Recently, I had a conversation with a Texas criminal defense lawyer about his video marketing.
He's burning it up on YouTube. 🔥
Here's my question, and his response.
I’m not entirely convinced he isn’t doing it for the likes.
He figured something out years ago that most firms still haven't. And a recent change to how Google works just made it matter more than ever.
Let me show you the gap.
Demand is high, supply is low
Today, one in six people researching a legal issue go looking for video.
Yet only about 30% of firms produce video at all.
That gap is the opportunity.
High search demand. Low competition.
And here is the part most lawyers have not caught yet.
The videos you publish now have an outsized impact on AI search.
YouTube is now the most-cited social platform in AI search, having overtaken Reddit in early 2026, and it's cited most heavily inside Google's own AI products (AI Overviews and AI Mode). - Source
AI Mode crossed 1 billion monthly users, and AI Overviews now appear on roughly 48% of all Google searches (as of March 2026). - Source
AI doesn't watch videos in the way humans do, it reads transcripts.
Auto-transcripts give every spoken word as crawlable text, and timestamps create the structure AI uses to pull a specific answer segment.
It is already working. Here is the proof.
This video from Kruse Law in Toronto has over 4,000 views.
This is how it appears in the AI Overview for a common search.
Let’s look at another example from Trey Porter Law. This video on Public Intoxication has over 97,000 views.
This is how it appears in the AI Overview.
Lastly, Acumen Law Corporation, and its Short titled Can you get a DUI from Sushi?
No, the views count is not a mistake.
It has received 2.9-million views. And, that’s just on YouTube.
This is how it appears in the AI Overview.
Interestingly, the AI Overview references the same Reel published to its Instagram account.
Three firms. Three videos. Millions of people who now know their names.
A few tips for doing this yourself
Done is better than perfect. Of the three videos above, the one with the lowest production quality pulled the most views by a mile. Nearly three million. Polish is not the point. Clicking “Publish” is.
Talk like you know it, because you do. Google and the AI both want EEAT: Experience, Expertise, Authoritativeness, Trustworthiness. You can prove it in ninety seconds of you explaining something only a real lawyer would know. That EEAT is your moat. It keeps the lazy competitors out.
Answer the questions clients actually ask. Take the ten things people ask you on every first call and make one video for each. "What happens after a DWI arrest." "Do I have to talk to the police." Those questions are the searches.
Pair short and long. Use Shorts to get found and long-form videos to build trust and provide detail.
Stay consistent. A schedule beats a burst every time. Show up, let it compound, and let the back catalog work while you sleep.
The door is open, but closing every single day.
Most firms will not walk through it. That is exactly why you should.
Ciao for now,
C
