law firm content marketing

How to Use Instagram Reels for Law Firm Marketing

by Natalie Moe • November 19th, 2021 • Social Media | Blog

Instagram is a powerful tool in your social media arsenal. Reels is the latest addition to Instagram, offering more video functionality in the ever-evolving world of social media. Likely designed to compete with TikTok, Reels allows you to film 30-second video clips set to music with other effects. Reels provides new ways to engage with your audience – here’s what your law firm needs to know about using the feature. 

Why Focus on Reels?

Is it really worth it to learn a whole new social media tactic? Actually, yes. 

We know that people like to consume short video content – look at the popularity of TikTok. Since 2018, their users have climbed to 30 million each month. Instagram released Reels as their own video-sharing platform in order to take advantage of a growing preference in content consumption. Instagram is a well-established platform with over 100 million users in the US. That means if you’re not promoting on Instagram, you’re missing out on a huge opportunity. Hopefully, your law firm is already using Instagram – and adding Reels to your strategy is another way to remain relevant and active with users. 

Creating Reels Content

Instagram is a visual-based platform requiring photos or videos in posts, Stories, or Lives. To make the most of your efforts, it’s important to understand the technique involved. 

When creating Reels, shoot for quick, engaging, and relevant content. Of course, you want to take your brand voice into account and reflect that tone as well. Begin by brainstorming several ideas, and deciding how you can integrate them into your social media plan in an organic and timely way. Some formats likely to be more popular on Reels include: 

  • Introductory videos – Consider introducing members of your firm. Have them mention their specialty, how long they’ve been with the firm, and a few more personal details. 
  • FAQ video – What questions do you tend to get over and over? Create one video per question and expand on the answers. Remember to speak in a way that your audience will understand. 
  • Community engagement videos – Are there certain organizations in your community that you partner with or support in other ways? Highlight nonprofits or your firm’s community involvement by creating content and tagging the organization and having them share it as well. 
  • Client spotlights – Feature testimonials or brief conversations with clients once you win a case. 
  • Behind the scenes glimpses – Help people get to know your firm by sharing things that are happening that they may not otherwise see. Whether you feature highlights from a seminar, recent employee appreciation event, or office remodel, people will enjoy seeing a different side of your firm. 

In general, it’s important to remember that informational content positions you as a leader in the industry. Once you have some ideas, it’s time to create!

10 Steps for Making Reels

Many people like Reels because users can edit, film, and upload content natively within the platform. It’s easy and quick to create content – follow these steps. 

  1. Swipe right from your regular feed, like when you create a Story and choose “Reels” at the bottom of the screen. 
  2. On the left side of the screen, you’ll find controls for audio, speed, effects, and a timer. 
    1. Audio – Access the music selection on Instagram, and choose which portion of a song you’d like to use. 
    2. Speed – You can make the video play faster or slower.
    3. Effects – Similar to as in Stories, browse the latest effects in the gallery and access any effects you’ve saved before. 
    4. Timer – Set the length of each clip. 
  3. Insert a photo or video that you already have on your phone (in the bottom left corner of the screen). 
  4. To edit or delete a previous clip, simply press the back arrow on the bottom left side of your screen.
  5. After you’ve recorded a new video, press the “next” arrow on the bottom right side of your screen.
  6. Now you can add to your reel in the same way you would add to a Story. You can use the sticker, draw, or text tools in the top right corner.
  7. Make sure you play the video back to ensure you’re happy with the result before you publish it. Then, click the “next” arrow on the bottom right of the screen.
  8. Make sure to add a caption and relevant hashtags. 
  9. You can choose which frame from the video you want to use as a cover photo. You can also add a custom cover photo of your own instead. 
  10. Once you’re all done, your Reel will automatically share in the Reels tab and on the Instagram Explore page. You can choose to share your reel to your story or post to your feed as well, but that won’t happen automatically. 


It’s important to remember that Reels do not have to be professionally created videos. In fact, your audience is looking for fun, informal content that helps them to connect with your firm and staff. Keep Reels personable! If you do want to step it up a notch, learn more about producing high quality videos. Otherwise, if you’d like help with your social media strategy, contact us and we can be of assistance.


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