Social media can be a powerfully effective marketing force if used correctly, which can be a challenge since social media trends are always changing.

So how can you get out ahead of the competition? Below we delve into emerging trends for 2022.

Podcast interviews showcase your expertise

Admittedly, podcasts aren’t true social media, but podcast episodes cycle through social media via links and likes—and make an impact. In the same way people tell their friends, “You have to watch this new show!” they also tell them, “You have to listen to this podcast! There’s so much to learn.” Podcasts and episodes can quickly go viral.

For lawyers, podcasts offer a great opportunity to share your expertise. Most people don’t understand how the law works, and for them, many aspects of the legal world can feel opaque.

Whether it’s sharing an expert’s perspective on a current event, answering a common question in your practice area, or breaking down the implications of a new law that’s been passed, lawyers can offer valuable insights and perspectives for laypeople.

The podcast format is easily shareable and effectively vouched for by a third party (the podcast host). Moreover, as the number of podcasts grows, so do audio ads—another marketing opportunity.

LinkedIn builds visibility

LinkedIn offers a solid platform for boosting your visibility in your community.

To start with, it gives prospective clients another way to find you and an opportunity to learn more about your professional credentials without having to dive into the depths of your website. It also provides a legitimacy boost, and it’s a great platform for expanding the reach of your blog posts, newsletters, and other content.

If you do pro bono work or volunteer, LinkedIn is a great way to spread the word about the organization you donate time to and make calls for additional volunteers or support.

Instagram for inspiration

Instagram’s photo and video-centric content sets you up to communicate emotionally with clients—and not just intellectually. This may sound intimidating, but it doesn’t need to be, especially if you focus on the positive.

For most people, when they get on their phones or computers, they are quickly inundated with news—and a lot of it is negative. However, law firms on Instagram have an opportunity to counteract that because Instagram’s format lends itself to uplifting and inspirational content, as well as an opportunity to communicate your brand.

Better yet, looking at a photo and reading a short caption takes just long enough to make a connection with a potential or current client without making heavy demands on their time by asking them to read a lot of content.

Short videos make for easy shares

But if you really want to make an impact in 2022, get yourself camera-ready. A number of platforms are driving an uptick in short videos, including YouTube, Instagram Reels, and especially TikTok—which has rapidly been growing in users, views, and shares.

This is a good thing for law firms because short videos offer an excellent opportunity to connect with clients. Not only can you showcase your expertise as you would in an e-newsletter or podcast, but the audio and visual components let you make a more immediate and emotional connection with viewers.

This last part is especially important for law firms because many people find the legal world and lawyers intimidating—and they want to work with a lawyer who seems personable and can explain things to them in a straightforward manner, without legal jargon.

Whichever social media platform you use, short videos give you the chance to make a personal connection with prospective clients, sometimes before they even talk to you or visit your website.

Just don’t forget that if you’re using social media as a marketing tool associated with your law firm, you should keep content professional. Delving into your personal life or views can backfire.

Harnessing the power of social media

Because social media isn’t as cut-and-dried as other content on the Internet, it can be an impactful way to share your knowledge and expertise, as well as connect with prospective clients on a more personal level.

As we move into 2022, use podcasts, LinkedIn, uplifting content on Instagram, and shareable short videos to connect with a larger audience and market your firm.