Technologist - The FindLaw Legal Technology Blog

Was the Pivot to Video a Mistake for Law Firms?

In recent years, the big buzzy catchphrase that online marketers relied on to upsell services was "pivot to video." However, recently, the "pivot to video" movement has been criticized as a byproduct of Facebook's miscalculations.

According to the lawsuit over the 2016 Facebook video debacle, the company had inflated video view rates by as much as 900 percent. Those are, as one Ghost Buster would probably put it, numbers of a biblical proportion.

But, what does this mean for all the law firms that went along with the pivot to video?

Lawyer Marketing Videos

Notably, if your firm has put a lot of money into creating and publishing online videos, you already know that while the promised returns weren't as good as promised, many of the potential clients that find you online do actually watch the videos. Mostly, the clients want to get an idea for how you carry yourself. Simply put, using video allows you to show a client that you will meet their expectations of what a lawyer looks and sounds like before they ever even initiate contact. If you're not reading between the lines here, let me spell it out for you: Production value matters big time.

And if you're smart about what kind of content you create, you can save yourself a whole lot of time by directing new clients to watch certain videos about how to find out what information they need to send to you, or even on how to create a chronology.

Pushing Your Videos

Creating a commercial for the YouTube crowd isn't the worst idea, especially if you're a lawyer with imagination that can create something that'll go viral. But, if you're just pushing your online videos via social media channels, that might not be money that well spent, as social media video engagement is not nearly as high as it was once believed to be.

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