Technology has revolutionized the way that we live our lives. This includes how we work, with various innovations completely revamping careers such as teaching and sales. Some industries, however, have been slower in adopting new technology. The legal field in the US has moved cautiously with adding new technology to its daily routines and cases, and for good reason. Attorneys, more than almost anyone else, have a lot to lose if client privacy is breached or they receive inaccurate information while using innovative tools.
One area where more and more lawyers are branching out relies more on sharing their image than it does using cutting-edge legal tools. Tech-forward attorneys are flocking to YouTube and other platforms to find clients and improve their reputation and reach. In this article, we’ll explore the most popular tech-forward platforms for modern attorneys and how they impact client acquisition.
What is tech-forward legal practice?
Tech-forward legal practice refers to legal practices that use technology to build reputation and acquire clients. This typically translates to attorneys with online presences plying their trade online. YouTube and Instagram are the two most common platforms for tech-forward attorneys interested in sharing their knowledge and demonstrating their expertise.
Effective use of these platforms can help attorneys position themselves as authorities in their fields of expertise and expand their reach. This means that, when used properly, attorneys can use YouTube and Instagram to get their name out there to more people and, accordingly, increase the number of client inquiries they receive.
YouTube
YouTube has a thriving legal community filled with attorneys from all walks of life. These lawyers focus on a few main categories: law review and advice about the legal system. Of these, the most popular professionals are those focusing on reviewing current and recent legal proceedings. This includes live streaming during live court as well as breaking down legal documents via lengthy videos. Some attorneys on YouTube reached millions of viewers during the Depp-Heard trial, for example, when they educated their audiences about the burden of proof in domestic abuse cases and broke down live testimony.
While defense attorneys abound in the YouTube legal community, former prosecutors are also represented. Not only are attorneys of different backgrounds covered, but so also are professionals with varying degrees of practice. Some of the online legal presences on YouTube are retired attorneys (typically still with an active license), for example, while others are actively practicing. For the latter, their YouTube channels are a way to get their name out there while also showcasing their knowledge to prospective clients. Their goal is to establish themselves as legal authorities in their respective fields. This, in turn, drives more clients to their firm.
Instagram attorneys are unique in that they typically offer a more low-key experience than those on YouTube and TikTok. Instead of constant videos and flashy graphics, attorneys on Instagram tend to build more professional images. This includes short video clips that are minimally edited and photos showcasing career milestones. Most of the action on this platform takes place in post captions, where Instagram lawyers tend to expound on their fields of expertise and give their contact information to prospective clients.
Instagram also tends to highlight the philanthropic and charitable efforts of attorneys more than other online platforms. This includes championing various efforts and discussing local events. The reach of Instagram is a bit limited compared to TikTok and YouTube, but this might actually result in the best client acquisition experience. As they focus primarily on their communities, Instagram lawyers tend to build reputations within their regions, which helps them find clients who need their services. This is in direct contrast to YouTube and TikTok attorneys, where the goal is to reach as many eyes as possible regardless of geographic location.
Firm-specific websites
Not all attorneys join YouTube or Instagram, but this doesn’t mean that they aren’t tech-forward. Many lawyers focus on creating comprehensive websites that make it easy for clients to discover them. Samuel L Bray embodies this idea, with his website linking directly to Google Scholar and its published papers. This kind of tech use isn’t the flashiest, but it’s possibly the most effective passive technique to boost reputations and encourage potential clients to reach out. It’s a good option for attorneys who don’t necessarily want their faces plastered all over the internet but still want to make an impact.
Making use of tech-forward platforms can help you
From YouTube and Instagram to dedicated practice websites, tech-forward attorneys are finding clients and improving their reputation and reach by establishing their online presences. Are you looking for easy ways to improve client acquisition and stand out from the crowd? If so, making use of tech-forward platforms can help you along the way.