Videos should be an integral part of your law firm’s content marketing strategy. It may be no surprise that we are a video-addicted society. According to a recent Pew Research Center study, two-thirds of us would rather receive information via a video than the written word. YouTube averages a jaw-dropping 4 billion views per day. It amassed 1 trillion views in 2011.

A quick scan of the online video landscape indicates that there are thousands of lawyer videos—a marked change from several years ago, when only a few pioneers were charting a path on YouTube.

Why and how do videos work? You will hear this question debated endlessly, but between our experience at Jaffe PR and those shared by others, it is clear that these are some of the reasons videos work:

  • Videos put a human face on your business – someone whom users can like and trust. Even if you have “a face for radio,” videos can work for you.
  • They allow you to showcase your knowledge.
  • Videos provide information that people are searching for – and users like you for that.
  • Google, which owns YouTube, loves videos and ranks them highly.
  • YouTube is the second-largest search engine after Google.

Here are some tips for creating and marketing good visual content:

  • Include some sort of call to action at the end, with a phone number, website and email address.
  • Keep your videos short (two to three minutes).
  • Linking to your YouTube videos from your website (let YouTube provide the bandwidth to stream) makes your site appear more interactive – and your video titles will help with search engine optimization.
  • Use social media, including blogs, to publicize your videos.

Remember that you must always give away useful information in a video. Also remember to not give legal advice in your videos or you may find yourself subject to lawyer disciplinary rules.

If the predictions are correct, print may be a dying marketing medium. Videos, unless they become obsolete, are ongoing marketing for you – with no ongoing expense – and most often provide a high return on investment and a valuable tool in content marketing for your law firm.