It’s been a few years since video content was barely more than an afterthought for most brands. However, time has changed. Now, video is integrated into every aspect of a business’ marketing strategy. To reach consumers where they are, marketers have shifted towards creating content in multiple formats for different platforms.
Why Should You Market Your Law Firm’s Video Content On Facebook?
Facebook’s algorithm changes constantly, but one thing is constant: consumers still prefer to spend time on the platform.
With over 1.94 billion monthly active users, it would be a missed opportunity not to explore Facebook as a potential platform for marketing your law firm. In this guide, we’ll discuss how to market your law firm’s video content on Facebook.
What Should You Focus On?
There are a few key factors you need to consider when creating video content for Facebook.
The production quality of your video content will determine how well it will perform on Facebook. When creating video content for social media, you need to keep in mind that it will be displayed on a screen, potentially hurting the quality compared to an original. As much as you want to impress your audience with the quality of your video content, keep in mind that it’s a tool for sharing, not one-way communication.
Your video content will more than likely be viewed by a different audience on Facebook than your typical law firm audience. Although you should be directing your content to lawyers, you need to remember that your video content will be viewed by non-legal audiences. As much as you want to target lawyers as your audience, you need to broaden your horizons and consider what types of people would benefit the most from your messages.
Facebook’s algorithm changes regularly, and their tendency is to take everything into consideration, including the seasonal and daily habits of its users. This is why creating and posting content frequently is essential to ensure you’re always engaging with your audience.
When Should You Post?
As we mentioned above, the content algorithms on Facebook change frequently, and this also determines when you should post to ensure the best engagement. If you want to create content that will perform the best on Facebook, follow these guidelines:
Around The New York City Area
Facebook’s algorithm prioritizes content published around New York City because it assumes this content will be highly relevant to the audience based on their location. Although this could be true, you need to consider the fact that your videos will also be displayed in other cities, potentially hurting the performance of content specifically targeted for the New York City area. In light of this, it’s best to create content that will perform well no matter where the viewer is located.
During the Weekends
Facebook’s algorithm prioritizes content published during the week, so if you want to create content that will perform well on the platform, do so on the weekends. This is when audiences are more likely to be online and therefore more likely to engage with your content. Having said that, the performance of your content will not only be determined by when you post it but by the strength of the content itself. If you want to create the best possible content, post frequently but make sure that each post is of high quality.
The Types Of Content You Can Post To Facebook
It’s time to move past the idea that you should only post about legal matters, because the truth is that you can post about just about anything on Facebook. If you want to find the best possible topics to post about, consider these questions:
What do my audiences like?
In addition to the content quality and delivery issues discussed above, you need to consider the type of content you can post to Facebook. There are four main types of content you can post to Facebook:
With hundreds of millions of users, Facebook is the ultimate educational platform. One of the many reasons why so many people learn on Facebook is because it provides such a wide range of topics to teach about and allows teachers and students to interact through threaded comments.
If you want to create something that will engage users on Facebook, consider posting videos of funny anecdotes, informative talks, or even performances by musicians or comedians. Keep in mind that Facebook’s algorithm prioritizes content that is “entertaining,” so if you want your content to perform well, go for entertainment. Better yet, consider using a service like Rev.com to create videos and use Canva’s free YouTube Studio to upload your videos to.
If you have a product you want to demonstrate or explain the workings of, consider showing it off on Facebook. The best part about Facebook is that you can do this with no restrictions. Whether you show people using your product or put yourself in the product to show how it works, you’re guaranteed to engage users.
If you want to create a regular video series about your practice, consider doing so as a vlog. Vlogs are a fantastic way to regularly engage with your audience, and if you want your content to perform well on Facebook, post a new vlog every two weeks.
While you should not underestimate the value of a well-written blog post, the truth is that videos are much more engaging. Moreover, vlogs allow you to interact with your audience through live chats and question-and-answer sessions. If you want to learn more, check out our guide to vlogging for lawyers.
Tips For Posting Successful Videos On Facebook
With so much competition, it’s essential that you build a following on Facebook, and to do this you need to post regularly and engage with your audience. In this section, we’ll discuss a few tips to help you post successful videos on Facebook.
Think About The End Result
As discussed above, Facebook’s algorithm prioritizes content that is “entertaining,” so if you want your content to perform well on the platform, make sure that it will entertain your audience. If you want to create the best possible content, post frequently but give each post a unique voice and a clear call-to-action. For example, if you’re posting an informative talk about intellectual property, consider adding a funny anecdote about how you dealt with an annoying paralegal. If you want to create something that will engage users, think about the outcome you’re hoping to achieve and work backwards to build a plan to get there. This will help you create content that is memorable while still being engaging.
If you want to learn more, check out our blog’s FAQ section where you can find the answers to frequently asked questions about marketing on Facebook.
Along with videos, Facebook is one of the mainstays of online marketing. If you want to create the best possible content for your law firm, make sure to familiarize yourself with the content algorithms on Facebook.