Not that anyone asked, but below I've placed my top five dos and don'ts for online legal video:
Do:
1. Write a screenplay or storyboard before you shoot any footage. It's no different from a deposition — you need to prepare.
2. Use quality microphones. Sound is more important than video quality, especially on YouTube, which uses an inferior Flash format that makes everything look blocky. If people cannot make out what you're saying, nothing else matters.
3. Shoot your footage in locations that have lots of light. Nothing looks worse than underexposed video. Better to use a cheap camcorder with lots of light than a high-end HD camera in low light conditions.
4. Hire a director/editor even if you're an avid hobbyist. A professional will provide insights that will improve the project.
5. Provide useful information or tell a good story. Otherwise, what's the point?
Don't:
1. Convert your PowerPoint presentations to video. They don't translate well. If you do, at least add a voiceover to discuss each slide. Remember, silent movies went out of vogue some 80 years ago.
2. Rely solely on your 30 second television commercials. If people fast forward through your commercials on TV, what makes you think they will watch them on YouTube? Instead, do upload them since it's free, but create companion videos with more information.
3. Use video just for the sake of using video. Use this medium only if the visual component will enhance your message. No brainer examples of when to use video: someone in your firm appeared on TV, you have a good-looking and media-savvy lawyer in your firm who can serve as your public face, you handle cases with lots of visual evidence, you have brand new office space to show off, etc.
4. Make your video public unless it's ready and you're ready. People like me regularly scour YouTube for legal videos. On several occasions, we have sent thousands of people to videos that the creators then pulled because they weren't ready for that large of an audience. You can keep your YouTube videos private for purposes of obtaining feedback from colleagues.
5. Rely solely on YouTube. If you regularly create videos, set up a podcast feed and make your videos available through iTunes. Also, post them on your own site.
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