TikTok Virality

TikTok has become an important platform for many of my clients. It’s not just social media—it functions as a powerful search engine and a place where younger audiences spend significant time. However, many professional services companies make the mistake of chasing virality at the expense of professionalism. For law firms, banks, financial planners, CPAs, and doctors, it’s critical to remain credible rather than gimmicky.

In my experience, content that falls into the “brain rot” category may deliver quick engagement, but it risks damaging reputation. Before diving into TikTok, it’s important to define your goals: Are you trying to supplement income through influencer opportunities, or are you aiming to strengthen your reputation within your target market and ultimately convert leads into clients?

For this client, we committed to a consistent posting strategy—several times a week for over a year—before our first video went viral. During that time, we tested a variety of formats: Q&A sessions, trending sounds, behind-the-scenes moments, and “get to know us” content. This experimentation helped us discover what resonated while also training TikTok’s powerful algorithm on who we are and who we wanted to reach.

The viral video that broke through combined both a trend and a Q&A format. I went around the office asking each lawyer what one thing they would never do again after becoming a lawyer. Their authentic, funny answers resonated with viewers and showcased their personalities in a relatable way.

While our content had performed well before, nothing compared to the reach and engagement of this video. Since then, the account has grown significantly in followers and interaction, proving that consistency, authenticity, and strategy pay off.