Why Aren’t More Biglaw Firms Venturing Onto TikTok?

The limited Am Law firms that use the site have been met with some success.
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Ed. note: Welcome to our daily feature, Quote of the Day.

We did our research and couldn’t find any other Big Law firms out there. … We were thinking it would be a great way to pull back the curtain on Big Law and appeal to recruits and clients of the younger generation. And we thought TikTok is so relatable with the videos and how they’re not overly produced, so we thought we could really show off our culture.

We definitely got feedback from some recruits and some folks who onboarded with us. People want to see what culture they’re joining and see behind the curtain, so to speak. … It resonates with law students or new associates, and frankly the engagement and metrics we see back that up.

— Stephanie Dorssom, senior manager of channel marketing at Husch Blackwell, in comments given to the American Lawyer, on the firm’s content launch on TikTok. Thus far, Husch Blackwell’s most viewed video has about 27,000 views, and it’s about whether lawyers should use one or two spaces after a period. Six years have passed, and only a handful of Am Law 200 firms — including Hogan Lovells, Bracewell, Clark Hill, and Husch Blackwell — are using TikTok.

Staci Zaretsky is a senior editor at Above the Law, where she’s worked since 2011. She’d love to hear from you, so please feel free to email her with any tips, questions, comments, or critiques. You can follow her on X/Twitter and Threads or connect with her on LinkedIn.