Instagram can feel like a challenging space for lawyers to succeed, but it doesn’t have to be. When your content doesn’t resonate, people tend to scroll past or unfollow. The key is sharing posts that are both relevant and engaging.
The good news is that many attorneys are already doing well with their lawyer social media posts. By learning from their success—whether through grid posts, reels, or stories—you can build a content strategy that connects with the right audience.
If you’re looking to go deeper, this Instagram for lawyers guide breaks down how attorneys can use the platform to grow their brand and connect with potential clients.
This post also shares law firm social media post ideas to help you create content with the right mix of professionalism and personality. If you want to improve your social media for law firm growth, these tips will help you post with clarity, creativity, and confidence.
How to Market a Law Firm on Instagram
Marketing your law firm on Instagram is about more than just showing up—it’s about showing up strategically. When done right, Instagram becomes a tool to build trust, educate your audience, and generate leads.
Here’s how to do it effectively:
1. Define Your Brand Voice
Your brand voice is how your firm sounds and feels online. Before you start creating content, clarify how you want to be perceived. Are you warm and compassionate? Confident and to the point? Your voice should reflect your values and the kind of clients you want to attract. This consistency builds familiarity, especially for personal injury law, where trust is key.
If you’re still shaping your identity, this law firm branding guide can help you define a clear, memorable presence. Carry your brand tone through your captions, bio, visuals, and even the way you reply to comments and DMs.
2. Create a Content Mix That Adds Value
Avoid only posting case results or generic graphics. To keep your audience engaged, offer a variety of content types that provide value and spark interest. Great lawyer social media posts often include:
- Educational content: Break down complex legal concepts, like what to do after a car accident or how insurance claims work.
- Behind-the-scenes moments: Show your team in action, your office environment, or preparations before trial.
- Client wins and testimonials: With permission, share real success stories to highlight your experience.
- Interactive posts: Use polls, quizzes, or “this or that” stories to get your audience involved.
This content variety helps position your firm as both knowledgeable and approachable.
3. Use Visuals That Feel Human
Instagram is a visual-first platform. To stand out, your content should feel real—not staged or overly polished. Skip stock photos and invest in quick team headshots, office moments, short-form videos, and candid interactions. Reels and video explainers are especially effective for social media for law firm strategies. Even a 30-second clip answering a common question can build trust and engagement.
4. Include Strong CTAs and Local Tags
Every post should guide your audience toward the next step. Whether it’s “DM us for a free consultation” or “Click the link in our bio to learn more,” be direct about how someone can connect with you. Strong calls to action are a core part of optimizing your content for conversions—something we dive deeper into in our CRO for law firms guide.
Also, don’t underestimate the power of location-based marketing. Use local hashtags (e.g., #ChicagoInjuryLawyer) and tag your city or neighborhood to appear in relevant searches and location feeds. This helps attract clients who are looking for legal help nearby.
5. Stay Consistent With Scheduling
Consistency beats perfection. You don’t need to post daily, but you do need a regular rhythm. A simple posting schedule—like three times a week—keeps your firm top of mind.
You can plan out your law firm social media post ideas in advance using a scheduling tool, or batch-create content to save time. Engagement also improves when you’re active and responsive, so aim to reply to comments and DMs within 24 hours.
1. Client Reviews
View this post on Instagram
A post shared by Patrick Daniel Law (@patrickdaniellaw)
Client reviews are as good as gold in the legal community. Whether you received a kind email, a new review on your Google My Business profile, or feedback on a legal directory listing, know that you can repurpose it into images for Instagram.
Social proof in the form of other people’s words can carry much more weight than talking about yourself. People trust you more when others take the extra step to share a good experience with your firm.
Want to showcase your credibility? Here are a few creative ways to turn client feedback into engaging Instagram posts:
- Turn a 5-star Google review into a branded quote graphic.
- Share a handwritten thank-you note from a client.
- Create a reel reading a client testimonial aloud.
- Use a carousel to show before-and-after outcomes from a client’s perspective.
- Highlight a review that mentions your responsiveness or care.
- Make a quote post using client feedback from a legal directory.
- Turn client feedback into a story highlight titled “Results.”
- Pair a photo of your team with a powerful client quote.
- Create a short video with client testimonials edited together.
- Share anonymized feedback in a “Client Wins” series.
2. Show Behind the Scenes
View this post on Instagram
A post shared by DLA Piper (@dlapiper)
You might assume that no one cares to see the behind the scenes of a law office, but that’s not true.
Much of what lawyers put out there in their marketing showcases the professional, educated, and serious approach they take to clients’ cases. This can come across as overly serious to some people. Giving people a peek behind the curtains shows your potential clients that you and your staff are people too.
If you have a funny holiday party photo, a unique staff birthday tradition, or got involved in some community service as a group, don’t be afraid to highlight it on Instagram.
Make your firm feel more relatable by showing the human side of your team—here are some post ideas to get you started:
- Post a morning coffee shot with your paralegal and share a fun fact.
- Show your desk setup and what your day looks like.
- Highlight how your team prepares for court or depositions.
- Share your law office holiday decorations or seasonal updates.
- Record a day-in-the-life reel featuring different team members.
- Feature your firm’s lunch traditions or team celebrations.
- Share a sneak peek of team meetings or brainstorming sessions.
- Show what your case prep looks like behind the scenes.
- Post a “Friday feels” photo with something light or funny from the office.
- Take followers on a quick office tour via story highlights.
3. Dispel Myths
View this post on Instagram
A post shared by Phoenix Accident & Injury Law Firm (@phoenixinjurylaw)
As a lawyer, you probably hear the same myths and misconceptions with new clients or on intake calls. You can turn this information into helpful Instagram posts that clear up the issue for others.
If prospective clients hesitate to take action with their legal issue because of a misunderstanding, make a myth post.
These types of Instagram posts plant the seed that you are an expert in your field with a deep understanding of your practice area. You can become the person that prospective clients come to for answers by dispelling myths.
Posts like the one above build the viewer’s interest to learn more about the myths and the truth behind them.
Help your audience separate fact from fiction with these myth-busting Instagram post ideas:
- Post a “Myth vs. Fact” carousel about personal injury claim timelines.
- Create a reel busting a common insurance settlement myth.
- Share a graphic listing 3 common misconceptions about your field.
- Feature a myth about legal fees and explain how contingency works.
- Dispel the idea that only major injuries deserve legal help.
- Clarify a misconception about going to trial versus settling.
- Explain why hiring a lawyer early can change the outcome.
- Break down myths about legal rights after a car accident.
- Address myths around legal advertising and what lawyers can promise.
- Create a recurring series called “Legal Myths Busted.”
4. Explain the Value of a Lawyer
View this post on Instagram
A post shared by Zaman & Trippiedi (@ztlawgroup)
Many clients worry about the possible expense of hiring a lawyer or feel confused about the best way to find someone to help them.
The concept that people “don’t know what they don’t know” applies here. If you have information that a potential client hasn’t really thought about, you can discuss your role in helping with cases.
The law firm in the example above recognizes that some people think they don’t need a lawyer. Their post uses four simple statements to explain the value a new client will get from hiring their firm.
Show potential clients why legal guidance matters with these easy-to-execute content ideas:
- Post a side-by-side image: “With a lawyer” vs. “Without a lawyer.”
- Explain contingency fees in plain language using a simple graphic.
- Share a quick tip about insurance tactics that lawyers help clients avoid.
- Feature a testimonial where a client says you made the process easier.
- Use a text post to highlight how you reduce stress during hard times.
- Record a video on why DIY legal work can lead to costly mistakes.
- Talk about what clients often overlook when they go it alone.
- List the hidden tasks lawyers handle that most clients don’t realize.
- Share a story where legal help significantly increased a settlement.
- Create an infographic: “5 Reasons to Hire a Lawyer After an Accident.”
5. Break Down Practice Areas
View this post on Instagram
A post shared by “Legally Lulu” (@legallylulu_)
If you represent many issues under one practice area umbrella, don’t assume that your clients understand all the nuanced details.
Although people could find this information on your law firm’s website, it makes for a good post every so often to give a little more information on all your practice areas or one in particular.
In the example above, the lawyer breaks down various kinds of personal injury lawsuits they handle. There’s also a very clear call to action in the caption and nice use of emojis.
Clarify what you do and who you help with these informative post ideas that break down your practice areas:
- Use a carousel to explain different types of personal injury claims.
- Create a visual guide showing what types of cases you accept.
- Record a reel explaining the difference between negligence and liability.
- Post a quick explainer about one lesser-known service you offer.
- Highlight a niche within your practice, like dog bite claims.
- Create a story quiz about which practice area a situation belongs in.
- Post a FAQ about a practice area using real questions from clients.
- Break down timelines for different case types in a visual post.
- Do a spotlight series: each week covers one specific service you offer.
- Use emojis to simplify a complex area of law in a carousel.
6. Make a Meme
View this post on Instagram
A post shared by Alvarez Gower Injury Law, PLLC (@alvarezgower)
If you want to catch your viewer’s attention with something outside the ordinary, a funny meme can get eyeballs on your content. Make the content interesting, relatable, and associated with your practice areas.
In the above example, the law firm did an excellent job showcasing how hard they fight for clients and their knowledge of negotiating with insurance companies, all while making an eye-popping image.
Looking to add humor to your content while staying on-brand? Try these meme post ideas to boost reach and relatability:
- Create a legal meme that compares expectations vs. reality in court.
- Use trending meme templates to joke about client questions you get all the time.
- Make a “lawyer starter pack” meme tailored to your practice area.
- Post a lighthearted meme about Monday mornings in the office.
- Share a meme about law school struggles and tie it to your expertise.
- Use humor to explain confusing legal terms or procedures.
- Create a relatable meme about waiting on insurance companies.
- Repurpose viral meme formats with a legal spin.
- Use pop culture references to highlight the importance of hiring a lawyer.
- Make a carousel of “What clients think we do vs. what we actually do.”
7. Reference Case Outcomes
View this post on Instagram
A post shared by Omega Law Group Injury & Accident Attorneys (@omegalawgroup)
This law firm knows how to celebrate an out-of-court win. It also shows that they are actively working and closing out personal injury claims for their clients.
Even if you can’t always share a photo of someone holding a giant settlement check, there are other ways to get the point across.
You can post a picture of yourself celebrating after the settlement conference, post the amount of money recovered, or share something like “Another six-figure car accident verdict for our critically-injured client.”
The best firms use these types of Instagram posts sparingly since it can seem like they’re bragging if they do it too often. Refocus the award as an honor you’re proud to have because of how you help your clients.
Your state bar association may restrict what you can say in these posts (and on your website). Your content should clarify that you do not promise similar results to other new clients.
Want to highlight your wins without sounding boastful? Here are creative ways to showcase results while staying compliant:
- Post a quote graphic with “$XXX,XXX secured for our client” (with disclaimers).
- Share a reel of your team’s reaction after a major case win.
- Use a graphic showing “another win for the books” without mentioning dollar amounts.
- Write a caption walking through how you helped a client succeed.
- Share a photo from the courtroom exit after a successful case.
- Turn a case win into a “Before vs. After” carousel.
- Create a series called “Recent Results” with anonymized outcomes.
- Celebrate non-monetary wins (e.g., cleared records, custody victories).
- Share a thank-you message from a client following a successful settlement.
- Use Instagram Stories to feature case wins that expire after 24 hours.
8. Answer a Common Question
View this post on Instagram
A post shared by Piedmont Injury Law | Kennesaw Personal Injury (@piedmontinjurylaw)
This is a great example of how to use a carousel post to address a step-by-step process. While the timeline and steps to take in a case may seem obvious to you, your client might be researching to ensure they’ve done what they need to before hiring a lawyer.
Your front office staff probably gets the same questions over and over, so spend some time brainstorming with them or ask for a list of some of the most common legal questions new clients bring to the table.
Brief answers to some of these common questions make great fodder for your Instagram feed. You can repurpose top of funnel content to easily make these posts if you already invest in content marketing on other channels.
Your clients are searching for answers—use these ideas to turn FAQs into informative, engaging posts:
- Make a reel answering your most asked question from intake calls.
- Use a carousel to break down “What happens after I file a claim?”
- Share a story poll asking followers to guess the right legal answer.
- Post a “Legal Tip Tuesday” series featuring common client questions.
- Turn a blog FAQ section into bite-sized Instagram posts.
- Feature your staff answering a question in their own words.
- Create a graphic post with “Question of the Week.”
- Use video to explain timelines, deadlines, or legal processes.
- Record yourself answering a client’s question in a casual, helpful tone.
- Ask followers to submit their legal questions via Stories.
9. Share a Learning or Professional Development Note
View this post on Instagram
A post shared by Liku (@lawyerliku)
While being vulnerable can be a challenge for lawyers, it’s also a good way to show prospective clients who you are as a person.
If you’re working on growing the business, getting more involved in your community, or tackling a new personal habit like reading more books or being more mindful, that might be another level on which your clients can connect with you.
In this example, the lawyer does a nice job of showing how she approaches the business of practicing law. It’s a subtle message about the power of hiring other people to help you with life or business.
Many people may be nervous about hiring a lawyer or not know how to resolve their legal issues on their own. This post makes the lawyer seem more approachable by showing her own vulnerabilities.
Let your audience see the human side of your growth with these reflective and educational post ideas:
- Share a photo from a CLE event or legal seminar you attended.
- Post about a book you’re reading that helps your legal mindset.
- Reflect on a tough case that taught you a valuable lesson.
- Talk about how you handle burnout or maintain work-life balance.
- Feature a mentor or colleague who helped shape your career.
- Share a personal milestone like years in practice or a bar anniversary.
- Post about a conference or networking event you’re attending.
- Highlight a new system, process, or tech tool you’re learning to improve client experience.
- Use Stories to show what professional development looks like in your week.
- Post a “What I wish I knew in year one” caption with a throwback photo.
10. New Staff/Lawyer Announcement
View this post on Instagram
A post shared by SVP Law Firm, PLLC ®️ (@svplawfirm)
If you have a growing law firm, it’s nice to celebrate your achievements and new hires on Instagram. Even if you have a lawyer who has worked at the firm for ten years, when was the last time you introduced them to your audience?
Use something like the example above to share a little detail about someone on your team. Talk about things like how long they’ve been practicing, what inspired them to go to law school, or what they are most excited about in joining your team. A good post humanizes your team and shows that you’re growing and successful.
Highlight the people who make your firm great with these engaging announcement post ideas:
- Share a team photo with a “Meet the Newest Member” caption.
- Create a reel with the new staff member sharing why they joined your firm.
- Use a quote graphic with a welcome message from leadership.
- Highlight what the new hire brings to the team (experience, languages, specializations).
- Post fun facts or “3 things to know” about the new team member.
- Feature their favorite legal movie, coffee order, or pet photo.
- Show their workspace or onboarding welcome kit.
- Do a quick interview Q&A in Stories and save it in a “Team” highlight.
- Share a side-by-side of their professional headshot and a casual photo.
- Announce promotions or internal growth with celebration graphics.
11. Awards Announcement
View this post on Instagram
A post shared by David Steinfeld (@dsteinfeldesq)
While not all law firm awards are equally meaningful, if you have accomplished something special, you definitely want to get some mileage out of that on your social media feed.
Repurpose any badges from awards and pictures from events where you were honored. Clients like knowing that their lawyer is active in the legal community and has received nods from others in the industry.
Talking about yourself occasionally can be a good addition to your social media calendar. But the best law firms on Instagram balance these posts with more informative or client-focused posts, so their feeds don’t come across as self-congratulatory.
Earned recognition? Use these post ideas to celebrate your wins and build authority without sounding overly self-promotional:
- Post a photo from the award ceremony or event.
- Share a graphic featuring the award badge or logo.
- Record a reel thanking clients and your team for helping you earn it.
- Show a behind-the-scenes look at the day you received the award.
- Create a “We’re honored” post with a quote about why the award matters.
- Highlight multiple past awards in a single carousel post.
- Include client testimonials alongside your award win to show alignment.
- Tag the organization or publication that recognized your firm.
- Share a throwback to your first year in business for contrast.
- Post a video explaining how the award reflects your mission or client focus.
12. Share a Video, Interview, or Podcast Episode
View this post on Instagram
A post shared by MONTLICK INJURY ATTORNEYS (@montlicklaw)
Even if you don’t host your own show, you can share interviews where you’ve been featured, snippets from a YouTube channel, or snippets from blogs on your website.
With social media feeds moving quickly, it’s fine to share this information when it first comes out and then weeks or months later if the content is still relevant. Don’t assume that everyone sees your material the first time you post it.
Have content featured elsewhere? Repurpose it on Instagram to expand your reach and reinforce your expertise:
- Share a clip from a recent podcast interview with captions.
- Post a teaser from your latest YouTube video.
- Use a quote graphic from something insightful you said in an interview.
- Link to your podcast episode in Stories and add to a “Media” highlight.
- Record a short behind-the-scenes video while preparing to go live.
- Share a client interview (with permission) about their experience.
- Repost a podcast episode you guested on with custom branding.
- Create a quick “3 takeaways” carousel from your latest blog or video.
- Do a story Q&A about your interview topic.
- Create a reel answering a question you were asked during the interview.
13. Highlight Unique Firm Aspects
View this post on Instagram
A post shared by Gordi Mikalački - AZ Personal Injury Lawyer (@lawyergordi)
If some aspects of your firm are unique or set you apart from the competition, make sure to call attention to these as that could be the deciding factor for your client.
In this Instagram reel, the lawyer uses both text overlay and an audio explanation of how helpful it can be to work with multilingual lawyers. She wraps up the video by speaking in Spanish.
A personal injury firm with attorneys who used to be insurance adjusters or a medical malpractice lawyer who is also an M.D. are a few other examples of factors worth sharing on social.
Have content featured elsewhere? Repurpose it on Instagram to expand your reach and reinforce your expertise:
- Share a clip from a recent podcast interview with captions.
- Post a teaser from your latest YouTube video.
- Use a quote graphic from something insightful you said in an interview.
- Link to your podcast episode in Stories and add to a “Media” highlight.
- Record a short behind-the-scenes video while preparing to go live.
- Share a client interview (with permission) about their experience.
- Repost a podcast episode you guested on with custom branding.
- Create a quick “3 takeaways” carousel from your latest blog or video.
- Do a story Q&A about your interview topic.
- Create a reel answering a question you were asked during the interview.
14. Conduct a Poll
View this post on Instagram
A post shared by Estate Planning Mom© (@estateplanningmom)
By conducting a poll, you get people to think about their actions and engage with the post by answering your question or sending you a DM. This idea is similar to the myth post because you’re calling attention to a misconception about your practice area.
Poll posts are a gentle way to call someone’s attention to the fact that they might be putting off important steps (like filing business documents, starting an estate plan, or working with a lawyer to discuss custody before they file for divorce) while educating them.
Polls are great for engagement and education. Use these post ideas to prompt interaction and spark curiosity.
- Use Instagram Stories to ask, “Would you know what to do after a car accident?”
- Poll your audience on how soon they’d contact a lawyer after an injury.
- Ask followers to guess legal myths: true or false.
- Use a poll to choose your next FAQ or content topic.
- Run a poll about common delays in personal injury cases.
- Ask, “Have you ever worked with a lawyer?” and share the results.
- Poll followers on how long they think legal claims typically take.
- Ask about misconceptions: “Do you think all cases go to court?”
- Use a story slider for “How confident are you about this legal step?”
- Turn poll results into a follow-up post or short video commentary.
Getting the Most Out of Instagram
Instagram is just one platform that attorneys can use for social media marketing. If that’s where your audience spends time online, then now is the perfect time to plan your social media calendar.
Don’t overthink the content for this social media platform. Instead, focus on sharing a good balance of informational, relatable, and engaging content. Create posts that inspire people to follow you and potentially hire you.
Outside of posting, here are a few important tips for building your legal brand on Instagram:
- Make sure your law firm or lawyer Instagram bio is accurate with a call to action
- Choose a professional profile image
- Don’t limit yourself to static posts alone (use Instagram stories and reels, too)
- Use relevant hashtags in your captions to help get more eyes on your work
- Engage with your followers, such as answering them or liking their comments
- Use your Instagram profile to unlock your Threads account for cross posting and reaching an additional audience
If you want to learn more about getting the most out of this platform, check out our guide to how to market a law firm on Instagram.
Lawyer Social Media Posts: Frequently Asked Questions
Should law firms use AI for social media?
Yes, law firms can benefit from using AI tools to streamline their social media strategy. AI can help generate content ideas, schedule posts, analyze performance metrics, and even create captions that align with your brand voice. While AI shouldn’t replace human oversight—especially when it comes to compliance and tone—it’s a powerful way to save time and stay consistent across platforms.
Do law firms use social media?
Absolutely. Many law firms, especially personal injury and consumer-facing practices, actively use social media to increase brand visibility, build trust, and attract new clients. Platforms like Instagram, Facebook, LinkedIn, and even TikTok can help firms connect with potential clients through educational content, client success stories, and community involvement.
Can lawyers have TikTok?
Yes, lawyers can use TikTok—many already do. The key is to stay professional, follow state bar advertising rules, and focus on sharing helpful, informative, or behind-the-scenes content. TikTok is a great way to humanize your firm and reach younger or mobile-first audiences, especially when used to simplify complex legal topics or showcase your firm’s personality.
How do you develop a strong social media presence for your law firm?
To build a strong presence, start by defining your brand voice and audience. Then, create a consistent posting schedule with a mix of content types—such as client reviews, FAQs, case wins, educational posts, and behind-the-scenes moments. Use visuals that feel authentic, include clear calls to action, and engage with your followers regularly. Over time, this builds trust and drives traffic to your site or intake team.
