8 Tips For Creating The Best Video Blogs

Video has never been more important and thought leadership is essential for law firms. Combining the two into a video blog (vlog) is an ideal way to generate new content while sharing subject matter expertise. That sounds like a no-brainer, right? Yet while many attorneys understand the importance of video blogs, they aren’t sure where to get started. 

Eight Steps For Effective Video Blogs

1. Do Your Research and Determine Your Niche

Developing your strategy begins with finding your sweet spot. In order to do that, you need to understand what your competitors are doing. You’ll want to give a lot of thought to what your vlog will cover based on your brand, audience, demand, and specialties. It’s also key to confirm that there’s demand for your content. Use tools like Google Trends or Google Keyword Planner to see how much interest you can expect. Once you’ve done your research, you can determine the niche you’ll operate in. 

2. Engage and Connect: Craft Vlogs That Capture and Retain Your Audience

Before creating content, it’s important to have a clear understanding of who your target audience is. Defining your audience will shape the content, tone, and style of your vlog. Consider their pain points and what questions they want answered. Tailor your content to address these needs, as this will help build a loyal following. An effective vlog is one that connects with viewers on a personal level, making them feel like the content is created just for them.

Equally important is grabbing your audience’s attention right away. The first few seconds of your video are crucial—start with a bold statement, surprising fact, or thought-provoking question to keep viewers engaged. Keep your vlogs concise, aiming for 5-10 minute videos, especially if your audience is new. Attention spans are short, so deliver valuable content efficiently. Once live, promote your vlog across multiple channels and engage with your viewers by responding to comments, encouraging discussions, and fostering a sense of community. Regular interaction with your audience is key to growing a loyal following.

3. Create a Content Strategy

Content planning is one of the more exciting aspects of a vlog. Just like you would for a written blog, you want to begin organizing your thoughts around content. Start with broad topic ideas and then think of more specific subjects. If you want to, you can group ideas into a series, and then treat each segment like an episode of a TV show. Social listening can be a valuable tool in this practice. You can get a feel for what would be most interesting and helpful for viewers. Furthermore, vlogs require a bit of additional planning – consider props you might need, any special locations, etc. 

4. Obtain the Right Equipment

Even the best content won’t come across well if you don’t have the right equipment. To produce high-quality video blogs, you need to ensure you have the following elements:  

• A camera that can capture subjects (in focus)
• Clear audio
• Lighting that matches the aesthetic you’ve chosen
• A non-busy background that also aligns with the aesthetic
• A ring light or softbox for lighting
• A lav microphone for audio
• A phone with a camera (if you can’t invest in a standalone camera)
• A phone stand or tripod
• A plain backdrop
• Quality software for editing

 It’s worth noting that you don’t need to break the bank on the very best equipment at the beginning. Even a cell phone can work if you are thoughtful and intentional in your approach. 

5. Film and Produce Videos in Groups

If you plan your content well, you can film multiple video blogs at once. Batch filming will save you tons of time and make scheduling a lot easier. Think about what you want to film for the first few weeks, and see what can be grouped together. Of course, not all topics will allow for batch filming. For example, a behind-the-scenes video is probably going to be timely and not able to be lumped into other episodes. Batch filming works best for videos on the same topic using the same background or location. Document all of your filming schedules and make sure the appropriate people are aware of them. 

6. Learn How to Optimize Your Vlog Content

At this point, you might feel ready to publish – but hold on! There’s another important step to complete. First, you need to create a thumbnail. This image is one way viewers will decide if they want to watch your vlog. YouTube recommends 1280 X 720 pixels with a resolution of up to 2MB. The title is also key. It’s important for generating interest as well as SEO. Make sure your researched keywords are in the title and that it’s under 70 characters. Also, be sure to spend some time on your video tags and descriptions as well. And just as you would with other online assets, consider SEO when you choose your copy. 

7. Publish Consistently

Vlogging – like blogging – is a marathon, not a sprint. It requires steady work at a regular pace. Even if you have terrific content, if you don’t publish on a consistent schedule you can lose your audience. In today’s vlog landscape, people expect consistency and you should aim to publish on a schedule. That doesn’t have to be multiple times per week. Just figure out what you can manage and commit to that amount of content. 

8. Monitor Your Metrics and Use Them to Optimize

If you commit to vlogging, you’ll eventually begin to get views and then subscribers. Make sure to analyze your metrics to understand overall and individual performance. KPIs like average watch time and audience retention are helpful in understanding how your content resonates with your audience. Look for re-watches to learn about areas of interest and get new content ideas. Other critical metrics include impressions and click-through rate (CTR). These can show you whether people find your thumbnail, title, or description attractive. If those rates are low, you may need to test a few things. There will always be trial and error involved, but the important thing is to make a proactive effort to see how you can improve. 

Takeaway: 

According to a report from CNET, 70% of the videos users watch are recommended by an algorithm. That means it’s essential to align your video content with viewers’ interests and follow SEO best practices. Viewers tend to care a lot more about interest than production value, so don’t worry about sophisticated production when you’re starting out. Follow these steps and establish a vlog presence, then improve from there. 

If you are interested in creating more professional video content, talk to our video production experts. Whether you need a fully produced video from start to finish, or if you just want help editing the video you took on your phone – we’re here to help. Contact us today for a free consultation.