Maximising engagement and ROI with short-form video

The visual shift: Why video reigns supreme

We live in an era of information overload and shrinking attention spans. Visual storytelling and short-form video (TikTok, Instagram Reels, YouTube Shorts, and LinkedIn) has become the most effective way to capture interest quickly. Statistics on channels such as LinkedIn consistently show higher engagement rates and recall for video content compared to text or static images.

This trend is not limited to younger generations. While Gen Z and Millennials are native consumers of short, dynamic video, older demographics are also increasingly engaging with video content online, particularly for learning and information gathering. This translates directly to a stronger return on investment (ROI) for marketing efforts

What this means for 'text-heavy' firms

Traditionally 'text-heavy' businesses like law firms and asset managers can greatly benefit from embracing video. The challenge often lies in communicating complex, nuanced information in a digestible way. Short-form video provides a unique solutions.

• Simplifying complex topics: Use short explainers or animations to break down intricate legal concepts or investment strategies.
  
  
• Building trust and authority: Feature experts sharing timely insights, market commentary, or brief Q&As to establish thought leadership.
  
  
• Humanising the brand: Showcase firm culture, introduce team members, or highlight community involvement to build connection and attract talent.
  
  
• Promoting wins or case studies: Briefly highlight successful case outcomes (appropriately anonymised) or new service offerings visually.

By integrating strategic, short-form video, marketers can significantly enhance engagement, improve understanding, and ultimately drive stronger business results in a visually driven world.

Connect with one of our experts:

If you'd like to discuss how we can bring your firm's brand to life through video, please contact  Duncan Shaw in New York, Greg Hobden in London or or Aliena Lai in Hong Kong.