Video is judged by over 54% of marketers to be the most effective way of grabbing attention. When we’re scrolling through social media, it’s easy to scroll past content.
What we need to do is get people to stop and to look at our content. Video is an incredibly useful way to do this. It’s quicker to be able to create relatable content and convey emotions than ever before. It has become an essential tool for businesses to connect with their audience. Law firms, too, can harness the power of video to engage clients, establish credibility, and drive growth.
There are some incredible examples of practitioners who are building successful brands based on a video-marketing strategy. The Legal Queen (speaker at the upcoming Legal Growth Conference) has built a following of over 550k people on TikTok alone helping to develop and cement her position of authority in the family law arena.
In this article, we’ll explore why video content is important, which channels to utilise, how to create compelling videos, the necessary equipment, the need for subtitles, recording frequency, time investment, content topics, and how Legal Growth can assist your firm in leveraging video marketing effectively.
Why is Video Content Important?
Video has proven to be a dynamic and engaging medium for communication. Here are some compelling statistics that highlight its significance:
- Increased Engagement: Videos generate 1200% more shares than text and images combined, making them a powerful tool for boosting engagement.
- Improved Retention: Viewers retain 95% of a message when consumed through video, compared to only 10% through text.
- Higher Conversion Rates: Including a video on a landing page can increase conversion rates by up to 80%.
- Enhanced SEO: Websites with video content are 53 times more likely to rank on the first page of Google search results.
- Mobile-Friendly Experience: With the rise of mobile usage, videos provide a convenient and accessible way for potential clients to consume information on the go.
What Channels Should You Post to?
To maximise your reach and impact, consider posting your videos on multiple channels:
- YouTube: As the second-largest search engine globally, YouTube is an excellent platform for reaching a wide audience and establishing your firm’s authority.
- Website: Embedding videos on your firm’s website can enhance user experience, showcase expertise, and keep visitors engaged.
- Social Media: Platforms like LinkedIn, TikTok and Facebook offer opportunities to share video content and engage with your audience directly.
- Email Marketing: Including video content in your newsletters and client communications can increase open rates and overall engagement.
How to Create Video Content:
Creating engaging video content requires careful planning and execution. Here’s a step-by-step guide:
- Define Your Objectives: Identify your goals for the video, such as introducing your team, explaining legal concepts, or sharing insights on recent legal developments.
- Scripting and Storyboarding: Prepare a script that delivers your message effectively. Create a storyboard to visualise the shots and sequence of your video.
- Filming: Use a good-quality camera or smartphone and ensure proper lighting and sound. Consider using a tripod or stabiliser to keep your shots steady.
- Editing: Utilise video editing software to refine your footage, add captions or graphics, and enhance the overall production value.
- Publishing and Promotion: Upload your video to the desired platforms and share it across your social media channels, website, and email newsletters.
What Equipment Do You Need?
Creating professional-looking videos doesn’t always require expensive equipment. Here are the essentials:
- Camera: A smartphone with a high-resolution camera can suffice, but a dedicated video camera or DSLR provides better quality.
- Microphone: Invest in an external microphone or a lapel mic for clear and professional audio.
- Lighting: Utilise natural light whenever possible, or consider purchasing affordable lighting kits for consistent and well-lit videos.
- Tripod or Stabiliser: Use a tripod or stabiliser to prevent shaky footage and ensure a professional look.
Do You Need Subtitles?
Including subtitles in your videos is highly recommended. They make your content more accessible to those with hearing impairments and improve user experience. Additionally, subtitles can help viewers understand your message even when watching videos without sound. Many video editing software and platforms offer tools for adding subtitles easily.
How Often Should You Record?
Consistency is key when it comes to video content. As a starting point, aim to record at least one piece of content per week. This regular schedule will help you maintain engagement with your audience and build a library of valuable resources over time. However, be sure not to compromise quality for quantity – focus on delivering informative and engaging videos.
How Long Does Video Creation Take?
The time required for video creation depends on various factors, such as the complexity of the video, editing requirements, and your familiarity with the process. Generally, it can take several hours to shoot, edit, and finalise a video. As you gain experience, you’ll become more efficient in producing videos. Once created, as explained above, the video can be used in multi channel campaigns.
What Should You Talk About?
To make your video content valuable and relevant to your target audience, address niche questions and concerns. Consider discussing legal topics that frequently arise in your practice area, debunk common misconceptions, explain complex legal concepts, or provide practical tips for clients. Demonstrating your expertise through educational videos will establish trust and position your firm as a go-to resource for legal information.
Don’t aim for perfection. Simply aim to get content out there. Perfection is the enemy of progress!
Post written by Tom Stansfield at Legal Growth.
