Social media for law firms: audit your firm's Instagram
- Price
- Free plan: 100 credits, no card. One analysis uses about 67 credits.
- What you get
- A category table with posts, share of posts, median engagement and Reel views; posts far above your typical post flagged; a count of posts that invite a call or consultation; a side-by-side with a peer firm on the same categories; five changes and a content calendar for the next 4 to 8 weeks; a review list of posts that state a case result, quote a client or use words like best or expert, with whether each carries a disclaimer; and every post listed with its category so your team can correct it.
- Coverage
- Any public law firm's Instagram account, in any practice area. Use your own categories or the eight on this page. Private accounts, Stories, LinkedIn, Facebook, TikTok and Instagram Insights (reach, saves, shares, profile visits) are not covered.
- Time to report
- Usually 8 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you audit a law firm's social media?
Place each recent post in a content category, compare the share of posts and the response per category with what the account is for, count how often you invite a consultation, and list posts that state results for review. In a run on November 9, 2026, a regional injury firm spent 18 of 48 posts on sponsorships and community, 3 on legal tips, and asked people to call once.
Enter your law firm's Instagram account. Nolyn sorts your 48 most recent posts into the categories firms plan with, such as legal tips, case results, client reviews, attorney profiles and community sponsorships, shows how much of your feed each one takes up and what response it gets, and counts how often you invite people to call or request a consultation. It lists posts that state a result or quote a client so someone can check them, then lays out the next 4 to 8 weeks of posts. Add a peer firm to compare the same categories over the same dates.
- Posts, Jul 30–Nov 6
- 48 vs 83
- Median engagement
- 0.622% vs 0.551%
- Consultation asks
- 1 of 48 vs 8 of 83
- Eight-week calendar
- 24 posts
Key findings
- Sponsorships fill the feed; legal tips are rare
- One post in 48 invites a call
The report includes
- Your content mix by category
- Response per category and format
- A consultation ask count
- A peer firm on the same categories
- A 4–8 week content calendar
- A list of posts to check by hand
What you get
Your content mix by category
Response per category and format
A consultation ask count
A peer firm on the same categories
A 4–8 week content calendar
A list of posts to check by hand
Sample: two US personal injury firms, side by side
A real run on two public Instagram accounts of regional US personal injury firms with about 1,400 and 7,000 followers, using the eight categories on this page and the goal of bringing in new clients and building trust in the attorneys. We call them Firm A and Firm B. Both are shown over the same fourteen weeks, and the run ended with an eight-week calendar for Firm A. This describes what they posted, not their legal work.
Posts, Jul 30–Nov 6
48 vs 83
Firm A vs Firm B; Firm B hides likes on 41
Median engagement
0.622% vs 0.551%
(likes + comments) ÷ followers; 1,448 and 6,989 followers
Consultation asks
1 of 48 vs 8 of 83
Captions that offer a call, free case review or consultation
Eight-week calendar
24 posts
Nov 16–Jan 8, 6 legal tips, a consultation ask in 8 rows
| Category | Firm A posts | Firm A median engagement | Firm B posts | Firm B median engagement |
|---|---|---|---|---|
| Community, sponsorships and giving back | 18 (37.5%) | 0.932% | 21 (25.3%) | 0.544% |
| Firm news, awards and media | 9 (18.8%) | 0.276% | 27 (32.5%) | 0.315% |
| Attorney and team profiles | 6 (12.5%) | 0.898% | 6 (7.2%) | 0.887% |
| Holidays and observances | 5 (10.4%) | 0.345% | 2 (2.4%) | — |
| Case results and verdicts | 4 (8.3%) | 0.518% | 1 (1.2%) | — |
| Legal tips and know-your-rights | 3 (6.3%) | 0.207% | 14 (16.9%) | 2.754% |
| Practice areas and how we work | 2 (4.2%) | 1.105% | 7 (8.4%) | 0.272% |
| Client reviews and testimonials | 1 (2.1%) | 0.483% | 0 | — |
| Other | 0 | — | 5 (6.0%) | 8.814% |
Jul 30–Nov 6, 2026, pinned posts and collaboration posts owned by other accounts left out. Categories as the run filed them from captions. Engagement = (likes + comments) ÷ followers, median per post; Firm B hides likes on 41 of its 83 posts, so its rates rest on the other 42, and — means every post in that category has hidden likes. Figures as Instagram returned them on November 9, 2026.
Sponsorships fill the feed; legal tips are rare
One post in 48 invites a call
Case results are posted without a disclaimer
Two contests drew most of the comments
The peer's legal-tip Reels outdraw its podcast clips
The calendar doubles legal tips and adds a weekly ask
Every figure was recomputed from the responses saved from this run, and the report matched within rounding (it gave Firm A's community median as 0.94%; it is 0.932%). Instagram returns 3 likes for a post with hidden likes. We checked both firms on Instagram: Firm B's post pages show no like count, while Firm A's 3-like posts really have 3 likes, so only Firm B's are left out. The report counted 12 consultation asks at Firm B; we count 8 captions that offer a call, free case review or consultation, with the rest pointing to a website or the bio. The run filed Firm B's podcast clips, most of them about running a law firm, as firm news and media.
How it works
Enter your firm's account
Add your firm's @handle. Keep the eight categories or list the ones your team plans with, and say what the account is for.
Add a peer firm if you want one
Pick a public account of a firm you look to, ideally in the same practice area. Nolyn compares it with yours over the same dates.
Nolyn reads and sorts your posts
It reads your 48 most recent posts, places each in one category from its caption, works out the response per category and lists posts to check by hand.
Correct the categories, then plan
Check the post list, tell Nolyn what to move, and take the 4–8 week calendar into your next marketing meeting. Have every post reviewed under your state's rules before it goes out.
Who uses a law firm social media audit
Marketing directors and coordinators
Managing partners and solo attorneys
Intake and client development teams
What it cannot do
Nolyn reads the public numbers on each post: likes, comments and, for Reels, views. It cannot see reach, saves, shares, profile visits, Stories, follower details or which posts were promoted, and it cannot tell you whether a post brought in a client. Posts with hidden likes cannot be rated. Categories come from captions, not from the image, the video or carousel slides, so some posts will need moving. Forty-eight posts can cover a few weeks or several months depending on how often a firm posts. The review list only lists posts; lawyer advertising rules differ by state, and nothing in the report is legal advice or an ethics opinion. It does not judge your legal work or any case.
Questions
Decide what the account is for, such as new clients in your practice areas, referrals or recruiting, then plan a few content categories that serve it and check the mix every quarter. In the sample, Firm A spent 18 of 48 posts on sponsorships and community and 3 on legal tips, and asked people to call once.
This page starts with eight categories: legal tips and know-your-rights, case results, client reviews, attorney profiles, practice areas, community and sponsorships, firm news and holidays. Use your own list if your team plans with different ones. In the sample, the peer firm's short legal-tip Reels drew far more views than its other Reels.
A goal for the account, a few categories with a rough share for each, a regular rhythm of posts that invite a consultation, a review step for anything that states a result, and a calendar for the next few weeks. An audit shows whether the feed matches that plan and gives your team real numbers to plan from.
Under ABA Model Rule 7.1, a lawyer's communication must not be false or misleading, and comment 3 says a truthful report of past results can still mislead if it creates an unjustified expectation; a disclaimer or qualifying language may prevent that. Many states set their own rules on past results and testimonials, so check yours. Checked November 9, 2026; this is not legal advice.
ABA Model Rule 7.2(c) says a lawyer should not state or imply certification as a specialist unless certified by an approved or accredited organization that is named in the communication. States vary. The audit lists captions that use best, expert or specialist so someone can check them; it does not judge them.
We have no benchmark across firms, and two accounts do not make one. In the sample, over the same fourteen weeks, Firm A's median was 0.622% with 1,448 followers and Firm B's 0.551% with 6,989, counting only posts with visible likes. Compare your own categories and formats with each other first.
Start from your own posts, not a template: keep the posting rate you can sustain, repeat the categories and formats that got a response, add the consultation asks your goal needs and the community dates you already work around. Nolyn does this at the end of the audit, for the next 4 to 8 weeks, plans no post that promises an outcome and leaves amounts and names for your team.
Yes, if its account is public. Both are read over the same dates and placed in the same categories. Use it to see how another firm divides its feed and words its asks. A national firm with a large ad budget is not a target for a local practice.
No. It is a report, not an agency. It does not post, reply or run ads. It shows what your feed is doing so your team, or the agency you already use, can plan from real numbers.
No. Nolyn reads public posts only, so you never connect your account or share a password. That also means Instagram Insights such as reach and saves are not included.
This audit covers Instagram only, so posts your firm shares on other platforms are not counted. Nolyn has separate TikTok and YouTube tools, but they do not use the categories on this page.
Reading this page and the sample is free. Running an audit needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample run, with a peer firm that posts almost daily, used 67 credits and about 8 minutes, so a run like it fits in the free credits. Follow-up questions in the chat use more.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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