In the ever-evolving world of social media, the traditional emphasis on follower count is crumbling and giving way to something new in the Spanish legal market.
Reflecting a broader change, authenticity and metrics that prioritize genuine engagement and content quality are impacting Europe, and the Spanish legal market in particular.
This shift, often referred to as "The Death of the Follower," reflects how Spanish law firms and lawyers are quickly adapting their strategies for online presence and audience interaction.
The Decline of Follower Count Importance
Historically, a high follower count was synonymous with influence and reach on social media platforms. However, recent trends indicate that this metric is becoming less significant.
The rise of short-form video content on platforms such as TikTok and Instagram Reels, has further diminished the traditional value of followers, as these platforms promote content based on user interaction rather than follower count.
For legal professionals in Spain, this evolution in social media dynamics presents both challenges and opportunities.
In a survey of over 200 corporate and consumer Spanish firms, the Best Law Firms: Spain Legal Market Report Inaugural Edtion discovered that digital marketing was at the heart of marketing strategy for 25% of Spanish law firms.
That includes over 8% prioritising LinkedIn, 7% using on-line articles, blogs and podcasts, with 5% focused on digital advertising.
The Spanish-speaking population is highly active on social media platforms, making it a fertile ground for legal practitioners to reach potential clients.
However, merely accumulating followers is no longer sufficient. Law firms must focus on delivering valuable content that addresses the specific needs and concerns of their audience.
Agencies specializing in marketing for attorneys emphasize the importance of engaging content, cultural relevance, and consistent social media presence to effectively reach the audience.
This approach not only enhances visibility but also builds trust within the community.
Percentage Breakdown of Marketing Strategies Used by Law Firms in Spain
Client and referrer events: 15.22%
Referral or word-of-mouth campaigns: 11.41%
University teaching and engagement: 9.51%
Rankings and awards: 8.91%
LinkedIn: 8.41%
Industry and community speaking engagements: 8.31%
Thought leadership articles, blogs, and podcasts: 7.41%
Digital advertising: 5.01%
Board positions: 5.01%
Proprietary research and publications: 4.40%
Sponsorships: 3.20%
Paid SEO: 1.70%
Paid social media campaigns: 1.40%
Mass market advertising (e.g., billboards, print media): 0.60%
Engagement Over Quantity
The focus has shifted from the sheer number of followers to the quality of interactions. A smaller, engaged audience is often more valuable than a large, passive one.
As highlighted by Sprout Social, follower retention—keeping your audience engaged over time—is a more telling metric of success than follower count alone.
This shift emphasizes the importance of creating content that resonates with the target audience, fostering genuine interactions, and building a loyal community.
Brands are now encouraged to invest in understanding their audience's needs and preferences to maintain engagement and drive conversions.
New Clients Needed
A significant 78.21% of Spanish firms surveyed, indicated that they are actively trying to engage new clients. This high percentage reflects the competitive nature of the legal market in Spain, where firms must continuously seek new business opportunities.
Most Frequently Mentioned Competitors
Of the significant number of firms that mentioned competitors by name, here is a breakdown of the top three law firms that were highlighted.
Garrigues: 57%
Cuatrecasas: 24%
Uría Menéndez: 19%
Spanish Independent Law Firms With the Highest Follower Count on LinkedIn
Cuatrecasas: 223,000 followers
Garrigues: 179,000 followers
Uría Menéndez: 95,000 followers
Spanish Independent Law Firms With the Highest Follower Count and Total Video Views on Their YouTube Channel
Cuatrecasas: 2.1k subscribers (532,000 views)
Gomez Acebo & Pombo: 1.26k subscribers (135,000 views)
Garrigues: 832 subscribers (50,000 views)
Ceca Magan: 750 subscribers (139,000 views)
Perez Llorca 446 subscribers (72,000 views)
These Spanish YouTubers, who happen to be attorneys, beat all of these metrics.
Begoña Gerpe
Begoña Gerpe Álvarez, born in Negreira, La Coruña, is a pioneering Spanish lawyer and YouTuber.
After completing her law degree at the University of La Coruña in 2006, she established her own law firm, Gerpe Abogados, in 2009.
In June 2016, Gerpe began creating legal content on YouTube, becoming one of the first to use social media for legal dissemination.
Her channel features a segment called "Café Jurídico," where she brings together lawyers and law students to discuss various legal topics. This initiative has attracted over 500,000 members and garnered more than 150 million views.
Inés Hernandez
Inés Hernández, known professionally as Inés Hernand, is a Spanish lawyer, influencer, comedian, and television presenter.
She graduated in law from the Complutense University of Madrid in 2017 and initially practiced law. While studying, Hernand launched a YouTube channel titled "Inés Responde," where she provided legal advice on topics such as renting apartments and handling traffic fines.
Her engaging approach led to significant online influence, paving the way for her career in media and entertainment. She has over half a million views.
Strategies for Effective Audience Engagement
To adapt to this paradigm shift, Spanish legal professionals should consider the following strategies:
1. Content Localization: Develop content that resonates with the cultural and linguistic nuances of the Spanish-speaking audience. This includes creating dedicated social media accounts that share relevant updates, legal tips, and client testimonials.
2. Interactive Campaigns: Engage the audience through interactive social media campaigns, such as live Q&A sessions, polls, and community discussions. This fosters a sense of community and encourages active participation.
3. Consistent Posting: Maintain a regular posting schedule to keep the audience engaged and informed. Consistency helps in building a loyal following and enhances the firm's credibility.
4. Leveraging Video Content: Utilize video content to explain complex legal concepts in an accessible manner. Video testimonials from satisfied clients can also build trust and showcase the firm's expertise.
5. Monitoring and Adaptation: Regularly analyze engagement metrics to understand what content resonates with the audience. Use this data to refine strategies and ensure the content remains relevant and valuable.
Conclusion
The diminishing importance of follower count signifies a broader shift toward authentic engagement and content quality in social media.
For legal professionals in the Spanish market, embracing this change involves focusing on meaningful interactions, culturally relevant content, and consistent engagement strategies. By doing so, law firms can build a loyal and engaged audience, ultimately leading to sustained success in the digital age.
