Well, it depends. (How’s that for a lawyer answer?)
Now, as we’ve discussed at this blog in prior entries, it’s good to diversify your marketing – so, adding a TikTok account to whatever else it is you’re doing certainly makes sense from that perspective. But, to do TikTok right, you really have to love the video format – and, be willing to be a bit more animated than the standard law firm talking head video requires. Successful TikTok accounts generally feature more active subjects, and can include certain edits that standard videos don’t – like quick screen wipes and on-screen graphics. You also have to heavily commit to a single idea, because the format works best for shorter form videos.
That’s all doable; but, you shouldn’t do anything you feel uncomfortable with, or that you’re trying to force – because marketing rule #1 is that you are authentic. That applies to whether you like to write enough to commit to a blog, just as much as it does to whether you want to commit to producing regular TikTok videos.
For inspiration, check out Alex Su and Cat Casey, both of whom are legaltech folks, with great TikTok profiles.
And, the good news is that, if you feel like you can get into TikTok, the return on investment is pretty good, in general, for business accounts – and, likely even better for attorneys, because there are relatively few of them (still) on the platform.