First, let me start by saying KUDOS! If you are already creating videos or want to start creating them for your law firm because you know how powerful they are, then you deserve a high five. Second, you are in the right place if you want to learn how to speak the language of the most popular social media platforms when it comes to videos.

Understanding how the various social media platforms treat videos will allow you to get the most out of your videos and ensure that more people watch and share.

In this blog post, I’m focusing on 4 specific social media platforms and how you can maximize your videos’ effectiveness on each platform:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
Facebook

Let’s dive in with videos for Facebook. What are some of the pros and cons of using video on Facebook?

Pros:

  • Supports long form videos (up to 45 mins)
  • Easy to share
  • Great for engagement because of comments section
  • Boosting capabilities (put some money behind getting more eyeballs on your videos)
  • Access to data/analytics to see how well your videos/posts perform

Cons:

  • Unless someone follows you or likes your page, they won’t see your video
  • Many say that organic reach on Facebook is dead, so that forces you to put some behind getting your videos seen (either as an Ad or a Boost)

What type of videos are best to post on Facebook?:

  • Educational videos (How-To’s)
  • Interviews (with people in the industry, experts, other lawyers)
  • Entertainment (any video that will entertain your viewers)
  • Client testimonials
Instagram

How does Instagram treat videos? Here are some of the features and drawbacks of posting on this platform:

Pros:

  • Owned by Facebook so as a user, you have a lot of the same data and analytics available to you as you do on Facebook
  • Use the right hashtags and expand reach of video
  • Attracts a younger crowd (if that’s your intended audience)

Cons:

  • No links in comments. You only have one link available and that is in your profile

Length Requirements: up to 60 seconds

What type of videos to post here: 

  • Behind-the-scenes and day-to-day at your law firm
  • Quick legal tips
  • Inspirational videos
LinkedIn

Just a few months ago, LinkedIn began allowing for native uploading of videos to their platform.  Yippee!  Considering LinkedIn is the largest professional social media platform, that’s a huge deal for lawyers.  So, what makes LinkedIn so great and not so great for video?

Pros:

  • Largest professional platform
  • Fairly new native video capabilities so it is not a crowded space…yet. Your videos have a chance of standing out
  • Data/insight available

Cons:

  • Only your connections can see your posts (unless shared by a connection, in which case, their connections see it too).

Requirements: Video must be at least 3 seconds and cannot exceed 10 mins

What type of videos to post here:

  • Educational (How-To’s)
  • Presentations you might have given
  • Attorney profile videos
  • Client testimonials
Twitter

Last but not least, how can you use videos on Twitter?

Pros:

  • Hashtags and tagging others in your posts work well on Twitter

Cons:

  • Very short shelf-life because Twitter feeds move so quickly

Length Requirements: limit up to 2 mins and 20 secs

What type of video to post here:

Newsjacking – Twitter loves breaking news videos so if you can create a quick video based on anything that’s happening in the news, that’s perfect

General good rules to keep in mind:
  • If your original video is longer than length requirement for each platform you plan on sharing it on: take the best snippet from the video. The most revealing or enticing snippet and use that. Don’t just start it from the beginning because sometimes the beginning isn’t the best
  • Pay attention to captions: None of the platforms mentioned here play the audio automatically so if you can include captions in your videos, that will allow people to read what you’re saying before they decide to hit that play button
  • Call to Action: Use a call to action in your videos. Things like “Share if you agree,” “Share this with a Friend,” “Be sure to Follow/subscribe,” or “Press link for full video” work well
  • Intro/outro: If taking a segment of the video, then you’ll want to fade out at the end and have some sort of call to action to invite viewers to watch the whole video OR have the text on screen the whole time
  • Additional features for each platform: Pay attention to any additional features each platform offers. For example, Instagram has Instagram Stories and Live so think about how you can use those features to help promote your video
  • Make viewers feel something: Create content that will allow viewers to have an emotional reaction– happiness, laughter, anger, admiration, inspiration or some sort of urgency are all good emotions.

If you’d like to discuss how you can create law firm videos that will be devoured by your social media followers and viewers, please feel free to call us at (323) 813-8271 or email at hello[at]abboudmedia[dot]com