Can IG and FB Stories Boost Your Firm’s Social Media Presence?

TLDR: yes. Instagram and Facebook Stories are powerful tools for law firms to stand out on social media.

Even though Stories do disappear from your Feed, Profile and Direct Messages (DMs)  after 24 hours, unless you add them as a Highlight (see below ), these short, dynamic formats allow you to showcase your expertise, build trust, and engage with your audience in a direct and personable way, ultimately helping to boost your firm’s social media presence. 

In this article, we share key reasons why Stories should be part of your legal social media strategy, along with tips for success.

4 Reasons Why Stories Work for the Legal Industry

Here are 4  reasons why your law firm should consider adding Stories to your social media strategy:

• Cost-Effective Marketing Strategy: Stories on Instagram and Facebook are a budget-friendly way to reach a targeted audience. For law firms already using social media, stories can be a natural extension of their online strategy. They allow you to promote specific legal services or build brand awareness without significant additional investment. Whether you’re a small boutique firm in Vancouver or a larger  firm serving clients across Canada, Stories can amplify your online presence and strengthen your brand message.

• Higher Visibility: Stories are placed at the top of the user’s  feed, making them one of the first things your audience sees when they open Instagram or Facebook. Unlike regular posts, which can get buried in a busy feed, Stories are front and centre, increasing their visibility and potential for engagement. This can be particularly helpful for law firms looking to stand out in a competitive market.

• Improve Client Engagement: Stories allow you to share quick updates, legal tips, or behind-the-scenes glimpses of your firm. This real-time content creates a more personal connection with your audience, helping to build trust and keep your firm top of mind.

• Drive Website Traffic: One of the key features of Stories is the ability to add links, allowing you to direct viewers to your website, blog, or contact page. For law firms, this is a simple, effective way to convert social media interest into tangible website traffic. Whether you’re promoting a new blog post, a recent announcement,  or offering a free consultation, Stories provide a direct path for your potential clients to take action.

How to Use Instagram and Facebook Stories Effectively for Law Firms

Showcase Legal Expertise

Use Stories to share brief legal insights, answer FAQs, or highlight recent case successes or awards. This positions your firm as a knowledgeable and accessible resource for potential clients, especially young adults and professionals in Canada who may turn to social media for quick information.

Run Targeted Instagram and Facebook Stories Ads

Consider running Stories Ads targeted specifically at your desired audience. For example, if your personal injury law firm is in Calgary, you can target users in that region who may need your services. Remember, your competitors are likely using social media to reach the same audience. With precise targeting, Stories Ads can be a powerful tool to boost your firm’s brand awareness to stay ahead of the competition. Learn more about Stories Ads on Facebook and Instagram here.

Use Different Formats and Trends to Interact With Different Users:

Stories come with lots of great built-in  interactive functionality,  like Stickers and GIFs. To really make Stories work for your law firm, you should adapt the format to the current trends to increase engagement. 

Ideas on How to use Stories for Your Law Firm:

• Use poll stickers to ask followers about their legal concerns: Poll stickers are a great way to engage your audience and gather insights into their legal concerns. For example, you could ask, “Are you concerned about recent changes in family law?” or “What legal issue are you facing right now: real estate, family law, or personal injury?”

• Ask questions to interact with your clients: Encourage clients to tell you what they want to know. For example, you could use Stories to pose a  question like, “What’s one legal question you’ve always wanted to ask a lawyer?”

• Add GIFs, music, and trending themes to make your content more engaging and shareable: Subtle GIFs or relevant music can make legal content approachable and engaging. If you want to learn more about how to add stickers to your stories visit this link.

• Create a countdown for important announcements: If your law  firm is holding an event, hosting a webinar, launching a new practice area, or making a significant announcement  use the countdown sticker to build anticipation. For instance, “3 days until our free webinar on Estate Planning & Elder Law!” This alerts your audience to what’s happening at your firm, creates excitement, and keeps your audience engaged.

• Mention other accounts to build partnerships: Tag partners or collaborators, such as community organizations or events your firm may be sponsoring, to expand your reach and highlight joint efforts. To learn how to tag people visit this link.

• Invite followers to direct message you: Encourage potential clients to reach out directly with a simple CTA like, “Have a legal question? DM us, and we’ll help!” can be highly effective. However, you need to have someone on the firm-side who is monitoring this type of engagement who is accountable to respond.

Maximize the impact with Instagram Stories Highlights

One concern some law firms have about Stories is their short lifespan compared to posts or other social media formats. However, you can extend the life of your best content by saving it to your Highlights section on Instagram. Create Highlights for different legal topics, such as “FAQs,” “Client Success,” “Awards” or “Legal Tips,” so visitors to your profile can easily find valuable information whenever they need it.  For instance, a Highlight on your Instagram profile dedicated to family law FAQs could serve as a go-to resource for potential clients. 

Use Clear Call to Actions (CTAs)

Every Story should have a clear call-to-action (CTA) that tells potential clients  what to do next. CTAs are not limited to  “contact us.”  You may want to direct users to additional information on a legal  topic that underscores your firm’s subject matter expertise. You may want to encourage users to  visit your website, book a consultation, sign up for an event (e.g., webinar) or subscribe to a YouTube channel or podcast. Or, you may want to encourage people to send a direct message for more information. In all cases, make sure your CTA is straightforward and compelling. A well-placed CTA can turn a casual viewer into a potential client.

Conclusion: Instagram and Facebook Stories are Not Just a Trend

Instagram and Facebook Stories are a strategic way to engage with potential clients in different ways, showcase your legal expertise, and grow your online presence without adding much cost to your social media strategy. If your firm isn’t using Stories yet, now is the perfect time to start!

If you’re interested in boosting  your social media strategy, contact our team at  Skunkworks. With years of experience working with law firms across Canada, we can help you decide if Stories are a good fit with your marketing strategy. We can walk you through best practices and support you in implementation of strategies like Stories to take your online presence to the next level.