Is your law firm’s social media presence feeling a little stale? There’s a secret to increasing engagement while informing and connecting with your audience: videos. Read on to find out how and why social media videos work so well for law firms.
How Can Social Media Videos Benefit My Law Firm?
There are quite a few reasons why your law firm should invest in video production and marketing. In the past, we’ve covered why your firm’s website needs video, as well as how to get leads from TV commercials. But social platforms are a different medium entirely, with different rules, requirements, and expectations.
Law firm social media videos are designed to be…
- Informative. Internet users tend to prefer watching videos to reading text. We process visuals much more quickly than text, and putting a human face to a concept is a tried-and-true strategy for getting people to relate to and remember what you say.
- Constant. In the legal field, videos are typically evergreen because laws don’t change too often. That means that your law firm’s videos can be a valuable resource for years. (“People are more accepting of older video content, whereas they may be more skeptical of older written content,” points out Ruth Carter, an attorney with over 2,500 subscribers on YouTube.)
- Authoritative. You need to let prospects know that you’re an expert and an authority in your particular legal field. Video is the quickest, most impactful way to tell them that you know your stuff and that you can help.
- Trustworthy. One purpose of video is to build trust by building a human, emotional connection with viewers. When a connection is made, it’s much easier for your viewers to trust you and engage with your social presence. Examples of videos that do this well are client testimonials and stories about the firm and its lawyers.
Now that you know how social media videos can benefit your law firm, how can you make the most of them?
How to Make Great Law Firm Social Media Videos
Just act natural! No one wants to work with a robot or a fake persona, especially when they’re dealing with a problem that could change the course of their life.
Feeling the pressure of being on camera? That’s normal. Try to keep in mind that videos about yourself should take a back seat to those that aim to inform potential clients. While humanizing your law firm is important, think of these videos as a supplement to the main thing that should be conveyed by your law firm’s social videos: how you can help the viewer.
Focus on the Viewer’s Needs
Social media videos are unique because they’re almost like a one-on-one conversation between you and the viewer. That’s why they should be as specific as possible: imagine you’re helping out one person, not a wide audience. Details on how you can help are much more valuable to potential clients than broad statements about your firm.
“The audience doesn’t really care about your personal background, where you went to law school, or why you wanted to become an attorney,” explains Trevor Molag, a legal digital marketer. “They are most likely looking for information to help them understand their legal situation. Show them what it’s like to go through the legal situation they are facing, and why you are the right person to help them.”
Take the Time to Do it Right
Lots of articles will try to tell you that you can create successful law firm social media videos with just your smartphone and your computer…but, to be frank, they’re wrong. Your law firm’s videos are a reflection of the team who works there, so they need to be as polished and professional as possible.
Be honest about the time, effort, and skill you have to put into this project: are they substantial enough to represent your firm well? If these videos are the very first impression a prospect gets of your firm, you don’t want them to be out of focus, poorly edited, or hard to understand. It’s 100% worth the time and cost to invest in either the right tools or a skilled video production team.
Ready to Be Seen on Social?
Social media allows your law firm to share its expertise and engage with former, existing, and potential clients in an accessible setting. And there’s no better way to do all that than through video!
If your firm is ready to start shooting videos on its own, great! To help make things easier, here’s a FREE infographic featuring quick tips for effective social media videos. Feel free to download, print, or bookmark it so you can use it as a social video checklist:
If you’d prefer a professional touch, on the other hand, Kirkpatrick Creative is here to help.
We get it: when you start adding up all the “simple” things it takes to produce your own social media videos, it gets overwhelming fast. With the branding, writing, framing, direction, lighting, sound, overlays, music, editing, posting, and promotion, that’s a lot of work to add to your already-full plate.
That’s where an advertising agency like Kirkpatrick Creative comes in. We have years of experience producing social media videos for law firms in Arkansas and Kentucky (and we’re more than happy to travel, too!). Engaging your social media followers with quality video is an integral part of our philosophy of advertising that’s engineered to work.
Ready to get started creating social media videos for your law firm? So are we! Contact Kirkpatrick Creative today.
Photo by Sam McGhee on Unsplash