The Evolution Of Video Marketing (And Why Your Law Firm Needs It)


The times they are a changing.

The current digital landscape is a lot different than what it was a few years ago. Rewind just fifteen years and you would see dialup internet, flip phones and the first-generation iPod. Now, people are reaching into their pockets and purses to answer email, read the latest headlines or close their garage door with a tap of a finger. And one thing is certain – when browsing online, people are looking for quick, engaging and highly visual content to interact with. It’s why video marketing is quickly becoming the go-to source for the mobile consumer.

Consider this: Seventy-two percent of consumers would rather watch a video to learn about a product or service than read text. And did you know? Visual data is processed 60,000 times faster than text alone. The popularity video has earned over the years has only increased since the rise of smartphones, creating a hunger for visual content that can’t be ignored. And people aren’t watching video solely for entertainment. They’re pressing play for product reviews, tutorials, presentations, interviews, live events and more.

A look back in time

Let’s rewind once more to look at the evolution of video. In 1950, less than 10 percent of Americans had a television in their homes. Now, the average household has 7.5 devices ranging from TVs to tablet, and the typical American spends nearly 24 hours a week browsing the web. Looking at the numbers, the explosive growth of video adds up – people now have immediate access to a wealth of knowledge in the palm of their hands and they’re anxious to learn.

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The control consumers have over the content they consume shouldn’t be overlooked either. While creating video for your firm’s website and social media should be a priority, you need to first understand your client’s motives for wanting video and why they’re taking the time to consume it. For instance, a recent study by Neilson revealed the most popular app used when someone was in an Uber was YouTube. Why? Because it offered passengers uninterrupted time to catch up on the latest videos while being chauffeured around town.

The question to ask yourself is: Why will people watch your videos? Whether it’s to understand a complicated legal process or simply learn more about your firm, having a clear focus behind your videos can move a prospect to an actual customer in no time. A perfect starting point is to map out the customer journey to identify places where someone may be vulnerable and need your help most. It could be a video answering a frequent question, a testimonial from a past client or simply a 15-second animated clip explaining what your firm does.

Putting it in focus 

So, you’ve answered the why; now it’s time to provide the visual proof of your expertise in the industry. Capitalize on the approximately 65 percent of people who are visual learners and focus on these simple but effective ways to create lasting videos

your clients will value:

  • Brevity is a virtue. According to a 2013 study done by Microsoft, the average attention span of a human dropped to eight seconds – one second less than a goldfish. Don’t get caught creating lengthy videos for people only looking for snackable content. A good rule to follow: keep your videos under two minutes, no matter the platform you post them to.
  • Think outside the box. Your law firm is unique, so make sure your videos are too. Unscripted testimonials, interviews with an expert or using animation are just a few ways to set your firm apart from competitors while offering useful, timely information viewers will enjoy.
  • Fulfill a need. No matter if you hire a professional or film something yourself, your videos should fulfill the needs of your legal consumers. Whether you record a tour around your office to familiarize potential customers with your space or offer clear steps to take after getting in a car accident, creating content with the needs of your clients in mind will resonate most.
  • Quiet, please. People love video, but they don’t necessarily want others to know they’re watching it. In fact, 85 percent of Facebook videos are watched without sound when silent auto play was on default. Including captions on your content before posting ensures anyone can watch your videos, no matter the time or the place.

Ready to learn more? Download FindLaw’s refreshed playbook, Legal Marketing 103 – Beyond A Basic Website, for a look at how video, blogging and the right social media strategy can create a powerful story for prospects looking at your law firm.

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