Short-Form Video for Law Firms: TikTok, Reels and Shorts Explained | Conscious Solutions
What is short-form video on social media, and why should law firms care?
Every day, more than two-thirds of young adults in the UK scroll through short-form videos before they’ve even finished their morning coffee – and your next client could be one of them.
Short-form video on social media is any video between five and 90 seconds long. The format exploded with TikTok’s rise in 2020 and has since been adopted by Instagram, YouTube and LinkedIn. UK users now spend over 40 hours a month on TikTok alone, showing how deeply this content is embedded in daily life.
With competition for attention higher than ever, short clips are the most effective way to deliver a clear message quickly. Research shows people retain 95% of a message watched on video, compared to just 10% read in text. For law firms, that means a huge opportunity to cut through, connect, and be remembered.
Platform overview
With the growing popularity of TikTok after its introduction in 2020, other social media platforms quickly jumped on the short-form video bandwagon; Instagram introduced Reels (as did Facebook), YouTube introduced Shorts and platforms like LinkedIn and X became more video-focused than before.
So, how do short-form videos perform on these platforms and what is the ideal length? Sprout Social provided us with some surprising insights:
- TikTok: Still the market leader for short-form video, with users favouring clips of 15–60 seconds. In 2024, the average TikTok video length was 42 seconds. The algorithm gives even small accounts the chance to reach large audiences, making it a powerful discovery tool.
- Instagram Reels: Users now spend half their time on the app watching Reels, and short clips (15 seconds or less) perform especially well. For law firms already active on Instagram, Reels are the most effective way to increase engagement.
- YouTube Shorts: Best suited to educational content, reflecting YouTube’s top search query: “how-to.” Shorts between 30–60 seconds rank highly and, unlike other platforms, continue to generate views long after posting thanks to YouTube’s search function.
- LinkedIn: Video is among the most-shared content types and helps convey expertise in a professional setting. While dwell time matters most on LinkedIn, short videos are ideal for explaining complex topics in digestible ways.
While each platform has different nuances, the unifying factor is that algorithms increasingly favour video, so if law firms want visibility, short-form content cannot be ignored.
The benefits of short-form video for UK law firms
For many, approaching a law firm can be daunting, often tied to emotionally charged situations like divorce or probate. Seeing the real people behind a firm, even in a 30-second clip, can humanise solicitors and make them more approachable. Video conveys tone, warmth, and body language in a way no written post can. Of course, it won’t resonate with everyone in your audience, but for a significant portion, this could be a positive interaction.
Short-form videos also have strong retention power, giving firms a better chance to land their key messages. And because platforms like TikTok, Instagram and YouTube surface videos in keyword searches, firms can gain a lasting SEO-style advantage. A well-timed explainer, such as “What happens at a police station interview?” can continue attracting views and enquiries long after it’s posted.
Short-form video ideas for law firms
Law firms don’t need to reinvent the wheel with their videos – most already have a bank of helpful content on their website that can be repurposed into short clips.
Some practical formats include:
- FAQs series (e.g., “Do I always need a will?”)
- Myth-busting (“You don’t always need to go to court…”)
- Quick legal explainers in 60 seconds
- Anonymised client stories or testimonials
- Commentary on breaking legal news
- Behind-the-scenes culture and team introductions
- “Day in the life” series with solicitors or trainees
The aim isn’t to cover every detail, but to spark interest and build familiarity.
Short-form video production and posting tips for law firms
Because attention spans are short, videos must hook viewers in the first three seconds. Strong visuals, bold on-screen text, or a punchy opening line make all the difference.
To give your content the best chance of performing, focus on four golden rules:
- Grab attention fast: open with a clear hook and keep stories moving.
- Optimise for mobile: film vertically, use captions, and check safe zones so text isn’t cut off.
- Be authentic: good sound and lighting matter, but polish is less important than showing real people and genuine expertise.
- Think platform fit: resize videos for each channel, post at times when your audience is active, and add a call to action (e.g., “Follow us for tips” or “Contact us for advice”).
Batch-recording several clips in one sitting helps busy law firms maintain consistency without the need for constant filming.
Start your law firm’s short-form video journey
Short-form video isn’t just a passing trend; it’s now the dominant way people consume content online. For law firms, it offers an opportunity to showcase expertise, connect with potential clients, and stay visible in a competitive market.
The key is to start small. Repurpose an existing FAQ or blog into a 30-second clip, test it on Instagram Reels, and see how your audience responds. Once you’ve built confidence, expand into TikTok or YouTube Shorts. By approaching video step by step, law firms can turn a daunting format into one of the most powerful tools in their digital marketing strategy.
