What This Means for Legal Marketing
The TikTok ban in the US has made headlines, sparking heated debates about data privacy, freedom of speech, and governmental control over technology. However, for legal marketers and law firms, this isn’t just a political or cultural phenomenon—it’s a potential pivot point for digital marketing strategies.
Whether you’re heavily using TikTok to connect with potential clients or you’re simply exploring new social media platforms, understanding the implications of this ban is crucial as it could reshape how you handle legal marketing across digital platforms. Let’s break down what’s happening, how it impacts legal marketing, and what strategies can help you adapt.
What’s Happening with TikTok in the US Right Now?
On January 19, 2025, TikTok in the US went temporarily “dark” following the implementation of a federal law banning the app. The law requires ByteDance, TikTok’s parent company, to sell its US operations or face a nationwide shutdown. ByteDance, so far, has resisted selling.
Shortly after TikTok became inaccessible, President Trump issued a temporary order delaying the ban by 75 days. This extension was meant to allow more time for a resolution, whether through a sale or other agreements ensuring US ownership and data control. During this period, TikTok is available again for US users, but its future remains uncertain.
For law firms and legal marketers, this situation creates an unpredictable environment for digital strategies. But it also presents an opportunity to reassess how your legal marketing efforts are aligned with the future of social media.
Why Did TikTok Get Banned in the US?
The TikTok ban centers on national security concerns. US lawmakers fear that TikTok, as a Chinese-owned app, could expose American user data to the Chinese government. Claims of data misuse, spying on journalists, and interference in public discourse have fueled bipartisan support for this ban.
For legal marketers, this highlights the importance of understanding where and how your digital platforms handle client data. If TikTok is banned for good, it reinforces staying informed about the security and privacy policies of your marketing channels, especially those used for legal media outreach and client engagement.
What Does the TikTok Ban Mean for Legal Marketing?
The potential loss of TikTok means more than just losing a fun platform for trending videos—it’s a disruption for law firms that use TikTok to build their presence and connect with younger, tech-savvy audiences. Before this ban, many firms used TikTok for:
- Legal video marketing: Explaining legal concepts through short, engaging clips.
- Client connection: Reaching millennials and Gen Z who increasingly turn to social media for all forms of information—including seeking legal services.
- Brand awareness: Positioning law firms as modern and approachable.
Without TikTok, you’ll need to rethink how you’re using video and social platforms to engage audiences. This is an opportunity to shift your perspective toward more secure, long-term strategies that won’t be tied to potential regulatory risks.
Alternatives to TikTok for Legal Marketing
With TikTok at risk, law firms have to diversify their digital marketing tactics. These platforms can help fill the gap for legal video marketing and social media engagement:
1. Reels on Instagram and Facebook
Meta’s platforms offer Reels—short, engaging videos similar to TikTok. Instagram is particularly effective for visual storytelling and has a broad audience base, making it a valuable tool for showcasing legal content in a digestible format.
2. YouTube Shorts
YouTube’s short-form video offering allows you to engage audiences looking for quick, informative content. Use Shorts to create snackable legal advice clips or tell compelling client success stories.
3. LinkedIn
Unlike TikTok, LinkedIn is a professional network that’s particularly effective for B2B marketing. For law firms, this platform allows you to connect with corporate clients through educational video content and professional posts.
4. Twitter (or X) for Bite-Sized Insights
Although not video-focused, platforms like Twitter still give law firms a chance to share concise updates, legal trends, or direct links to more in-depth video or blog content on other platforms.
5. Blogging and Content Marketing
Don’t underestimate the power of long-form content. Blogs optimized for legal SEO allow you to showcase your expertise while driving organic traffic to your site. You can link these blogs within your video content on other platforms to keep visitors engaged.
What Role Does Legal SEO Play After TikTok?
The TikTok ban serves as a reminder that social media platforms can be volatile. For law firms, leveraging legal SEO strategies ensures your digital presence doesn’t rely on any single channel. Here’s how legal SEO can strengthen your strategy post-TikTok ban:
- Keyword Optimization: Use widely searched terms like “personal injury lawyer near me” or “corporate legal advice” to appear in Google results.
- Evergreen Content: Blog posts and FAQs that answer visitors’ legal questions serve as searchable resources long after they’re published.
- Local SEO: Optimize for geographic-specific keywords to draw in nearby clients.
How Can Legal Video Marketing Thrive Without TikTok?
Switching platforms doesn’t mean abandoning video strategies. The focus should shift toward creating versatile videos that can adapt across multiple channels. Here are some effective practices for video marketing without TikTok at your disposal:
- Repurpose Videos Across Channels: For example, an explainer video about making a will can work on YouTube, Instagram Reels, and embedded within your blog.
- Focus on FAQs: Address common client questions in short, engaging clips. Think creative yet informative.
- Highlight Credibility: Leverage videos to showcase your firm’s achievements and community involvement.
Should Law Firms Abandon Social Media Marketing?
Absolutely not. Legal social media is still an invaluable tool for client engagement and business growth. That said, it’s worth considering which platforms align with your specific marketing goals. Instagram and LinkedIn remain solid choices for law firms due to their flexibility and strong professional outreach components.
What Are the Bigger Lessons From the TikTok Ban?
The uncertainty surrounding TikTok teaches us two key lessons for legal marketing:
- Diversification is Crucial: Depending on one platform is risky. You need a multi-channel approach that includes SEO, email marketing, blogs, and multiple social platforms.
- Audience-Centric Strategy is Key: Remember to choose platforms based on where your target audience is most active, rather than chasing flashy trends.
How Can Green Cardigan Marketing Help?
Whether TikTok returns to stability or disappears entirely, the goal is clear—your law firm needs adaptive strategies to thrive in an unpredictable digital world. At Green Cardigan Marketing, we help law firms like yours craft resilient marketing strategies that thrive across a variety of platforms.
From mastering legal SEO to creating standout video marketing pieces, we’re here to put your firm at the forefront of digital success.
Set up a call with our team to explore how we can boost your legal marketing efforts and keep your firm ahead of the curve!
