The world of legal marketing has entered a new phase, one that reflects broader changes in how we engage with social media. Enter the superinfluencer – individuals who have mastered LinkedIn to such a degree that their personal influence outstrips their entire firm’s corporate page. These professionals are reshaping the way law firms interact online, blending personal branding with corporate growth.

When crunching the numbers for TBD Marketing’s latest LinkedInfluencers Report, it became clear that the rise of the superinfluencer is not just a passing trend but rather an opportunity for major law firms to get behind. The metrics speak volumes: some individuals are generating more than 10,000 likes per quarter. For context, this is the equivalent of tens or even hundreds of thousands of pounds in LinkedIn advertising spend. Quite the saving for firms.

Individual impact vs corporate presence

The report highlights the extraordinary reach of these legal superinfluencers. At 10 of the top 15 UK law firms, the single most influential LinkedIn user within the firm already significantly outperforms the company page. In fact, the top five individual influencers have as much combined influence as the top 11 law firms. This trend underscores a shift from traditional corporate branding towards authentic, individual-led engagement. In 2025 I believe we will increasingly see a need to blend the two.

One standout individual is Jen Shipley, a senior associate solicitor at Irwin Mitchell. Her LinkedIn activity alone has gained the firm the equivalent of more than £300,000 in advertising spend this year. She is joined by other stars like Ilana Kattan, Justin Farrance and Mark Stephens, whose online presence offers law firms an untapped reservoir of influence and engagement. Their posts resonate with people. Each has their own style, but none uses a pure play technical update approach, thankfully.

What makes a superinfluencer?

Superinfluencers aren’t simply prolific LinkedIn users; they are individuals who consistently outperform their firms’ corporate pages. By generating more than 10,000 likes per quarter, they set themselves apart in a world where remaining front of mind is key to instructions. These legal professionals have embraced the art of storytelling, using LinkedIn not just to highlight firm achievements but also to engage with audiences on topics like innovation, diversity, global presence and empowerment.

This phenomenon demonstrates a significant shift in audience preferences. Just as user-generated content in consumer markets complements traditional advertising, audiences in the legal sector value authentic voices. Superinfluencers deliver this authenticity in spades, creating deeper connections and trust with their followers.

Turning individual influence into firm-wide gains

The rise of the superinfluencer represents a huge opportunity for law firms – if they are willing to adapt their social media strategies. Firms should view their top LinkedIn users not as loose cannons to be managed but as brand ambassadors whose influence can amplify the firm’s reach and reputation.

The key is aligning these individuals with the firm’s goals without stifling their creativity. Empowering employees to engage authentically on LinkedIn, while offering them tools and training, is essential. This can include encouraging experimentation with video content, LinkedIn newsletters or even hosting live sessions. Yes, these efforts enhance the individual’s personal brand but fundamentally, they also boost the firm’s visibility.

A roadmap to success: mavericks, marketing and management

To fully harness the power of superinfluencers, law firms need to embrace what TBD Marketing refers to as the Three M Strategy: mavericks, marketing and management.

1. Mavericks: These are the LinkedIn trailblazers within the firm who already excel at creating engaging content. Rather than trying to control these individuals with strict guidelines, firms should support their efforts, providing resources to amplify their impact. Mavericks often set trends that inspire others in the firm to get involved.
2. Marketing: The marketing team plays a crucial role in facilitating employee advocacy. By promoting the best posts from within the firm, offering analytics to guide content creation and celebrating successes, they can create a culture where everyone feels encouraged to contribute.
3. Management: Senior leaders can lead by example. When management is active and engaged on LinkedIn, it sends a clear signal that the platform is integral to the firm’s strategy. Leadership involvement also helps create a safe environment for less experienced employees to find their voice.

The future is personal

The superinfluencer trend marks a turning point in how law firms approach social media. While corporate pages remain important for broadcasting brand messages, individual voices are proving far more effective at driving engagement. The result is a win-win scenario: superinfluencers gain recognition and influence, while firms benefit from increased visibility, trust and business opportunities.

By identifying and nurturing four or five (or 10?) standout brand ambassadors, firms can transform their share of voice through social media. This approach not only saves on advertising costs but also positions the firm as a thought leader in a competitive market. As audiences continue to seek out authentic connections online, the legal sector has an opportunity to embrace this trend and put its social media strategy into overdrive.

The question for law firms now is simple: who are your most influential colleagues, and how can you support them in becoming the superinfluencers of tomorrow?

Simon Marshall is the founder of TBD Marketing.