Social media is an incredibly useful tool for every type of business, including a law practice. But to make the most of it, you should be creating videos as a part of your content strategy. Not only do social media users prefer videos, videos for lawyers can help build trust and generate leads. However, you can’t just film one and expect it to be successful on every platform. You need to take the time to optimize your videos for each channel. While some advice will overlap, each social media platform has its own recommendations for optimization.
Live video is a huge trend on Facebook. Your law firm can take advantage of this with a tour of your office or a Q&A to improve engagement. When not doing live videos, however, keep your videos short, ideally under a minute or so since that is the optimal length to maximize engagement. Keep in mind that most users will watch the Facebook videos on their mobile devices, so opt for a square video as that will most effectively fill a mobile screen. You should also try to put your logo and information at the end of the video, not the beginning, as users prefer you to get right to the content.
While Instagram isn’t always the go-to platform for lawyers, 10% of AmLaw 200 firms are using it now. If you are on the platform, remember that the maximum video length is 60 seconds. However, aim for about 30 seconds since that is the optimum length. Users on Instagram tend to want to scroll through content, not stop to watch a long video. Even so, Instagram stories are a growing tool for lawyers and other businesses. You can also do live videos on Instagram as with Facebook. Instagram is one platform where you cannot neglect hashtags, as they maximize visibility.
In contrast to other social networks, LinkedIn’s main purpose is professional networking. So how can video benefit lawyers and law firms in this space? Testimonials and case studies are great options for showcasing your experience and building trust with your connections. You can also turn your thought leadership articles into short video briefs which are sure to stand out in your followers’ feeds amongst text posts.
In March, LinkedIn began allowing companies to use videos as sponsored content within the paid advertising aspect of the platform. Since videos typically receive more engagement, they’re a great choice to use in a paid social campaign.
Twitter users watch an incredibly high percentage of videos on mobile devices (up to 93 percent), so ensure they are mobile optimized. Use captions so users can watch even on mute, since Twitter videos are automatically muted. Try to keep all Twitter videos under 45 seconds since Twitter users prefer short and sweet content. Finally, don’t forget to take advantage of trends like hashtags and breaking news.
YouTube is still a key player in video for social media. With this platform, you should try to make your videos about two minutes in length. YouTube is where users go for more in-depth information, but they still do not want to spend too much time. This is where you could put more informational content, such as advice. Be sure to include a link to your website within your video’s description and research which keywords to include in the tags, title, and description.
In an era where clients come first, you need to tailor your law firm’s content to what your audience is interested in. Videos are perhaps the most engaging type of content on social media which means you’re missing out on visibility if you’re not using videos to promote your firm. Video production may seem daunting, but you can easily record yourself on your smartphone and promote your message across social channels.