I recently attended the National Trial Lawyers Summit in Miami. More than sparking ideas and making connections—it clarified a few hard truths about where personal injury marketing is headed, especially when it comes to video.
I work closely with PI firms on video content and production, so I tend to listen for what’s actually making an impact—not chasing trends for trend’s sake. Across panels, side conversations, and presentations, three themes kept surfacing.
Here are my 3 biggest takeaways—and what they mean for your law firm’s video content and production strategy.
- Differentiation Matters More Than Ever in PI Video Marketing
Attention spans are getting shorter. Memory is overloaded. And potential clients are exposed to more legal advertising in more places than ever before.
In that environment, blending in is the fastest way to be ignored.
One of the most common mistakes I see PI firms make is copying what already appears to be “working” in the market—same messaging, same type of spot, same visual style—just with a different logo and face on the screen.
The serious issue with this plan? If another firm already owns that position, doing your version of it doesn’t help you compete. It actually reinforces your competitor’s brand.
In video, this usually shows up as
- Identical talking points (“We’ve won billions” / “Injured? We’ll Fight For You” – stop me if you’ve heard any of these before…)
- Generic setups
- Predictable emotional beats
True differentiation in legal video marketing isn’t about being louder or flashier. It’s about being distinct. Your content should answer one simple question – Why should someone remember your firm when this video ends? Did you do anything that will put you to the top of their list should an accident happen?
- AI in Legal Video Production: Powerful, but Risky if Misused
AI was a major topic at the Summit—and for good reason. There are now AI tools that can generate scripts, videos, voiceovers, and visuals at a fraction of what traditional production once cost.
Used correctly, AI can absolutely help PI firms become more efficient. It can speed up ideation, reduce production friction, and support scaling content.
But here’s the caution: authenticity still matters—especially in personal injury marketing.
PI is a trust-based business. When someone is injured, overwhelmed, or scared, they’re not looking for clever technology. They’re looking for something that feels real, human, and credible.
When AI replaces authenticity instead of supporting it, audiences feel it. And when that trust is broken, the content doesn’t just underperform—it can actively hurt your brand.
The takeaway: AI should support your firm’s voice and strategy, not replace them.
- Strategy Must Come Before Video Execution
“I want more calls.”
That’s a goal I hear often—and it makes sense. But it’s not a strategy.
Effective law firm video marketing starts long before a camera is turned on. It starts with clarity.
Before filming anything, PI firms should be able to answer:
- What are we actually trying to say?
- Who is this video really for?
- How do we want the viewer to feel when it ends?
Jumping on camera or launching a campaign without that roadmap is like driving without a destination. You may stay busy, but you’ll burn time, money, and opportunity—and often end up further from your goal.
The firms that consistently win with video are the ones that treat it as a strategic asset, not just content for content’s sake.
Final Thought: Video Still Works—When It’s Done with Purpose
The biggest takeaway from the National Trial Lawyers Summit was this: the bar for video marketing isn’t just getting higher—it’s getting narrower.
The PI firms that stand out will be the ones that:
- Commit to real differentiation
- Use AI intentionally, not lazily
- Put strategy ahead of execution
Video remains one of the most powerful tools for personal injury firms, but only when it’s rooted in clarity, authenticity, and purpose. When those elements are in place, the calls tend to follow.
We’ve helped some of the country’s largest personal injury law firms gain clients, trust, and build an undeniable presence in crowded, competitive markets. Explore our Legal Marketing page for more information.
John Heiple is Vice President of Creative Production at VVK PR + Creative, where he oversees studio operations and executive produces video projects for major personal injury clients like the Sam Bernstein Law Firm (Michigan), John Foy & Associates (Atlanta), Gruber Law Offices (Milwaukee) and Richard Schwartz & Associates (Mississippi). With over 20 years of industry experience, including 11 years at Detroit’s NBC affiliate, WDIV, John has produced strategic creative for hundreds of organizations. He can be reached at: john@vvkagency.com