Move over Twitter and Facebook. Your buttoned-up, business-like cousin is taking over. 

Usage has gone way up in the legal sector: Paid marketing from the legal sector on LinkedIn is up 68% YoY. It’s gone up even more in the last six months, according to Law.com.

Credit the new work-from-home lifestyle for part of this: But LinkedIn believes there are other factors, particularly an increased focus on thought leadership. Law firms and individual lawyers want to promote their expertise and LinkedIn is seen as a professional venue for it. 

But what types of posts are actually gaining traction?

Jay Plum, director of communications at Bracewell, told Law.com the firm has tried short-form videos that explain complex topics. The videos show legal expertise and provide a platform for the firm’s lawyers.  

The Verdict

It’s not just paid advertising, either. Lawyers and firms are just posting more and more. The CMO for Akin Gump Strauss Hauer & Feld said the firm closed out 2020 having 400% more posts on LinkedIn than last year.