Yes. California lawyers can post on TikTok, Instagram, YouTube, LinkedIn and Facebook. Thousands already do. But a short video from a law firm is not just content. In most cases it is attorney advertising, and the same rules apply to a 30-second Reel as to a billboard.
I'm a California attorney, and I make short videos for law firms. Here is how I think about the rules before anything gets posted. This is general information, not legal advice for your firm. When in doubt, check the current rules or call the State Bar's ethics hotline.
Is a social media video "advertising"?
Usually, yes. A video that promotes your firm, invites people to call, or shows why someone should hire you is a communication about your services. That puts it under Rule 7.1 (no false or misleading communications) and the other Rule 7 advertising rules.
Pure education can be different. A video that explains what comparative fault means, with no pitch, is closer to general legal information. In practice, most firm videos end with a call to action, so plan on treating them as ads.
The rules that matter most for short video
1. Nothing false or misleading (Rule 7.1). This is the big one. A true statement can still be misleading if it leaves out context. "We won $5 million for a client" may suggest every client can expect a similar result. Results, comparisons with other lawyers, and words like "best" or "top" need care.
2. Identify who is responsible (Rule 7.2). An advertisement needs to include the name and address of at least one lawyer or law firm responsible for its content. On social media, that usually means the firm name on screen or in the caption and a complete profile with your address.
3. No promises about outcomes. California's advertising statutes (Business and Professions Code section 6157.2) prohibit guarantees or warranties about the result of a case. Avoid lines like "We'll get you the money you deserve" if they read as a promise.
4. Dramatizations must say so. If a video uses actors, reenactments, or stock footage to show an accident or a client story, label it as a dramatization. Viewers should never think a reenactment is the real event.
5. Fees: be complete. If you say "no fee unless we win," make sure the full message is accurate, including whether clients may be responsible for case costs.
6. Keep a copy. California requires lawyers to keep a copy of each advertisement (Business and Professions Code section 6159.1). For social media, save the final video file and the caption, with the date it was posted.
What about messaging people who comment or DM?
This is where social media gets risky.
Rule 7.3 restricts solicitation: contacting a specific person known to need legal services in order to get hired. Live, real-time contact (a call, a video chat, showing up in person) is generally prohibited when the lawyer starts it. Written targeted messages carry their own requirements.
In practice:
- Do not reply to a stranger's post about their accident with "DM me, I can help."
- Do not message people who comment about their own crash on someone else's video.
- Do answer people who contact you first, and move the conversation to your normal intake process.
- Do post general content that anyone can see. That is advertising, not solicitation.
Testimonials and client stories
Client stories are powerful on video. They also carry the most risk.
- Get the client's written consent before using their story, name, or face.
- Do not imply that every client will get the same result.
- Many firms add a line such as: "Past results do not guarantee a similar outcome."
- Paying for a testimonial, or using an actor in place of a real client without saying so, creates problems under the misleading-communication rules.
A new wrinkle for 2026
California has been paying closer attention to lawyer advertising on social media. Legislation signed in 2025 (SB 37) broadened how lawyer advertising rules reach online and social media ads, starting January 1, 2026. If your firm posts often, it is worth reviewing your process now, before a complaint makes you do it.
A simple checklist before you post
- Is anything in the video false, exaggerated, or likely to mislead?
- Does it promise or suggest a result?
- Is the firm name clear, and is a responsible lawyer identifiable?
- If it shows a reenactment or stock footage, is it labeled?
- Does it mention fees? Is the statement complete?
- Did the client give written consent for any story or testimonial?
- Did you save a copy?
Every video we make for law firms carries the line "Attorney advertising · General information, not legal advice," and I review each one against these rules before it goes out.
The bottom line
Social media is not off limits for California lawyers. It is one of the best places to be seen, because it is where people spend their time before they ever search for a lawyer. Treat each video like an ad, keep it honest, and never use it to chase people who have just been hurt.
Want short videos for your firm without the guesswork? We write the scripts, edit, caption and post on all 5 platforms, and a California attorney reviews every post.
See how it works →This article is general information, not legal advice.