Before you consider bolstering your law firm with social media networking, it might make sense to research where your requisite demographics spend most of their time. For example, if your firm happens to target Gen Z as its client base, you won’t want to use Facebook — because they make fun of their parents for using that. You would want to stick with Instagram or TikTok to disseminate your message to various prospective clients.
Facebook still leads the pack with nearly 2.8 billion active users. Then YouTube with nearly 2.3 billion, WhatsApp with 2 billion, Facebook Messenger with 1.3 billion, Instagram with nearly 1.3 billion, and WeChat with 1.2 billion. You might expect TikTok to have more active users, but it comes far behind with only 732 million active users. For comparison’s sake, the platform “Telegram,” which is popular with conservatives, has 550 million active users.
If you wanted to target older women, you would spread your message using Facebook. A surprising 77 percent of women in the United States use it. Only just over 60 percent of men do. Those with a college degree are more likely to use Facebook than those without.
Overall, younger people are still much more likely to use a social media platform. In 2021, nearly 85 percent of those aged 18 to 29 use at least one platform. Only 45 percent of those 65 and older use any platform. Social media use doesn’t seem to change much based on race. 76 percent of people who live in urban communities use social media, while only 66 percent of those who live in rural areas do.
According to Pew Research, 71 percent of those aged 18 to 29 are on Instagram regularly, versus only 13 percent for those 65 and over. Nearly half of those aged 65 and over are on Facebook, and 70 of those 18 to 29. Those aged 30 to 49 and 50 to 64 use Facebook slightly more than those younger millennials: 77 and 73 percent, respectively.
Facebook users are more likely to use the site daily, while Twitter users are the least likely.
Although these demographic data points should shed some light on where to place the most of your efforts, it’s worth remembering that different platforms are better for different messages. For example, you might want to use Facebook for community recognition. But you might want to use YouTube to provide that same community with direct information they might want to hear — especially when there’s more of it.
Instagram might be the better choice when you want to showcase your happy client base interacting with your legal team. Maybe Instagram is also a good choice when showing off new renovations, a location change, or anything else more…picturesque.
You can visit our website for more information on how lawyers approach social media. Use the site “search” feature to find specific pieces of information if you have any questions.