Law Podcasts: Are They Worth It for Your Firm?
Podcasts are ubiquitous, and the public’s desire for more only seems to increase. New viral podcasts are being created every day, and it’s attractive to think that your law firm’s could be next. However, there are numerous factors that need to be considered before deciding to engage in a venture like this. Despite research demonstrating an eager public, there are cost barriers involved in producing a quality podcast. Time, effort, and money will be required to succeed in what is considered a saturated market. That being said, a law podcast may be what makes your firm stand out against the competition.
How Consumers Engage with Podcasts
Nearly Half of Americans Enjoy Podcasts
In order to ascertain whether or not podcasting is a worthwhile investment for your firm, it is best to understand the ways Americans engage with podcasts – particularly as it relates to the type of content law firms can create.
According to Pew Research Center, nearly half of all U.S. adults (49%) listened to podcasts in 2023, while a notable 66% of podcast listeners report tuning in at least a few times a month, and a fifth of all listeners are avid, engaging with podcasts daily. This demonstrates a highly committed audience that seeks regular content. This information does highlight the prospect podcasts offer as a valuable tool for establishing authority and building relationships with listeners over time.
Listeners are primarily drawn to podcasts for education (88%) and entertainment (87%). This suggests that a well-crafted legal podcast that educates the public on key issues—whether it’s breaking down legal jargon, explaining the implications of new laws, or offering practical advice—could capture the attention of this audience.
With around 64% of podcast listeners using podcasts to stay informed on current events, law firms have a great opportunity to position themselves as thought leaders by discussing relevant, timely legal matters.
Podcasts also cover a wide range of topics, and legal content can easily fit within popular genres like politics, advice, or true crime — each of which boasts significant listener engagement. Furthermore, law firms can use podcasts to tap into lifestyle changes or personal interests, as approximately one-third of podcast listeners say they’ve made life adjustments, such as adopting new routines or trying new products, based on what they’ve heard.
Last, podcasts foster social connections, with 67% of listeners recommending episodes to others, and 60% tuning in based on recommendations. This natural word-of-mouth marketing is essential for firms looking to grow their audience. Given that 68% of podcast listeners discuss what they’ve learned with others, law podcasts can spark conversations, making them an excellent platform for firms to extend their reach and influence.
Pros and Cons of Law Firm Podcasts
The Pros of Law Firm Podcasts
With the research demonstrating such an eager public to consume podcast content, a major advantage of law firm podcasts is the potential listenership that they can garner. Millions of Americans listen to podcasts, so grabbing even a small slice of this pie can mean a lot more interest drawn toward your firm. This interest could then potentially be converted into clients, which can lead to ROI for your law firm.
A podcast can also establish your firm’s reputation in the eyes of the public. If your firm produces high-quality content that informs and entertains, this can propagate the idea of your firm in the minds of the public. This allows your firm to build its image as a reliable, interesting source of legal information. As the law is so convoluted and, at times, obscure, breaking it down into understandable bites can help the public understand how they can interact with it.
Another advantage of podcasts is that they can help develop relationships between the public and your firm’s attorneys. Hearing how lawyers interact with one another in a more casual setting can help people relate to them more easily. This can aid firms in acquiring information from clients for their cases and can help them build rapport more readily.
The Cons of Law Firm Podcasts
As of 2024, the podcast market is highly saturated. With an estimated 4.19 million registered podcasts across all platforms and 95.3 million podcast episodes on Apple Podcast alone, standing out is difficult. Since the podcast listenership has grown, the sheer number of options makes it tough for new entrants to gain traction. Additionally, starting a podcast today means that your law firm podcast is entering a crowded market where early adopters already have loyal listeners. Competing for ears against established podcasts will require tremendous effort.
Producing a podcast demands a significant investment of time and money. You need to focus not just on creating content but on marketing it. Success comes from consistent quality, post-production expertise, and strong promotional efforts. For working attorneys, this is a massive time investment in an industry where time is often short. As such, podcasting, specifically for law firm podcasts that utilize in-house attorneys as frontmen, is often adopted by firms that are large enough to possess either a substantial marketing team or enough bandwidth to set aside sizable portions of time for the purpose of recording/filming.
In short, while podcasting can work for some, the effort required is far greater than what many realize. Before jumping into the podcasting world, carefully evaluate whether your firm has the time, money, and marketing expertise to make it worthwhile.
Legal Podcast Advice
The most important thing to remember about creating a legal podcast is to strike a balance between education and entertainment. This balance can be something that you may have to experiment with before you get it quite right. As research has shown, the public consumes podcasts for both of these elements and, as such, they both bear equal importance. A highly informative podcast that lacks personality will likely be just as unhelpful as an entertaining podcast that doesn’t inform.
Infuse the podcast with the personality or brand of your firm. This is important because, ultimately, the podcast is a legal marketing tool whose production costs are subsidized by revenue. Listeners should be able to understand through the podcast who your firm is and what sort of cases it takes on. This can be achieved by, for instance, focusing on topical cases or issues within the firm’s area of expertise. Additionally, ensuring that the podcast has its own personality can help it stand out among podcasts that exist in the legal space.
Learn from what has already been done. It’s vital that lawyers engage with what is already out there before they begin creating their own podcasts.
Are Podcasts Worth It?
Law podcasts offer a unique opportunity for firms to reach a broad and engaged audience, providing both educational value and entertainment. However, while there is significant potential to build authority, connect with listeners, and generate new business, the saturated market, time investment, and production costs pose challenges. Law firms should weigh these pros and cons, assess their internal resources, and ensure they have a clear strategy in place before diving into the world of podcasting. If executed properly and with the right marketing efforts, a well-crafted legal podcast can be a powerful marketing tool that enhances the firm’s visibility and reputation.
