LinkedIn Video Ad Conversion Rates Are Higher Than Ever: How Can Your Law Firm Take Advantage?

LinkedIn video ad conversion rates are soaring, as businesses across industries increasingly turn to the platform to connect with their target audiences in more meaningful ways. For lawyers and legal marketers, posting on LinkedIn offers a huge opportunity to engage decision-makers and potential clients, build credibility in their areas of practice, and drive growth in ways other marketing channels just don’t deliver

As far as I’m concerned, LinkedIn videos—whether organic posts or paid ads— aren’t just “nice to have.” They’re essential for any firm looking to create a lasting impression with potential clients. But how can you harness the power of LinkedIn videos for maximum results? Let’s dive in!

If You’re Not Using Video, You’re Missing Out

In his own recent video post, LinkedIn CFO Daniel Shapero highlighted some striking trends: video consumption on LinkedIn is surging, with time spent watching videos up by 36% year-over-year. Meanwhile, the platform’s advertising business continues to gain momentum, accelerating for the second consecutive quarter.

I don’t think this is a coincidence. As Shapero said, video is rapidly becoming the “language of the internet,” especially for brands looking to amplify their reach on LinkedIn.

Consider Palo Alto Networks, which used LinkedIn video ads to engage over 5 million IT decision-makers, boosting conversions by more than 200%. Similarly, Orange Business increased their product awareness by 50% through global video

Why LinkedIn Videos Work for Law Firms

LinkedIn videos offer lawyers and legal marketers a dynamic way to highlight their firm’s expertise and build cre≠dibility in the minds of potential clients. By allowing decision-makers to see and hear directly from your firm’s attorneys, you provide valuable insight into their expertise and a glimpse of what it might be like to work with your practice.

LinkedIn Videos Reach Decision-Makers Where It Matters

LinkedIn is the platform of choice for professionals looking to learn, connect, and evaluate potential partnerships. Executives, general counsels, and business leaders are all scrolling through their LinkedIn feeds to find credible resources and solutions.

Boost Engagement with Your Target Audience

Video content not only grabs attention, it keeps it. Compared to static posts, videos are far more likely to be shared, commented on, and remembered. Whether it’s showcasing an impactful case study or explaining complex legal concepts with clarity, video helps foster genuine engagement with the potential clients your firm needs to reach.

Establish Thought Leadership

Owning their space as thought leaders is one of the most powerful ways lawyers can differentiate themselves in the crowded legal marketplace. Video is perfect for this. Posting short, engaging clips where your attorneys break down trending legal topics or offer practical advice creates instant credibility.

Promote Events and Build Community

Does your firm host webinars, networking events, or panel discussions? LinkedIn video ads can help you spread the word to the right audience, increasing registrations and attendance. After your event, you can take things a step further by posting clips directly to LinkedIn. Sharing highlights or key moments showcases the value your firm brings to the table, while keeping your audience engaged.

Affordable Yet Effective

One of the biggest misconceptions about video content is that it must be expensive or professionally produced. But in my experience, authenticity often resonates more with audiences than overproduced content. Many of our clients have created impactful videos on a budget simply by using a smartphone paired with a good microphone and the right lighting. The key is to focus on delivering value, rather than aiming for Hollywood-level production.

LinkedIn Videos: You Have Options

LinkedIn offers several ways to share video content, from standard organic posts to paid ads and even live broadcasts.

Standard Video Posts

Posted directly to your feed, standard LinkedIn videos are a great way to share educational and thought leadership content with your network. Short-form videos under 1 minute perform best, particularly those with a compelling hook in the first 3 seconds. Think quick legal tips, case study breakdowns, or “explainer” videos on niche legal topics.

LinkedIn Video Ads

LinkedIn video ads allow you to target decision-makers using criteria like job title, company size, and industry. To be effective, your ads should be creative, clear, and memorable. And keep it short (1 minute or less) with clear firm branding and a strong call-to-action.

LinkedIn Live Video

Ideal for real-time engagement, LinkedIn Live lets you broadcast Q&As, virtual panels, and product launches, creating a direct connection with your audience. Due to their interactive nature, LinkedIn Live broadcasts generate, on average, 23 times more comments than pre-recorded videos.

Vertical Videos

“Videos for You” is LinkedIn’s answer to TikTok: a scrollable feed that curates and suggests short, vertical videos optimized for both mobile and desktop.

Takeaway

By thoughtfully leveraging LinkedIn videos, your firm can transform how it engages with potential clients, establish its attorneys as trusted thought leaders in their areas of practice, and ultimately grow its business.

Looking for guidance? At Good2bSocial, we specialize in helping law firms and legal marketers use video to connect with their target audiences on LinkedIn. From recorded video production to custom animation, we’ll provide the tools and expertise to amplify your firm’s reach.

Reach out today for a free consultation, and let’s bring your vision to life!