In today’s world, you’re going to need more than just an eye-catching photograph or witty caption to capture your audience’s attention.
Research shows that companies and brands that use video marketing grow their revenue 49% faster than those that choose not to. This is especially true for lawyers; since the market is very large, potential hires will need something that can make them stand out from the crowd.
On LinkedIn, video posts receive three times the engagement of text posts, so they can be a fun and innovative way to engage prospective clients. But how can lawyers take advantage of LinkedIn’s video features, and what are its requirements? Read on to find out!
Accessing Video Features on LinkedIn
The type of LinkedIn video that you’ll most likely use if you’re a lawyer is LinkedIn native videos, which are either uploaded to the site or created directly on it.
To access LinkedIn’s video capabilities, start by accessing the main home page of the website. From there, click on “Share” and the video icon that follows in order to upload your video.
There are a wide variety of video file types that are supported by LinkedIn, so you shouldn’t have much trouble making yours compatible. For more information on recommended specs for LinkedIn video, click here.
If you’re accessing the website on a mobile device, look for the share box or post button to access video features. The main difference between mobile and computer versions is that on mobile, you can add filters and text to the videos you upload.
Once you’ve finished uploading, you’ll have access to the audience insights the video will create! Keep in mind that native videos can be no shorter than three seconds and no longer than ten minutes.
Structuring and Optimizing Your Video for LinkedIn
In order to receive the results you want, you’ll need to put effort into making the video perfect. Follow these steps to optimize your video:
1. Create a polished, professional video
Let’s start with the look: you’ll want to make sure that you have good lighting, the camera is steady and the background setting and camera quality are appropriate. Your video should also be free of background noise and reverb in order to make your audio sound professional.
2. Capture the viewer’s attention right away
Once you’ve secured a professional look for your video, your next task is to draw viewers to your content. Similarly to a news article, a viewer’s attention throughout the video is based off the first few seconds. You’ll want to have a good hook to capture their attention quickly. Putting the most important information at the start of your video is also vital, as you’ll want to make sure that your viewers hear that first.
3. Tailor it to the small screen
Most LinkedIn users that watch videos choose to do so on mobile applications. Out of those that choose to do this, less than 40% watch with the sound on. This means that you’ll need to take advantage of good body language, pictures and graphs, and text in order to properly convey your message.
4. Closed captions also make the video more accessible
To add these, use the SubRip application on Windows to create the correct script, and then upload that file to your video as it’s uploading to LinkedIn. You can also use online closed captioning services like Rev to create the ones you want. Keep in mind that a SubRip file is the only accepted file format for closed captions, so using a program that exports this file type is key.
5. Keep your LinkedIn video short
People have short attention spans so it’s a good idea to keep your videos shorter than 3 minutes. The most successful LinkedIn videos are usually 15 seconds or less. You’re welcome to make your video longer, but keep in mind that long form videos should only be used to tell a story.
6. Include calls to action (CTA)
End your LinkedIn video with a call to action (CTA), telling people what to do after they’ve finished watching. First consider the message and the goal of the video and use a CTA that complements it. You can direct viewers to visit your law firm’s website to find out more, to download a lead magnet, to subscribe to your newsletter, etc.
Creating Compelling Video Content for LinkedIn
Now that you know how to properly structure and edit your video, it’s time to get into the types of content you should be posting.
One of the best ways for a lawyer to market themselves through LinkedIn video is by highlighting their expertise. It’s important to convey this information in a concise manner, limiting your use of legal jargon. By showing your viewers that you have a deep understanding of your field, you’ll increase the likelihood that a potential client will decide to work with you.
You can also use your video platform to properly explain concepts that your clients may find complicated or confusing. Not only will you give viewers a better understanding of what you’re conveying, but you’ll further highlight your expertise.
Another great way to make yourself stand out is to feature a client describing the positive experiences he or she had with your firm. Testimonials are very important factors in a person’s decision to use a product or service, including legal assistance.
Lawyers who use LinkedIn video to promote their services should keep these tips in mind in order to maximize viewership and effectively engage with their audiences. Do you remember the old saying, “there are plenty of fish in the sea”? The same is true for the lawyer market. If you use the information provided properly, you’ll have a much easier time standing out from your competition. There will still be a lot of fish in the sea, but you’ll be more desirable than the others!
If you need assistance developing a video marketing strategy or are ready to start producing your own content, reach out to us for help.