Turning TikTok into a referral source
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By Emily Kelchen | for Raise the Bar
President Trump gave TikTok an additional 75 days to find a buyer for its U.S. operations, and Attorney Doug Lipsky plans on making the most of that time. His brief, no-nonsense employment law videos have become a key source of referrals for his firm, Lipsky Lowe LLP. Raise the Bar caught up with Lipsky for a chat about the polarizing social media platform. -Emily Kelchen
Your firm has thousands of followers and millions of views on TikTok. Are you concerned the government is going to shut it down and you will lose what you have built?
While I believe a deal will ultimately save the company, I have taken the necessary steps to prepare for it shutting down, including downloading and saving my videos.
What appeals to you about TikTok?
It allows me to connect with people who might not otherwise have access to attorneys, and through that, I am able to advise them of their rights and develop client leads. Also, through the data TikTok provides, I can quickly identify what issues matter the most to them.
How are you measuring the impact of your effort?
I best measure my impact through views, engagement and how many leads we are generating from it. I know a video is resonating when viewers start asking for help.
Some of your most popular videos are about wage theft. Why do you think that is such a popular topic?
It’s the biggest crime in this country. Many employers depend on uniformed employees and they weaponize that information gap to save money. So, the videos I make may be the first time someone has ever realized what is happening to them is not just wrong, it’s illegal.
What’s the next step after someone sees one of your videos about wage theft or another employment law hot topic?
It’s usually another video or a click over to our firm’s website. I want to make a connection and encourage that next step with each interaction because when you are dealing with people who have been wronged, it sometimes takes them a long time to trust you.
That’s more important than going viral for sure.
It is. We can change lives with our cases. I have had clients bring their families to the office to pick up their check because they are so proud of it, and at the end of the day, that’s what keeps me motivated.
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Raise the Bar is written and curated by Emily Kelchen and edited by Bianca Prieto.