By Callum Macrae, Marketing Director
Marketing for accountants and solicitors is shifting – and if you’re still relying solely on blogs and articles, you might be falling behind.
Video and podcasts are becoming essential in marketing strategies geared for professionals.
If you’re not already exploring these formats, these stats might just change your mind.
1. 20 per cent of UK adults listen to at least one podcast a week
This statistic comes from Ofcom in their 2024 podcast research article.
For reference, 20 per cent is equivalent to 11.7 million people.
I think this should be a wake-up call for professionals who are looking to modernise their marketing.
This is a strong signal to start leveraging audio content.
Clearly podcasting isn’t a niche audience anymore – it has become mainstream.
Podcasts offer a powerful way to build your authority, engage potential clients, and stand out in a crowded market.
Equally, unlike blog posts, which require active reading, podcasts fit seamlessly into people’s daily routines – whether they’re commuting, working out, or making coffee.
In short, whether it’s an industry insights podcast, client success stories, or discussions on tax changes, podcasts can position you as trusted experts in a format that more people are actively consuming.
2. Videos only need to be about 30 seconds to 2 minutes long
93 per cent of marketers say video marketing has given them a good ROI and 73 per cent believe videos between 30 seconds and two minutes are most effective.
That’s according to Wyzowl in a report compiled late last year.
On the other hand, Lambda Films suggests that 30 to 60 seconds long is deemed most effective by 39 per cent of marketers.
We know that attention spans are short, and messages need to be concise, engaging, and to the point but this seems a little too short for me.
With the kind of technical content you will be talking about, I think around two minutes is perfect.
Regardless, short-form video is certainly a high-impact marketing tool that delivers results.
For professionals like solicitors and accountants, this should reassure you because…
- You can avoid long, complex explanations and instead focus on quick, digestible insights, rather than longer videos (if that’s your preference).
- You can use short videos to answer common client questions, clarify industry changes, or highlight key services.
- You can leverage platforms like LinkedIn, Instagram, and YouTube Shorts, where short-form content thrives.
Brevity is the key here.
If you can deliver valuable insights in around two minutes, you’re far more likely to capture attention, build trust, and convert viewers into leads and clients.
3. 83 per cent of listeners prefer convenience
According to Ofcom again, “83 per cent of regular podcast listeners said they like the convenience of being able to listen to podcasts whenever it suits them.”
So, by that logic, using multiple platforms for your podcast distribution makes sense.
This could include Spotify, YouTube, Apple, etc.
Essentially, you want your podcast to be accessible via all your potential clients regardless of how they digest long-form information.
4. Video gets five times more engagement on LinkedIn
You should already have a social media presence, especially on LinkedIn where professionals can most easily and effectively market their services.
When combined with video, platforms like LinkedIn can be even more effective.
According to Sprout Social, “video gets five times more engagement on LinkedIn” and “users will engage with video ads for nearly three times longer than other types of ads.”
This is likely because the information being conveyed in a video is much easier to digest and often quicker.
LinkedIn itself says “videos are proven to capture audiences’ attention in their feeds, and that audience is 20x more likely to share them than any other type of post.”
This should give you a push to incorporate video into your wider marketing strategy as well as having them as standalone pieces.
If you’d like help using social media to your advantage, I recently wrote an article on how to use each one!
5. Podcasts can be over £5,000 to set up
I’ve scoured the internet to find statistics on how much it costs to set up a podcast and there’s a lot of contradiction.
Some say between £100 – £200 per episode – which is a big upfront cost for any business.
Others say that the total setup could be around £5,000 – again, this is a massive investment.
I suppose you could make a start with only a very basic setup – likely filming on your phone – which never looks good.
You’ll end up with mediocre sound and video quality, which is a poor reflection of your brand, authority and expertise.
No one wants to be laughed at for a poor attempt at podcasting!
In my experience, both podcasting and producing video is a lot cheaper when outsourced to a marketing agency.
An agency will have their own recording kit, software, and dedicated marketing team to help you get your podcast off the ground.
They’ll also be able to guide you on setup, sound quality, camera angles, etc. which is much easier than learning these things yourself through trial and error.
Then, all you need to do is turn up and talk!
Want to enter the world of podcasts and video? Get in touch.
