When you think of Pinterest and Instagram, you probably think of all those “eye candy” brands like women’s fashion and new cars, travel destinations and wedding planners. However, there are a few legal eagles using those services to some advantage. Before you go whole hog with your law firm, however, let’s look at some facts and figures of both, so you can make a more informed decision when it comes to choosing Pinterest or Instagram, or neither one at all.
<h3)Pinterest or Instagram? Who’s using them?
Here’s some demographics on the ages and genders of Pinterest and Instagram users:
- largest age group – 18 – 34
- second largest age group – 35 – 54
- third largest – 55+
- 70% female/30% male
- largest age group – 18 – 34 (40% under 24)
- second largest age group – 12 – 17
- third largest – 35 – 54
- 55% female/45% male
So, at first glance, it would appear that if you offer services to the younger crowd, Instagram would be a possibility as a source for marketing for your law firm. On the other hand, the older, more established folks are using Pinterest. Decide where your market is, and choose Pinterest or Instagram accordingly.
Pinterest or Instagram – What’s on them?
Both social media platforms obviously specialize in visual – mostly photographic instead of video – materials. But what’s in those photos, and how can you use that information when choosing Pinterest or Instagram for your law firm? Let’s have a look, shall we?
Pinterest users tend to be better established, a bit older, and more focused on lifetime milestones. Their posts tend to revolve around family and home, with “change” as a definite factor. These are the folks going through parenthood and all that it entails. They are also downsizing and/or retiring – empty nesters. They are marrying off the kids, starting second careers, spending more time and money on home and garden and other hobbies. If your law firm offers financial planning like wills and trusts, deeds and other property services, investments, accident and injury services, or family-oriented law like divorce, adoption and the like, these are the people who can use your services. Make your pins appealing enough to catch the ladies’ eyes, and you could do quite well on Pinterest.
Instagram users are more into tech, travel, and “firsts” – from their first apartment to their first car to their first day of college. They may not have the money to invest in your services, but it’s a good bet their parents might. What you have to do on Instagram is offer them something they can share via Facebook. (Instagram posts have a horrible time, for some reason, being shared on Twitter.) These kids aren’t looking for you, or even thinking about needing you and your services, but if you can offer up something unique enough for them to want to share with the parental units. Make it a blog post about the dangers of rental agreements, or a nice juicy “what if you were in a devastating accident?” article and see what happens.
Pinterest or Instagram – And then there’s networking
When it comes to social media, one of the greatest benefits for professionals like attorneys is not what they get out of it when it comes to clients, but what they receive in terms of professional contacts. For that – professional networking – the choice is probably Pinterest. You can follow a board that is of interest to you personally OR professionally, or offer items on your own boards that might appeal to your fellow lawyers, and see what kind of contacts you make. One attorney found a future partner, so the story goes, through a board on local history. Another story from Pinterest is the lawyer who established a working relationship with another attorney after meeting via a foodie board. Turns out they both enjoyed the same cuisine, and often used the same restaurants for business meetings. So, while neither Pinterest or Instagram may interest you as a marketing resource for your law firm, using them personally may lead to many happy professional relationships in the future. I have heard one story of a young law student finding an internship with a prestigious firm via Instagram, but that’s about it as far as networking stories involving attorneys and Instagram are concerned.
Pinterest or Instagram and You
Whether you choose to jump into the fray on either Pinterest or Instagram is up to you. You can use them as a source of possible client acquisitions, or simply go for the networking aspects they have to offer. If you need any help with your social media strategy, contact us at Best Legal Services. We are very sociable people, too.