How an advocate can properly declare himself on Instagram and TikTok

An advocate's personal brand allows you to see him or her as a person, to understand his or her values, qualities and interests. And it provides an opportunity to establish business relationships with people who share similar values and interests.

Practical aspects of promoting the lawyer's brand on TikTok and Instagram were discussed during a webinar organized by representatives of the UNBA NextGen in the Dnipro region Alevtina Bashkeeva, Anna Tsurkan and Yulia Protopop.

Oleksandra Vladimirova, a social media content expert, was invited as a speaker to the event and spoke about the role of social media in building a personal brand and positioning oneself.

In particular, the content maker pointed out that it is important to emphasize expertise in a personal brand, for example, through the ability to review specific cases. This allows you to understand how professional the lawyer is.

At the same time, for the sake of high views, one should not neglect the Rules of advocate ' ethics by posting jokes, songs, etc. that may be interpreted ambiguously. The use of certain words related to the profession, such as death, violence, sexual abuse, etc., may be negatively perceived. The expert advises taking this into account. If possible, replace them with similar ones, and if this is not possible, «bake» them into the video content or cut them off in the text format.

In general, a lawyer's content should consist of cases, advice on the interpretation and application of legislation. Stories can cover participation in litigation, submission of legal documents (with personal data filtering), and highlighting your own advantages. Cases should be presented in a concise form, without naming names and using complex legal terms, to make the information accessible to a wide audience.

When it comes to the content of the materials posted, it is important to strike a balance between expert and personal content. The latter should not exceed 10%. At the same time, it is not recommended for lawyers to publish personal photos related to recreation, alcohol consumption, and spending time with family in the usual format. Personal life should be covered solely to attract people with similar values.

Instagram (if compared to TikTok) provides a wider range of tools for promoting a lawyer. The ability to define the audience, targeted advertising, and analysis of its quantity and quality help in the search for new clients. At the same time, TikTok provides a wider range of advertising opportunities.

Participants of the event received life hacks on how to «pack a profile» using examples of lawyers' accounts. They were also given advice on the technical aspects of content creation. In particular, the speaker emphasized the importance of indicating the full name, contact information, and specialization in areas of law in the profile header. It is appropriate to list specific services provided, provide information on the number of consultations provided and satisfied clients. For the profile cover, you should choose the most «live» photo of yourself, while doing your work - in the office at your desk, etc.

Good lighting and sound, subtitles to maximize audience coverage are technical tips for creating video content.

O. Vladimirova also emphasized the importance of a content plan. It organizes and disciplines, helps to build your concept and sequence of material presentation, - the expert explained. - In the future, this will allow you to analyze statistical data and adjust service sales accordingly. The best way is to take one topic per week and present it in different ways (reels, posts, stories).