A Law Firm’s Guide To Video Marketing

Did you know YouTube is the world’s second biggest search engine? When it comes to Law Firm marketing, creating videos provides an opportunity to connect with prospective clients, showcase your knowledge, and explain complex legal issues in a ‘human’ way. And best of all, learning how to make effective videos has never been easier because you can learn almost everything you need to know from…you guessed it…YouTube videos. Also, there are several AI tools you can use to help create and edit your video content.

If you need further convincing about the power of video, consider the following:

·         Six out of ten people prefer watching online videos to television.

·         72% of customers would rather learn about products and services through video.

·         Social videos are shared 1,200% more than text or images combined.

·         Video marketing increases qualified leads by 66%.

Source: Video Marketing UK Statistics (2023) | Latest Industry Trends | Social Films

First things first, before you set up your camera and microphone, you need a great script.

How do I write a video script?

The first rule when writing video scripts is to always keep in mind you have about five seconds to hook your viewer. Therefore, you need to ensure the content of your video matches its title and thumbnail. If it doesn’t, viewers will quickly click off and choose a video that answers their question.

Secondly, you need a hook. The most common is the question hook, for example, “What happens if I breach a business contract”?. You can also use a statement hook, for example “Pre-nups are not legally binding”. Alternatively, you can ‘drop’ the viewer straight into a moment of tension, e.g. make the first scene one involving a police officer stopping a person for speeding. This is known as a context hook.

Your videos should be no longer than two minutes. At the beginning, you need a quick introduction, for example “Pre-nups are not legally binding in England and Wales but here are three ways you can draft one to get the Courts to give it plenty of weight”. If you look carefully at this sentence, it has achieved two important things. Firstly, it gives the viewer their 'payout’. The ‘payout’ is simply the answer to the viewer’s question or solving their problem, satisfying the reason they clicked on your video in the first place. Secondly, you are over-delivering with your content as not only are you answering the viewer’s question, you are also going to provide tips on how to make a pre-nup more likely to be upheld. The other thing you may notice is the language is especially casual and informal. To connect with the audience, you want the person presenting the video to sound friendly and natural, so rather than say ‘pre-nuptial agreement’ use ‘pre-nup’ and “get the Court” rather than “ensure the Court”.

Once you have your script, you need to choose how you are going to present the content.

Who should present your law firm’s YouTube video?

Ideally, one of your firm’s Solicitors would front your videos. But we all know that getting busy Solicitors to commit to marketing activities is not easy. And to be fair, presenting a video is really hard. Expect to spend around half a day filming and around a day editing to get a great result.

An alternative is to use an avatar. You can use AI to create a realistic(ish) human avatar. However, you may prefer to create animated videos, which can look fantastic when done well.

What type of editing software should I use?

Editing will make or break your law firm marketing video, so it is essential to choose the right software. Options to consider include:

• Adobe Premier Pro – used by everyone from solo creators through to those in the TV and movie industry.  Most of the videos you see on YouTube will have been edited with this software. It meets industry standards and is packed with features, including some powered by AI.

• Premiere Elements – this is a stripped back, simpler version of Premier Pro and is perfect for video creator newbies.

• DaVinci Resolve 19 – although you can purchase a subscription, many creators get by perfectly fine on the free version which does everything from timeline editing and transitions to text, audio, and motion graphics. 

Wrapping up

Making high-quality YouTube videos has never been more accessible thanks to AI and intuitive software programmes. However, like all content creation, you can get OK results using AI, but if you want exceptional quality, investing in a professional videographer and editor is always the better option.

Albion Legal provides a range of added value products and services, from bespoke employment disputes insurance cover to white-labelled HR software. To discuss any points in the above article or to find out how we can help your business, please phone 0113 2471 717 or email our team.