Guide to Video Marketing for Lawyers (Year 2024 Edition)
In the ever-evolving world of marketing, video content has become a powerful tool for businesses seeking to connect with their audience. A new guide for 2024 emphasizes the importance of authentic storytelling, relevance, mobile-first formats, empathy-driven content, and strategic multi-channel distribution to maximize engagement, lead generation, and return on investment.
Authentic Storytelling and Cultural Relevance
High-performing B2B videos that resonate with viewers are those that reflect the world of the audience through workplace humor, local references, or cultural coding. Using memes or similar devices can result in over 100% more engagement. Real employees, unscripted moments, or company founders speaking directly to the camera can help build authenticity.
Expert Voices and Conversational Tone
Featuring named subject-matter experts sharing insights in a natural, conversational style yields about 40% higher engagement than generic corporate messaging.
Mobile-First, Thumb-Stopping Formats
Capturing attention quickly within the first few seconds is crucial. Bold visuals, clear story sequencing, and vertical or mobile-native video formats are key. The top-performing formats are blockbuster brand films and vertical “real talk” videos with real people.
Empathy-Driven Content Strategy
Start video concepts by addressing the buyer’s real pain points and challenges. Frame your product as the solution to these problems, focusing on the protagonist’s real-world story rather than just features. Relatable storytelling and, where fitting, tasteful humor aid likability and engagement.
Video Length and Funnel Stage Tailoring
Use short teasers (≤60 seconds) for awareness, interactive demos mid-funnel, and longer 2-minute customer testimonial or documentary-style videos for decision-making stages.
Multi-channel Repurposing and Budgeting
Dedicate up to 50% of content budgets to video but recycle video assets across 5+ channels (email, social media, website, ads, webinars) to maximize reach and efficiency while controlling costs.
SEO and Accessibility
Optimize videos with relevant tags, transcripts, and descriptive metadata to boost discoverability on search engines and YouTube, aiding both SEO and accessibility for hearing-impaired viewers.
Video Email Marketing
For video email marketing, effectiveness is ensured by keeping intros short and engaging, using subtitles or captions, ending with a clear call-to-action, personalizing content, and embedding short teaser clips with a clickable thumbnail linking to a full video hosted online for tracking engagement.
Effective Examples
- Adobe Acrobat’s “Sign Like a Pro” campaign showcasing user stories rather than product features with an emotional narrative.
- The Shopify Masters podcast and repurposed video content combining educational and inspirational elements for their B2B audience.
- LinkedIn’s blockbuster brand films for top-of-funnel brand awareness and vertical real-talk style videos for driving conversions lower in the funnel.
This modern, practical, and data-backed approach to B2B video marketing in 2024 focuses on authenticity, relevance, and efficient format and channel usage to generate engagement and leads.
For those seeking a service to help with video production, over 9,390 marketers and founders are using a service that offers video production estimates based on marketing goals. Users can find the right type of video for their marketing needs, access the pricing information, and receive actionable video insights every week. The guide and examples provided are relevant for video marketing in 2024.
- Authentic storytelling in brand videos is effective when they reflect the audience's world through workplace humor, local references, or cultural coding, using real employees, unscripted moments, or company founders speaking directly to the camera.
- Featuring subject-matter experts sharing insights in a natural, conversational style yields about 40% higher engagement than generic corporate messaging.
- Mobile-first, thumb-stopping formats with bold visuals, clear story sequencing, and vertical or mobile-native video formats are crucial for quickly capturing attention and increasing engagement.
- Empathy-driven content strategies that address the buyer's real pain points and challenges, focus on the protagonist's real-world story, and integrate relatable storytelling and humor aid likability and engagement.
- Multi-channel repurposing of video assets is essential for maximizing reach and efficiency, as up to 50% of content budgets should be dedicated to video production, and the assets should be recycled across 5+ channels for tracking engagement.
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