Video is becoming more than a “nice to have”—it’s essential for law firm marketing. Video not only gains interest across more channels, but it can also add credibility to your content. Production value doesn’t matter as much as the information presented—if you can provide value and education to your audience, they will be happy to engage with your videos. To that end, we’ve put together a list of topics that make great video content. If you’re stumped when it comes to subject matter, take a look at the following list of 8 topics for law firm videos.

8 Types of Videos Every Law Firm Needs

1. A Client Testimonial

Getting a client to share why they trust you can mean a lot to prospects or new clients. It’s a form of social proof, which plays a huge role in a potential client’s decision process. When possible, you want to share specific and tangible results. You can do this through brief case studies, a collaborative exchange such as a Q & A with a current client, or by asking a previous client to share a quote via a clip. By putting your client testimonials into video format, you appear more trustworthy, as now potential clients can see this testimonial is coming from a real, relatable client.

Tips for creation:

• Make the focus of filming on the client and its representative
  
  
• Include the client representative’s name and title in the quote
  
  
• Allow the client to dictate the script and use their own words 

2. “Explainer” Videos

This type of video can drive a lot of engagement, but you need to have a strategy before posting. What is the goal of the video? Who is the audience? Really think about the problems your readers are facing, and how to break down the steps that address those problems. Then, shape your story around those components. Explainer videos are a great place to add other media. Think of explainer videos as a video version of your ‘How to’ or guide type of blog posts.

Tips for creation:

• You can use infographics, animation, or live action to walk people through the steps you’re talking about
  
  
• Don’t be afraid to repurpose other content like blogs for this video
  
  
• Leverage text to make steps clear
  
  

3. Short Form Social Media Video

If you’re active on social (and you should be), you can pull some fodder from there for short videos. Consider items that you’ve posted on social—such as behind the scenes or Q & A items—and link to them and elaborate in video content. If you’re featuring something timely on social, such as an upcoming webinar or sharing an award your firm won—elaborate on that material and create a quick clip that your social media posts can link to. Since the creation of TikTok, short form videos are now performing best on social media. Stick to creating videos for social media that are biteable and easily consumable.

Tips for creation:

• Always include closed captions
  
  
• Optimize content for small screens
  
  
• Consider your thumbnail and make sure it’s eye catching

4. A Website Video

When people are making a decision about which firm to work with, they want to get a feel for your attorney’s personality, your culture and mission statement, and what you stand for. Providing this information on the homepage or “about us” page in a quick and efficient way is helpful for website visitors. Apply a personal touch to your videos and ensure that content is genuine, personable, and helpful. For example, you might have the founder of your firm share why he or she started their own company or highlight a non-profit your firm is passionate about and why. 

Tips for creation:

• Focus on making your values clear
  
  
• Make sure text, font, colors, and images are in line with the branding of your website
  
  
• Use real associates and attorneys in the video
  
  
• Make your practice areas clear

5. Tips Video

Who doesn’t love getting tips from experts? Videos with specific tactics can live as extra content on your website and further explain things that your clients may have questions about. For example, if you’re a DUI attorney, you could walk people through the “dos and don’ts” of a traffic stop. A family law attorney can lay out the different stages of a typical child custody case. You don’t have to take a deep dive into every subject, but providing helpful information is a great place to start and begin building trust with your client base. Share these videos on social media or to your email database.

Tips for creation:

• You can repurpose blogs into this video type
  
  
• Include the number of tips in the title and number each tip throughout the video
  
  
• Have an attorney go over the tips
  
  
• Include a strong call to action on next steps they should take if they need further help

6. Attorney Bio Videos

In these videos, you’ll share professional as well as personal information on your firm’s lawyers. Viewers will be interested in an attorney’s background, experience, education, family life, and hobbies. This helps personalize your attorneys and humanize your brand, so that individuals feel more comfortable before they even meet your staff. You can even incorporate photos of the attorney featured for a more engaging approach. We suggest posting these to social media and to the individual attorney’s bio page on the website.

Tips for creation:

• Make sure attorneys speak clearly and slowly
  
  
• Have the script written in a way that is natural to speak
  
  
• Include the attorneys’ names and specialties in the video

7. Paralegal Insights

These professionals are a key part of any law firm. In many cases, clients interact with a paralegal more than their attorney. That’s why it’s important for paralegals to create their own thought leadership. Ask paralegals to choose a topic they’re passionate about and create a video that highlights their unique expertise and perspective. 

Tips for creation:

• Coach paralegals on what it means to be a thought leader
  
  
• Include some background on what types of cases the paralegal has worked on
  
  
• When creating the script, include excerpts from each paralegal’s unique experiences and perspectives

8. Podcast Teaser

Promote audio snippets from podcasts, radio shows, etc. using video. There are tools available (such as Wavve) that can turn your audio into custom-branded, animated marketing videos for social sharing. Doing so is a great way to generate interest in your podcast and promote your latest topics and speakers.

Tips for creation:

• Include excerpts from the most important parts of the episode
  
  
• Make sure the background color, fonts, and branding match your podcast show’s branding
  
  
• Include some visual elements to accompany the audio like headshots of the guest and host and sound waves

Takeaway: Online video has become an increasingly important part of an overall digital marketing strategy, and for good reason. When done right, video can help your law firm be found online, strengthen relationships with your audience, and provide credibility that is essential in the legal world.