Why Are There So Many Lawyers on Threads?
The rapid growth of Threads, Meta’s text-based social media platform, has attracted a surprising number of South Korean lawyers, prompting concerns about professional ethics and the evolving landscape of legal marketing. While the platform’s user base surged to 5.43 million monthly active users in July 2023 – a 640% increase from its launch in 2023 – the influx of legal professionals has raised questions about appropriate conduct in the digital space.
Several factors are driving this trend. Lawyers, accustomed to written communication, uncover the platform a natural fit. The concise format of Threads is also proving more appealing than the demands of lengthy blog posts, a previously popular marketing tool for legal professionals. “Lawyers are already in the business of writing,” a recent analysis noted, “so there’s little initial resistance to using the platform.”
However, the shift to social media marketing isn’t solely about convenience. The increasingly competitive legal market in South Korea, with nearly 40,000 practicing attorneys, is pushing lawyers to seek new avenues for client acquisition. Traditional methods are proving insufficient, and the lower barrier to entry for personal branding on platforms like Threads is proving attractive, particularly for younger lawyers struggling to establish themselves. One lawyer described the situation as a need to find a space where “new lawyers can find a place to stand.”
The platform’s structure lends itself to showcasing legal expertise. Lawyers are sharing content ranging from explanations of criminal procedure and guidance on filing complaints to insights into case law and practical legal advice. This content serves a dual purpose: establishing credibility and attracting potential clients. Some lawyers report that their Threads activity has directly translated into consultations and new cases.
The ease of building a following on Threads also facilitates rapid trust-building. Lawyers are employing strategies focused on “friendliness” and accessibility, aiming to position themselves as approachable advisors rather than distant legal experts. One lawyer interviewed emphasized the importance of “adjusting the distance” to connect with potential clients.
Despite the benefits, concerns are mounting regarding the potential for unethical behavior. Reports indicate some lawyers are using sensationalized language, exaggerating their success rates, or even disparaging colleagues in an attempt to attract clients. A recent article in Sejung Ilbo highlighted advertisements on Threads claiming guaranteed success, accompanied by direct contact information, as examples of a decline in professional standards. The lack of robust regulation on the platform is exacerbating these issues, leaving the legal profession to grapple with the challenges of self-regulation in the digital age.
The phenomenon has even led to a degree of competitive monitoring. Some lawyers admit to initially joining Threads simply to observe what their competitors were doing, before ultimately deciding to establish their own presence. Beyond professional gain, some simply find the platform enjoyable, acknowledging that it’s “just fun.”