Growth Amplifier's AI Avatar Tips for Social Media Marketing
# Social Media
# Marketing
# Community Spotlight
AI video tips for social media marketing from an agency that has created 100+ avatars
Audrey Van Zee
Kara Prior
Erika Centeno
How Growth Amplifier uses AI avatars to create consistent social media marketing that drives leads
June 12, 2025 Webinar Guests:
Kara Prior, President of Growth Amplifier by James Publishing
Erika Centeno, Video Director at Growth Amplifier by James Publishing
In our latest community webinar, we sat down with Kara and Erika from Growth Amplifier by James Publishing, a HeyGen Certified Agency, to explore how they’re reshaping social media legal marketing through the power of AI avatars. What started as a traditional legal publisher is now a content-forward, avatar-first social media growth engine for attorneys across the country.
Read below for a breakdown of the top insights from the conversation and example videos, or watch the full recording.
From book publisher to avatar video pioneer
James Publishing has over 40 years of experience producing legal books. But in today’s fast-moving digital world, Kara and her team saw an opportunity to evolve: help law firms attract and convert clients through video-first social media marketing.
Their challenge? Busy attorneys with little time to show up on camera every month. Their solution? HeyGen avatar videos.
Why clone avatars changed everything
Since shifting to avatar-driven video, Growth Amplifier has:
Saved countless hours for attorneys by eliminating monthly live shoots.
Scaled content effortlessly. One shoot creates a library of professional, high-performing videos.
Unlocked multilingual marketing, especially useful for immigration law firms needing Spanish content.
Maintained (or increased!) performance, with zero drop in engagement vs. live-shot videos.
Enabled newsjacking, getting attorneys’ takes on trending topics live on social within hours.
One standout result from their own marketing? A simple “guess the clone” email challenge generated 25 qualified attorney leads instantly. The avatars were so realistic, even close colleagues couldn’t tell the difference.
Their winning workflow and avatar creation best practices
Erika shared her expert playbook for creating professional, realistic avatars quickly and affordably.
What You Need:
An iPhone 12+, filming in 4K at 60fps
Natural lighting (big windows, no overheads)
Tripod + teleprompter app (for direct eye contact)
Landscape framing, chest-up positioning
Multiple outfits to create diverse avatars in one shoot
To capture authentic expressions, they have clients read a lighthearted script about pets. This approach helps clients relax and show their personality, which leads to better avatars.
“If you're stiff and reading a boring legal script, your avatar will look like a statue,” Erika warned. “Have fun and let yourself be natural.”
Voice clones that sound like you
Capturing a great voice clone is just as important as the video. Erika recommends:
8-10 minutes of recorded audio
Coaching clients to speak with varied tone and emotion
Water, tea, and warm-up exercises to protect the voice
Recording a backup voice-only script if needed
Editing for more than just a talking head
The Growth Amplifier team layers in:
B-roll (stock visuals to emphasize points)
Quick cuts and transitions
Captions + music for mobile-first viewing
They're not just making talking head videos, they're making scroll-stopping, lead-converting content.
Q&A highlights
Translation Quality? Spanish avatars well received with internal editorial quality control.
AI Disclosure? Up to the client. Some announce it's a clone, others don’t.
Remote Consent? Managed via HeyGen’s remote ID verification options.
B-roll Sources? Canva, Envato Elements, and AI Studio’s built-in library.
Do avatars perform as well as live videos? Yes, sometimes better. More frequent posting and faster turnaround leads to higher engagement.
Tools and resources mentioned
HeyGen AI Studio: For editing, B-roll insertion, and avatar generation
OpenReel: Remote video capture with teleprompter and director support
B-roll sources: Canva, Envato Elements, and built-in AI Studio libraries
Final takeaways
If you're in legal marketing, or any service business where time is scarce and trust is essential, HeyGen avatars can help you:
Save time
Reach new markets
Stay consistent on social
Build authority and generate leads
And as Kara puts it:
“Once you’ve created an avatar you love, you’re off to the races. No more monthly shoots. Just high-impact content on repeat.”
