Personal injury lawyers get clients from social media by being the attorney someone has already watched before the crash happens. Post short videos of the attorney answering what injured people ask: what to do after a crash, how the fee works, how long a case takes. In California you cannot show accident scenes, injuries or dollar amounts out of context (B&P 6158.1), so the attorney talking is the content. We film for Mova Law Group, a personal injury firm in San Diego, in English and Spanish.
How do personal injury lawyers get clients from Instagram and TikTok?
Not from the post the day of the crash. Nobody books a lawyer from a Reel they saw an hour after a collision on the 15. They call the attorney they already recognize: the one whose video about insurance adjusters they watched three months ago, or the one their cousin sent them.
So the work is volume and trust. Ten to twenty short videos a month, every one answering a real question, every one with the same attorney on camera. Over a few months, that attorney becomes the person locals think of first. For most local businesses we film for, that takes 60 to 90 days to show up as people walking in or calling. Anyone promising cases next week is selling you something.
What do injured people ask before they hire a lawyer?
These come from the questions people type into Google about injury lawyers, and from what your intake team hears every day:
- How much does an injury lawyer cost?
- How do personal injury lawyers get paid?
- Is a personal injury lawyer worth it?
- How do lawyers calculate pain and suffering?
- What should I say to the other driver's insurance company?
- How long does a personal injury case take in California?
- What if I was partly at fault?
Each one is a 30 to 60 second video. Keep a running list from your intake calls and you will never run out.
Personal injury video ideas that stay inside the rules
- The first 24 hours. What to photograph, who to call, what not to sign. Shot at your desk, no crash footage.
- The adjuster call. What an insurance adjuster is allowed to ask you, and what you can decline to answer.
- How the fee works. A contingency fee in plain words, including who pays costs if there is no recovery.
- Myth versus fact. "I can't sue because I wasn't hurt badly." "My insurance will handle it."
- The local angle. What to do after a crash on the 805, at a trolley crossing, or on a scooter downtown. Local questions get local viewers.
- Your team. The intake coordinator who answers the phone, so the voice on the line is familiar.
What a personal injury video in California may not show
These rules come from California's Business and Professions Code (B&P). They are stricter for injury firms than for any other practice area.
- No accident scenes or injuries on screen. A video showing them is presumed misleading (B&P 6158.1).
- No dollar amounts or wealth symbols without context. Stacks of cash, "we got $2 million" or a settlement check are presumed misleading. If you show a result, explain the facts behind it or say the result depended on the facts of that case (B&P 6158.1, 6158.3).
- No "quick cash" promises. You may not say you can get immediate cash or a quick settlement (B&P 6157.2(a)(2)).
- "No fee unless we win" needs a second half. The video must also say whether the client pays costs (B&P 6157.2(a)(4)).
- No guarantees (B&P 6157.2(a)(1)).
- Staged scenes need a "Dramatization" label, and an actor may never play the lawyer (B&P 6157.2(a)(3)).
- Every ad names the attorney or firm and the office city (B&P 6157.2(b)).
None of this stops good content. It pushes you toward the content that works anyway: the attorney, explaining, in plain words. The California lawyer social media guide has every rule with its source. This is not legal advice; your firm's attorneys decide what posts.
To check a caption line by line, use the caption checker in the California lawyer guide.
Spanish-language videos for personal injury firms
If some of your callers would rather hear their options in Spanish, give them videos in Spanish. I am a native Spanish speaker, so we can plan and film Spanish videos with your attorney or your Spanish-speaking staff.
One rule to know: a video that implies your firm serves clients in Spanish has to be true. If the attorney does not speak Spanish, name the person at the firm who does, in Spanish (Rule 7.1, comment 5).
A worked example: "What to do after a car accident in San Diego"
Filmed at the attorney's desk. No crash footage, no injuries, no dollar figures.
| Seconds | On camera | What the attorney says |
|---|---|---|
| 0 to 3 | Attorney at the desk, phone in hand | "If you get in a crash in San Diego today, do these four things." |
| 3 to 15 | Attorney counting on fingers | "Call the police. Photograph both cars and the street. Get the other driver's insurance. See a doctor, even if you feel fine." |
| 15 to 30 | Close-up, attorney leaning in | "Then, before you talk to their insurance company, talk to a lawyer. The first call matters." |
| 30 to 40 | Attorney facing the camera | "The consultation is free. If you don't have a case, I'll tell you." |
| 40 to 45 | End card | Attorney name, firm name, office city |
How Launch Social works with injury firms
- We film at your office, on 2 or 4 scheduled days a month, around the attorneys' calendars.
- You approve every video before it posts. We post to Instagram, Facebook, TikTok, YouTube Shorts and LinkedIn.
- We do not answer comments or DMs. Replies to someone asking about their own case can count as live contact under Rule 7.3, so those conversations stay with your firm.
- San Diego CA Living features, on the Full Time package, are Instagram only for law firms, because TikTok bans paid posts promoting legal services. A paid feature also says it is paid, inside the video.
Since November 2026 we have filmed for Mova Law Group, a personal injury firm in San Diego: weekly short form videos for their Instagram and other social pages, plus practice page videos for their website as a separately quoted project.
What does it cost?
$2,500 a month for 10 to 12 short form videos and 2 filming days, or $3,500 a month for 15 to 20 videos, 4 filming days and two San Diego CA Living features. That is the whole bill: no ad budget on top, because we do not run ads. The first three months, then month to month. More on the law firm page.
Questions people ask
How do personal injury lawyers get clients?
Personal injury lawyers get clients from referrals, Google searches, ads and, more and more, from short videos where the attorney answers what injured people ask. Video builds familiarity before the accident, so the attorney is the name someone remembers when they need one.
Can a personal injury lawyer show settlement amounts on Instagram?
Only with care. In California, an ad that refers to money recovered is presumed misleading unless it gives the facts behind the result, or says the result depended on the facts of that case (B&P 6158.1 and 6158.3). Most firms are safer leaving amounts out of short videos.
Can a personal injury lawyer say "no fee unless we win"?
Yes, if the same ad also says whether the client must pay costs when there is no recovery (B&P 6157.2(a)(4)).
What should a personal injury firm look for in a marketing agency?
An agency that films your attorneys at your office, sends every post to your firm for approval, knows what California requires in an injury ad (the firm name and office city, and the no-recovery cost line next to any "no fee" promise) and leaves comments and DMs to your staff. The law firm page lists seven questions to ask before you sign.
Is TikTok good for personal injury lawyers?
A firm can post on its own TikTok account, and short explainers do well there. Paying a TikTok creator to feature your firm is off the table: TikTok's branded content policy, effective October 30, 2026, prohibits paid content promoting legal services.
What should a personal injury lawyer post on social media?
Short videos of the attorney answering real questions: what to do after a crash, how the fee works, how long a case takes, how to talk to an adjuster. Skip crash footage, injury images and settlement checks, which California presumes misleading.
Related
- Social media marketing for law firms in San Diego
- What California lawyers can post on social media
- How to write Reel hooks
- How long does social media marketing take to work?
Want this done for you? Book a free 15-minute call with Danny. We look at your account and the businesses you compete with, and you leave with a written plan for your next 90 days, whether you hire us or not.