Social media is a weird place for insurance folks.
You may wonder do I need to be on social media if I am not an influencer? The answer is yes.
People like doing business with people they know, like, and trust. Social media is one way people in your community get to know you and build that trust they need before beginning a partnership with you to provide solutions for some of the most personal, important issues they face in life.
The Reach of Social Media for Insurance Agents
Here are some statistics to chew on from Exploding Topics:
- The average American spends 2 hours and 24 minutes a day on social media.
- The average American checks their mobile device 159 times a day.
- Users will spend 4 trillion hours on social media this year.
Most potential clients spend a lot of time scrolling on their phones viewing social media. Many Americans live in this area, and if you aren’t where they live, you’re missing a huge opportunity to talk to them.
The Pew Social Media Fact Sheet provides the demographics of social media users and the platforms gaining the most activity. This is an excellent opportunity to show up regularly and start getting the attention of others as a real human being who is not constantly doing a sales pitch.
What Kinds of Posts Actually Work?
Mix insurance-related content with personal, helpful, and community-driven material to stay at the top of minds without being annoying. Here are some good ideas that usually get engagement:
- Quick Insurance Tips
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- “Do you need life insurance outside of work? Here’s why it matters.”
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- “Renters insurance costs about the same as one pizza a month — and covers much more than you’d think.”
- Local Spotlights on Businesses or Organizations
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- “Shoutout to @MainStreetBakery for making the best cinnamon rolls in town. If you haven’t been yet — treat yourself!”
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- “The Lions Club Fish Fry is this upcoming Saturday at 7pm at the high school cafeteria – please support their mission of vision for all!”
- Personal Moments
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- Offer behind-the-scenes of your office move, home remodeling, or yard work using photos you have taken.
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- Post your favorite coffee order or vacation photos that you like.
- “Frequently Asked Questions” Answered
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- “What’s the difference between term and whole life insurance?”
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- “How much liability coverage do you need on your auto policy?”
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- “Is pet insurance worth it?”
- Client Wins (with permission)
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- With their permission, highlight a great Google or Yelp review from a client and include their quotes in your post.
Which Platforms Should You Use?
You don’t need to be everywhere, so focus on a few platforms where your research confirms your ideal clients hang out. You also want to be comfortable posting on those platforms.
Different social media platforms have different post formats and structures that work best for engagement, so make sure you’re comfortable using and posting in this format and design before doing it so you leave behind a good post that resonates with people. With this in mind, here’s a brief overview of social media platforms you can use:
- Facebook – Fantastic for local engagement and targeting groups with like-minded interests for specific messages.
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- Join local community groups (with permission) to offer helpful, resonating advice to the group.
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- Share updates about local events, charities, or business promotions.
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- Start a Facebook Business Page to run simple ads (like promoting a free insurance review).
- LinkedIn – Best for professional networking with HR and other business professionals and general B2B connections.
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- Share insights on employee benefits or commercial insurance.
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- Comment on local business owners’ posts to build relationships.
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- Post articles or tips about risk management, ICHRA, or small business protections.
- Instagram – More casual and visual, with short videos or photo streams doing the “talking” for you.
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- Post stories of your daily life and behind-the-scenes moments.
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- Use location tags and local hashtags like #DallasSmallBusiness or #PhoenixRealEstate.
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- Run polls: “Do you know what your deductible is? Yes / Nope / What’s a deductible?”
- TikTok – Use short, fun videos explaining insurance myths, coverage tips, industry humor, or anything life-related you feel comfortable putting out there.
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- Example: A TikTok skit where you pretend to be your future self-wishing you’d bought life insurance earlier.
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- “Things I wish I knew about insurance in my 20s” series.
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- “Why do I need health insurance when I’m young and healthy?”
How Often Should You Post?
You don’t need to be glued to your phone, but being consistent posting beats perfect posts every time:
- 2–3 feed posts per week
- A few Instagram or Facebook stories throughout your week
- 1–2 LinkedIn posts targeting businesses each week.
Helpful Reminders and Tools for Engaging Social Media Posts
- Use Canva for easy graphics and videos
- Use scheduling software to schedule your social media posts
- Keep a list of ideas in your notes app, as inspiration always hits when you least expect it
- Keep it real, be helpful, authentic, and not salesy.
Focus 80% of your posts on helpful, personal, and community-based content, with the other 20% on offers and direct call-to-action. When people trust you with the small stuff like tips, advice, or a good local restaurant recommendation, they’ll also trust you with the big things about insurance.
Social media isn’t about instant leads but building trust over time. The agents who show up consistently and authentically are the ones who get those “Hey, quick question—do you do life insurance, too?” messages in their DMs.
Agility marketing resources have years of experience posting on all the social media platforms we discussed above, including posts for independent agents and FMO agencies like you. We prioritize marketing for agents with our Marketing Miles program.
Marketing Miles allows agents to “earn miles” for what they do every day: enroll people into insurance policies. These miles can be converted to marketing activities like social media posts, campaigns, and many more marketing resources.
Start earning marketing miles by contracting now to access Agility ACA, Medicare, Life and Annuities, Small Group, and Supplemental partners. These contracts build your marketing miles, allowing you to access the complete marketing resources.
Contact Agility at (866) 590-9771 or email [email protected] to learn more about the Marketing Miles program and ask any marketing questions your agency or agents need to grow your business book. Agility can also add you to our free weekly email list for tips and vital information!
You don’t need to go viral; you just need to be present. Now, hit “Post.”
