From Legal Blogs and Publishing to Vertical Video

Doesn’t seem that long ago that I was reporting that over 60% of millennials were getting news on Facebook. Well it turns out it was ten years go.

Reuters creation of the role of a “social-first video reporter” signals a new day in news reporting and commentary — “vertical video output.” Something that lawyers and law firms need to pay attention to if they want to reach and engage their audience. And not just for marketing, but leaving the public better informed of their rights.

Sarah Scire of NiemanLab reports Reuter’s Tristan Werkmeister is devoted first to formats designed for social platforms (Instagram Reels, TikTok, YouTube Shorts), rather than traditional digital reporting.

Since this role was established in January 2025, Reuters has ramped up vertical video output, now producing about 4 times more vertical videos per day than before.

The content mix includes breaking news, explainer pieces, light/feel-good stories, more “relatable” stories, and user‐generated content.

Key to the role is storytelling with the audience in mind, something I emphasize with lawyers in their publishing. Tight hooks in the first first few seconds, and attention to simpler language and focusing on what resonates visually and on social media.

AI tools are used “behind the scenes” for editing, captions, hashtags and the like.

Important to note for lawyers and law firms, it’s not just younger audiences making the shift. All age groups are consuming news via such video formats on social media.

Real and authentic publishing, blogging and the like, is still going to be needed to establish lasting authority, but complementing it with such vertical video formats might become necessary: Instagram Reels, TikTok, short videos on LinkedIn, etc.