Most lawyers give up on social media long before they ever see results. Why? Because they fall into the same common mistakes that nearly everyone makes when getting started. These missteps lead to slow progress, frustration, and eventually, abandonment of their social media efforts.

I’m Ian A. Harrington, and I’ve worked with some of the top law firms in the country. I specialize in generating cases through social media marketing. If you’re considering social media for your firm, it’s crucial to avoid these three common mistakes that derail so many lawyers before they even get started.

Mistake 1: Having Unrealistic Expectations

The first and perhaps most common mistake is having unrealistic expectations about what social media marketing can deliver—and how quickly it can deliver results. Here’s the truth: social media marketing is a long game.

Unlike other marketing channels, it can take at least a year to see consistent, measurable results. The cost-per-case and ROI for social media are unmatched when done correctly, but the trade-off is that it requires patience and persistence.

Far too often, I see lawyers get excited about social media, invest in filming videos, post consistently for a few months, and then panic when their cost-per-case is significantly higher than their other marketing channels. The problem isn’t social media—it’s their expectations.

If you’re not willing to commit to the process and give it the time it needs to succeed, you’ll end up wasting money. Social media isn’t a quick fix, but if you stick with it, the payoff can be tremendous.

Mistake 2: Not Having a Strategy

The second mistake is diving into social media without a clear strategy. Many law firms post content with no goals, no plan, and no strategy in place.

Here’s what I see all the time:

• A video of the team at a charity event.
• A settlement alert graphic.
• A random holiday post.

If I asked these firms what their social media strategy is, most wouldn’t have an answer. They assume that simply posting content is what social media marketing entails. But here’s the hard truth: posting just to post is a wasted effort.

To generate cases, you need a well-defined strategy. When I work with clients, I start by designing what I call the “3 core strategies” every law firm needs:

1. Content Strategy: What type of content will you post, and how will it resonate with your target audience?
2. Engagement Strategy: How will you actively connect with your audience and build trust?
3. Paid Ads Strategy: How will you use paid social ads to amplify your reach and target high-value cases?

Before you film a single video, sit down and map out these strategies. Putting your plan on paper will save you time, money, and frustration in the long run.

Mistake 3: Only Posting and Not Engaging

Social media isn’t just about posting—it’s also about engaging. This is where many lawyers fall short. They’ll post content and then disappear, only opening the app when it’s time to post again.

But the magic of social media lies in your ability to connect with your audience. Engagement is key. That means:

• Replying to comments on your posts.
• Commenting on other people’s posts.
• Responding to direct messages.

I know this might sound tedious, but time and time again, I’ve seen engagement strategies push firms past their tipping point. Engagement builds trust, fosters relationships, and creates opportunities to convert viewers into clients.

Spend at least an hour a day liking, commenting, and replying—or have someone on your team handle it. This small investment of time can yield significant results.

Don’t Give Up

Social media marketing is not easy, but it’s worth it. If you avoid these common mistakes—unrealistic expectations, lack of strategy, and failure to engage—you’ll be miles ahead of most lawyers trying to navigate social media.

Stick with it. Commit to the process. And remember, the payoff for your efforts will come if you stay consistent.

If you found this helpful, don’t forget to share it, leave a comment, or reach out. The journey to mastering social media starts with one step—and avoiding these pitfalls is the first one.

Every lawyer gets this wrong. Out of the thousands of lawyers on social media, I can count on one hand how many structure their short-form content correctly. But once you understand the right framework, you can transform your videos into lead-generating machines.

I’m Ian A. Harrington, and I’ve spent years helping some of the largest law firms in the country generate cases through social media. With thousands of posts and campaigns under my belt, I’ve studied what works and, more importantly, what doesn’t. Today, I’m sharing the cheat code structure for short-form content that turns views into cases.

Step 1: The Hook

The first three seconds of your video are everything. Without a strong hook, your audience will scroll past, no matter how valuable your message is. In every short-form video, start with the hook—don’t waste time introducing yourself or adding unnecessary context.

Your hook needs to grab attention immediately. The best hooks are controversial, unbelievable, or even outlandish. Don’t shy away from bold statements—what matters is pulling the viewer in. You can always walk it back or explain further later in the video. Without an attention-grabbing hook, the rest of your video won’t matter.

Step 2: The Foreshadow

Once you’ve got their attention, the next step is to tell viewers why they should stick around until the end. This is where you foreshadow the payoff. Make it clear what value they’ll gain—typically something tied to money or saving time.

The longer you keep people watching, the more the algorithm boosts your video’s visibility. Watch time is a critical metric, so you need to bait viewers into staying engaged. The more people watch, the greater your chances of going viral and generating leads.

Step 3: The Value

After you’ve hooked the audience and hinted at the payoff, deliver the substance. This is where you dive into the topic at hand. For example, if your video is about the statute of limitations, explain how it works, how it varies by state and case type, and why it’s critical.

This is your moment to show off your expertise. As a lawyer, you have a wealth of knowledge—don’t hold back. Be technical and detailed. Your audience is looking for authority and insight, so give them real value.

Step 4: The Call-to-Action (CTA)

Here’s where most lawyers make a big mistake: they wait until the end of the video for their CTA. Don’t do that.

Insert your call-to-action around the 50% mark of the video. Why so early? Because many viewers drop off before the end due to distractions or short attention spans. If you want to convert more viewers into leads, you need to ask them to act sooner. Whether it’s messaging you, clicking the link in your bio, commenting, or calling your office, make the CTA clear and direct.

Step 5: The Pressure

After the CTA, use the rest of the video to reinforce why the viewer should act. For example, if your CTA was “DM me to find out the statute of limitations for your situation,” follow it up by emphasizing the risks of waiting too long. Share examples of people who missed out on life-changing settlements because they didn’t take action.

Use this time to create urgency and keep the pressure on. If viewers are still watching, they’re interested—your job is to get them over the finish line.

Closing Thoughts

And that’s it! This is the proven structure for short-form legal content that generates cases. I’ve spent nearly a decade refining this approach, and it works. If you’re ready to start generating leads with social media, follow this framework and watch your videos do the heavy lifting. Go ahead—try it out!

There’s a massive difference between getting views and getting cases. If you’re serious about marketing your law firm on social media, you need to understand that difference. While many lawyers focus on vanity metrics like views and likes, those metrics don’t necessarily translate into leads or signed cases. What matters most is creating content that turns attention into action. If you’re ready to turn your social media presence into a lead-generation machine, let’s talk about the most common mistakes lawyers make and how to fix them.

Mistake #1: Talking About the Wrong Things

Lawyers love to talk about things that normal people simply don’t care about. It’s a tough pill to swallow, but it’s the truth. The vast majority of people don’t care about:

• Awards like “SuperLawyers”
• Holding insurance companies accountable
• Tort reform or other legal intricacies

What do people care about? Money. Every post you create needs to tie back to money in some way. Why? Because that’s what resonates most with your target audience. Here’s how to apply this principle to your content:

• Testimonials: Highlight how much money you secured for a client.
• Case Scenarios: Post videos asking viewers to guess how much a car accident case could be worth.
• Informational Content: Even when explaining topics like statutes of limitations, frame it around money—for example, how waiting too long to file could reduce their compensation.

You have one shot to grab someone’s attention. Make it about what matters most to them: how your services can positively impact their financial recovery.

Mistake #2: Misunderstanding the Algorithm

Social media isn’t about follower counts anymore. It’s all about the interest graph. Platforms like TikTok, Instagram, and Facebook show people content based on what they engage with—not who they follow. This shift has two major implications for law firms:

1. Every Post Must Stand on Its Own

Your content will often reach people who’ve never seen your page before. That means:

• Every post must include a clear call-to-action (CTA).
• Every post should showcase social proof (like client wins or testimonials).
• Every post must align with your core message.

You can’t assume people will dig through your profile for context or additional information. Your content must be self-contained and deliver value immediately.

2. Appeal to a Wide Audience

Because algorithms prioritize engaging content over niche appeal, your posts need to resonate with a broader audience. For example:

• Focus on universal pain points like financial recovery and medical expenses.
• Avoid overly complex legal jargon that alienates viewers.

By crafting content that speaks to a wide range of people, you’ll maximize your reach and increase the chances of turning viewers into leads.

Mistake #3: Structuring Content Incorrectly

Too many lawyers believe that more views equal more cases. They think if they can just get enough people to watch their videos, the cases will start rolling in. But that’s not how it works. Not all views are created equal. I’ve had videos with 20 million views generate zero cases. I’ve also had videos with 100,000 views generate 20 cases. What’s the difference? Content structure. To get both views and cases, you need to structure your content strategically. Here’s how:

1. Start with a Compelling Hook

The first three seconds of your video are critical. Grab the viewer’s attention immediately with something they can’t ignore. For example:

• “Most people ruin their accident case before it even starts…”
• “Did you know waiting to call a lawyer could cost you thousands?”

2. Foreshadow the Ending

Give viewers a reason to stick around. Tease valuable information or insights they’ll get if they watch to the end. For example:

• “At the end of this video, I’ll share the #1 mistake people make after a car accident.”

3. Insert a Mid-Video CTA

Place your call-to-action around the halfway mark. Why? Because most viewers drop off before the end of the video. Mid-video CTAs like “DM me for a free consultation” or “Click the link to learn more” ensure your message reaches the maximum number of viewers.

4. Close by Reinforcing the CTA

The rest of your video should explain why viewers need to act. Highlight the risks of waiting too long or making common mistakes. This reinforces your CTA and encourages action. By following this structure, you’ll create content that not only attracts views but also converts those views into tangible results.

Closing Thoughts

Social media marketing for law firms isn’t easy, but it’s worth it. If you can avoid these common mistakes—talking about the wrong things, misunderstanding the algorithm, and structuring content poorly—you’ll be miles ahead of your competition. Remember: success on social media requires time, strategy, and persistence. With the right approach, your content can become a powerful tool for generating high-value cases. And if you’re ready to take the next step, I’d love to help. I offer free consultations and strategy sessions daily. Don’t hesitate to reach out—I’m here to help you transform your social media presence into a lead-generating machine. By applying these principles and committing to the process, you’ll position your firm for long-term success on social media. Start today, stay consistent, and watch the cases roll in.