Here’s the truth no social media strategist wants to admit: going viral is part luck, part timing, and part strategy. You can’t force it, but you can absolutely create the conditions that make it more likely. That’s exactly what happened when one of our family law attorney clients went viral—not once, not twice, but three times.
Before the first viral post hit over a million views, we had already been working with this attorney for four to five months. We were showing up consistently, building their online presence with a mix of memes, Reels, and educational content. When the first post blew up, it wasn’t random—it was the result of foundations we had quietly laid for months.
And because we had paid attention to what resonated, the two posts that followed also went viral. Here’s what we observed, and how you can apply these lessons to your own content—especially if you’re a lawyer who’s hesitant to show up online.
Going Viral Starts with Consistency
The first myth to bust? That virality happens overnight. It doesn’t.
By the time our client’s post went viral, we had already been testing formats, refining captions, and gathering insights on what their audience loved. We weren’t chasing virality. We were focused on consistency. That foundation allowed us to respond quickly when a post started gaining traction—and build momentum from there.
Action step:
Start with a schedule you can commit to. For most attorneys, that looks like three posts a week. Rotate between:
- Educational content (FAQs, common issues)
- Relatable content (client scenarios, emotional moments)
- Light humor or industry observations
Keep showing up. Consistency creates momentum.
The Post That Started It All
The first post that went viral was a meme. It was simple, relatable, and hilariously specific:
“The type of dancing you do when your youngest turns 18 and you finally block your ex.”
That one line sparked hundreds of comments and stories from people sharing their own divorce experiences. Some were emotional. Some were petty. All of them were real—and that’s what made the post work.
The takeaway? Specificity wins. People don’t engage with generic legal content like “Tips for Handling a Divorce.” They respond to moments that mirror their own lives.
Action step:
Take a moment and write down three emotional moments your clients go through:
- When they realize their marriage is over
- When co-parenting becomes toxic
- When they feel peace after the court decision
Build content around those moments.
Why Specificity Beats General Legal Advice
If you want your content to connect—and possibly go viral—avoid broad educational topics. Instead, zoom in.
Rather than writing “How to Prepare for a Custody Exchange,” ask yourself: What does that actually look like in real life?Maybe it’s standing awkwardly outside a Target parking lot while your ex glares at you. Maybe it’s that tense moment at school pickup. Paint the picture. Let your audience see themselves in the scenario.
That’s what stops the scroll.
Action step:
Choose one client experience this week. Write a post that tells the story—what happened, what was hard, and what helped. End with one takeaway or insight.
A Small CTA Can Make a Big Difference
When our first post went viral, we didn’t include a call to action (CTA). Even without one, the post still attracted around 50 new followers. But once we added a simple “Follow for more relatable content on co-parenting and divorce,” everything changed.
The next few posts gained traction—and the account grew by hundreds.
This taught us that you don’t need an aggressive CTA. In fact, a subtle one works better. Make it clear what someone will gain by following your account. What will they learn? How will you help them feel seen? Once people know that, they’re more likely to stay.
Action step:
Add a CTA to the last line of your caption. Make it subtle, but clear. For example:
- “Follow for more real-life family law scenarios and simple legal tips.”
- “Want more content like this? Hit follow.”
- “Helping you handle divorce, one post at a time.”
The Power of Memes (Yes, Even for Lawyers)
Many attorneys are understandably cautious about showing too much personality online. But here’s the thing—memes are not unprofessional. They’re relatable. They humanize you. And when paired with thoughtful, helpful content, they create a beautiful balance between credibility and approachability.
Our viral moment came from a meme. And in our experience, memes work best when they’re:
- Emotionally specific
- Centered on real experiences
- Paired with meaningful captions or context
Humor draws people in. The educational content that follows keeps them around.
Action step:
Look at your last five content pieces. Choose one that could be turned into a meme or lighthearted one-liner.
Use free tools like Canva or MemeGenerator to add text to a relatable image and try posting it. Pair it with a caption that brings it back to your core message.
A Framework That Helps: The 4 H’s
One helpful tool we’ve seen work wonders—especially for attorneys—is the “4 H” content framework by Shannon McKinstrie:
- Helpful (educate, demystify)
- Heartfelt (validate, empathize)
- Humorous (lighten the moment)
- Happenings (behind-the-scenes, timely updates)
Rotating through these styles allows you to stay relevant and build a well-rounded presence that people actually want to follow.
Action step:
Review your last month of posts. Assign each one a category from the 4 H’s. If one area is missing (usually humor or heartfelt), plan to create that next.
Are You Ready to Go Viral?
This might sound like an odd question, but it’s important. Many people say they want to go viral, but when the moment arrives, they’re not prepared. Their bio is unclear. The links don’t work. Profile doesn’t explain what they do—or how they can help.
So here’s a checklist to help you prepare:
- ✅ Is your bio clear and value-driven?
- ✅ Do your links lead to an actual offer or freebie?
- ✅ Do your pinned posts explain what kind of content you create?
Viral traffic is only powerful if you’re ready to receive it.
Final Thoughts: Show Up as You Are
If you’re an attorney reading this thinking, “I didn’t become a lawyer to become a content creator,” I hear you. But here’s the truth—your future clients are online. They’re watching. And they’re making decisions based on how visible, trustworthy, and approachable you seem.
You don’t need to go viral to make an impact. You just need to show up with content that reflects your experience, your tone, and your heart.
The confidence? That builds over time.
So whether you’re posting memes or breaking down the basics of custody agreements—just start. Show up consistently, speak to the real moments your clients are living through, and trust that your audience is already out there… waiting to feel seen.
And if you ever want to brainstorm or run your ideas past someone who gets it—I’m just a message away.
Let’s make your content connect.
