Social platforms have been at the epicenter of digital marketing strategies with significant increases in users, traffic, and time spent on the networks. Facebook and Instagram (under common ownership) are two of the most mainstream and broadly used social media platforms, and attorneys often use them for both organic posting and/or paid campaigns.

Following the most current news, trends, and updates have always been our bread and butter. Our past blog articles have tracked the hottest trends in Law Firm Marketing for 2021, the recent local SEO and GMB changes attorneys should be aware of, and the most relevant Google Ads updates for lawyers. Similarly, we’ve been listening to the current vibe and have been keeping an eye on what’s happening on social media platforms. You can read all about Clubhouse and how you can use it for your law firm as well as how to get your Facebook Ads approved quickly. Today, we’ll be coming up with another valuable article on two of the most significant social networks for law firms: Facebook & Instagram. We’ll be covering the most notable updates in early 2021. Keep an eye on the article as we will be updating it regularly (every quarter) with more updates and changes.

None of the platforms need an introduction regarding their size, importance, or influence, so let’s begin with Facebook. (In the meantime, if you’d like to read more, you can find relevant topics on our blog).

January 2021:

February 2021:

Let’s move on to Instagram and explore what’s new in early 2021. 

January 2021:

February 2021:

March 2021:

It’s time for our takeaways:

Editor’s Note: This post was originally published on March 14th 2021 and was updated on June 5th 2021 for accuracy and comprehensiveness.

Next to the exciting new features and tools that Facebook develops for its social platforms, external factors dictate specific changes. The most recent topic that led to significant changes in how Facebook and Instagram ads work is the iOS 14.5 update. Apple has given its users the option to opt-out of app tracking, adding a layer of privacy and control. That’s a positive step towards a safer and less invasive internet but simultaneously changes the way ads on the social network work allow you to target your audiences. Based on the newest restrictions, custom audiences offer fewer options, limiting the behavior-based targeting that has made Facebook ads so successful. Additionally, it adds limitations to your Facebook Pixel, with Facebook recommending you stick to one Pixel per domain and up to eight custom events. Finally, your reporting is changing, removing the 28-days history, and substituting it with 1 or 7-day windows.

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