Patent Attorney and Founder
When I first started on social media, I didn’t have a plan. I’d make little videos on random topics, things like, “Here’s how to protect your assets” or “A simple legal tip you can use today.” They weren’t wrong, but they weren’t focused either. I wasn’t thinking about who would actually benefit or how it might connect me with the clients I wanted.
Then something unexpected happened. One video about estate planning went viral. Suddenly, I had around 4,000 leads. That was wild, because I didn’t even have a network of estate planning attorneys to handle them. At that moment, I realized a simple truth: stick to your niche. Posting content just because it’s trending won’t attract the right people. You need content your actual prospective clients care about. Otherwise, you get views, yes, but not meaningful connections.
I’m an IP attorney, patents, trademarks, copyrights, the whole spectrum. Over the past few years, social media has taught me more than I expected. Not just about posting videos, but about how intellectual property interacts with influencers, brands, and everyday business. Some of my early videos weren’t meant to go viral. They were casual takes on topics like IP theft in China. They weren’t formal or overly detailed, I just spoke naturally. And people responded.
Funny enough, this all happened by accident. I didn’t have a celebrity client or a strategy. I posted a few TikTok videos, not expecting anyone to see them. Then, people did. And that’s one of the crazy things about social media: a thirty-second clip can reach thousands, or even millions, without you trying too hard.
Turning views into clients
People often ask: “How do you turn social media views into actual client work?” Honestly, I don’t engage with comments or DMs anymore. Most platforms have millions of viewers, and a lot of comments are either negative or irrelevant. Instead, I rely on a structured funnel.
My profiles include a Calendly link where people can book calls, but they must answer specific questions first. Who they are. What type of IP issue they have. What they’re looking for. Only after that can they book a call. This ensures the people who reach out are serious and qualified.
For entrepreneurs or inventors using social media in 2025, my biggest advice is: just start. Post consistently, and post a lot. Video content is king, and you can repurpose the same video across multiple platforms, TikTok, Instagram, LinkedIn, YouTube, without creating new content for each one. That makes your efforts efficient.
But here’s the reality: if you’re starting with no audience, it will take effort. Multiple pieces of content each day, for months, before you start seeing meaningful results.
Quantity and quality
Quantity matters, but so does quality. TikTok, in particular, taught me a valuable skill: how to talk. Most lawyers aren’t great on camera. But whether you’re selling a product, a service, or expertise, the better you explain it verbally, the faster people will engage. This isn’t just business advice; it’s life advice. Clear communication pays off everywhere.
But be careful. Anything you post can go viral. Early on, I made videos on estate planning. It wasn’t wrong, but it didn’t attract the right clients. That’s when I realized: stick to your niche. Don’t chase every trending topic. Your credibility matters. For lawyers, it’s doubly important. People assume you are an authority based on what you say online, so you have to be intentional.
Example: Launching a product
Let’s say you invented a new gum container, ergonomic, recyclable, holds more gum than usual. How do you get people to notice it? Start by making videos. Show the product. Highlight the features. Then, get it in the hands of influencers. Even a short Instagram review can expose your product to thousands of potential buyers. Twenty minutes of effort a day can produce several videos. One of them could go viral.
If your product is niche, like a sports training tool, identify the right influencers. Think athletes, commentators, bloggers, or niche journalists. Make a list. Search Instagram, TikTok, and even Google to find who’s active in your field. Then reach out. Send a sample. Invite them to a live demo or a podcast. You don’t need a big marketing budget for this. Many influencers will happily review a new product, especially if it’s timely or innovative.
LinkedIn and Instagram for professional audiences
LinkedIn and Instagram are particularly powerful for professional audiences. I’ve closed multi-six-figure deals from social media, often from people who had never heard of me before. TikTok is great for awareness, but LinkedIn can turn that awareness into serious business. A single well-crafted video showcasing your expertise can be shared and saved, snowballing into actual clients.
Ethics and boundaries
Ethics are key. I don’t DM potential clients directly. I post content and let people reach out. Non-attorneys can be more aggressive, they can DM, pitch, and promote however they like. For lawyers, credibility and ethical rules come first.
Tracking results is essential. Every post, every engagement, every lead. I have a full-time person who tracks this for me. This way, I know which topics attract the right clients and which don’t. Over time, you can refine your content to maximize each post’s value.
Step-by-step tips for social media success
- Post multiple times a day: At least two or three pieces of content daily to build momentum.
- Repurpose content: Use a single video on TikTok, Instagram, LinkedIn, and YouTube.
- Know your audience: Stick to topics your ideal clients care about. Don’t chase trends that don’t fit your niche.
- Track everything: Monitor which posts bring leads, which bring engagement, and which fall flat.
- Use funnels: Have a clear way for interested people to contact you or book a call.
Mini case study: Going viral accidentally
Early on, I made a video about IP theft in China. Casual, unscripted, just my perspective. It blew up. People weren’t looking for a formal lecture, they wanted insight and authenticity. That video led to new connections, inquiries, and even a few corporate clients. The lesson? Honesty and clarity often outperform overly polished content.
Another tip: don’t underestimate LinkedIn. Many attorneys think LinkedIn is just for networking. But if you post a video explaining your expertise, it can reach executives who have the budget and authority to hire you. I’ve had multi-six-figure deals come from cold outreach, people saw a video, shared it internally, and contacted me weeks later. Social media can create that snowball effect.
Launching products strategically
Say you have a product and want it to catch on quickly. Quantity is key, but quality matters too. Posting multiple videos daily helps you learn what works and what doesn’t. You’ll start recognizing patterns: certain phrases, topics, or formats attract attention. Track it, tweak it, repeat. This iterative approach beats a single polished video every week.
For attorneys, it’s also about caution. Your audience assumes authority. Don’t post about things outside your expertise. You can attract attention, but you also risk credibility. Early on, I made a few “random legal tips” videos. One about estate planning went viral, but it wasn’t my specialty. That brought leads I couldn’t handle, and it didn’t benefit my actual business. Focus on content that aligns with your niche.
If you’re a non-attorney with a lifestyle brand or consumer product, the approach changes. You can DM influencers directly, pitch your product, and invite reviews. Anything that gets your product in front of potential buyers helps. For attorneys, focus on posting content, being discoverable, and providing a clear path for people to reach you.
Example: Targeting influencers for niche products
Imagine you invented a new basketball training device. Start by:
- Identifying athletes, commentators, and bloggers in your niche.
- Searching Instagram, TikTok, and LinkedIn for active accounts.
- Sending your product to them or inviting them for a live demo.
- Letting them share it with their audience.
You don’t need celebrity endorsements initially. Even mid-level influencers can generate visibility. Social media levels the playing field for startups and small businesses in ways traditional marketing never could.
Final lessons learned
- Stick to your niche. Don’t chase trends that don’t align with your expertise.
- Post frequently. The more content you create, the higher your chances of engagement.
- Communicate clearly. People respond to authenticity and clarity, not jargon.
- Track everything. Adjust based on what works and what doesn’t.
- Use social media strategically. It’s a tool, not a magic solution.
Social media can transform a business, or an attorney’s practice, but only if you approach it thoughtfully. Start, post consistently, measure results, and refine your strategy. Views turn into inquiries, inquiries into clients, and clients grow your business.
The key takeaway: consistency, strategy, and authenticity matter more than luck. Start small, post often, and stay true to your niche. Over time, it compounds in ways you won’t expect.