How To Get Clients From Instagram (& TikTok) Without Spending A Dime

Forbes

5 days ago

Ding! It's another DM. 'Hey, I saw your post about [whatever it is you do]. Can we talk?' What if you could get clients from Instagram and TikTok that way? Simple incoming DMs that land in your inbox because of your short-form content. That's it. No cold, cringey emails to write and send. No terrible networking events where someone corners you to talk crypto theories. No LinkedIn messages where you pretend you're 'circling back' when really, you're just desperate to pay the rent.
Think getting clients from social media without spending money sounds too good to be true? I get it, especially if you're a consultant, an accountant, or an attorney still convinced that Instagram and TikTok are just for beauty bloggers, unboxers, and gym bros. That they're 'not for B2B' because 'real' clients come from referrals, networking, and LinkedIn outreach.
Yes, that playbook still works. But I'm here to tell you that across industries, B2B service professionals are building thriving practices by posting Reels. They're closing retainers through DMs and landing corporate contracts without spending a dime on ads. And the best part? You can do it, too, all without a funnel, a ring light, or even a class on hashtags. You just need a message worth hearing—and the guts to press publish.
How B2B service professionals get clients from Instagram and TikTok
Many people get social media for B2B wrong. They think that if you're B2B, the only way to get clients from Instagram and TikTok is to 'go viral.' But it's no longer the only way because both Instagram and TikTok now function as search engines.
Nearly 40% of young professionals use these platforms to find information rather than relying on Google. Your content doesn't need millions of views, but it does need to be discoverable by the right people at the right time. Think searchable captions. Clear value propositions. Content that helps someone solve a problem in less than 60 seconds.
Because the algorithms reward relevance more than follower count, a single Reel can still get you 25,000 views with just 500 followers—if your message strikes the right chord. The providers who've figured this out love that you can punch above your weight, even as a solo service provider.
Here's why it's possible.
No one wants to read a white paper in their feed. But a 30-second Reel showing how to handle a difficult client convo? That's gold.
Instagram Reels, Stories, and carousels let you showcase your insights and perspectives, your voice, and your approach to helping, all without directly asking for a sale. That's important because, in B2B, people need to know, like, and trust you before they're willing to buy. And trust is a lot easier to develop when people can see your face, hear your voice, and get a feel for who you are.
Forget schedulers. You can easily get clients from Instagram and TikTok through simple conversations in the DMs. A potential client will see content that resonates, check your bio, and message you. If your earlier posts have led people to trust you, the conversation can move from 'I loved your video' to 'How can we work together?' in minutes.
This no-cost approach to acquiring clients also works at any stage. People discover you, warm up to your content, and hire you—all without leaving the app.
How two lawyers built a firm with zero marketing spend
Attorneys Nichant Makar and Rawina Gavri didn't set out to become influencers. They were law students burning the midnight oil and cramming for exams like everyone else. But while classmates memorized case law, Makar and Gavri had a side hustle creating short-form legal content on Instagram. They weren't trying to go viral. They just wanted to make the law feel less intimidating.
Today, Makar and Gavri co-run CleverLaw, a digital-first firm based in Germany with more than 300,000 followers across platforms and a client roster built almost entirely through social media. 'Our law firm has no marketing costs,' says Makar. 'We generate our clients organically through Instagram and TikTok.'
I interviewed them to find out exactly how they do it so you (and I) can learn from their approach.
'We attract attention through TikTok,' says Makar, who goes by DerJurist on the platform. 'But most of our clients reach out through Instagram.' Early on, they realized that TikTok and Instagram play different roles in the zero-cost acquisition journey. TikTok is chaotic, fast-moving, and built for discovery. Its algorithm can surface your video to 25,000 people, even if you have just a few hundred followers. But when someone's interested—when you catch their attention—they don't stay on TikTok. They head to Instagram, which is where the vetting begins: 'If this person is legit, they'll have more content on Instagram.' And if your Instagram content builds trust, the next step is simple. They send a DM. That's when the follow turns into a conversation, and the conversation turns into a client.
The content strategy they use to make the approach work is simple as well. Makar shares day-in-the-life content and fast-paced legal explainers on TikTok, videos that rack up thousands of views and spark curiosity. Gavri, who goes by DieJuristin, does the same, adding employment law tips and behind-the-scenes glimpses of firm life. The tone is smart and accessible.
Their approach mirrors that of workplace wellbeing coach Kelsea Warren, The Seamless Coach. 'The content that brings me new clients is educational, short-form videos,' she says. Warren, who has 40,000 Instagram followers and 80,000 on TikTok, generates 75% of her revenue through social media. 'From global organizations to small businesses, the key players in these organizations are on the platform, usually for their own personal use. They usually approach me after discovering a video I've posted about burnout.'
CleverLaw's content isn't complicated. They film most videos on their phones, edit with in-app tools, and post without overthinking. They don't worry about perfect lighting. There are no paid promotions. Maybe they'll apply a light filter, depending on the vibe. 'The only rule we really have,' says Gavri, 'is to keep showing up.'
They split responsibilities strategically. Makar handles most TikToks and DMs, while Gavri focuses on visuals and educational posts for Instagram. They batch content creation when possible, post consistently, and don't stress about perfection. Everything they post is designed to build trust. They avoid jargon, keep the focus on relevance, and always lead with value.
CleverLaw's content focuses on solving one problem per post. Whether it's explaining traffic violation rights or breaking down employment law basics, each video answers a specific question their ideal client is asking. 'If someone can walk away from our content feeling like they understand their rights a little better, that's a win even if they never become a client,' says Gavri.
Their approach meshes with what business coach Kaeli Sweigard calls 'insight-driven content.' Sweigard, who says she quit her job and built a $100,000-per-year coaching business through organic Instagram content, explains why she avoids over-teaching. 'If your content is constantly teaching the 'how,' your client simply goes to use that advice,' she says. 'But if your content instead reveals why your audience's current approach isn't working, you create demand.'
One of CleverLaw's posts—a TikTok about how a flawed speed measurement led to a dropped traffic fine—went viral. A viewer messaged the firm on Instagram asking if the same flawed device led to their ticket. Makar looked into it, found the same error, and got the case dismissed.
That client told friends. Several followed CleverLaw's accounts. Over time, Makar says, one video turned into five new clients.
Warren had a similar experience with viral content. She says one post increased her follower count by an astounding 10,000 times. 'I went from 300 to 30,000 followers in three days when it first went viral,' she says. 'I had over 60 sales calls booked, secured a brand partnership with Urban Decay, and was featured in several media outlets.' All from a single piece of content.
Initially, not everyone supported CleverLaw's focus on social media. Colleagues dismissed it as 'unserious.' A few potential clients were skeptical, unsure whether two social-savvy lawyers could handle complicated legal matters. 'We had to overcome a lot of skepticism,' says Gavri. 'But once people saw our success—and our legal wins—they stopped questioning whether social media was the right channel for us.'
This challenge isn't unique to lawyers. Warren faced similar doubts in the corporate wellness space, but she plowed ahead anyway. 'Burnout is pretty boring, but it's very real to those experiencing it,' she says. 'My advice is to have fun with your content, even if the topic isn't fun. If you don't enjoy what you're saying or how you're saying it, the users on the platform won't either.'
As CleverLaw grew, Makar and Gavri developed systems to handle increased demand. Their content calendar focuses on educational posts that address common legal questions, behind-the-scenes content that humanizes the firm, and client success stories that provide social proof.
'Since it's getting increasingly harder to be seen on social media, a common mistake I see from other service providers is leaning too heavily on trends and not posting original, niche-specific content,' Warren says. 'It helps to have a reference framework that's unique to you and your business, coupled with a strong opinion.'
CleverLaw's framework is simple: Make legal concepts accessible, show personality without sacrificing professionalism, and always prioritize client education over self-promotion.
The results speak for themselves. CleverLaw has built a thriving practice without spending on traditional marketing. Their approach proves that authenticity and consistency can outperform expensive ad campaigns.
A reality check: Time, results, and what works to get clients from Instagram
Before you dive in, let's address a few practical questions: How much time does creating content for Instagram and TikTok really take? And will it work for your industry?
Most successful B2B content creators spend three to eight hours each week on content creation and community engagement. That time includes scripting, filming, editing, and responding to DMs. The key is batching: Film three to five pieces in one session rather than scrambling to create something new daily.
Warren's approach is efficient. 'My growth started when I paired getting ready every morning with a burnout chat. Over time, that chat became a habit. And those are still some of my best-performing videos, even when I repost them years later.'
Don't think zero-cost client acquisition is just for lawyers or coaches. Consulting firms are making money on Instagram and TikTok, too; TikTok's 2023 economic report showed that the platform brought in $14.7 billion for small- to medium-sized businesses in the United States. Even enterprise software companies like Salesforce, ClickUp, and Zapier use thought leadership and humor for lead generation.
Your next steps: From lurker to client magnet to getting clients from Instagram
Ready to turn your expertise into client conversations? Here's your action plan.
If you're wondering whether you can actually get clients from Instagram, the answer is yes. And you don't need ads, a big team, or a perfectly curated feed to do it. You just need clarity, consistency, and the courage to share what you know. The pipeline is real. The tools are free. And your next client might already be watching, just waiting for that one post that makes them say: 'This is the person I've been looking for.'