"Short-form videos at varying lengths have been popularized across a variety of digital surfaces over the past few years. The shortest of these videos, hovering in the 15-second range, present a particularly compelling option for law firm marketing funnels because they have the potential to grab potential customers' attention quickly and convey an impression of value founded in legal acumen within a comparably short period of time."
"Video content posted to social media spaces additionally tends to have a cumulative effect (thanks to the frustrating-yet-fascinating properties of the algorithms that drive these ecosystems) in which discovering any one video tends to increase that chances that a user who pauses to view that video will see more from the same law firm. When used as the basis for a marketing funnel, 15-second "micro-videos" can function as efficient tools for prompting potential clients to reach out and book their consultations."
Short-form videos have been popularized across many digital surfaces. Fifteen-second videos offer a strong option for law firm marketing because they can grab potential clients' attention quickly and convey legal value in a brief span. Video posting on social platforms often produces a cumulative algorithmic effect that increases the chances a viewer will see more content from the same firm. When used in a marketing funnel, 15-second micro-videos can prompt viewers to reach out and book consultations. A marketing funnel models stages customers move through toward a purchase, with interest and intentionality increasing as customers are guided. Understanding marketing terminology lets firms work more effectively with agencies and shape their marketing voice.
Read at Above the Law
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