What Attorneys Need to Know About TikTok Marketing in 2025
by Kristi Patrice Carter, JD
Once known for its dancing and entertainment, TikTok has become a diverse content hub where professionals began sharing valuable insights. From 2016 to 2020, it ranked among the most downloaded apps worldwide. By March 2025, TikTok had 1.6 billion active monthly users. Although TikTok remains very popular in the U.S. and abroad, it has recently attracted national attention due to alleged data privacy issues, pro-Palestinian bias, and national security concerns.
TikTok has been under intense scrutiny for some time. In August 2020, President Donald Trump signed executive orders that sought to outlaw TikTok transactions unless its parent firm, ByteDance, divested its U.S. operations. In 2022, President Joe Biden issued an order instructing federal authorities to thoroughly examine foreign-owned applications that posed a potential risk to the United States. At the end of 2022, the No TikTok on Government Devices Act banned TikTok’s use in federal government agencies and on devices issued by the federal government.
Shortly thereafter, the Biden administration attempted to further restrict the use of TikTok in the U.S., citing alleged security concerns and pro-Palestinian bias. Congress approved the Tik Tok ban bill. However, on January 18, 2025, a day before the bill was enacted, TikTok suspended its service in the US.
On his first day in office during his second term, President Trump restored access to TikTok’s services via an executive order and postponed the ban by 75 days.
How TikTok Can Positively Impact Attorneys’ Marketing Efforts
Recognizing your company’s marketing strengths and weaknesses is crucial for long-term marketing success. An experienced marketing professional understands marketing cycles and knows how to apply the right strategies to obtain measurable results. They’ll use a combination of search engine optimization, wit and creativity, and legal knowledge to dismantle negative messaging while reinforming positive narratives. This approach will strategically enhance your brand’s value and reputation. A focused marketing strategy will enable your firm to easily define and improve its message through increased engagement, stronger brand recognition, and search engine visibility.
Attorneys who capitalize on TikTok’s recent surge in popularity have a stronger opportunity to build thought leadership, expand brand awareness, and engage with potential clients via the app’s algorithm.
Additionally, they can take advantage of TikTok’s present popularity by utilizing its:
- Greater Brand Awareness:Increased brand awareness gives new accounts the potential to go viral and become well-known. TikTok helps lawyers reach potential clients naturally, enhancing visibility without the need for expensive advertising.
- Established Legal Authority: Attorneys can establish themselves as trusted authorities by creating educational videos on legal topics. This builds credibility and helps establish their practice as a leading source for legal counsel.
- Cost-Effective Marketing Abilities: Traditional legal advertising is often expensive, but TikTok provides a more affordable alternative. Without investing in advertisements, lawyers can still reach millions of consumers. In contrast to other platforms, TikTok offers organic exposure.
Attorneys aiming to strengthen their marketing efforts should not wait until TikTok is gone for good. They should utilize the app’s marketing power while the ban has been extended. By leveraging its global reach, lawyers can effectively and affordably connect with billions of potential clients seeking legal services.
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