newsletters, especially when the newsletter is tied to a personal rather than a business account.

III. ETHICAL CONSIDERATIONS

Social media offers valuable opportunities for attorneys to build their brand, connect with clients, and share insights. However, it’s equally important to stay mindful of the ethical obligations that apply to online activity. Attorneys should remain familiar with professional rules governing client confidentiality, attorney advertising, solicitation, and communications about legal services to ensure that their online presence reflects both professionalism and compliance with applicable bar standards.[1]

Small Law Firm Committee
Adam Weissman, Chair
Adam Yohanan, Member

February 2026