Facebook Video Ads for Lawyers: Reels, Stories & Vertical Format Guide

The lawyers winning on Facebook are not writing posts. They are shooting vertical video.

While most law firms are still posting static images with paragraphs of text, a small percentage are recording 30-second videos on their phones and watching their engagement triple. The numbers tell the story: video posts drive 59% more engagement than static ads, and firms using video see 20% higher conversion rates on average.

This is not about having the best production value. It is about understanding the formats, mastering the 3-second hook, and knowing exactly what to say.

Why Video Outperforms Static Ads on Facebook

Meta has made its priorities clear. Reels now account for 50% of time spent on Facebook, with content reshared 3.5 billion times daily. The algorithm rewards video content with more reach, lower costs, and higher engagement.

The engagement gap is significant:

For law firms specifically, video achieves what static images cannot: it builds trust before the first phone call. Prospects see your face, hear your voice, and get a sense of how you communicate. By the time they reach your intake team, they already feel like they know you.

Understanding the Video Formats

Facebook Reels

Reels are short-form vertical videos that appear in a dedicated feed, similar to TikTok. They are Meta's fastest-growing format.

Technical specifications:

• Aspect ratio: 9:16 (vertical)
• Resolution: 1080x1920 pixels
• Length: Up to 90 seconds (15-30 seconds optimal)
• File type: MP4 or MOV
• Safe zones: Avoid text in top 15% (profile info) and bottom 20% (CTA buttons)

Best for: Quick legal tips, myth-busting, "what to do if" scenarios, humanizing content.

Facebook Stories

Stories are ephemeral content that disappears after 24 hours (though Story ads persist). They appear at the top of the Facebook app.

Technical specifications:

• Aspect ratio: 9:16 (vertical)
• Resolution: 1080x1920 pixels
• Length: 15-second cards, up to 2 minutes total
• File type: MP4 or MOV
• Safe zones: Same as Reels—avoid top 15% and bottom 20%

Best for: Time-sensitive content, behind-the-scenes, quick updates, retargeting.

Feed Video

Traditional video that appears in the main Facebook feed. Can be square, landscape, or vertical.

Technical specifications:

• Aspect ratio: 16:9 (landscape), 1:1 (square), or 4:5 (vertical recommended)
• Resolution: Minimum 1080p
• Length: Up to 240 minutes (1-2 minutes optimal for ads)
• File type: MP4 or MOV

Best for: Longer educational content, testimonials, firm introductions.

Format Comparison Table

Recommendation: For 2026, prioritize 9:16 vertical video. Create once, deploy across Reels, Stories, and Feed placements. This single format covers all bases.

The 3-Second Hook Requirement

Facebook auto-plays video without sound. Users scroll quickly. You have exactly 3 seconds to stop the scroll—or your ad spend is wasted.

Hook strategies that work for lawyers:

1. The shocking question: "Did you know insurance adjusters are trained to use your own words against you?"

2. The direct address: "If you were rear-ended in Phoenix this week, watch this."

3. The pattern interrupt: Start with unexpected movement, a visual surprise, or text that demands attention.

4. The common mistake: "The biggest mistake I see after car accidents..."

5. The relatable scenario: "You just got served with divorce papers. Here is what to do in the next 24 hours."

What does NOT work:

• Starting with your logo
• Opening with "Hi, I'm attorney John Smith..."
• Slow fades or gentle introductions
• Waiting until second 5 to make your point

The data is clear: 65% of people who watch the first 3 seconds will watch at least 10 seconds. But you have to earn those first 3 seconds.

Video Ideas That Work for Lawyers

1. The "Ask a Lawyer" Format

Film yourself answering real questions from clients or common questions from consultations. This format works because it addresses actual pain points.

Example script (30 seconds):

"I get this question all the time: Should I accept the insurance company's first offer? Here's the truth—that first offer is almost never their best offer. Insurance adjusters start low because most people don't know they can negotiate. Before you accept anything, get a free case review. Link is in my bio."

2. Educational "What To Do" Videos

Walk viewers through immediate steps after a specific event. These videos position you as the authority and capture people at their moment of need.

Example topics:

• What to do immediately after a car accident
• What to do when you get served with divorce papers
• What to do if CPS shows up at your door
• What to do if you are arrested

3. Myth-Busting Content

Legal misconceptions are everywhere. Correct them on camera and establish yourself as the expert.

Example script (20 seconds):

"Myth: If you are partially at fault for an accident, you cannot recover anything. Truth: In Arizona, you can still recover damages even if you are 99% at fault—your compensation is just reduced by your percentage of fault. This is called comparative negligence, and it could mean thousands of dollars for your case."

4. Behind-the-Scenes Content

Show the human side of your firm. This builds trust and differentiates you from competitors who only post formal content.

Ideas:

• Office tour
• Day in the life
• Team introductions
• Case preparation (without confidential details)
• Community involvement

5. Client Testimonials

With proper consent, testimonial videos are powerful social proof. Keep them authentic—overly produced testimonials feel fake.

Structure:

• Who they are (first name, general situation)
• What they were worried about
• How your firm helped
• The outcome and how they feel now

Production Tips: You Do Not Need Expensive Equipment

The best-performing video ads are often shot on smartphones. Authenticity outperforms production value on social media.

Essential Equipment (Under $200 total)

Shooting Tips

1. Natural light when possible. Face a window. Avoid overhead fluorescent lighting.

2. Eye level camera. Stack books under your phone if needed. Never shoot from below—it is unflattering.

3. Clean background. A bookshelf, office wall, or simple backdrop. Avoid clutter.

4. Horizontal stability. Even for vertical video, keep your phone steady. Use a tripod.

5. Record multiple takes. You will not get it perfect the first time. Record 3-5 versions and pick the best one.

Audio Matters More Than Video

Viewers will tolerate mediocre video quality, but bad audio makes them scroll immediately. Invest in a $25 lavalier mic—it makes an enormous difference.

Captions Are Not Optional

85% of Facebook video is watched without sound. If your video relies on audio alone, you are missing most of your audience.

Caption options:

1. Auto-captions: Facebook generates these automatically. Review and correct errors.

2. Burned-in captions: Use CapCut (free) or Premiere Pro to add captions directly to your video file. These appear on all placements.

3. Caption style: Large, bold text. High contrast. Centered or bottom-third placement. Avoid the safe zone areas.

Pro tip: Add key phrases as large text overlays in addition to full captions. "Insurance companies don't want you to know this" in bold grabs attention even on mute.

Testing and Optimization

What to Test

1. Hooks: Test 3-5 different openings with the same core content. The hook makes or breaks performance.

2. Length: Test 15-second vs. 30-second vs. 60-second versions.

3. CTA placement: Test CTA at the end vs. CTA in the middle vs. multiple CTAs.

4. Format: Test the same content as Reel vs. Feed video.

Key Metrics to Track

Optimization Workflow

1. Week 1: Launch 3-5 hook variations with $50-100 each.
2. Week 2: Kill underperformers, scale winners.
3. Week 3: Test new elements on winning hooks.
4. Ongoing: Rotate creatives every 2-4 weeks to prevent fatigue.

Software Recommendations

Video Editing (Free to Low Cost)

Advanced Tools

Caption Tools

Putting It Together: Your First Video Ad

Here is a simple workflow to create your first Reels ad:

1. Choose one question you answer in every consultation.
2. Write a hook that would make someone stop scrolling.
3. Record 30-45 seconds answering the question conversationally.
4. Edit in CapCut: Trim dead space, add captions, add your CTA.
5. Export at 1080x1920 (9:16 vertical).
6. Upload to Ads Manager with Reels, Stories, and Feed placements.
7. Set budget at $20-50/day and let it run for 7 days.
8. Analyze results and iterate.

Your first video will not be perfect. That is fine. The lawyers dominating Facebook video started exactly where you are—with a phone, a quiet room, and something to say.

Next Steps

Video advertising is one piece of a complete Facebook strategy. For guidance on managing your campaigns with AI, see our guide on using Claude AI to manage Facebook ads. For overall video marketing strategy beyond Facebook, explore our law firm video marketing guide.

The firms winning on Facebook in 2026 are not the ones with the biggest budgets. They are the ones who figured out that a $25 microphone and 30 seconds of authentic content outperforms a $5,000 production budget every time.

Start recording.

Related Facebook Ads Guides

Looking for more on Facebook advertising for law firms? Explore our complete series:

• Strategy & Planning

  • Facebook Ads vs Google Ads: ROI Comparison
  • How Much Should Law Firms Spend on Facebook Ads?
  • Facebook Ads Compliance: Ethics Rules by State

• Technical Setup

  • Facebook Pixel & Retargeting Guide
  • Lead Ads vs Landing Pages: Which Converts Better?
  • Meta Advantage+ AI Campaigns

• Practice Area Guides

  • Facebook Ads for Family Law & Divorce
  • Facebook Ads for Criminal Defense & DUI
  • Facebook Ads for Immigration Lawyers

• Creative & Format

  • Using Claude AI to Manage Meta Ads

Irfad Imtiaz is Director of Technology at My Legal Academy and Co-Founder & CTO at Ranql. He has personally helped 400+ law firms implement AI and automation systems.

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