Industry insights

A Definitive Guide on Insurance Social Media Marketing

Social media is a mainstay of marketing for any form of business. It’s a surefire way to get your product or service in front of millions. Insurance agents who make the wise decision to invest in social media marketing will have access to more than 70% of the U.S. population.

However, there’s more to it than posting on Instagram or Facebook. There are over 100 different social media networks out there. Which platforms are ideal for insurance social media marketing, and what’s the best way to advertise? Let’s examine what life insurance agents can do to spread awareness of their brands online and how they can use the power of social media to their advantage.

How Insurance Agents Can Use Social Media Marketing

Insurance agents can use social media marketing in a variety of ways. There are tremendous benefits to bringing insurance and social media together, including:

  • Expand Your Reach – More than 70% of the U.S. population holds at least one social media account, with a considerable portion having more.
  • CostEffective Marketing – Creating space for Social media in insurance marketing strategies is important because it’s a cost-effective way to advertise. While social media has moved towards a pay-to-play model, it’s still possible to acquire free, organic engagement.
  • Create Relationships – By getting to know potential customers on social media, insurance agents can nurture genuine relationships and increase the chances of securing new business.
  • Engage With Your Community – Insurance agents must build authority to succeed in this cut-throat industry. Dedicated insurance groups offer an opportunity for agents to show their expertise and gain the trust of their audience.

Social media for insurance agents can support organizations in achieving key goals, whether spreading reach, generating leads, increasing engagement, or building a newsletter list. In the digital age, no life insurance agency can afford to be without it.

Top Platforms for Insurance Social Media Marketing

Digital marketing for insurance agents requires targeted strategies. It’s simply impossible to maintain a presence across every social media network. For that reason, marketing for insurance companies should focus on the platforms that are proven to yield the most significant returns.


Twitter is recommended because it’s one of the easiest social media platforms for agents to maintain a presence. With just 280 characters per post, agents don’t need to spend a tremendous amount of time on each post. Plus, it is one of the biggest platforms in the world; therefore, finding the right audience is a breeze.


Video content is king. Studies show time and time again that videos gain far more engagement than any other type of content. For this reason, a presence on YouTube is a must. While creating engaging videos and building a channel takes time, the rewards are well worth it.


Any insurance social media marketing campaign must consider Facebook. By far, it’s the largest social media network in the world, and it continues to grow. Facebook has several innate advantages. Firstly, long-form posts are acceptable here, which is essential for insurance agents to educate potential clients. Secondly, although organic reach has fallen dramatically, its paid ads platform is the most advanced globally. Finally, Facebook is popular among users of a certain age, who are much more likely to be thinking about life insurance than the younger crowd on TikTok and Instagram. 

Digital Marketing for Insurance Companies

Life insurance social media feeds tend to be dry, dull, and full of recycled content. You need to change that by thinking outside the box. So, what is the right approach for social media marketing for insurance agents?

Let’s share some basic best practices for maximum social media engagement:

  • Know the best times to post. Different social media networks will each have a “best” time frame. For example, it’s recommended that you post on Twitter during the rush hour from Monday to Friday.
  • Post no more than 2-3 times per day to avoid annoying your audiences.
  • Perform split testing on all posts to better understand what engages people.
  • Avoid copy-pasting the same post across multiple sites.
  • Aim for every post to add value, whether it involves education, telling your story, or special offers.
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Social Media Marketing for Insurance Agents: Strategies and Techniques

Insurance social media marketing has its fair share of strategies. Implement them into your campaign and post them to your social media feeds; however, be sure to monitor the results closely. Over time, agencies will gradually work out what gets the best response from their target audience. Here are a few things to keep in mind: 

Quality Content Comes First

The single most profitable strategy for life insurance social media feeds is quality content. Seek to educate rather than to promote. People will naturally tune out marketing posts, so companies must get smarter with what they post. Answer the things on the minds of your target market. Be genuine. 

Join and Post in Relevant Groups

Search for groups dedicated to life insurance or connect with other businesses that are not in direct competition. Groups, particularly on Facebook, can serve as a launchpad for spreading brand awareness. Answer questions. Post useful content. Above all, be a friend, not a faceless company.

Take the Time to Create Great Multimedia

Written posts offer great marketing for insurance companies, but it’s often not enough to stand out from the crowd. Instead, consider investing time in creating one-of-a-kind pieces of multimedia. This could take the form of a custom video or an eye-catching infographic. These unique pieces of content don’t have to take up every post; use them sparingly, and they’ll have a higher chance of going viral.

Learn Paid Advertising

Any insurance social media campaign needs to incorporate paid advertising into its model. Social media companies have been limiting their organic reach and moving to a pay-to-play model for years. It takes time and effort to learn paid advertising, but it can be done affordably. For example, Facebook requires just a $5 per day minimum investment to start running ads. Look at the data and adjust accordingly. Mastering paid social media advertising can take any digital insurance agency into the stratosphere.

Digital Marketing Strategies to Avoid

Unfortunately, many insurance agents make mistakes when it comes to social media. There are certain strategies all agencies must avoid, including:

  • Stay away from purely promotional posts.
  • Avoid becoming fixated on the number of followers. Conversions are the only thing that matters.
  • Never treat all social media platforms the same. They all have different audiences with different needs.
  • No insurance agency should ever buy followers. These users are not engaged, and the practice could get your account banned.
  • Use analytics to garner conversions. Don’t make the mistake of assuming your audience consists of everyone.

Building a successful social media strategy is different for every business. Insurance agencies can have a more challenging time as this is not an industry that immediately gets a considerable amount of interest in social media settings. Think outside the box and test, test, test until you get the correct mix. It will take time, and no agency should expect solid results in just a few weeks. Remember, this is a long-term investment.


When it comes to insurance, social media marketing is the single best way to access a highly engaged audience quickly. The only downside is it takes time to build trust, especially online. It’s impossible to throw a few dollars at social media advertising and expect it to yield results.

If you’re looking to up your marketing results, you may want to consider using iLife’s Marketing Hub which helps life insurance agents confidently connect and engage with clients.

All insurance agencies must be committed to success. To improve the operational efficiency of your insurance agency, choose iLife. Our life insurance platform gives you all the tools you need to build your agency and brand awareness online. Contact the iLife team to learn more on how you can use iLife to brand a microsite and deliver an interactive browsing experience for your life insurance clients.

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