TikTok is much more than just dance and trends – law firms are also using the platform for reach, recruitment, and client contact. But is it really worth it?
Introduction
TikTok was long considered a platform for dance videos and teenagers. But those days are over. TikTok has now become a serious marketing channel with enormous reach – also for lawyers. More and more law firms are using TikTok to gain visibility, build trust, or attract new talent.
But is TikTok for your Is a law firm a worthwhile investment? And is it truly possible to implement professional client communication there?
OMmatic offers free advice on whether TikTok fits into your marketing strategy – with an honest assessment and concrete recommendations for action.
Why TikTok has arrived in the legal world
What YouTube used to be, TikTok is today: the place where people consume content quickly, on mobile devices and in an entertaining way – with enormous appeal.
Lawyers active on TikTok often reach potential clients where they first google a legal problem – or search for one., what to do. Particularly in consumer law, traffic law, tenancy law or criminal law, it is evident that short legal videos with added value work – if they are done correctly.
Who uses TikTok – and why that's also interesting for lawyers
TikTok is no longer just a youth network:
- 52 % users are over 30 years old
- Increasing use by parents, young professionals and self-employed individuals
- Strong growth in German-speaking countries
For law firms, this means:
- Build reach before the market is saturated.
- Reach target groups that would often be expensive to buy on Google.
- Build visibility – also for Google rankings (keyword: EEAT).
What types of content work on TikTok
Attention spans are short – the added value must be immediately apparent. Successful content includes:
- Quick tips: „"3 things you need to consider when resigning"“
- Debunking myths: „"Can the landlord simply increase the rent?"“
- Reaction videos: headlines, court rulings or TV clips
- Storytelling: „"A client described the following problem to us..."“
- Behind the scenes: A glimpse into everyday life at a law firm.
Important: Authenticity beats perfection. People who seem approachable gain trust.
Advertising on TikTok: Formats, target groups, costs
TikTok ads are still relatively inexpensive – with a high reach.
Formats:
- In-Feed Ads (embedded in the user feed)
- TopView Ads (immediately upon opening the app)
- Spark Ads (promote existing videos)
- Lead Ads (direct form within the app)
Targeting options:
- Age, gender, location
- Interests (e.g., "law", "job loss", "real estate")
- Behavior & Video Interactions
Cost: CPC usually 0.80 – 2.50 €, CPM approx. 6 – 20 €
Performance: Particularly strong in awareness and lead campaigns
Let us show you how TikTok Ads work for your law firm in a free initial consultation – including sample campaigns and budget recommendations.
TikTok as a recruiting channel for law firms
Especially when it comes to young talent, TikTok is becoming an underestimated tool in recruiting.
Possible content:
- Insights into the team & daily life at the law firm
- Presentation of benefits & working methods
- FAQ videos for applicants
- „Why us?“ clips featuring real employees
We can develop complete recruiting campaigns for TikTok upon request – including video ideas, target group targeting and application funnel.
Success factors for TikTok marketing in the legal sector
- Clear style: Professional, yet relaxed and easy to understand
- Regularity: 2-4 videos per week recommended
- Professional content with a human face
- Short hooks (first 3 seconds)
- Hashtag strategy & community responses
Tip: The best TikToks don't feel like advertising – but rather like good advice from someone who knows what they're talking about.
Typical mistakes law firms make on TikTok
- The content is too dry or too complex.
- There's no face – no personal connection.
- No clear message or CTA
- Pure "selling" instead of real added value
- No link to the website or lead form
OMmatic analyzes your TikTok content or helps you get started – free of charge and practical.
Case Studies: What makes law firms successful on TikTok
- Employment law: TikTok videos about "termination during the probationary period" with thousands of views
- Criminal law: Storytelling videos from real cases ("What to do during a house search?")
- Rental law: Myths & Clarification ("What is my landlord really allowed to do?")
- Lawyers for influencers: Tips on contracts, copyright and advertising labeling
- Junior lawyers: Building personal brands with humor, expertise & personality
Conclusion: Is TikTok really worth it for your law firm?
Yes – if You are ready to embrace the format. TikTok doesn't work like a traditional law firm website or a legal article. But those who manage to convey knowledge concisely, engagingly, and memorably benefit from enormous reach, brand awareness, and low competition.
Let's work together to determine if TikTok is suitable for your law firm. The initial consultation is free – you'll receive an honest assessment, a target audience analysis, and concrete recommendations.
FAQ: 10 frequently asked questions about TikTok advertising for lawyers
Is TikTok reputable enough for legal advertising?
Yes – as long as the content is technically correct, understandable and not overly promotional.
Which target group can I reach on TikTok?
Especially people between 20 and 45 – so many clients in tenancy, employment, traffic or family law.
How expensive is advertising on TikTok?
Usually cheaper than on Facebook or LinkedIn – ideal for testing.
Do I have to appear on camera myself?
Not necessarily – but TikTok thrives on personalities. Alternatively, you can use employees or spokespeople.
How often should you post?
Ideally 2-4 times per week to build visibility.
Can small law firms also use TikTok?
Absolutely – especially in the local area, TikTok can be extremely effective.
How do I measure success?
Through video views, clicks on links, lead forms or appointment bookings.
What is the difference between organic content and ads?
Organically, you gain reach over time – ads provide you with instantly predictable visibility.
Do I have to make videos of people dancing?
No. TikTok has long been diverse – informative, emotional, professional. You just need to authentic be.
Does TikTok make sense as part of a larger online strategy?
Yes – especially as a complement to Google Ads, LinkedIn or Instagram, TikTok can reach new target groups.