Creating Impactful Short Videos for Law Firms – Using Reels & Shorts

A combination of people’s enthusiasm for video and short attention spans has given rise to the popularity of short-form video content. For example, TikTok has a stunning 1.5 billion active monthly users and growing, making it a fantastic channel for law firm marketing if it aligns with your audience. Adding short form videos for law firms to your marketing strategy can help you capture the attention of some of those people.

If your law firm hasn’t considered using short videos on sites like TikTok, Facebook, or YouTube, it’s a good time to start. Instead of simply posting anything that’s relatively short and hoping for the best, you should carefully consider your strategy. Here’s more about the potential for law firm marketing using strategies like Reels and Shorts and how you can create impactful short videos that produce results.

The Rise of Short-Form Video Content

Short-form videos for law firms are easily digestible, bite-sized content that are typically under a minute in length. However, some can be up to three minutes long, depending on the platform. The videos are designed for quick engagement and consumption platforms like Instagram/Facebook Reels, TikTok, and YouTube Shorts.

According to Hootsuite, 73% of consumers prefer short-form videos to learn about products and services because they allow them to consume content more efficiently. Statista reports that ad spending on short-form video ads is forecasted to reach $145.8 billion by 2028, a 9.5% annual growth rate.

Why Your Law Firm Should Embrace Short-Form Video

The statistics illustrating the popularity of short videos undoubtedly captured your attention. Here are some other reasons why your law firm should consider short-form video content:

• Create Trust and Credibility — Law firms can use short video content to showcase their knowledge of legal issues, building trust and credibility with potential clients.
• Enhance Brand Awareness — This type of content is highly shareable and can sometimes go viral. Short videos give law firms an opportunity to increase brand awareness and expand their reach.
• Increase Engagement — Short-form videos tend to exhibit higher engagement rates than long-form videos, usually due to their ability to capture attention concisely and allow consumers to consume the content quickly.
• Improve Search Engine Rankings — By uploading your video content to YouTube and other popular platforms, your law firm can improve its search engine rankings because search engines are prioritizing video content in search results.

Creating Impactful Short Form Videos for Law Firms

The majority of marketers (85%) in one survey believe that short-form videos for law firms are the most effective format on social media. If you plan to leverage this type of content for your law firm, you want to do it right. Here is how you can create impactful short videos to get the best possible results:

1. Define Your Goals
Before you grab your smartphone and hit record, decide what you want to achieve using video marketing. Are you looking for engagement, brand awareness, or conversions? Clear goals can help guide the type of content you decide to create and the metrics you use to track your success.

2. Understand Your Audience
Understanding the needs and interests of your audience is vital in effective video marketing. This helps you develop relevant and personalized content that resonates with them and produces the desired result.

3. Choose Engaging Topics
Your law firm has many options for short video content that can engage potential clients and drive traffic to your website. Some examples include:

• Explainer videos tackling common legal FAQs
• Short clips explaining your practice’s service features
• Interviews with attorneys and law firm staff
• PSAs about new laws or frequently misunderstood legal concepts
• Infographics or slideshows that summarize popular blog posts
• Video testimonials from satisfied clients

4. Optimize Your Videos
You’ll want to create your video content in the proper format so it can be posted across different platforms. Many people watch video content with the sound off, so having captions is critical for conveying your message and making your videos accessible.

5. Don’t Forget Your Hook and CTA
In a compact video, you’ll need to find a hook that gets your audience’s attention, deliver some engaging content, and then provide a compelling call-to-action (CTA).

6. Leverage the Right Platforms
Explore different platforms like Instagram/Facebook Reels, TikTok, and YouTube Shorts to learn where your firm’s content performs best. For example, a younger audience might gravitate more toward TikTok, while an older one might gravitate more toward Facebook.

7. Post Consistently
While you don’t have to post new content daily, it’s a good idea to create a consistent schedule for your short-form videos so people can get used to seeing your brand and build trust with it. Find a schedule that works for you and stick with it, even if it’s only every week or twice monthly.

8. Promote Your Content
You can get an additional boost for your videos by cross-posting them to different platforms and promoting them. Some social media sites, like Facebook, allow you to pay to boost a post. Depending on your marketing strategy, you can try this and gauge your results.

9. Be Responsive to Comments
Social media is meant to be interactive as opposed to a one-way conversation. When you post those short video clips, encourage viewers to comment with thoughts or questions. When they do, make sure you are responsive by thanking them, answering their questions, or inviting them to contact you privately.

10. Monitor & Adjust Your Strategy
It takes time and effort to achieve success on social media. You should refer back to those goals you established when you started to create some key performance indicators (KPIs). All social media platforms provide tracking, so you’ll be able to track your results and make key adjustments to improve your strategy moving forward.

Take Your Law Firms Video Marketing Strategy to the Next Level

A large percentage of your potential clients consume massive amounts of video content as a means to connect and build trust with brands. It’s important your firm doesn’t get left behind by the competition. We understand you’re busy, which is why Too Darn Loud Legal Marketing can help with every aspect of your video marketing strategy.

Our skilled video marketing experts will collaborate with your law firm to create a portfolio of high-quality and engaging short-form videos that will get you found and chosen by your target audience. We offer script writing, on-site video shoots, video production, the design of a video page for your website, and much more. Contact us today to learn more about how you can reach more clients using short videos for law firms.