[author: Noreen Fishman]

Recent research showed that social media is an incredibly powerful platform for marketers, achieving the highest ROI of any channel (according to HubSpot’s 2023 Marketing Strategy Trends Report). For social media marketers, that’s great news – but all social media is not created equal. In order to obtain the highest ROI possible, you need to create posts that resonate and content that connects. In this post, we are exploring the 9 most effective types of content for law firms to try on social media. 

9 of the Most Impactful Social Media Content Types

Whether you just want to refresh your strategy a bit, or you’re looking to completely overhaul your social presence, it’s important to be familiar with the types of content that are driving success for law firms today. 

1. Short-Form Video

TikTok experienced incredible adoption rates for a reason. Internet users (which is almost everyone) love short-form videos. According to the HubSpot study we mentioned, it’s the top priority for marketers in 2023 and beyond and also leads to the highest ROI numbers. Creating short-form videos is a worthwhile investment, and you can look to TikTok, Instagram Reels, and YouTube Shorts for inspiration. Long-form video is still important, especially from a thought leadership perspective, but short-form and live video formats have really gained traction since the pandemic and are essential to include in any social media strategy. 

2. Live-Streams

Leverage the power of live-streams on social media platforms such as Twitter Spaces, TikTok, and LinkedIn Live. Host real-time discussions, interviews, or Q&A sessions with your legal experts. This interactive format allows your audience to actively participate, asking questions and engaging with your firm in a more immediate and authentic way. They are particularly trendy among Gen Z audiences, which is a demographic that will continue to grow in importance in the coming years. 

3. Content Displaying Brand Values

What does your firm really stand for? Don’t be fooled into thinking potential clients don’t care – they do. Whether your organization is passionate about sustainability or the ethical treatment of employees, make sure this comes across in some occasional content. Consumers say that less than half of the brands they see are trustworthy, and people want to feel good about doing business with brands that represent similar values. Make sure that you are boldly proclaiming your commitments once in a while, but only in a way that is authentic and genuine. 

4. Case Studies

One highly impactful content type often overlooked by law firms on social media is the case study. Share success stories of clients you’ve helped, highlighting the challenges faced, strategies implemented, and the positive outcomes achieved. This not only demonstrates your expertise but also serves as valuable content for potential clients seeking real-world examples of your firm’s capabilities.

5. Posts That are Funny, Trendy, or Relatable

You don’t need to have a goal of going viral, but you can capitalize on what’s already being shared everywhere. If something could relate to your business, then create a post and use recognizable hashtags. This requires being aware of current events and having a pulse on culture, which typically means spending some time on social media. Most consumers say that funny content is the most memorable. It’s not always easy to pull off humorous content in a legal context – but you can create a witty caption to share a photo or article about a current event. 

6. Educational Content

This is one of the most important types of content for law firms since what you’re really selling is your knowledge and experience. Positioning yourself as a thought leader goes beyond white papers and articles. You need to use social media to get more attention and more click-throughs to those more robust pieces. Start by using infographics, short videos, blurbs from your blog, etc. YouTube videos are another great way to share meatier “how-to” content. 

7. Attention-Getting Images

Graphics are a must on social media platforms, and everything from high-quality pictures to infographics or trending memes can be applicable to your content. Curate a collection of images and create new ones based on your own data and reporting, and make sure to share them fairly often to gain the interest of people scrolling. 

8. Text-Based Content

Blogs are the most popular text-based content that gets linked to from social media. The goal of this type of content is to share insights that will be valuable to a reader. This positions you as a thought leader and also builds trust. Popular choices for text-based content are how-to breakdowns, lists, and “why” articles where you explain why a reader should do or care about something. 

9. Infographics

This graphic option is great because it is so shareable. Infographics have the visual appeal of a nice photo but with real data and information that is interesting or relevant to your followers. Many marketers find infographics to be one of their most successful post types on social media. 

Related: How Lawyers Can Use Social Media to Build Their Brand & Grow Their Practice

Takeaway: 

Your social media feeds should be a mix of formats and topics. Ideally, you are able to use each of these content types in a longer-term strategy. Plus, you can repurpose (not just repost) content on multiple platforms for multiple audiences. For example, create an infographic based on a research report, then write a blog about it, and post the blog with a brief summary.