Video marketing is no longer optional for law firms. It is quickly becoming one of the most effective ways to build trust, authority, and client demand online.
Jay shares the stage with immigration attorney Julio Oyhanarte in this keynote presentation from TGR Live 2026, where Julio explains how he grew his firms from struggling startups into high-growth businesses by leveraging short-form video across TikTok, YouTube, Instagram, and Facebook. Julio shares the lessons learned from building an audience of millions, why teaching consistently outperforms pitching, and how lawyers can use simple video content to improve visibility, strengthen credibility, and attract qualified clients. From creating compelling hooks and increasing viewer retention to understanding search behavior and platform algorithms, this episode delivers practical frameworks for attorneys who want to generate attention, build trust at scale, and create a sustainable client acquisition engine through video.
Key Topics
02:31 – Julio explains why investing in mentors, education, and marketing expertise helped him discover the opportunity in TikTok before most lawyers took it seriously.
04:00 – The research process behind analyzing successful legal creators and identifying patterns that led to his first viral video.
05:09 – How a simple educational video generated hundreds of thousands of views and revealed the demand for accessible legal information online.
08:00 – Why TikTok, YouTube, Instagram, and Facebook increasingly function as search engines for legal consumers.
10:26 – How organic video content lowers advertising costs and improves conversion rates by creating trust before prospects contact a firm.
14:09 – The mistake of using institutional law firm branding instead of building a personal brand that audiences can connect with.
17:04 – Why teaching valuable information consistently outperforms direct selling and promotional content on social media.
23:22 – The hook formula built around curiosity, aspiration, and ethical fear to stop scrolling and improve video performance.
29:29 – Lessons from YouTube on retention, viewer satisfaction, avoiding clickbait, and designing content that encourages continued viewing.
39:05 – Julio and Jay discuss why done is better than perfect, along with practical guidance on short-form content, long-form content, live streaming, and digital products.
Resources Mentioned
Technology
About our Guest:
Julio Oyhanarte is an immigration attorney and digital educator who founded Immigration TV, the world’s largest immigration law education platform, reaching more than 15 million followers and generating over 2.3 billion views across major social media platforms.
He is known for combining immigration law with digital media to make complex policies accessible through short-form educational content, helping immigrants worldwide better understand their rights and options. His work has been widely adopted by other attorneys and featured by outlets including CNN, Univision, and Telemundo.
Julio holds advanced degrees from UCLA School of Law, King’s College London, and Universidad Austral, and has contributed to thought leadership initiatives at Harvard and MIT. His impact has been recognized through numerous global awards across legal, technology, and digital media industries.
https://nextlevellawyer.com/
https://www.linkedin.com/in/oyhanarte/
About Jay Berkowitz:
Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO ofTen Golden Rules, a digital marketing agency specialized in working with attorneys.
Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.
Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.
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