They are neither famous nor influencers, in the most popular sense of the term, but the content they create reaches millions of users on social networks. They often operate under the guise of anonymity, as administrators of apocryphal pages, and even without showing their faces, they have gained a legion of fans on the Internet. The raw material is the universe of Law and what unites them is satire.

From requests and court decisions to extracts from hearings: everything is adapted to meme language. Posts break the bubble and often fall out of favor with the lay public, especially when riding a viral internet trend. Until the end of the relationship between the influencer Chico Moedas and the singer Luísa Sonza, the great excitement on social networks this month was reflected in posts.

The essence of the work is rapid production. Whoever posts first comes first. The content must be funny and above all acidic. Popularity comes from identification: the lawyer who misses deadlines, the judge who does not read the file, the client who complains about schedules.

Oh Stadium I spoke with the creators of four of these pages: Legal Tretas, Legal Memes, Lawyer without OAB and How is my process. They all have law degrees and use their own legal experience as inspiration. Most have a double schedule: they work in the office (or from home) and, at the same time, spend up to eight hours on their cell phone to add to their profile.

“I wouldn’t give up my career as a lawyer, especially because I need it to generate content,” says Thales P., 31, administrator of the How is my approach page. He created the profile in 2020, at the height of the pandemic, and runs the account alone.

In the world of social networks, where visibility is the greatest currency, these pages earn up to R$10,000 per month by renting space in the feed and stories. They are sought after to promote conferences, lawyer services such as process deadline notification software, legal books, and even by individuals seeking self-promotion. The monetization strategy is diverse, ranging from fixed partnerships to sporadic advertising, all selected according to criteria so as not to conflict with the content and scare away subscribers.

The Tretas Jurídicas page was hired by Disney+ to help promote the Hulk Woman series. The protagonist, played by Canadian actress Tatiana Maslany, leads a routine as a successful lawyer before becoming the heroine. “When I was contacted by the agency, I thought it was a scam. It’s been a little over a year on the page. That’s when I realized the size of the page. I did things without realizing it. It was a joke,” says Sérgio Tavares, creator of Tretas Jurídicas. The symbol of the page, which has become a registered trademark, is Julius, a character played by actor Terry Crews in the series Everybody Hates Chris, successful in the early 2000s, wearing a blonde wig.

The popularity of the pages is not a coincidence. There is a deliberate effort to avoid technical details to make the content accessible even to those who are not lawyers or magistrates. Presenter Serginho Groisman is one of the famous fans. “The law is very universal,” says Zhivago Figueirêdo, 31, about the success of the format. He is an associate of lawyer Bernardo Mendes Cardoso, 33, on the Legal Memes page. The account is the largest in the niche, with 739,000 followers, and also helps promote the brand of business men’s t-shirts.

It was Bernardo who created the page in 2015. The initial idea was to use the space to publish informative and serious content, but adapted to the language of the networks. Over time, he realizes that the public prefers humor. “I was just supposed to post legal content. So much so that it was called “succinct law”. The idea was to present the legal content in a very clear and objective manner. Over time, I abandoned that idea and started posting humor. All this was unpretentious,” recalls the lawyer, who today treats the page like a business. “Because it’s a humorous page, people think there’s no work behind it, but it’s actually a business.”

The biggest popularity gauge is when administrators, especially those who remain anonymous, receive jokes that they have created themselves from third parties, in the office or in a university group, for example. “A lot of people don’t know it’s me. I never introduced myself. And deep down, he’s a character. That’s not me and that’s not exactly what I think. At the beginning, I wanted to give my opinion, but it didn’t work,” says Filipe, creator of the Advogado Sem OAB page. The profile appeared while he was still a law student, hence the name.

Politics is a forbidden subject. Everyone thinks the topic hinders positive engagement more than it helps. The focus is truly on the inside of the justice system and the day-to-day nuances of legal operators.

“People think that in justice, you are not allowed to laugh, you cannot joke. We are breaking this paradigm. Maybe in the very near future, even judges will make jokes on the Internet,” Thales projects. “Justice is already considered a joke, so it’s even easier.”