[author: Daniel Lopez]

LinkedIn is stepping up its game by introducing in-feed video carousels, a new feature that enhances how users interact with video content on the platform. If you’ve been active on LinkedIn recently, you might have already seen these expansive, side-scrolling displays of video clips integrated into your feed. This move is part of LinkedIn’s broader strategy to embrace video content and align itself with evolving digital trends, particularly appealing to audiences more inclined towards video updates. In this blog post, we are going to dive into what video carousels are and how your law firm and lawyers can maximize their potential with them.

What Are LinkedIn In-Feed Video Carousels?

LinkedIn’s new video carousels showcase a series of video clips that users can swipe through horizontally. These clips are algorithmically tailored to each user based on their activity on the app and profile details, providing a personalized content experience. Clicking on any video in the carousel takes users to LinkedIn’s full-screen video feed, which resembles TikTok’s vertical format, launched by LinkedIn earlier this year to capitalize on the growing popularity of short-form video content.

Why Video Carousels Matter for LinkedIn

The introduction of video carousels is a strategic move by LinkedIn to increase user engagement and capitalize on the rising popularity of video content. According to recent reports, LinkedIn sees 1.5 million pieces of content uploaded every minute, with video being its fastest-growing format. Video uploads have increased by 34% year-over-year, highlighting the importance of video as a medium for engagement on the platform.

By promoting video content through carousels, LinkedIn aims to make video more accessible and discoverable, encouraging users to spend more time engaging with video clips directly within their feeds. This also aligns with the broader social media trend, where platforms increasingly focus on video to boost user engagement and appeal to the next generation of digital users.

Related: The Law Firm Guide to LinkedIn Advertising

How Lawyers and Law Firms Can Leverage Video Carousels

For lawyers and law firms, LinkedIn’s new video carousel feature presents a valuable opportunity to enhance their digital presence, reach a wider audience, and establish thought leadership. Here are several ways legal practices can utilize this feature to their advantage:

1. Showcase Expertise Through Educational Content: Use video carousels to share short, informative videos on relevant legal topics, recent changes in the law, or tips for navigating complex legal processes. This positions your firm as an authority in the field and can help build trust with potential clients.
2. Promote Webinars and Events: If your firm hosts webinars, conferences, or workshops, use video carousels to share highlights and encourage participation. Short video clips can be effective teasers that drive viewers to sign up for your events or watch entire sessions.
3. Client Testimonials and Success Stories: Video testimonials can be a powerful tool for building credibility. Share short clips of satisfied clients discussing their positive experiences working with your firm. Success stories can humanize your practice and demonstrate real-world results.
4. Behind-the-Scenes Content: Give viewers a glimpse behind the curtain by sharing videos that show your firm’s daily operations, introduce team members, or highlight its culture. This can make your firm appear more approachable and relatable.
5. Respond to Current Events and Trends: Use video carousels to react to current legal trends, news, or industry updates. Offering quick, insightful commentary on breaking news or significant events can position your firm as a go-to resource for up-to-date information.

Why Law Firms Should Embrace Video Carousels

1. Enhanced Engagement: Video content is more engaging than text-based posts. By incorporating video into your LinkedIn strategy, you can capture your audience’s attention more effectively. In-feed carousels make it easy for users to discover and interact with your content.

2. Broader Reach: With LinkedIn’s algorithm curating videos based on user interest, law firms have the opportunity to reach a highly targeted audience. Video carousels can help your content get discovered by the right people, whether they are potential clients, referral partners, or industry peers.

3. Building Brand Authority: Regularly sharing valuable video content can establish your firm as an authority in your practice area. It shows you are knowledgeable, up-to-date with the latest developments, and willing to share insights with your network.

4. Staying Competitive: As more firms begin to leverage video marketing on LinkedIn, those who don’t risk falling behind. Embracing video carousels ensures your practice remains competitive in an increasingly digital and video-centric world.

A Strategic Approach to Video Marketing on LinkedIn

While LinkedIn’s video carousels offer an exciting new way to engage with audiences, it’s essential to approach this opportunity strategically. Video marketing is increasingly becoming a crucial component of a successful digital strategy. Videos can convey complex information more effectively than text alone, making them a powerful tool for capturing attention and engaging with your audience. They also tend to have higher engagement rates, helping your content stand out in the crowded LinkedIn feed.

Not every video needs to be highly polished, but each should offer value, be relevant to your audience, and align with your firm’s brand message. Consistency is key, so consider setting a schedule for regular video uploads to keep your practice at the forefront of your mind. Regularly sharing videos helps to build and maintain a strong presence, fosters trust with your audience, and keeps your content fresh and relevant.

Key Takeaways:

LinkedIn’s in-feed video carousels represent a significant shift in how content is consumed on the platform, opening new doors for engagement, especially for lawyers and law firms looking to enhance their digital presence. By leveraging this feature effectively, law firms can build authority, engage with their network in meaningful ways, and stay ahead of the competition.