Why Law Firms Should Use Social Media “Stories”

In 2014, Snapchat introduced its “Stories” feature, which allows users to cobble together a montage of photos and videos to share with followers. In 2016, Instagram launched a similar feature, with Facebook creating its own “Stories” application in 2018. While Snapchat’s share of the market has stagnated, the popularity of Instagram’s Stories tool has skyrocketed. In 2018, Instagram reported that Stories was used by 400 million people each day, over twice as many people that use Snapchat. On top of this, Facebook has predicted that more people will use Stories than News Feeds in 2019.

The driving force behind the success of the “Stories” feature is rooted in the power of storytelling. Showing photos and videos in succession help contextualize what followers see. A video of yourself arriving at the airport can be followed by a photo of you relaxing at your hotel pool, followed by more video of your adventures. By enabling users to tell a story, it allows for a more meaningful connection.

How “Stories” Can Revolutionize Legal Marketing

Now the question remains for legal marketers: how can the explosive growth of these “Stories” features be utilized by law firms? After all, vertical video content and the legal profession don’t exactly go hand in hand. But if done correctly, integrating “Stories” into your firm’s social media strategy can revolutionize your engagement with potential clients and recruits. Here are a few ways legal firms can use “Stories” to up their social media A-games.

Highlight your people

Most law firms take advantage of social media to highlight their lawyers and associates. “Stories,” therefore, can be an attractive tool to showcase experiences. From volunteering at food banks to swimming with sharks in the Bahamas, there are likely hundreds of potential stories that can attract other millennials looking to start their legal careers.

Tell a narrative about your firm

Instead of using a single post to tell your brand’s story, “Stories” enables you to put together a narrative. By offering pieces of content as part of a series, you can better engage your audience. Take, for example, a conference your firm is sponsoring. Instead of using social media to talk about presentations or panels, use “Stories” to offer behind-the-scenes content, such as interviews with experts or event managers. Combining this with content of the actual conference, you can tell the story of your event much more engagingly.

Share testimonials of past clients

On top of highlighting your lawyers and associates, you can also use “Stories” to share testimonials and positive client feedback. Video testimonials offer the opportunity to tag individual people, some of whom can have large followings. Each tag allows your Story to show up in the individual’s feed, expanding your reach.

Social Media Management for Law Firms

At Performance First, we understand how to create social media marketing campaigns that align with your brand and goals. We will help you manage your firm’s social media accounts with information, blog posts, and ideas that are relevant to your firm, support other marketing strategies (like your website content and PPC campaigns) and brings more clients to your firm. Contact us today or call 1 (818) 949-2618 to learn more about how we can help your firm make the most of social media.