5 Attorneys Share How to Use Short-Form Videos
Short-form videos: fad or the next generation of marketing content for law firms?
In the post-pandemic world, short-form videos saw a meteoric rise in demand. Some law firms went with the flow and adopted this new format into their marketing, while others chose to stick with proven tactics.
To investigate this further, we asked seasoned attorneys that hold top-level positions in their firm.
Here’s what they said:
Building Your Community & Client Relationships
If your goal is to reach the most users possible and foster a healthy community, your legal marketing strategy should adapt to the internet’s ever-changing content consumption habits.
This brings us to short-form videos, which have dominated the social media space in the post-pandemic world.
Short-form videos play an important role in Andrew Pickett’s social media strategy for his law firm, Andrew Pickett Law:
People consume content differently than they did five years ago, and these videos are a powerful way to connect in a fast-paced, visual world.
From my experience, authenticity and audience-tailoring are key. I often post short reels on our Facebook and Instagram pages featuring recent cases and victories, which have boosted engagement, followers, inquiries, and new clients. It’s not just about marketing-it’s about creating a community and building relationships with potential clients.
Making Complex Legal Concepts More Digestible
Videos have the power to enhance and streamline learning experiences, making short-form clips the perfect format for creating bite-sized nuggets of wisdom.
That’s why, in certain legal practice areas, short-form videos have become instrumental in promoting educational law firm content while also ramping up user engagement.
Ed Hones, owner and managing attorney at Hones Law PLLC, incorporated short-form video in their digital marketing efforts:
These videos allow us to present complex legal topics in a clear, digestible format, helping potential clients understand their rights and our services. For instance, we’ve created 60-second clips on issues like workplace discrimination and wrongful termination, often highlighting key legal steps employees can take. The results have been significant; these videos consistently generate higher engagement rates than traditional posts, with many viewers reaching out for consultations after seeing content that resonates with their specific situations.
Humanizing Your Firm to Connect with Audiences
Aligning your content strategy with people’s preferences is a great way to make your firm more relatable and authentic.
Capitalizing on popular platforms like TikTok, YouTube, and Instagram also just makes perfect marketing sense. It’s just a matter of tweaking your messaging and implementing formats that users actually want to see.
Andy Gillin, managing partner at GJEL Accident Attorneys, shares the results of their short-form video marketing strategy:
People consume a lot of content on platforms like TikTok and Instagram, and they appreciate quick, digestible information. These videos can humanize your firm, showing not just what you do, but who you are. The key is not just in creating content, but in using it to build a connection. Instead of listing services, share stories or quick tips that showcase expertise while providing value. For example, a quick video explaining what to do immediately after a car accident could establish trust and position your firm as a helpful resource.
Driving Leads with Actionable Advice
Short-form videos can also galvanize your target audience into action, accelerating their journey from viewer to paying client.
It’s all about providing actionable information that will make your audience feel prepared and ready to hire a lawyer.
For reference, J&Y Law CEO Jason Javaheri shares their firm’s short-form video strategy:
We posted a series of 15-second videos offering quick tips, like what to document after an accident or how to file an insurance claim, on our social media accounts. Not only did these videos get lots of views, but they also led to a noticeable increase in direct inquiries, with clients mentioning they’d found us through those specific clips. They proved that short, actionable advice can leave a lasting impression.
When Short-Form Isn’t Enough
As profitable as short-form videos are, there’s no one-size-fits-all solution in legal marketing.
For some law firms, it’s better to remain focused on strategies with a proven track record.
When it comes to short-form videos, Michael Farah, founder of The Farah Law Firm, P.C., has this to say:
Short form videos aren’t necessarily the right vehicle for promoting a law firm in my opinion. Lawyers demand trust, intimacy, and professionalism that is impossible to communicate in 30 seconds. These videos can be compelling, but they almost never provide any substance sufficient to engage prospective clients who want to hear advice on a high-level legal question. For me, short-form video viewers are fast-flying so it’s hard to create a lasting impression or demonstrate the expertise your company offers.
Rather than investing in short-form videos, Michael decided to focus on content formats that continue to generate high-quality leads.
“More in-depth posts such as webinars, blogs, or client success stories are much easier and successful formats for us. Through such content, we’re able to show off our skills and build reputation in a way that can reflect the professional atmosphere of legal practice.”
Final Thoughts
You can say that short-form videos are the “speed dating” of law firm lead generation.
It boils down to the speed and efficiency of short, engaging clips in conveying useful information to your audience.
“I believe short-form videos can revolutionize law firm marketing,” says Andrew Pickett. “They let you share insights, introduce yourself, and build trust—all in under a minute.”
Of course, short-form video is only supposed to be a small part of a bigger, more comprehensive marketing strategy for your law firm. We can help you find these gaps and formulate a strategy tailored to your needs—just book a free marketing audit here!
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