Anyone can start a social media account. But crafting content that makes a difference to your clients is a beast of a different nature. Great social media content for insurance agents allows you to reach potential clients, build trust, inspire confidence in your agency, and advertise agency promotions. 

Poorly written Facebook posts or blurry Instagram pictures, on the other hand, can make your agency seem unprofessional or untrustworthy. 

This guide will set you up with the tools you need to craft expert social media posts every time. Read on for trends you need to know, information on the best social media channels for insurance agents, and pre-written scripts you can use to get your social media channels off the ground today. 

Find more leads and drive policy renewals with expert marketing advice and all the tools you need, all in one place.

Getting started with social media content for insurance agents

The term “social media” can refer to any number of online communication platforms that let people connect with one another and share ideas. Although the term can encompass things like blogs, podcasts, and wikis, it’s most often used to refer to social networking sites like Facebook, Twitter, and Instagram. 

Social media content for insurance agents is a great way to communicate with past clients and engage with potential new ones. You can market sales, provide information about different policy types, and offer tips and tricks that position you as a trustworthy industry expert. 

Most important social media channels for insurance agents

These days, there are more social media platforms than you can shake a stick at. No insurance agent can be on every platform and still provide quality content. It’s better to choose some of the most important social media channels for your industry and focus on perfecting your content on those platforms. 

Here are the five most important social media platforms for insurance agents: 

  1. Facebook: With 2.89 billion monthly users, Facebook is one of the most important platforms for insurance agents to advertise on. The best Facebook content includes a mix of text and images, with video content driving more engagement than static images alone.
  2. Twitter: Twitter is a short-form social media platform with 330 million active users each month. The key to using this platform is to stay relevant, as a whopping seven in 10 Americans use Twitter as a news source.
  3. YouTube: With over 2 billion monthly active users, YouTube is a powerful video-based platform worth investing in. One great thing about using YouTube is that your videos can be linked to other social media platforms, where they often perform better than other types of content.
  4. Instagram: The use of picture-based content makes Instagram a smart choice for insurance agents looking to connect with their clients. This platform has 1 billion active users each month, making it an important platform to keep in your bag of social media tricks.
  5. TikTok: A new but fast-growing social media platform, TikTok lets you frequently upload quick video content for your clients. Integrated video-editing tools ensure you don’t need to be a tech guru to make content for this platform, which is quickly growing and currently boasts more than 1 billion active users each month.

Social media trends to be aware of

Creating compelling social media content for insurance agencies takes planning. In addition to understanding how to get started with social media and how to pre-schedule posts, it’s important to keep social media trends for your industry in mind.  

For one thing, you may want to set aside your preconceived ideas about what insurance advertising should look like. Studies show that despite top-name agencies relying on mascots to promote their products, well-known mascots Flo and Gecko don’t help their agencies engage with users any better than agencies that don’t use mascots. 

Since keeping up with a mascot takes significantly more work for your brand, you can set this trend aside and focus on methods that are proven to improve engagement with your audience. 

One tool to keep in mind is that, for insurance agencies, links perform better than many other types of content on Facebook. This helps you save time crafting content. Instead of writing a long Facebook post, you can write something short and pithy, and then link to the informative content your clients need.

example of a social post that links to a website with more information
This is an example of a great social media post that wouldn’t take much time to craft. Although the brand said very little in the Twitter post itself, it linked to content from its website that customers would find informative and valuable.

It’s also important to remember that, these days, social media users expect content more often than they did in the past. To stay ahead of the game, it’s important to make social media part of your daily routine, even if that just means creating 60-second TikTok videos answering frequently asked questions or introducing your agents.

Insurance social media ideas and tips

Top-performing social media pages don’t just follow general social media best practices — they also curate a mixture of content, ensuring their pages stay fresh. 

Crafting great social media content

Great social media content for insurance agents is about a mixture of voice and quality. Whether you take a humorous approach like Geico or a comforting and informative tone like Allstate, it’s important to come up with one brand image you can promote on all of your social media platforms. This helps customers connect with your brand and improves brand recognition, while also ensuring your presence across various platforms feels cohesive.

As important as your tone is, so too is the quality of the information you offer. You want to create posts that provide value to your customers. Instead of just advertising your insurance, you want to answer questions, inform, and educate your customers while also offering quality engagement and service. 

In fact, a McKinsey Report showed that continually offering great customer service on social media platforms yields more significant customer engagement and higher profits for brands. 

To capitalize on this effect, you want to be present on social media on a regular basis. In addition to posting quality content, it’s important to be present to answer customers’ questions,  reply to social media mentions, and stay engaged.

Finding insurance social media ideas

At first, it may feel daunting to develop daily — or even weekly — social media content for your brand. However, setting aside just one hour a month to brainstorm ideas can be enough to get your juices flowing and begin a plan for sharing engaging, helpful content. 

Some of the best social media content for insurance agents includes:

  • Answers to frequently asked customer questions
  • How-to videos 
  • Short interviews with representatives in your agency
  • Highlights of local events
  • Timely posts to fit the season or accompany your holiday marketing plans
  • Insurance tips and tricks your clients should know
  • Competitions
  • Partnerships with charities, nonprofits, or other feel-good organizations

If you get stuck looking for insurance social media ideas, check out what other insurance brands are posting on their social media accounts. You can also interview front-line insurance agents to learn which questions your clients ask regularly or which aspects of insurance they seem most confused about. These sticking points can generate great social media content that your customers will find informative and relevant.

5 social media scripts that work for insurance agents

When you’re just getting your social media platform off the ground, having pre-written social media scripts that you can modify for your brand can be a great way to get used to curating content and build confidence in your platform. 

Here are some useful insurance social media post ideas that you can use to kick-start your social media presence or draw on for inspiration. 

1. The informative script

Informative social media posts are a great way to provide value to your customers and answer frequently asked questions. Although they don’t directly advertise services, they can prompt customers to call you with more questions. Check out this example: 

Do you need umbrella insurance? Umbrella insurance covers you — above and beyond your homeowner’s or auto insurance policies — if you are sued for injuring someone else. This could include accidents where someone gets injured, but could also include covering injuries from a fight your child got into at school or a case of accidentally causing food poisoning at a party. 

Having umbrella insurance can provide your family with peace of mind in today’s litigious world. Not only does it cover the costs of injuries if you’re sued, but it also ensures that your insurance company will deal with defending your case in court. However, an umbrella policy really only makes sense if you have assets to protect. Contact us today to learn more about whether this type of insurance policy makes sense for your personal needs. 

Example of a social post that expresses a brand's values
This Twitter post from Geico is a great example of how insurance agents can be informative while also communicating core values — like eco-friendly travel — that are important to their brand and customers. Note the use of hashtags for improved shareability and moving images to grab — and keep — attention.

2. The promotional script

Promotional social media posts should be used sparingly, as they can feel spammy to your customers. However, they can be a good idea if you’re running a promotion or sale at your agency that you want your clients to know about. Take a look: 

Resolve to pay less this year when you switch to our homeowner’s insurance policy. Call our office any time in the month of January, and not only will we do a free consultation comparing our policy offerings to your current policies, but — if you decide to switch — we’ll also cover any cancellation fees your current insurance provider charges for canceling your policy early.

3. The video caption

Video content works well on social media, but it should always be accompanied by a brief blurb letting your customers know what the video is about. It’s always a good idea to leave a bit of a teaser in the blurb so they’ll want to click the video and learn more. 

When you buy homeowner’s insurance, you trust our agency to take care of your family when times are hard. We know that, and we also know it’s a little easier to trust us when you have a chance to get to know us. 

That’s why we’ve created this series of interviews with our top agents — as a gift from our family to yours. In this video, learn about the life event that caused our CEO to start working here, and get to know why his kids tease him about his favorite sandwich flavor! 

Although you’d need to modify this script for your specific video, this gives a good representation of how a script like this can work for your agency and generate engagement. 

4. The current event script

Highlighting current events is a great way to stay relevant and show up in people’s news feeds. While you can highlight any event in your area if you can find a way to make it relevant for your brand, the best events to highlight are the ones that representatives from your agency attend. 

Pictures of the event will help these posts rank higher in social media feeds while also showing your dedication to your community. Here’s an example: 

We’re at the local college fair today helping students make informed choices about their auto and rental insurance policies. Check out the sweet goodies we’re giving out to any students who make it down to today’s fair! 

5. The testimonial

Highlighting the good things your customers have said about your agency is a great way to build trust. Just keep in mind that per FTC Guidelines, to use testimonials, they must be actual statements by your customers about your services. 

You can provide questions, to help your clients come up with detailed testimonials that are easier for you to share on social media, but to keep things legal, you can’t tell them what to say. This is one reason testimonials are so powerful: Customers know that the clients you’re quoting are using their own words and telling their own stories.

Although you can’t tell people what to say, you can certainly ask satisfied customers to provide a review of your services on your website.

Many will be happy to provide positive reviews for free if they’re happy with your services. You can also offer incentives for testimonials as long as you make it clear that those testimonials were paid for.

Here’s a sample script to queue up a compilation of video testimonials:

We asked our most loyal customers why they’ve chosen to stick with our agency. Check out this video, where we’ve compiled their answers. We guarantee that the story that starts at 3:05 will make you cry! 

Even if you can’t get your customers to agree to video testimonials, their written reviews can be powerful to potential clients.

“Amazing customer service.” “Short wait times.” “Really helped me understand the process.” These are just a few of the five-star testimonials we’ve received in the past month. Read all our reviews at the link below. 

Improve awareness and build trust with quality social media content for insurance agents

Social media has the power to connect your brand and potential clients.

A strong social media presence with a lot of relevant content shows customers that you care about them and want to help. This, in turn, makes customers more likely to either choose you over another insurance agency or stick with your agency in the long term.

Get started today by setting aside one hour to brainstorm content ideas, including questions you’d like to answer for your audience, upcoming events or promotions you plan to run, holidays on the horizon, and local events in your area you’d like to promote. Having this list on hand will make it easier to craft and schedule social media content for the next month. By taking this process one month at a time, you can make crafting social media content for insurance agents manageable and enjoy noticeable results.