Let’s be honest – insurance isn’t sexy! There, I said it. As a broker, you may disagree, but to the general population, it just isn’t – FACT.
Likewise, insurance and social media don’t always feel like the most natural match. After all, people don’t wake up in the morning thinking, “I can’t wait to read about insurance today!” But here’s the thing: your potential clients do care about protecting their families, businesses, and assets. They just need the right kind of content to keep them engaged.
So, what actually works for insurance brokers on social media? And what’s just a waste of time? Let’s break it down.
✅ What Works: Strategies That Bring Results
1. Educational & Value-Driven Content
People don’t want to be sold to all the time, but they do want useful information. Posts that simplify insurance concepts, explain common pitfalls, or offer quick tips (e.g., “5 Things to Know Before Buying Car Insurance”) are more likely to get engagement. Think of yourself as a helpful guide, not just a salesperson.
2. Storytelling & Real-Life Scenarios
Insurance is personal. Sharing real-life stories - whether it's how a policy saved a family from financial ruin or how a client benefited from unexpected coverage - makes your content relatable and memorable.
3. Short Videos & Reels
Video content, especially short and engaging clips, gets prioritised on platforms like Instagram, Facebook, and LinkedIn. A quick 30-second video explaining a common insurance myth or answering a frequently asked question can go a long way.
4. Behind-the-Scenes & Personal Branding
People work with brokers they trust. Showing a bit of your personality—whether it’s a behind-the-scenes look at your day, a client success story, or even a fun fact about yourself—helps build that trust and connection.
5. Consistent Posting & Engagement
Posting once every two months won’t cut it. Consistency matters. Even if it’s just 2-3 times per week, regular posting keeps you top of mind. And don’t forget to engage! Reply to comments, answer DMs, and interact with other posts in your industry.
❌ What Doesn’t Work
(and Might Actually Hurt Your Brand)
1. Only Posting Sales Pitches
Nothing makes people scroll past faster than an endless feed of “Buy this policy now!” Your content should provide value first and only sprinkle in promotional posts occasionally.
2. Overly Complicated Insurance Jargon
Yes, you’re an expert. But your audience isn’t. If your posts read like an insurance document, people will tune out. Keep it simple, use everyday language, avoid acronyms and make insurance easy to understand.
3. Generic, Cookie-Cutter Content
Copy-pasting the identical generic posts every other broker uses won’t set you apart. People connect with authenticity, so ditch the corporate-speak and infuse some personality into your posts.
4. Ignoring Engagement
Posting and ghosting is a lousy strategy. If people comment, message, or ask questions, but you don’t respond, you’re missing out on real business opportunities. Social media is a conversation, not a billboard.
5. Spreading Yourself Too Thin
You don’t need to be on every social media platform. Focus on the ones where your audience is most active (usually LinkedIn, Facebook, and Instagram for insurance brokers) and do them well instead of doing them all poorly.
🚫 What’s Just a Waste of Time?
Buying Followers: It might look good on paper, but fake followers don’t engage and don’t buy policies.
Posting Without a Strategy: Random posts here and there won’t build momentum. Have a plan and stay consistent.
Chasing Every Trend: While trends can be fun, not every viral challenge or meme aligns with your brand. Choose wisely!
💡 The Takeaway
Social media can be a powerful tool for insurance brokers—but only if used wisely. Focus on educating, engaging, and being authentic, and you’ll see better results than just posting for the sake of it.
And if managing your social media feels overwhelming? That’s where CanDo Broker Socials comes in. We create done-for-you, high-impact social media content that helps you stand out, attract clients, and grow your business—without the stress.
Ready to level up your social media game? Let’s chat! Book a discovery call today.
留言