🎥 TikTok Trends in Traditional Firms

When you think of TikTok trends, you may not expect some of the best content of this past summer’s viral trends to come from a law firm’s account. 

Libby Hendry, however, saw the firm as a theatrical stage to channel her creativity as a dynamic video marketing strategist and gained over 60 million views in the process. 

I chat with Libby about her journey from a traditional law firm marketing role to launching her freelance business specializing in video content on TikTok.

Kaley Ross: Hi Libby! I’m so stoked to chat with you today! I remember sending one of your videos to my friend in the summer—the one of Stephen and the Man in Finance audio—I thought it was so hilarious and a brilliant way to hop on the trend. 

Let’s start at the beginning. What was the moment you decided to pursue a marketing career? How did you embark on this adventure?

Libby Hendry: Oh gosh, it’s a bit of a journey! I wasn’t initially sure about university, and I thought, “Maybe I’d prefer to dive straight into a job and get some experience.”

Then I met someone in marketing who suggested I look into getting chartered qualifications. That sparked my interest, so I went for it! After that, I found myself in a sales role at a travel company. I liked my job but I wasn’t super passionate about it, but then I got a glimpse of the marketing team. They seemed like they were having so much fun! I thought, “I want to do that!”

At the end of the pandemic, I managed to land a job in marketing. That was an interesting time, to say the least.

KR: Right after the pandemic? That must have been challenging!

LH: Absolutely! Initially it felt like there were no jobs available. Everything was just about cleaning or janitorial roles. I remember feeling so discouraged at first. 

Then, I saw a marketing position at a law firm, which was a bit out of my comfort zone. I didn’t think I was a “lawyer type,” but when I got there, the culture was fantastic. The managing partners were super supportive, which made all the difference. I started as a marketing assistant and, after about a year, I transitioned into social media management.

KR: Love that. I think it’s so interesting how you brought your creativity to such a traditional setting—how did you make social content fun and engaging?

LH: Thank you! I realized I could bring creativity to a space that often felt very formal. When I started brainstorming content for TikTok, it was all about finding the right approach. 

In 2021, not many brands were on TikTok, so I looked at what was working for others. I imagined the firm as a sort of theatrical production and thought, “Who are the characters here?” It wasn’t just about showcasing lawyers; it was about highlighting the people behind the firm.

KR: I love that approach! What was your creative process for developing TikTok content?

LH: I wrote a marketing plan outlining the kind of content we could create. Initially, our videos were a bit experimental—some flops for sure! But we eventually found our footing and saw the snowball effect take hold. 

I wrote out different types of content we could do and who should be in each video. The main goal was to change perceptions of the firm, especially to attract younger talent. It was all about showing that we could be a fun and approachable workplace, not just a traditional corporate law firm.

KR: So interesting! Did you face any challenges in aligning this approach with the firm’s overall marketing goals?

LH: Definitely! In the beginning, some colleagues questioned why we should even be on TikTok. They were concerned it didn’t align with the firm’s reputation. I mean, it was such a bold approach for a law firm to take. 

Thankfully, the management saw the potential and supported me. However, convincing others to participate in videos was often a challenge. I had to keep the momentum going, often feeling like I was banging the social media drum daily!

KR: It must have felt like a balancing act between creativity and the firm’s traditional image.

LH: Exactly! I really enjoyed it, but it was tough. I had to be persistent. Sometimes I felt like I was the only one pushing this new approach while juggling other responsibilities like writing content, website edits, managing and hosting a podcast and traditional social media strategies. TikTok feels like such a beast—you have to keep throwing content at it to keep it happy.

KR: And how did you measure success? Were you able to quantify your efforts?

LH: That was tricky initially. The in-app analytics were great to check that we were hitting the right demographic. We also asked candidates how they heard about the firm online. We saw our videos go viral, which drove engagement and inquiries about job openings. 

People would recognize team members from TikTok in real life, which really humanized the brand. It made a significant impact on recruitment efforts, helping us attract more apprentices and younger talent.

KR: That's incredible! It sounds like you had a real impact on the firm's culture and perception. 

Okay, shifting gears a bit—I found you on LinkedIn and you’ve been building your personal brand on the platform for a while.

How important do you think it is for marketers to promote themselves on platforms like LinkedIn?

LH: Oh, I could go on about this! Many people find it daunting, fearing judgment or thinking it’s narcissistic. But honestly, posting on LinkedIn is crucial to stand out in today’s job market, especially with how competitive it is in the UK right now. 

When I went freelance, it was LinkedIn that helped me connect with clients. Without it, I’d have to do a ton of outreach, which is daunting.

KR: Absolutely. For someone just starting to build their brand on LinkedIn, what’s one actionable tip you would give them?

LH: Just be brave! Don’t overthink it. Your LinkedIn space is your little corner of the internet where you can be yourself. Try setting aside time each week to post, even if it’s just once. Consistency is key, and I think even posting once a week is a great start.

KR: Great advice! You’ve just launched your own company, right? What’s next for you?

LH: Yes! I’m currently freelancing, focusing on TikTok strategy and content creation for various brands. I’m excited to bring different companies onto the platform and explore new challenges. 

TikTok is just so fun and authentic, and I love the creative freedom it offers. I’m eager to help brands navigate it better.

KR: That’s so exciting! Do you see yourself freelancing for the foreseeable future?

LH: I hope so! I really enjoy the freelance lifestyle. Of course, I miss the in-house dynamic sometimes, but I’m thrilled about where things are headed. 

KR: It sounds like you have a solid plan! Thank you so much for sharing your journey with us, Libby! Your insights are invaluable, and I can’t wait to see where your creativity takes you next.