5 Ways to Make Your Law Firm Video Stand Out

by JD Supra Perspectives

[The eighth in a series of 12 year-end posts published by LMA's Social & Digital Media SIG:]

From the series editors: Most of us know that we should be doing more with video. But where do we start? Read on for great tips from Matteo Bava, a legal marketing expert who has built a successful video production team within his law firm.

Online video is the preferred medium to reach markets and leverage services in an authentic way. And year after year we see it continue to grow across the internet. Although legal marketing teams are starting to leverage videos more frequently, they often run into road blocks since video is neither cheap nor fast to create. In videos, more often than not, we see attorneys talking about how good and successful they are, rather trying to connect with their intended audiences.

Videos are a great way to intrigue, inform, and connect – and we can do more to maximize their potential. Here are five key elements that will make your videos stand out in the market and create an authentic experience for your audience:

1) The story is king.

  • Make sure you have a story to tell and an interesting subject.
  • Don’t be too obscure or too niche in your style. People will be more engaged if they feel that they can easily grasp the content of the video, even if they aren’t experts on the subject. However, it’s also important not to water down your content. You’ll need to strike a balance.
  • Facts and data are more memorable if they’re part of the narrative and not presented on their own. These kinds of elements are usually better suited in a written form, rather than video, as readers can move along at their own pace throughout the paragraphs and reread if needed.

2) Ensure good aesthetics and audio.

  • Make sure the video is filmed with the best means you can afford. There’s nothing more annoying for a viewer than trying to watch something that can be barely seen or heard. This doesn’t mean that you have to have a Hollywood production for every video you make; just define and deploy the appropriate production value for the video you have in mind.
  • Make the video more engaging by adding a soundtrack that matches the mood of the video and enhances its emotional factor.
  • Use graphics and video cutaways (a.k.a. B roll) to better explain and illustrate your concepts. This makes the video a more dynamic and engaging viewing experience for your audience.

3) Enrich your viewers.

  • Create content that leaves the audience feeling as if they’ve gained something. Follow the “freemium” model that a lot of apps, games, and services right now deploy. Give some free advice to your audience; if it pertains to them they will want to come back for more. This will establish the firm and lawyers as thought leaders on a subject or area of practice. This will also increase the chances of lead generation from your effort.

4) Keep it short and sweet.

  • Viewer retention drops substantially at the three-minute mark.
  • On average, it will take someone around 10 seconds to decide if the video they just started pertains to their consumption need. State the key elements of your thesis in the first 20 to 30 seconds in order to captivate viewers. Use the rest of the video to provide in-depth details and further develop the story.
  • Drop the legalese. Video is a “spoken” communication form. Conversations don’t sound like contracts, agreements, or term sheets. Keep it friendly, approachable, and easy to listen to.

5) Map out a distribution plan.

  • Have the plan prepared before the video is complete. It’s not enough to just post it online. The video has to be part of a larger marketing effort, such as a campaign, a series, a microsite, or a social media plan.
  • Leverage attorneys who already have an online following or who are considered thought leaders in their practice area. Either have them be part of the video or let them help you distribute it online.
  • Be timely with your content. A video about a newsworthy subject (at the time of publishing) is much more likely to be successful and be shared on social media, legal websites, and among industry professionals.


[Matteo Bava is a content marketing manager specialized in video production and social media content creation/strategy, currently lending his skills to legal marketing. At Perkins Coie since 2013, he was tasked with the creation of its in-house video production department. Since then, with his team, he has produced several hundred videos for the firm, such as client testimonials, thought leadership, partner profiles, and institutional videos. Before deep diving into the legal world, Matteo has worked on the creation of content for companies such as Microsoft, Starbucks, REI, Nordstrom, and Conde-Nast. Born and raised in the Italian alps, he is now living in the Pacific Northwest, skiing in the winter, fishing in the summer, and traveling to explore new cultures whenever possible.]

Written by:

JD Supra Perspectives

JD Supra Perspectives on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.