How Law Firms Are Getting Gen Z Cases Online

Gen Z Is Changing the Case Acquisition Game

Gen Z isn’t searching for legal help the same way older generations have. Instead of turning to traditional search engines, they’re finding answers—and law firms—on platforms like TikTok, YouTube, and Reddit. For law firms that want to stay ahead, understanding these habits and creating content tailored to Gen Z’s preferences is becoming more important than ever.

TikTok and YouTube, with their focus on short and long-form videos, are proving to be valuable tools for attorneys sharing helpful advice and real results. At the same time, Reddit offers a space for thoughtful engagement, provided firms respect ethical boundaries. If you’re still catching up on the power of social media discovery, check out our previous posts on social search for law firms and preparing for a TikTok-free world.

This post dives into real examples of law firms making connections and securing cases through these platforms. From legal tips on TikTok to Reddit threads where attorneys build trust, it’s clear that Gen Z’s digital behavior is redefining how firms approach case acquisition.

Getting Cases Through TikTok and YouTube

TikTok and YouTube have become effective tools for law firms looking to acquire cases from Gen Z. Both platforms prioritize video content, but their formats serve slightly different purposes: TikTok grabs attention quickly with short, engaging clips, while YouTube allows space for longer, more detailed videos. Law firms that successfully use these platforms are connecting with younger audiences by addressing real legal concerns in an accessible way.

Examples of Law Firms Creating Impactful Content

1. “What to Do After a Car Accident” Tips: Many law firms are creating short, actionable videos explaining immediate steps to take after an accident. These videos often include what information to collect, how to avoid common mistakes, and why quick action matters. For example, a TikTok titled “3 Things to Do Right After a Car Crash” uses quick cuts, captions, and straightforward language to deliver value quickly.

@attorneycherikanicole News you can use #foryou #houstonattorney #dallasattorney #letmefixit #lawtok #fypシ #injurylawyer #texas #accidentlawyer #injured ♬ original sound – Cherika Edwards

2. Revealing Settlement Values: On YouTube, some law firms are sharing videos that highlight real settlement stories. Titles like “How We Secured $200,000 for a Car Accident Client” answer a question that many potential clients want to know: “What can my case be worth?” By showcasing real results, these videos demonstrate the firm’s experience and success, while building trust with younger audiences who value transparency.

@severeinjurylawyers🎥 *Exciting Moment Unveiled!* 🚗💰✨Witness the genuine surprise and joy on our client’s face as she receives a substantial settlement 💰 for her car accident claim! 🌟 At @jalex_law our clients experience is unparalleled! “Serious Accidents Serious Results” 📲 888-88-INJURED♬ original sound – J.AlexanderLaw Accident Lawyer

3. Reaching Spanish-Speaking Audiences: Firms are also creating content specifically for Spanish-speaking users on both TikTok and YouTube. Videos offering legal advice in Spanish not only address an underserved audience but also connect with a demographic that frequently searches for trustworthy information online. Spanish-language TikToks, for instance, stand out as they show cultural awareness and effort, helping law firms reach clients they may otherwise miss.

@tysonlawfirm Accidente automovilístico? Aquí hay tres pasos a seguir inmediatamente después de haber sido lesionado. #TysonLawFirm #Lesion #AbogadoDallas #MejorAbogado #Dallas #LawyersofDallas #Lawyer #AbogadosEnTiktok #JusticiaSocial #lesionespersonales #CarAccident #AccidenteAutomovilistico ♬ original sound – TysonLawFirm

The Role of Sponsored Content and Ads

Law firms are also seeing results through sponsored videos and in-app search ads. Both TikTok and YouTube allow firms to target users actively searching for legal advice or browsing related content. For example, ads offering quick tips on handling a car accident or promoting free consultations can appear in users’ feeds or alongside related videos. These sponsored placements ensure firms reach potential clients at the exact moment they are seeking solutions, increasing the likelihood of turning views into case inquiries.

Reddit: Where Answers Build Trust

Reddit has become a valuable platform for Gen Z users searching for answers to specific questions, including legal ones. Unlike TikTok or YouTube, Reddit thrives on detailed, community-driven discussions where users ask for advice and share experiences. Subreddits or city-specific forums often feature threads where users seek help for issues like car accidents, employment disputes, or landlord conflicts.

Tips for Law Firms on Reddit

While Reddit offers opportunities to build trust and authority, law firms must engage carefully to avoid ethical pitfalls. Here are three key tips for participating effectively:

1. Provide Helpful Information, Not Solicitation: Answer questions by sharing general knowledge and advice, but avoid pushing your services directly. Reddit users value authenticity and are quick to dismiss overt self-promotion.
2. Find the Right Subreddits: Participate in communities where legal questions naturally arise, like r/legaladvice, r/legalmarketing, or local subreddits. Being visible in these spaces positions your firm as a trusted resource.
3. Respect Ethical Guidelines: Always keep bar rules in mind. Offering advice must remain general, and direct solicitation for business in these forums can violate legal ethics.

By sharing thoughtful, clear responses to legal questions, law firms can build credibility with Gen Z users who value peer-driven, transparent information. Reddit may not always lead to immediate case inquiries, but it’s an effective way to establish trust and create awareness among an audience that appreciates direct, no-nonsense communication.

Connecting With Gen Z Where It Counts

Gen Z’s search behavior is reshaping how law firms acquire cases online. Platforms like TikTok, YouTube, and Reddit aren’t just social networks; they’re tools where younger audiences seek answers, build trust, and decide who to contact when they need help. Together, these platforms allow law firms to meet Gen Z users where they are searching and establish the trust that leads to real case inquiries.

At TSEG, we help law firms adapt to this shift with strategies tailored for today’s (and tomorrow’s) digital audience. Whether it’s creating engaging content or just positioning your firm on the platforms Gen Z trusts, we ensure you’re connecting with the next generation of clients effectively and authentically. Let us help your law firm today.