How this lawyer uses TikTok to skewer law firm culture

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Photos courtesy of Alex Su.

In the past decade, influencer culture has exploded. However, content creation is not just about Gen Zers and millennials promoting new brands, hot products and lifestyle choices.

Anyone with an iPhone and a social media account can create short-form videos and wax lyrical about any number of topics, including the industries that they work in.

Neither are legal professionals immune to the pull of platforms such as TikTok, Instagram and YouTube Shorts. Some are even using short-form videos to inform clients about their law practice; build their business or brand; or shed light on the culture of BigLaw, crafting short-form video content giving an insider 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 COVID-19 lockdown in 2020, Su went viral after producing content under the TikTok handle @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 Legal Rebels Podcast, Su tells the ABA Journal’s Matt Reynolds how he uses social media for business development, nurtures his audience and sees the future of content creation after federal and state bans on TikTok.

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In This Podcast:

Alex Su

Alex Su is a former lawyer who’s the head of community development at Ironclad, a legal artificial intelligence company that helps accelerate the contracting process. Under the handle @legaltechbro, he has over 250,000 total followers across LinkedIn, X (formerly known as Twitter), Instagram and TikTok. Su also publishes a newsletter about technology and AI, career pivots and the unspoken rules of the legal profession. Before joining Ironclad, Su spent five years selling technology to law firms and legal departments.

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