At Digital Social Strategist, we work with estate planning and elder law firms across the country to help them show up online with clarity, consistency, and personality. As we reviewed performance across all client accounts for March 2025, some clear trends emerged — and they tell an encouraging story about where estate planning and elder law firms are seeing traction on social media.
Here’s what worked well last month and what you can expect to see more of as we continue to refine and grow each firm’s digital strategy.
1. High Engagement, Even With Lower Reach
While many accounts experienced a decline in total impressions, likely due to changes in ad strategy or platform algorithms, engagement per impression actually went up. This means the content we’re publishing is not only being seen by the right people — it’s resonating with them.
Takeaway: It’s not about being seen by everyone, it’s about being seen by the right people who care enough to engage.
2. Casual, Behind-the-Scenes Content Continues to Win
Across the board, the most engaging posts were the most personal — new office photos, casual team updates, lighthearted “Monday motivation” moments, or simply celebrating firm milestones. These posts consistently outperformed general educational or promotional content.
Takeaway: The more real and relatable the content, the more the audience connects with it.
3. Reels and Short Videos Outperform Static Posts
Firms that posted Reels or short-form videos saw higher engagement rates, better reach, and more direct interactions (comments, DMs, and shares). Reels that featured quick legal tips, casual Q&As, or direct-to-camera messaging were among the best performers.
Takeaway: When it comes to social, video still reigns supreme — especially when it features a face, a voice, and a clear message.
4. Email Campaigns Continue to Outperform Industry Benchmarks
For clients using our email services, March campaigns achieved open rates above 50% and click-through rates between 2–3% — far above the industry average for legal marketing. The most successful emails featured clear CTAs, timely planning reminders, and content that echoed the firm’s voice on social.
Takeaway: Email still works — especially when it’s clean, clear, and aligned with what your audience already sees on your feeds.
5. Consistency = Growth
Firms that posted more in March — even if only by a few extra posts — saw meaningful gains in engagement, impressions, and follower growth. Increased content volume contributed to stronger brand awareness, better post performance, and more private messages from potential clients.
Takeaway: Consistency builds trust. Trust builds engagement. Engagement builds growth.
What You Can Do as a Firm
Even if your agency handles all content creation and publishing, client collaboration is still a key driver of success. Here’s what estate planning law firms can continue to do to help fuel high-performing content:
- Share internal updates, photos, or casual behind-the-scenes moments.
- Send important dates, events, or stories — even if it’s just a note or quick cell phone picture.
- Think small: one meaningful detail can power a month’s worth of authentic, engaging content.
Final Thoughts
Social media is constantly evolving, but one thing remains true: audiences connect most with brands that feel real, human, and approachable. Whether it’s a workshop invitation, a values-based video, or a quick team photo, the content that shows who you are continues to make the biggest impact.
We’re proud of the work our clients are doing — both online and off — and we’ll continue building on these wins as we head into spring.
Want to learn how a strategic social media presence could benefit your law firm? Let’s talk.