In interviews with LA Times B2B and Daily Journal, Berbay Owner & Principal Megan Braverman discussed how attorneys are increasingly incorporating video into their marketing, but emphasized that success requires a strategic approach tailored to the law firm and its target audience.
Megan noted that platform choice plays a critical role. “Plaintiff firms often see the most traction on Instagram and TikTok, while defense firms tend to focus on LinkedIn,” she said. “YouTube is also a key channel for firms because it functions as a searchable library, giving videos a longer shelf life and contributing to search engine optimization (SEO).”
Regarding the mix of content, Megan recommended roughly 80% educational material and 20% firm-centric material. “What consistently cuts through the noise is the human element – showing that attorneys are approachable and relatable. People hire people, so when attorneys let their personality come through, those videos often get the most engagement.”
When measuring the success of video marketing, Megan explained that it involves multiple factors. “The ultimate metric is: is it driving leads and cases? At a granular level, clicks, engagements, shares, forwards and saves indicate whether content resonates, while follower growth reflects ongoing viewership.” She added that even when direct tracking is difficult, video builds brand familiarity, which can influence a prospect’s choice.
