Photos courtesy of Alex Su.
Influencer culture has exploded over the past decade. However, content creation isn’t just about Gen Zers and millennials promoting new brands, popular products and lifestyle choices.
Anyone with an iPhone and a social media account can create short videos and wax lyrical about any number of topics, including the industries they work in.
Legal professionals are also not immune to the appeal of platforms such as TikTok, Instagram and YouTube Shorts. Some even use short videos to educate clients about their law practice; building their business or brand; or shedding light on the culture of BigLaw, by creating short video content that provides an insider’s look at the profession.
Among them is Alex Su, a former lawyer and head of community development at Ironclad, a contract management software company. During the 2020 COVID-19 lockdown, Su went viral after producing content under the auspices of TikTok @legaltechbro. Since then, he has continued to create funny and satirical takes on law firm culture, amassing tens of thousands of followers and millions of likes.
In this episode of the Podcast for legal rebelsSu tells ABA Journal’s Matt Reynolds how he uses social media for business development, nurturing his audience, and seeing the future of content creation after federal and state bans on TikTok.
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In this podcast:
Alex Su
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Alex Su
Alex Su is a former lawyer and head of community development at Ironclad, a legal artificial intelligence company that helps speed up the contracting process. Under the name @legaltechbro, he has a total of more than 250,000 followers on LinkedIn, X (formerly known as Twitter), Instagram and TikTok. Su also publishes a newsletter on technology and AI, career pillars, and the unspoken rules of the legal profession. Before joining Ironclad, Su spent five years selling technology to law firms and legal departments.