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Are you using TikTok as part of your personal injury law firm’s digital marketing strategy?

If you are keeping up with the latest trends in social media and digital marketing, then you’ve surely heard of TikTok. Owned by a Chinese company called ByteDance, TikTok is a video-sharing social networking service. The videos are usually between 15 seconds to three minutes long, with subjects ranging from dance, skincare and comedy to fitness, education and legal issues. They can be serious, satiric, or funny.  Are you using TikTok as part of your personal injury law firm’s digital marketing strategy? 

Latest reports show surprising shifts in social media usage for 2021. For example, did you know that TikTok was largely responsible for the social media surge in 2021 among young people and is currently the fastest growing social media platform; or that Facebook’s popularity continues to decline among young and middle-aged groups while growing in the 55 and over population? 

TikTok’s rise in popularity 

The TikTok app has over 500 million monthly active users, with US viewers topping the list with 80 million people downloading the app. Why is this app so wildly popular? 

· Celebrities like, use, and promote the app. This brings their followers to the app, increasing its popularity exponentially. Comedian and late-night host Jimmy Fallon uses TikTok as the platform for his “challenge” bit. His first was to challenge app users to roll like tumbleweed. This challenge went viral with over 8,000 entries and 10.4 million engagements the first week. 

· Even though TikTok is a global app, it focuses strongly on local content and on engaging its viewers. Employing localized hashtags, TikTok uses local content, captures, and challenges that focus on what is trending in the viewer’s locale. In addition, the app sends personalized recommendations to every user to ensure that they are always up-to-date on the latest trending videos. 

· TikTok makes it easy to create content, to share, and to view. 

How personal injury attorneys can use TikTok 

TikTok contains no advertising, so it seems counter-intuitive that it could be viewed as a marketing channel. However, with its fast growth and rising popularity, savvy marketers are finding ways to make it work for brand awareness. 

Brands are using techniques like TikTok’s challenges and contests to get app users to generate their brand-related content, using hashtags to promote their marketing campaigns 

Personal injury and other types of practicing attorneys can use TikTok to inform their audience, thereby sharing their brand. They begin by getting a channel and sharing videos to attract attention, and they connect with TikTok influencers who can help promote their law firms. 

Many attorneys are already using TikTok as part of their digital marketing campaign. Examples include personal injury attorney Ethen Ostroff who has attracted thousands of users, privacy lawyer Cecilla Xie who instructs her audience about legal issues and legal careers, and attorney Brad Sheer who offers legal information targeted to a younger generation (like the rights of students at school). To see their videos, go to and type their name in the search bar. 

So should your personal injury law office at least test the waters and take the challenge to see if TikTok is a viable source of new leads for your firm? TikTok could provide your personal injury law firm with brand recognition and a new audience that has been difficult to target on other social media platforms. 

If you have any questions about TikTok or need help creating your personal injury social marketing strategy, give us a call at Group Matrix. We can help you with any and all aspects of your marketing campaign.

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