In this episode of The Verdict is Marketing, we are going to discuss the growing importance of video in today’s digital landscape and its impact on legal marketing. Did you know that over 3.3 billion people worldwide view online videos on platforms like YouTube and TikTok, with a significant portion of internet users watching video content on a monthly basis, representing a reach of around 92% of internet users globally
Podcast Resources:
State Bar Rules – Advertising & Ethics
Show Transcript:
Kim: Welcome to The Verdict is Marketing, the podcast about all things law firm marketing. I’m your host, Kim Sailer, founder of LawBARD. Today, I’m joined by my co-founder, Todd Blackmon, and we’re going to discuss the growing importance of video in today’s digital landscape and its impact on legal marketing.
The Rise of Video Marketing
Todd: Great. Great. Yeah, I’m glad to be involved in this conversation. It’s super important. Video has become one of the most powerful formats. It’s over 3.3 billion people worldwide. View online video platforms like YouTube, TikTok tocks been in the news a lot. A lot more people are aware of that. Video consumption is at an all-time high. It’s just easy. Typically people even in their sitting there watching TV, they’re also like multitasking and doing TikTok videos. It’s 92 percent of the global internet users every month. That’s a lot, that’s a lot of eyeballs. And if you’re not involved in capturing those eyeballs you’re missing out.
Why Video Is So Effective
Todd: Let’s get into why it’s so effective.
Kim: Excellent. So, we’ll want to talk about why it’s so effective. There’s several reasons for that. Consumer demand. People just prefer watching videos over reading texts. It’s all about their time and attention. When I have my nephews here their faces in their phones and they’re watching and watching they could care less that they’re here in Florida, you know. There’s also video. You have a stronger emotional connection. The videos tend to build trust and credibility much more effectively than say static text and content. There’s increased engagement. Video tend to be shared. And audience tend to retain a lot more. Video is a great opportunity to expand your brand.
Kim: Social media and the search engines prioritize video content. Now you can improve your reach, enhance that awareness with your potential prospects and enhance storytelling. I’m always telling people what’s your brand and what’s your story. And videos allow law firms to tell compelling stories about their values and even their client’s successes.
AI is Making Videos Accessible
Todd: Oh yeah, AI is also making video more accessible than ever because of the ease of creation and the ease of posting content. It used to be very convoluted process. You had to have studio and mics and all kinds of stuff. And now it’s so much easier. Everybody, you just pretty iPhone and you’re good to go. That’s awesome.
Kim: Oh, absolutely.
Todd: It’s also making it just reducing the cost of across the board. It’s just the production. Streamline reduction is like a huge thing to increase efficiency. I recall the days of booking studio time and, Having copywriters create scripts that, which AI can do now having support visuals and post production editing, which, AI can assist and do a lot of that now. Again, it removes a lot of the technical barriers. It allows anyone to create high quality videos with ease. It, it’s really revolutionizing how we’re moving into the, this whole new video realm.
Platforms for Video Marketing
Kim: Oh, absolutely. So, let’s talk about some of the platforms available for video marketing.
Todd: Sure. We got you got Tik Tok, of course, been in the news. YouTube is huge when it comes to the, reaching people you got, and then you have the typical ones that you have LinkedIn and blue sky. And for sharing, the ease of sharing, you got tools like MailChimp, Campaign Monitor, HubSpot, Soho Mail, those are all super easy tools to use.
Todd; All of them now have AI embedded thoroughly throughout the process. It just, it’s amazing how email marketing is, and just content creation when it comes to videos is becoming so much more easy. Then you have the professional directories like AVVO, fine law, legal directories, all those things now are easy places to put that content and to get your message out and get your brand out there.
Todd: That they can do that. They’ve put their name up there once and they forget it. Once and done, and nope. Great opportunities for videos.
Types of Video for Law Firms
Kim: So let’s tackle some of the types of videos that a law firm can do. There are many different formats and opportunities for you to create these videos.
Kim: First and foremost if you’re not doing this, you should be, is client testimonials. It’s a great way to build trust by showcasing your client’s success stories. It humanizes you as a firm. And people can see like stories. So that’s great. Attorney introductions, personalize your firm with short bio videos of each of your attorneys and some of your staff, the people that your prospects and clients are speaking with every day.
Kim: Do firm overviews. Highlight your firm’s values, your services, your expertise. Become that thought leader through educational videos providing valuable legal insights and updates on what’s happening, changes in laws and things. You do case studies demonstrate, your real world cases. Another great thing to do is behind the scene videos.
The Future of Video in Legal Marketing
Kim: So, Todd, let’s talk a little bit about the future of video as we go forward in legal marketing.
Todd: Sure. Yeah it’s, there’s a couple different platforms and services and stuff out there that really helps. One of the most popular ones out there is the short form video. Those are the ones that you see on TikTok, Instagram Reels, YouTube Shorts. A lot of times they’re created from larger content like your podcast or a bigger, longer YouTube video.
Todd: You can take clips from these videos and break them into shorter, more digestible shorts which have become extremely popular. And then you also have the live video streaming webinars as Kim mentioned earlier, and Q&A’s and from announcements and updates very easily done even within your office you can set up, at your front desk and do these quick little streaming videos.
Todd: They’re super effective. And then you have the interactive videos, when you’re doing, offering polls or quizzes you’re getting some feedback from the viewership. A popular way to do that is you see on Instagram and on TikTok where people are commenting as the person’s doing a live stream.
Todd: You also have, which is starting to blow up now with Facebook meta and stuff like that, is the virtual and augmented reality. It’s. It’s immersive. It’s interesting. It’s a new up and coming kind of platform. It’s good to just get a little background and learn a little bit about that because that will be a big player come here, in the short near term.
Todd: And then search and digital advertising disruption. It’s amazing how these AI powered videos can improve your targeting and can improve your reach. The algorithms that these companies have now are very good. So, you know, in the past, or they just blasted out there and whoever found it. Now they’re being fed to the type of person that they feel fits that need. It’s super important and it is a super effective.
Kim: Yeah. One thing that’s for sure is don’t blink because things are coming fast and they’re constantly changing and you have to follow and monitor it.
Todd: That’s for sure. It’s no longer an option. It’s essential. If you’re a law firm or a business, you need, you want to stand out. AI is making content creation easier, more cost effective, firms of all sizes can leverage the video. You don’t have to have deep pockets to do this. Pretty much anybody can do this.
Kim: Yeah. And it can be fun. It’s a lot of fun. So absolutely Todd on great points about the future of video definitely allows attorneys to build trust. You can showcase your expertise and connect with potential clients in ways that traditional marketing can’t.
Kim: Again, if you’d like a full transcript of today’s episode visit us at lawbard.com/verdict. You can also check out the show notes for any links or resources we’ve mentioned here in today’s podcast. Thanks Todd for joining us today.
Todd: Thank you. Yeah, it was fun.
Kim: Excellent. And thank you listeners for listening. Feel free to reach out to me at Kim at lawbard.com or visit us anytime at lawbard.com until next time The Verdict Is Marketing is adjourned.
