Zappos is Creating 150,000 Product Videos This Year…How Many Did You Create?


Worlds Biggest Online Retailer…What do they know that you don’t?

Zappos reported that in 2011 they created over 100,000 product videos to market their products. That astounding.

For 2012 they expect to create 150,000 videos to continue to market their products. According to this article which is an interview with Laurie Williams, Senior Manager of Photo & Video for Zappos they are well on their way to achieving their goal. She indicates that as of today, they have 200,000 videos online.

Interestingly, they have only two distribution channels: (1) Their website,,  which by the way is enormous, and (2) YouTube.

Although they have systematized and enabled their employees to create video, they have clearly developed a strategy to incorporate video marketing into selling their products.

Another fascinating idea that I’ve advocated for a long time is to create separate YouTube channels when you have multiple products and service lines. In this interview, Laurie Williams defines why they have multiple YouTube channels. Primarily it’s to organize their content and to make sure that each video is relevant for people who are searching for that information.

Although the sheer number of videos they created is overwhelming for most people, it all starts with the first step of taking action. You can think about creating video all you want. That will not help you market your practice. You can debate the benefits of video marketing all you want. Again, that will not get you any callers who recognize that you are the right attorney for them.

It all starts with the first step of making a decision and then taking action on that decision.

The only decision you should be considering is whether you are going to create video on your own or whether you’re going to hire an experienced video marketing company to create video for you. Once you’ve made that decision, the rest is relatively straightforward.

Lawyers who opt to create video on their own need to learn what equipment to buy, how to use it, what settings you must use to create great video and then you have to figure out how to present your content in a compelling manner that gets viewers interested to want to call you.

Lawyers who want a done-for-you program need to ask whether the video company has an experienced trial attorney as your video producer. You need to know whether the video company knows who your ideal clients are and what will compel them to pick up the phone and call you instead of your competitor. (I have a hint for you: It has nothing to do with your credentials or how long you have been in practice.)

If you have the time, desire and energy to learn how to create video on your own,  I encourage you to learn more about my online video tutorial program for the do-it-yourself lawyer.

If you’d like to learn more about our done for you video marketing program where you can create 50+ videos in a one-day video shoot, I encourage you to click here.

150,000 videos in one year. Wow.

How many have you created?


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The nice thing that we’re doing here is that we’re targeting specific cases, specific case types, specific injuries where everybody is searching for these things on the web.
If you don’t do TV advertising, it’s an absolute must. If you do TV advertising, it’s a great piece of the puzzle. The difference with this is that they’re already on the internet searching for an attorney or searching for answers regarding a problem that they have. So it’s already targeted to those people.

Paul Hernandez
Kalfus & Nachman