Looking to raise your law firm’s profile on social media in 2025? The new year brings fresh opportunities to claim the attention of social media users worldwide, and is the perfect time to refine your strategy for any and all platforms. After all, social media isn’t just for sharing memes and selfies — it’s a powerful tool for connecting with potential clients, showcasing expertise and building your firm’s reputation.

With a constantly (and quickly) shifting landscape, though, staying on top of emerging trends can be overwhelming. That’s why we’ve put together a list of the top social media trends for law firms in 2025. These trends will help elevate and accelerate your content’s reach, ensuring that you remain relevant and visible to the right audiences.

From leveraging the power of user-generated content to embracing the latest in legal technology, these strategies are designed to help your firm stay ahead of the curve and build stronger connections with clients, employees and the public. Let’s dive in!

1. Cross-Platform Campaigns & Consistency

  • Why It Matters: In 2025, having a cohesive social media strategy throughout a variety of platforms is essential. A strong, consistent presence on multiple channels ensures that your message reaches a broader audience. Whether it’s LinkedIn, Facebook, Instagram, Bluesky or X/Twitter, maintaining the same voice and brand identity across all platforms builds trust and familiarity with potential clients.
  • How It Helps Strategic Objectives: A cross-platform strategy increases visibility and engagement, making it easier for potential clients, referral sources and even media professionals to find you, no matter where they are. It also maximizes your content’s impact by repurposing it in various formats for different audiences. This multi-channel approach ensures that your firm’s messaging is unified and consistent across all touchpoints.
  • Practical Tips:
    • Repurpose content in different formats, such as turning a detailed blog post into an infographic or summarizing a podcast episode as a short video.
    • Run coordinated campaigns on multiple platforms to increase reach and engagement. For example, a campaign about legal rights could be shared through blog posts, Instagram stories, LinkedIn articles and Twitter threads.
    • Use social media management tools to schedule posts among platforms and ensure consistency in messaging.
    • Note: This does not mean limiting content types to appear on certain channels, e.g., using Instagram for recruiting and nothing else, or LinkedIn only for thought leadership. You want to maintain a good content mix on each platform, maximized for how each platform presents content, but all with the same message and tone to elevate your firm.

2. User-Generated Content & Client Stories

  • Why It Matters: Social proof is more powerful than ever, and we at Jaffe always say social media only works when you’re being social (human). Sharing real-life client stories, reviews and testimonials builds connectivity, credibility and trust with your audience, while subtly giving them a sense of what it’s like to work with you. Clients are more likely to engage with a firm that has a proven track record and positive feedback from others — and your firm may already be collecting this type of information during a formal interview process. Check out The Power of Law Firm Client Interviews for insight into the types of information collected during this process and identify which segments might be appropriate for inclusion in your social media strategy.
  • How It Helps Strategic Objectives: Client success stories not only help build trust but also serve as a powerful marketing tool. By showcasing how your firm has made a difference in the lives of clients, you’re enhancing your reputation and encouraging potential clients to take action.
  • Practical Tips:
    • Request permission from clients to share their success stories and feature them in your social media profiles.
    • Check the ethics rules in your state to confirm any required format from your state bar associations.
    • Consider using a Q&A format or video testimonials to capture authentic client feedback that humanizes your firm and resonates with your audience.
    • Highlight behind-the-scenes/in-the-field content to show your team’s dedication, such as community involvement, office culture or firm events.
    • Don’t forget to incorporate selfies, “usies” or group photos from the many events your firm sponsors or participates in. Doing so will allow you to get more posts — i.e., visibility and engagement — for those hefty sponsorship checks!

3. AI & Legal Technology Insights

  • Why It Matters: The use of AI and legal technology will continue to transform our industry. By sharing how your firm adopts new technologies, you position yourself as an innovative leader in the legal field. It also demonstrates that your firm is committed to improving efficiency, reducing costs and staying ahead of industry trends.
  • How It Helps Strategic Objectives: Showcasing your firm’s use of cutting-edge tools, from AI-powered research to document automation, helps attract tech-savvy clients who value efficiency and modern solutions. By staying ahead of technology trends, your firm can differentiate itself from competitors who are slower to adopt innovation.
  • Practical Tips:
    • Share blog posts, case studies or videos that highlight how your firm is integrating AI or legal tech to streamline operations and enhance client services.
    • Discuss the impact of emerging technologies on your practice areas, such as AI in legal research, data security or predictive analytics for case outcomes.
    • Feature content about legal tech events, webinars or conferences your firm participates in, showcasing your firm’s ongoing commitment to innovation.
    • Run campaigns or posts focused on specific tech tools your firm uses, explaining how they benefit clients.

4. Engagement with Legal Trends and News

  • Why It Matters: Staying current with legal news and trends is crucial for maintaining your firm’s relevance. Social media allows you to comment quickly on high-profile cases, legal reforms and breaking news, and those “quick hits” allow your firm to be agile when interacting with the media cycle. To do this successfully, the lawyers and their social media manager need to collaborate seamlessly to get accurate, succinct commentary created, approved and uploaded quickly.   
  • How It Helps Strategic Objectives: Sharing your insights on legal developments as they happen can help confirm your firm’s position as a knowledgeable resource on the latest news and its impact. This type of engagement helps build credibility and trust with current and potential clients, as well as with peers in the legal industry — and it’s truly impressive when done right.
  • Practical Tips:
    • Engage in conversations about legal or industry trends by commenting on articles, sharing relevant news or participating in LinkedIn discussions.
    • Collaborate with legal influencers, clients or industry leaders to host live discussions or webinars that address current legal challenges and trends.
    • Create a series of posts that provide ongoing commentary on a specific legal issue, which helps establish your firm as a go-to resource for that topic.
    • Repurpose older commentary (if still appropriate) to show how long you’ve been a part of the conversation.

5. Focus on Client Education (Content Marketing)

  • Why It Matters: Legal services can be complex and intimidating for many clients. By investing in accessible, educational content, you make the legal process easier to understand. Educational content not only informs potential clients but also demonstrates your experience and positions your firm as a trusted advisor.
  • How It Helps Strategic Objectives: Providing valuable, informative content builds long-term relationships with clients. It ensures that when they do need legal help, your firm is top of mind. By making legal topics more accessible, you can also reach a wider audience, including individuals who may not yet be in need of legal services but are likely to refer others to your firm.
  • Practical Tips:
    • Create easy-to-digest content such as blog posts, FAQs or infographics that explain common legal questions or issues.
    • Develop video content, such as explainer videos or animated guides, that break down complicated legal concepts.
    • Host live Q&A sessions on platforms like LinkedIn or Instagram Live to directly answer questions from your audience.
    • Offer downloadable resources such as checklists, guides or templates to provide additional value to your followers.

As we look ahead to 2025, law firms have a unique opportunity to leverage social media to not only expand their client base but also enhance their reputations, build meaningful relationships and stay competitive in a fast-changing digital landscape. By embracing these top social media trends, you can amplify your firm’s voice, increase visibility, and engage with clients and the broader legal community in new and effective ways.

Cross-platform campaigns, user-generated content and thought leadership will continue to dominate, while innovations like AI and legal technology will reshape the way firms operate and engage with clients. By focusing on client education and staying on top of legal trends, your firm will be positioned as both a resource and a trusted advisor in the digital age.

What are you waiting for? 2025 is here: time to hit the ground running and take your law firm’s social media presence to new heights. With the right strategies in place, you’ll not only meet your business goals but also build a lasting online presence that reflects your firm’s expertise and commitment to client service.