New social network Meta Threads is gaining momentum. Learn how to make most of it for promoting your legal services to potential clients.
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Today, establishing a formidable social media presence is crucial because over 4.59 billion people used social media worldwide in 2022, and this number is projected to rise to about six billion by 2027.
In other words, your clients are using social media, and you can interact with them on these platforms.
Right now, Threads (Meta’s newest app) offers one of the best social media opportunities for law firms looking to demonstrate their expertise and build relationships with potential clients.
In this article, we’ll explore Meta Threads for lawyers in detail, providing clear, actionable advice on how you can leverage the new platform for legal marketing in your social media strategy.
Let’s get started.
Meta Threads is a social media app launched in July 2023 by Meta (formerly Facebook).
Also known as Instagram Threads, the platform allows users to create and join “threads,” which are conversational posts up to 500 characters long.
These posts can include images, videos, polls, and more. Users can also like, comment, and reply to other threads.
By late 2023, It already has over 137 million users, with many US and Canada-based law firms rushing to join and take advantage of the platform.
Meta Threads for attorneys seamlessly integrates with Instagram, which enables users to share their threads across both social platforms without ever leaving the app.
Some benefits of Instagram integration are:
These benefits make it easier for lawyers to leverage both platforms in their social media marketing strategy – helping them network, build their brand, and engage with their target audience.
Apart from the features mentioned above, Threads has some other key functionality that makes it useful for lawyers. This includes:
Does Instagram Threads sound similar to Twitter (X)?
That’s because it is – so let’s break down the differences between Threads and Twitter (X) and give you a clear picture of the two platforms.
Meta Threads is a direct competitor to Twitter (X), which has been the dominant player in the online conversation space for over a decade.
Meta introduced Threads as a text-focused extension of Instagram, aiming to compete with Twitter’s microblogging niche.
Both platforms have many similarities, however, there are a few key differences between Meta Threads vs.Twitter (X):
Yes – Meta Threads is a great choice for law firms and legal professionals because it’s a perfect place to showcase your expertise, network with other professionals, and attract new clients.
More importantly, the platform is still in its early stages, which means quick growth is possible.
“Early adopters” of a new social media platform benefit compared to later users because it’s much easier to grow in the initial stages. Organic engagement is highest during this phase, and you don’t need to spend a significant amount of money on adverts.
However, after this phase, the platform starts to push paid posts at the expense of organic posts – and that means that unless you’re paying Meta to boost your engagement, you’ll see lower reach and engagement.
Bottom line: Now is the time to get on board and set up your account.
Along with the early adopter advantage, Threads has three other key benefits for law firms specifically:
Let’s outline these one at a time.
On Threads, your law firm can reach a large audience of potential clients, partners, employers, or peers.
You can also leverage your existing network of contacts on Instagram or other platforms to grow your followers quickly.
If you already have a Twitter account, you may think that Threads is redundant in your marketing strategy. However, a majority of the Threads population are Twitter users who jumped ship after X’s significant changes, meaning these users are only on Threads, not on both platforms.
One important point to keep in mind when opening up your Meta Threads account is your target demographic and where they hang out.
For example, corporate lawyers typically have more success on LinkedIn, given its focus on business audiences. That doesn’t mean corporate lawyers shouldn’t be on Threads at all – it just means Threads should be a secondary platform for your company while LinkedIn dominates your marketing efforts.
On the other hand, lawyers serving private individuals (i.e., divorce and personal injury lawyers) usually have more success on Threads because their target audience comes from all walks of life and isn’t focused on professional networks.
Joining Threads early gives you the opportunity to establish yourself and become the go-to source for topics in your niche before your competitors do.
Potential customers (and other legal professionals) will come to depend on your content for the latest news and trends about your niche, as well as using your channel to find useful tips and tricks they can use in difficult situations.
This also improves your other marketing efforts because your brand awareness spreads across channels. For example, more people end up searching for your law firm by its name on Google, improving your SEO efforts and reducing how much you spend on paid advertising.
Joining Meta Threads is easy and also free.
You only need an Instagram account to sign up, and you don’t need to pay for any subscriptions to promote your content or join Threads.
Additionally, you don’t need to worry about creating graphics or videos specifically for Threads – you can easily repurpose existing content from other social media platforms you’re currently using.
The three primary steps to a successful beginning on Threads are:
Let’s outline these steps, one by one.
To create a Meta Threads account, you need to have an Instagram account.
If you don’t have one, you can download the Instagram app from the App Store or Google Play and sign up with your email or phone number.
You can then follow these steps to create a Meta Threads account:
You can also tap the human icon with a “+” symbol to add your profile picture. Again, aim to use a photo that’s consistent with your other social media accounts.
You cannot change your username here because Threads is linked to Instagram. If you’d like to change your username on Threads, you have to change it on Instagram.
The other option here is for a “Private profile”. As a law firm, you want to have this option set to off; otherwise, potential clients won’t be able to see your profile.
Here, you can click “Follow and invite friends” and then “Instagram friends” to easily import all the accounts you follow on Instagram to Threads.
Before you jump in and start creating threads, you need to make sure your profile reflects who you are as a lawyer and what value you can offer to your audience.
Here are some tips on how to optimize your Meta Threads profile:
Please note that this advice applies to other social media platforms, too, so feel free to apply to your other profiles.
One more thing: Make sure your profile on Threads is professional because, like your website, it represents your law firm’s image. Anyone visiting your social media profile should immediately pick up that you’re a knowledgeable, helpful lawyer focused on helping clients and solving complex legal issues.
Now you’re ready to post your first thread. Follow these steps:
That’s it! You now have published your first post on Threads.
You’re not done yet, though. Before you can consider yourself a Threads expert, you need to adopt certain best practices to make sure you’re maximizing your efforts.
That’s where we’re going next.
We don’t want you to waste time digging around for information about using Threads.
That’s why we’ve compiled nine of the most important best practices right here.
Now, let’s outline these best practices in more detail.
Posting often helps you stay visible, relevant, and active on the platform. It also helps you build your audience, reputation, and authority as a lawyer on Meta Threads.
Specifically, you want to post at least once per day, Monday to Friday, or more often if you can. Some sources even recommend posting four times per day.
Now, posting every day can be a lot, so consider outsourcing your marketing efforts and using AI tools to help you create content.
Also, keep in mind that your content needs to be valuable: Don’t just sign in, say “Hi,” and call it a day. Your content must be informative and engaging, sparking productive conversations and giving your followers insights into the world of law or the workings of your firm.
For examples of great Threads content from law firms, see our case studies section below.
Sharing a variety of content helps law firms showcase their expertise, knowledge, and skills on a public platform.
Here are examples of some content you can share:
Other content types include how-to guides, interviews, collaborations, news, and legal updates.
Likewise, mixing up the format of your content helps you keep your audience engaged and interested.
Using formats besides simple text-based messages also helps you perform better in the platform’s algorithm, boosting your visibility to people who are not following you.
Here are some formats to experiment with:
| Format | Main benefit |
| Text | Allows detailed, nuanced communication and legal argumentation |
| Image | Visually demonstrates points with photos, useful for evidence or illustrative purposes |
| Video | Offers a dynamic and engaging way to present cases or legal concepts |
| Poll | Lets you gather quick, interactive feedback and opinions from colleagues or clients, facilitating public conversations |
| Reaction | Provides a way for immediate, non-verbal feedback to gauge sentiment or agreement |
Being authentic helps you build trust, rapport, and loyalty with your audience.
This goes without saying, but you should not pretend to be someone else or copy someone else’s style on Meta Threads. Instead, be yourself and share your own brand voice, perspective, and values.
Ask yourself the following questions:
Showcasing these differences in your posts is a terrific way to attract the right leads to your firm through your Threads presence.
Remember that you’re not on Threads to sell, sell, sell – you’re there to build your reputation.
When we say “don’t sell,” we mean don’t ask directly for a client to contact you without establishing your brand first. Instead, you want potential clients to see themselves working with you by providing them with helpful content.
So paradoxically, by focusing on building your brand instead of selling, you’ll actually attract more clients and sell more via other channels.
A good practice is to remember the 80-20 rule: 80% of your content should be helpful and educational, while 20% can take a slightly more promotional approach.
Repurposing content is one of our favorite tips for law firms.
When you repurpose, you breathe life into old content on a new platform, and you improve the ROI of your existing marketing assets.
Pick content from other platforms, such as your website, Twitter (X), or LinkedIn, and simply repost it on Meta Threads, making a few adjustments (i.e., shortening the text to fit this platform’s focus on shorter, snappier content).
What’s the best thing about repurposing or updating old content?
You often get the same results as you would from creating new material for a fraction of the cost.
As mentioned earlier, Meta’s Threads for law firms integrates seamlessly with Instagram, so you get the benefit of using both without the hassle of learning a brand-new social media platform.
However, this comes with a downside.
If you delete your Instagram account or deactivate it temporarily, you’ll lose access to your Threads contacts list and followers.
The same holds true the other way around. If you delete your Threads account, you’ll also lose your Instagram.
Keep both accounts active, even if you decide to stop using one or the other.
Like its sister platforms, Instagram and Facebook, Meta’s Threads is not a private forum.
Anyone who has access to your profile or posts can see them and potentially use them against you or your clients.
For example, if you accidentally post sensitive information about a case or a client on Meta Threads, it could be leaked or hacked by someone who wants to cause harm.
The solution is simple: Be careful about what you share, and avoid posting anything that could compromise your confidentiality or reputation.
Much like confidential material, Meta Threads isn’t a safe space for expressing controversial opinions or engaging in heated debates.
Anyone who sees your posts can comment on them or report them if they find them offensive or inappropriate.
So, you should be mindful of what topics you choose to discuss and avoid anything that could cause controversy or backlash. Specifically, we recommend avoiding diving into topics like religion or politics.
Keep things professional and stick to legal matters and interpretations.
Are you wondering what good content looks like on Meta’s platforms?
This section examines three law firms successfully using Threads in real life.
We’ll help you understand what these firms are doing well on the platform, so you can emulate their proven tactics.
Our first example is Sidley Austin, headquartered in Chicago, Illinois.
Below is a screenshot of their Threads account. You’ll notice straight away that their profile gives a clear description of who they are, along with an image of their company logo.
Sidley Austin’s posts are worth noting for the quality of their content.
The first one is their post of Cary Martin, an alumna, talking about her experience working at Sidley – a great example of giving the reader an idea of what it’s like to work there.
These kinds of posts are an excellent way to humanize your law firm and give your target audience an “insider” look.
The next post to point out is one where Sidley Austin talks about ignoring the social aspect of the law profession and how that’s a mistake they commonly see.
It’s a great post showcasing thought leadership that subtly positions them as different from their competition.
Take note: “Mistakes to avoid” make for great content.
A final example is the post highlighting their 2023 Summer Associate Program. Again, this is an example showing a “behind the scenes” look at their firm. It helps build a connection with their audience and showcase their authenticity.
One thing you’ll also notice is that (at the time of writing) their last post was four weeks ago.
Our best practice of posting often and consistently applies here. Sidley Austin could further boost their views, traffic, and engagement by posting daily (or at least weekly).
Paul Vitti is a great example of a lawyer posting terrific video content where he shares helpful tips on Canadian immigration law (his specialty).
Here’s a breakdown of what he’s doing well:
Also, take a look at the following two posts:
We’ve included Reed Smith because they’re a solid example of a law firm that posts regularly on Threads.
Reed Smith posts most days, and sometimes multiple times per day, showcasing events, industry news, and company updates.
A lot of their posts come with high-quality visuals that look like slide deck content.
One of their posts worth noting is where they talk about the 10-year anniversary of their Houston office. They also post photos as part of the post, which is a great way to diversify their content.
Remember: Company updates are a great example of content you can post on Threads. They help your audience see the inner workings of your firm, along with the people who work there.
Meta Threads for law firms offers a new avenue for growth and client engagement.
Begin by setting up a Threads profile to share your expertise and your firm’s unique value proposition. Daily content creation and posting is the best way to reach as many potential new clients as possible.
Just note that Meta Threads and other social media platforms should form part of a wider, more comprehensive digital marketing strategy.
Our friendly experts are on hand to help you and your firm maintain and elevate your social media presence – simply reach out to dNOVO if you have any questions or would like professional support.
Next, learn more about successfully marketing your law firm on digital channels by checking out our step-by-step guides to lawyer SEO and law firm web design.
Here are three commonly asked questions about Meta’s Threads for lawyers.
LinkedIn is the most used platform by law firms, with 76% of lawyers using it. Facebook and Twitter (X) come in second and third, respectively.
Threads is a new platform, so it hasn’t built up as large a user base yet. However, with over 100 million users, it’s still a great option for lawyers who want to round out their social media strategy.
The short answer is “Yes.” The social media app is an excellent way to build your online presence. You’ll also have a “first mover” advantage, meaning you can establish your reputation and become a go-to source before your competitors pick up the app.
To read more about the benefits of Instagram Threads, click here.
You should pick both to diversify your online presence and reach a wider audience.
You can either share the same content across both platforms, or you can choose to use each
social media platform for a slightly different purpose. For example, you can leverage Twitter (X) for broader engagement and trending topics, while your Meta’s Threads account can focus more on professional discussions and behind-the-scenes posts about working at your firm.
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