When it comes to making your firm’s content work harder, attorneys can take inspiration from the Super Bowl halftime show. It’s a case study in how breaking down long-form materials—like a recorded seminar or presentation—into short, engaging clips can massively extend your reach and relevance.
The Super Bowl halftime show is probably the best marketing tactic of all time when it comes down to repurposing social media content. This is especially true considering the performers do it for FREE. Sure, they have to invest in the set design and their flights and whatnot, but the clout the NFL get off the performance alone is worth it. This is because the NFL, in turn, receives an incredible return on investment—not just in views, but in the sheer amount of content they can repurpose.
As of this evening, Kendrick Lamar’s 2025 performance reached 45 million views on YouTube within a week. Last year, Usher’s performance managed 32 million views—modest compared to Rihanna’s 259 million and the iconic Dre, Snoop Dogg, and LA-inspired show at 326 million. Altogether, in 4 years, these performances generated a staggering 637 million YouTube views.
But the magic just begins there. social media is where the real virality happens. From what I counted, the NFL posted 14 short clips on Instagram from this year’s performance, each averaging 3.5 million views and averaging 200,000–240,000 likes. That’s 49 million views together on average and a conservative 2,800,000 likes, which is more than what they got on YouTube’s entire 14 minute performance. That’s not to mention that 2 of the clips went absolutely viral each gathering 40 million views each. When you consider these numbers, it’s clear that social media amplification is the real star of the show.
Attorneys can learn a valuable lesson from this. Repurposing content isn’t just a nice-to-have; it’s a must. Your long-form videos, webinars, or presentations can become a goldmine of bite-sized clips that reach a much wider audience. By following the Super Bowl’s example, you can extend the life of your content, build greater engagement, and drive new opportunities for your practice.