Social media has never been bigger and presents and tremendous opportunity for law firms. Not only can you build rapport with your audience and increase trust, many of the leads you generate will ultimately become clients.
But with so many platforms out there and their popularity waxing and waning, you need to make sure you’re investing your time and money into the right ones. One of the best metrics to assess is the number of active users because it’s a huge indicator of how popular a network is and what percentage of users are consistently engaging with it.
Let’s now take a look at the biggest social networks in 2019 in terms of the number of active users according to recent data from Statista.
Facebook – 2.23 billion
No surprises here. Facebook continues its dominance and continues to bring on more users each year. However, it definitely seems to have reached a plateau and could potentially experience a small decline in upcoming years. Nonetheless, it should remain a viable network for lawyers.
YouTube – 1.9 billion
YouTube has seen a significant spike in usage over the past few years. And the people who watch videos on this platform watch them a lot. In fact, 38 percent of users report watching videos at least once a day, with 26 watching multiple times per day. With video being such a powerful medium, YouTube is definitely worth the investment.
Instagram – 1 billion
As of late 2018, Instagram officially hit the billion users mark and is projected to reach over 130 billion users by 2022. This makes it one of the fastest growing social networks and one your law firm will want to give plenty of attention to.
Twitter – 335 million
Twitter grew like crazy from 2010 to 2015 but has definitely cooled off since then. However, there certainly hasn’t been any major drop off and should still be viable for many lawyers in 2019.
LinkedIn – 303 million
This platform has been and continues to be the number one place for professional networking. It’s the go-to for finding valuable contacts and increasing the trust level of your law firm. Although it’s an older network, it still has a solid user base with over 300 million active users as of late 2018. Therefore, it makes sense from a legal marketing standpoint.
Pinterest – 250 million
Pinterest was blazing hot a few years back, but there’s no denying that it’s slowed down recently. In fact, Inc.com wrote an article that discussed its stunted growth in-depth. Considering that it’s difficult for lawyers to find a relevant angle on network that’s primarily devoted to crafts, food and fashion, it’s probably something to stay away from in 2019.
What to Focus On
After crunching the data, there are two main networks I suggest devoting the bulk of your attention to in the upcoming year — YouTube and Instagram. These have witnessed the most growth as of late and show the most promise in 2019.
Facebook, Twitter and LinkedIn are all platforms you’ll certainly want to maintain but don’t warrant a massive amount of attention. And most experts would agree that Pinterest isn’t likely worth a legal marketers time.
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