Video and social media go hand in hand. According to HubSpot 2021 State of Marketing Report, video is the main content marketing strategy, while social media is the main marketing channel. Facts like these – along with the growth of social media video platforms – prove that combining social media marketing with video content is an incredibly effective strategy. However, not all video strategies are created equal, nor are the social media platforms where the video is posted. If you’re considering incorporating video into your digital marketing efforts, you need to make sure you’re sharing the right messages on the right platforms with the right people. Here is a list of the best video platforms for law firms.
Where do people watch the most videos on social media?
Chances are you’ve heard of the success of Gen-Z targeting platforms like TikTok. However, while Instagram, TikTok and others platforms have become more popular, they are not the only places where people watch videos. According to HubSpot’s report, the most popular answer to the question “Which social media platform do you most often watch videos on?” was YouTube. In fact, the answers were:
Youtube – 35%
Facebook – 25%
ICT Tac – 19%
instagram – 8%
Other – 13%
This survey shows us that a mix of older and newer platforms has the most impact. The survey also demonstrates that video content is the primary content format that marketers leverage on social platforms. When considering video platforms for law firms, try to use a healthy mix of different popular platforms like the ones listed above.
5 tips for your best social media video strategy
As we said, there is no one-size-fits-all approach when it comes to video platforms for law firms. But there are some best practices that can help ensure your video gets the attention it deserves.
1. For most law firm video platforms, snackable content is the most successful
Super short content is ideal for today’s busy audiences. People aren’t investing the time in various content formats that they once did, so focusing on short videos that drive engagement is a better way to build interest. An important note about this type of content is that many platforms autoplay videos, so you need to make sure the videos are suitable for autoplay. Keep them short and put the most important information in the first few seconds. In many cases, videos start playing silently, so include text overlays or captions as well.
2. Test different video formats
Snackable content is very powerful, but there is always room for longer videos and other types of content. For example, there are probably people in your audience who would be interested in a live Q&A video or an interview with a thought leader. Experiment with live streams, interactive videos, storytelling features, and more. Be sure to identify the metrics you want to track, then monitor them to see what’s working and what needs to change.
3. Adapt video content to a platform’s audience
Some content will work better on some platforms than others. For example, we know that shorter, lighter content is likely to perform better on YouTube or Facebook, while a Q&A with a thought leader will get more views on LinkedIn. Make sure you understand the audience for each social media platform, then post content tailored to those people.
4. Don’t rely too much on repurposed content
Don’t get me wrong, repurposing content is an incredibly smart idea and can help even small marketing teams reach more people. However, you don’t want to fall into the trap of posting the same video to multiple platforms too often. Make sure you have a single strategy for your highest priority video content platforms. Keep in mind that some social media platforms will even deprioritize your content if it has a watermark from another network.
5. Associate with other people
Just like you are a legal expert, there are video marketing experts in your niche. Some of them can even create videos for you and then share them with their audience. Influencer marketing has never been more important. Reach out to thought leaders in your industry and feature them in your videos or ask them to endorse your business in their content. Discuss with other industry experts how you can collaborate on video content. Likewise, you can include satisfied customers in your efforts. You can ask for video customer testimonials or compile a video of several user-generated content.
Social media and video marketing are constantly evolving. It’s important for marketers to keep up to date with the latest trends and best practices, as well as the best video platforms for law firms.