Media consumption has changed, and it’s not one-size-fits-all anymore. If your law firm wants to attract Boomers, Gen X, Millennials, and Gen Z, your advertising strategy has to meet each group where they are watching. Here is a very brief but insightful way to consider your audience by generation as you build your media strategy.
Boomers (Age: 57–77)
- Boomers are still loyal to traditional linear TV: local and national news, live sports, and daytime programming.
- They are directly influenced by billboards and other out-of-home tactics.
- They are the most active generation on Facebook. They engage with law firm pages, community posts and reviews.
- Boomers prefer direct human interaction. They trust firms who pick up the phone and offer personal service.
Gen X (Age: 43–56)
- Gen X are hybrid viewers. They split their attention between traditional TV and digital.
- This is the “research” generation. They read reviews, compare law firms, and check credentials before hiring an attorney.
- They’re present but passive on Facebook and LinkedIn. You’re best off to target them with educational content and case wins.
- Gen X still values professionalism and detailed follow-ups via email and phone conversations.
Millennials (Age: 27–42):
- Millennials are mobile-first. They watch content on smartphones, often while multitasking.
- Streaming video, social media, and on-demand content dominate over other mediums for this audience.
- They value authenticity and social proof (such as online reviews & influencer endorsements) over traditional advertising.
Gen Z (Age: 11–26):
- Gen Z skips the cable box entirely. You’ll find them on TikTok, YouTube, and CTV.
- They absorb information… anything from accident rights to lawyer recommendations… through short form video. User generated content is often preferred too.
- They prefer CTV & Smart Devices: think streaming content on TVs, phones, and tablets.
- They know when they’re being marketed to, so authenticity is crucial.
- Direct messaging is most effective if you want them to engage with your firm.
- Make contacting your firm frictionless: chatbots, texting, video consults.
If your law firm is using a one-channel approach, you’re missing much of your market.
From billboards to binge-watchers, we reach them all. To find out how we can build creative campaigns and a media strategy unique to your firm, give us a call at 303-597-9666 and ask for Tammy Kehe! Network Affiliates. Creativity. Strategy. Results.