Videos, Photos, Graphics - What Visual Content Gets the Best Results On Law Firm Social Media?

Visual content is essential to law firm content marketing strategy. With the rise of social media platforms and the increasing importance of creating engaging, memorable content, visual content has become a powerful tool to capture the attention of potential clients, demonstrate expertise and differentiate from competitors. In fact, studies have shown that visual content can increase engagement, retention and overall conversion rates.

#DYK People remember 65% of what they see, compared to 10% what they hear.

A 2022 study found that visual content is:

• engaging: Visual content creates more traffic, likes, following, consumers, visit-time and money than text.

• is your 1st impression: Visual information makes up 90% of the data sent to your brain

• memorable: People remember 65% of what they see 3 days later

• branding: Visual materials tell your brand’s story, and people associate the colors, fonts and other choices in your visual content with your brand

• tells a story: Visual content addresses your ideal client’s issues and helps them solve their problem

Social media marketing pros were caught off guard when Instagram announced in January that it’s returning to its roots and is going to place more emphasis on photos than video posts. A couple of years ago, law firm marketing focused on recording videos, creating snippets, posting reels - was their investment in video strategy going to waste? (Relax: Law firms can and should continue to post videos on Instagram, but they should also be aware that IG is going to feature photos more than videos and incorporate more photos into their content strategy.) Social media can be a valuable tool for law firms to attract new clients, build relationships and establish themselves as leaders in their field. But what to post, when to post it and what to say in your posts can be frustrating if you’re not a social media pro.

There are several reasons why law firms should be active on social media:

1. Increase visibility and rank:
   Social media can help increase a law firm's visibility by reaching a wider audience. Social media posts, keywords, hashtags and engagement can impact your Google rank as well as visibility on your social platforms. By sharing informative and engaging content on social media, law firms can attract potential clients who may not have known about them otherwise.

2. Establish credibility:
   Having an active presence on social media can help establish a law firm's credibility and expertise. By sharing educational content and industry insights, law firms can demonstrate their knowledge and experience in their field.

3. Build relationships:
   Social media provides a platform for law firms to build relationships with their clients and potential clients. By responding to comments and engaging with their audience, law firms can foster a sense of community and build trust with their followers.

4. Stay top-of-mind:
   Consistently posting on social media can help keep a law firm top-of-mind with their audience. By regularly sharing updates and news about their firm, law firms can stay relevant and remind their followers of their services.

5. Competitive advantage:
   In today's digital age, having a strong social media presence can give law firms a competitive advantage over their competitors. By being active on social media, law firms can differentiate themselves from other firms and attract clients who value a strong online presence and who spend time on their social platforms.

Social Media Post Best Practices

1. Keywords strategy:
   Using your local, service and branded keyword strategy is vital in social media posts. This helps optimize the posts to reach more potential clients and increase visibility.

2. Engaging Content:
   Law firms should post content that is engaging, relevant and informative to their audience. This can be done through industry-related articles, client success stories, videos, infographics etc. Content should be informative, entertaining and visually appealing which will help increase engagement with your followers. Additionally, responding to comments and messages in a timely manner is essential to both customer service and reputation building - not to mention your analytics.

3. Paid advertising:
   Social media advertising is a great way to increase visibility, reach more potential clients, and build brand awareness. Advertising should target relevant audiences based on their demographic information and interests. Additionally, frequent A/B testing of content should be done in order to optimize the results of the campaigns.

4. Cross-promote:
   Utilizing cross promotion to share your law firm's services can be beneficial for increasing brand awareness and visibility. Cross promotion can include utilizing influencers, colleagues and other businesses to leverage each other's networks.

5. Hashtag strategy:
   Using hashtags in social media posts can help increase visibility of your content and make it easier for potential clients to find you. When creating a hashtag strategy, selecting relevant and unique terms that are related to your service or message is important. Additionally, shortening the hashtag will allow more characters for the main text of the post. Your hashtags should include

   1. keywords

   2. local keywords

   3. services

   4. branded keywords

   By creating and regularly updating your hashtag strategy, adding relevant alt text to images and videos, and optimizing descriptions, you can help clients find your firm through searches on social media. Doing so will not only bring in more traffic to your site but can also help to increase your visibility. With more visibility, it will be easier for clients to get in touch and learn more about the services you offer - giving your firm an edge over competitors.

6. Alt text:
   Alt text is words that can be added to an image or video on your social media. It provides a description of the image for search engine crawlers, as well as those with vision impairments who use screen readers, which is required under ADA laws. When adding alt text, it's important to include relevant keywords and phrases related to the content, using plain language - no keyword stuffing. This will help search engine crawlers better understand the content and improve SEO visibility for your firm.

7. Analytics:

   Analyzing your social media activity can reveal insights on how to more effectively target audiences. Tracking metrics such as followers, engagement rates and reach can help inform a strategy for optimizing content and targeting potential clients. Additionally, monitoring conversations in the industry can provide invaluable feedback that you may not otherwise have access to. This insight can be used to refine messaging, create more effective campaigns, or develop new products and services.

What To Post on Social Media

When it comes to social media content for law firms, it is important to strike a balance between informative and engaging content that will resonate with your audience. In general, the following types of content tend to perform well:

1. Educational content:
   Sharing blog posts, articles, and videos that educate your audience about legal issues, changes in laws, and other related topics can establish your law firm as a reliable source of information and expertise.

2. Visual content:
   Videos, photos, infographics, and other visually appealing content tend to perform well on social media. Visual content can help to grab the attention of your audience and make your social media profiles stand out.

3. Testimonials and success stories:
   Sharing client testimonials and success stories can help to build trust and credibility with your audience. These types of posts can also help to showcase your law firm's expertise and experience.

4. Community involvement:
   Highlighting your law firm's involvement in the community can also be a great way to engage with your audience. Sharing photos and updates from community events, volunteer work, and other community activities can help to show your law firm's commitment to giving back.

Overall, the best type of content for your law firm's social media will depend on your audience's interests and preferences. It's important to regularly monitor your social media analytics to see which types of content are performing best and adjust your content strategy accordingly.

To learn more about what to post on social media. read our article: 7 New Law Firm Social Media Strategies for 2022

How To Know Your Law Firm Audience’s Interests and Preferences

A client avatar or customer profile is a detailed description of the perfect customer for your law firm’s services. An avatar is a picture of your target client and shows how to craft a marketing narrative that revolves around your ideal client’s needs. 

To learn more about client avatars. Read our article: How to Create a Client Avatar - and Why

What Social Media Platforms Should Law Firms Use?

When it comes to developing a social media strategy for a law firm, it's important to choose the right platforms that align with the firm's goals and objectives. With so many social media platforms available, it can be overwhelming to decide which ones to use. Here are some factors that law firms should consider when choosing social media platforms:

1. First, law firms should consider their target audience. Creating ideal client avatars will help law firms understand who are the clients they want to reach and what social media platforms they are likely to use. For example, if a law firm is targeting corporate clients, LinkedIn may be the best platform to use as it's a professional network. On the other hand, if a law firm is targeting millennials or consumers, Instagram and TikTok may be more effective as they are popular among younger demographics.

2. Second, law firms should consider their practice area and the type of content they want to share. For example, if a law firm specializes in criminal defense, Twitter may be a good platform to share timely news and updates about cases. Alternatively, if a law firm specializes in intellectual property, they may want to use YouTube to share educational videos and webinars.

3. Lastly, law firms should consider their resources and capacity to manage social media accounts. It's better to focus on a few platforms and do them well, rather than trying to be on every platform and not being able to keep up with them. Law firms should evaluate their team's skills, time, and budget to determine which platforms they can realistically manage and maintain over time.

Selecting the right social media platforms for a law firm requires careful consideration of the firm's goals, target audience, practice area and resources. It’s better to have a solid social media strategy and post on 2-3 platforms consistently with high-quality content, then post to 4-5 platforms inconsistently or with poor or random content. By choosing the right platforms posting consistently and engaging with the followers and other users on that platform, law firms can effectively reach their target audience, establish their brand and ultimately achieve their business objectives.

The Importance of Using High-Quality Images on Social Media

The use of high-quality images, graphics, photos, videos and charts for law firm social media posts is essential to capture the attention of potential clients and convey the firm's message effectively.

• Visual content is more engaging and memorable than plain text, making it more likely to be shared and viewed by a wider audience.

• High-quality visuals can also help establish the law firm's brand and reputation as a professional and trustworthy source of legal expertise.

• Using well-designed graphics, videos and charts can simplify complex legal concepts and make them easier to understand and remember for your target audience.

High-quality visual content can enhance the law firm's online presence, increase engagement and ultimately lead to more clients and business success - while using poor-quality images, posting inconsistently, or not targeting the right prospects on the right platforms can be a waste of law firm’s resources - time and money - and result in missed opportunities for reaching new clients.

It’s Not A Question of Videos or Photos:
It’s Knowing Your Target Audience and Creating Content That Reaches Your Ideal Client

Creating compelling, targeted visual content is crucial to achieve success on social media for law firms. By leveraging a mix of informative, educational and promotional content, law firms can attract and engage their target audience, establish their brand, and ultimately grow their business. Remember, the key is to create content that resonates with your audience and provides them with value. By consistently creating high-quality content that aligns with your firm's objectives, you can build a strong online presence and position your law firm as a thought leader in your industry.

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