Pew Research released their latest social media usage report. Here are some takeaways:
YouTube is by far the most widely used platform. Usage by age:
18-29: 93%
30-49: 94%
50-64: 86%
65+: 65
Pew's latest research surprised many by revealing that Facebook is second in usage only to YouTube. Even in the lower age brackets (18-29), usage is still high (68%).
For law firms and attorneys, Facebook can remain a valuable platform for law firm marketing, legal content marketing, and social media engagement. Attorneys can use Facebook to share educational legal information, practice-area content, firm updates, community involvement, and general information that may be useful to prospective clients.
The integration of shopping features into social media platforms is streamlining the customer journey. Instagram and TikTok now offer seamless in-app purchasing, while Facebook Marketplace continues to grow. 48% of users report discovering new products on social media before any other channel.
For law firms and legal professionals, the broader growth of social commerce also demonstrates how social media is becoming an increasingly important channel for digital marketing and audience engagement. While attorneys generally do not sell legal services through social commerce in the same way as retail businesses, law firms can use social platforms to promote educational content, legal resources, consultations, and information about their practice areas.
Law firms should consider applicable attorney advertising rules, legal ethics, professional responsibility, and social media compliance when promoting legal services online. Marketing materials should be accurate and should not contain misleading statements, guarantees of results, unsupported claims, or information that could create unjustified expectations about an attorney's services.
Attorneys should also be aware of applicable solicitation and communication rules when using social media to interact with prospective clients. Calls to action, promotional offers, testimonials, endorsements, and other marketing content should be reviewed according to the professional conduct rules applicable to the firm's jurisdiction.
Maintaining accurate firm information, appropriate disclaimers where required, and professional communication across social media platforms can help law firms develop a digital marketing strategy while taking applicable legal and ethical obligations into account.
Micro-influencers (10k–100k followers) are proving more effective than mega-influencers in engaging niche audiences. Their content feels more genuine and targeted. 82% of consumers are more likely to trust a recommendation from a micro-influencer than from a traditional ad.
For law firms and attorneys, working with niche influencers or professional community voices can provide opportunities to reach specific audiences interested in legal services and information. However, legal professionals should consider applicable attorney advertising rules, legal ethics, professional responsibility, and social media compliance before using influencer marketing as part of a law firm marketing strategy.
Any endorsement, testimonial, sponsored content, or recommendation involving an attorney or law firm should be reviewed for compliance with applicable legal advertising and solicitation rules. Attorneys should also avoid misleading statements, unsupported claims, guarantees of results, or representations that could create unreasonable expectations about legal services.
Law firms should also consider client confidentiality when developing influencer campaigns or sharing client-related stories. Marketing content should not disclose confidential information without appropriate authorization, and applicable jurisdiction-specific rules should be reviewed before publication.
When used appropriately, influencer and community-based marketing can complement a broader legal content marketing, law firm social media, and digital marketing strategy while maintaining professional and ethical standards.
Users are no longer sticking to one platform. Cross-platform strategies are key to reaching audiences across Instagram, TikTok, LinkedIn, Twitter/X, and emerging platforms. 87% of consumers use multiple platforms daily, and each has unique engagement styles.
For law firms and legal professionals, a multi-platform social media strategy can help reach different audiences while maintaining a consistent professional presence. Attorneys can use different platforms to share legal information, educational content, practice-area updates, and other law firm marketing materials.
However, law firms should also consider attorney advertising rules, legal ethics, professional responsibility, client confidentiality, and social media compliance when publishing content across multiple platforms. Content that may be appropriate for one audience or platform should still be reviewed to ensure it does not contain misleading statements, improper claims about legal services, guarantees of results, or confidential client information.
Law firms should also consider applicable legal advertising and solicitation rules when using testimonials, endorsements, case results, promotional content, or calls to action on social media. Requirements can vary by jurisdiction, so attorneys should review the professional conduct and advertising rules that apply to their practice.
Maintaining consistent attorney profiles, firm information, disclaimers where required, and professional messaging across platforms can also help support a more credible and compliant digital presence.
Pew and others will release year-end reports that should reveal even more about usage trends. Stay tuned!
