I watched 100 law firm reels this week.
My informal count: 97 followed essentially the same formula. A lawyer in a suit, sitting in a beige office, delivering legal advice into the camera with the energy of someone reading the evening news.
This was a personal observation, not a representative study. But the repetition revealed a familiar legal marketing problem: firms put considerable effort into appearing professional and much less into giving viewers a reason to keep watching.
The information may be useful. The lawyer may be excellent. The video still feels interchangeable.
Meanwhile, that reel sits between a makeup tutorial, a comedy sketch and a drama that introduces a new conflict every few seconds. A viewer does not enter the feed looking for your lecture. Your video has to earn their attention before it can demonstrate your expertise.
For lawyers, that requires personality, clarity and a better understanding of the medium.
Your credentials cannot carry the opening
A common law firm video begins with an introduction:
“Hi, I’m a lawyer at our firm, and today I’ll explain five things you should know about employment agreements.”
There is nothing inherently wrong with that sentence. It simply asks the viewer to wait while the lawyer establishes context.
A stronger opening gives the audience an immediate reason to care:
“Your employer wants you to sign a new agreement. The raise is obvious. What changed in the termination clause?”
The second version introduces a situation, a tension and a question. It gives the legal explanation somewhere to go.
That is the difference between announcing a topic and creating interest in it.
A professional audience does not require lifeless delivery. Potential clients certainly do not. Lawyers can be precise while sounding curious, concerned, amused or surprised - whatever the subject appropriately calls for.
Personality makes expertise easier to recognize
Law firms often treat credibility as a visual checklist: suit, bookshelf, polished desk, formal language.
Those details can support a professional impression. But when everyone uses them, they do little to distinguish one lawyer from another.
Personality supplies the missing information. How does this lawyer explain a difficult issue? What do they notice? Do they understand the pressures clients face? Can they make something complicated feel manageable?
A lawyer who speaks naturally and explains one problem clearly gives viewers evidence of how working with them might feel.
That does not require becoming a comedian or following every trend. A measured lawyer can be engaging through sharp observations. A warm lawyer can use empathy. A visually creative lawyer can demonstrate a problem with objects, diagrams or changes of setting.
The aim is to make the person behind the expertise visible.
Education needs a story to travel
“Five legal tips” is a convenient production format. It is often an unfocused viewing experience.
Each additional point introduces another explanation, qualification and transition. The video becomes a compressed seminar.
One specific situation usually offers a stronger foundation:
A business owner signs a contract without checking the renewal provision. An employee receives a severance offer and feels pressured to respond immediately. A separating parent sends an angry message that later becomes relevant to a dispute.
These situations give the legal principle a human consequence.
They also require care. Use clearly identified hypothetical or composite examples, and protect confidential information. The story should help explain an issue without implying that every similar case will produce the same result.
A practical playbook for better law firm reels
1. Open with the problem, surprise or consequence.
Remove the greeting when it delays the substance. Write several opening lines before recording. Choose the one that makes the viewer understand why the issue matters.
2. Give each video one job.
Explain one mistake, answer one question or challenge one misconception. A narrow subject gives you room to be useful without rushing through qualifications.
3. Write for speech.
Read the script aloud. Replace sentences you would never say in conversation. Keep the legal precision, but remove the ceremonial language surrounding it.
4. Make the visual presentation intentional.
A different backdrop can help, but scenery alone will not rescue a weak idea. Use framing, movement or a relevant visual to support the explanation. Add readable captions so the video remains understandable without sound.
5. Review what viewers actually respond to.
Look at watch time, completion, saves, relevant comments and enquiries together. Compare your own videos over time. A widely viewed clip and a useful client-generating clip may serve different purposes.
An account needs a purpose
I would not call every inactive account worse than having no account. A useful archive can still serve people.
The problem is a profile that promises an active presence while offering repetitive, dated or poorly considered content. It can leave visitors uncertain about whether the firm understands the channel - or has a reason to be there.
Before committing to reels, decide what they should accomplish. Client education? Recognition in a particular practice area? Recruitment? A stronger personal connection with prospective clients?
That purpose should shape the content and the effort invested in it.
The opportunity is substantial because so many firms still rely on the same presentation. But standing out takes more than changing the wall behind the camera.
Your expertise gives you something worth saying. Your delivery gives people a reason to listen.
For related guidance, read Personal Branding for Lawyers: Build a Reputation Beyond Your Firm’s Name and Client Communication for Lawyers: Why Your Tone Builds Trust.
Editorial note: This article reflects Adele Salikhova’s professional observations and practical commentary. The informal count described above is not a representative study.