Speaking the visual language of Instagram is not something most busy attorneys find on their list of priorities, but it can be an invaluable way to reach potential clients and showcase your achievements. Consider that humans remember approximately 10 percent of what they hear, 20 percent of what they read and 80 percent of what they see, and you have a strong case for including Instagram in your marketing strategy.
Keep in mind, however, that not all images are equal. It takes a little forethought and creativity to engage your audience. Here are a few tips that will help you to do just that.
1. THE RULE OF THIRDS
When taking photos try not to center your subject in the middle of the frame. Unless it’s a symmetrical scene like architecture or roads, it will result in a boring, uninspired and predictable visual that is easily dismissed by the human eye. Instead, imagine dividing your frame into nine equal parts, three vertical and three horizontal. To make this easier, there is a grid feature available in the camera settings of most phones, and if you would like to use the square shaped photos of Instagram, use the square option on your camera.
Now, place your subject along one or more of the lines or where they intersect. For instance, when taking a picture of a fellow attorney, align his or her eyes or face at one of the intersections. Be careful to leave headroom before the top of the frame and ample space to the side and in the background. If outside, make sure the horizon lines up to the top or bottom horizontal line of the grid.
Apart from symmetrical scenes, paying attention to the “Rule of Thirds” will add visual interest and harmony to any photo.
2. USE ANGLES
An interesting angle can be the difference between just another mundane photo or a captivating, emotionally engaging piece of art that will draw the attention of users. For instance, add a little drama by getting low and pointing your camera up for a worm’s-eye view of your building or signage. Zoom in for a closeup of one of your firm’s attorneys to solicit a stronger more intimate connection for the viewer. Get an overhead, birds-eye view of an event or charity drive you are involved in.
3. BE AUTHENTIC
Nothing makes a social user scroll past an Instagram photo faster than one that is clearly staged. Try to capture spontaneous, natural moments and steer clear of filters or heavily edited images. Utilize the above techniques to share your hobbies, interests and passions in a thoughtful way that will add visual interest and paint an honest portrait of yourself and your firm. For example, check out the Instagram pages for Big Horn Law and Greenberg Traurig. Notice the authenticity of their posts. With these tips in practice, success may be just a picture away.
For more information on using Instagram to up your game, download our latest playbook, Not Just for Travel or Food Bloggers: How Top Attorneys Can Use Instagram to Connect with Potential Clients.
How Top Attorneys Can Use Instagram to Connect with Potential Clients