You're a modern attorney, down with the social medias. You've got hundreds of Twitter followers and a professional blog. Maybe you have a few YouTube videos out there, or a social media team that updates your firm's Facebook profile every once in a while.
But Instagram? Should you get on the massively popular social-media sharing site? Probably not. Here's why.
Instagram Is Great!
If you're not familiar, Instagram is a photo and video sharing social network site that is incredibly popular, particularly among young people. And with 400 million active users, it's one of the most popular social networking tools out there. When you see crowds of Millennials taking photos of their lunch, the odds are that they're doing it for Instagram. When Taylor Swift and Kim Kardashian get into a feud, they do it on Instagram.
And because Instagram is image-based, it's great for branding. The visual content lends itself to storytelling and brand identification. That's part of why celebrities swarm to Instagram, because it allows them an easy way to manage their image. But Instagram has also helped bring millions of customers to smaller players too. Upstarts like Warby Parker and GoPro found success in part because of a strong social media presence that included a lot of Instagram photos.
Even Staples has a pretty decent Instagram account.
But Not for Most Lawyers
Except, the kind of businesses that do well on Instagram, from the Kardashians to clothing companies, aren't exactly law firms. Plus, despite the flourishing on luxury brands on Instagram, the social network's users tend to be younger and poorer, with 55 percent of American Instagram users being under 55 and only 26 percent making over $75,000 a year. Depending on your practice and your growth strategy, that might not be the client base you're targeting.
What's more, Instagram isn't easy. Taking a good photo and telling an engaging visual story isn't as simple as writing a clever tweet or putting together an informative blog post. It takes equipment, practice, and a certain visual know-how that doesn't come easily to many.
That said, if you have the time, cash, and commitment to invest in Instagram, go for it. Just make sure you post more than photos of your lunch.