YouTube growing in popularity as law firm marketing tool

The biggest law firms in the US are increasingly posting videos on YouTube to promote their expertise, according to social media research published yesterday.

Research by Passle, a marketing platform for professional services firms, shows that 144 of the top 200 firms used the video platform. US personal injury firm Morgan & Morgan was the most popular, registering more than eight million views. Jones Day, which came second, registered 265,884 views. 

You tube

However, LinkedIn remained the social media platform of choice, with a combined following totalling more than three million. Nine of the 10 firms with the most followers have UK offices: Baker McKenzie; DLA Piper; Hogan Lovells; White & Case; Norton Rose Fulbright; Latham & Watkins; Kirkland & Ellis; Skadden, Arps, Slate, Meagher & Flom; and Jones Day.

The top 200 had a combined 732,797 Twitter followers. The entire top 10 has a UK presence. White & Case had the most (63,862), followed by DLA Piper, Latham & Watkins, Hogan Lovells, Baker McKenzie, Kirkland & Ellis, Jones Day, Mayer Brown, Norton Rose Fulbright and Reed Smith.

According to the index, the average firm published 800 ‘thought leadership insights’ last year.

Adam Elgar, co-founder of Passle, said: ‘People buy expertise but they also buy people. The savvy use of social media to share insights about both the law and the firm is a great way to sell yourself to potential clients, and it need not be a time-consuming exercise.’


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