Social media has revolutionized the way all businesses connect with potential clients. Of course, this is also true for insurance and financial professionals, who are increasingly looking for ways to leverage social media in their marketing.
But the saturated world of social media can be very noisy and standing out requires a targeted approach. The key to successful social media marketing is prioritizing platforms that align with your audience demographics and deliver measurable returns.
Top platforms to prioritize
1 YouTube: The long-form content king
YouTube is the hero platform for educational and authentic content. Its versatility allows agents to create engaging videos that build trust and establish expertise. From explaining Medicare options to breaking down complex retirement strategies, YouTube is perfect for in-depth, visual storytelling.
- Ideal for older demographics who prefer educational and informational content
- Average time spent per session is around 30 minutes
- Continues to grow in popularity and influence
2 Facebook: The community builder
With a trusted reputation and widespread use among older adults, Facebook is a must-have for agents. Use it to build relationships, run targeted ads, and create groups that foster community engagement.
- The most popular social network, with over 2 billion daily users
- Perfect for connecting with Medicare-eligible clients
- Effective for paid advertising and community building
3 Instagram: For younger generations
Instagram excels with younger audiences, particularly those under 30. While this group may not be the primary focus for licensed agents and financial professionals, they can still be useful for reaching specific niches or experimenting with fun, creative content. Instagram is perfect for short-form, visual content like reels that showcase your authenticity and team culture– stories that humanize your brand.
Small steps, big impact: A practical social media strategy
Your audience already has their preferred platforms—your job is to meet them there. Don’t waste time trying to create new habits and drive traffic to lots of different places. Adapt to audience behavior and deliver value where they’re already most active. YouTube and Facebook are standout choices, offering robust engagement opportunities across generations.
Key tips for social-media success
- Know your audience: Identify the age group and needs of your target clients. For health insurance agents, prioritize platforms like Facebook and YouTube that cater to older adults.
- Deliver consistent, valuable content: Share relevant tips, updates, and educational materials. Consistency builds trust and keeps your audience engaged.
- Be authentic: Clients want to connect with the real you. Ditch the overly scripted videos and let your personality shine.
- Leverage social proof: Encourage reviews and testimonials on Google My Business and social media. Positive feedback builds credibility and drives engagement.
Your social media strategy doesn’t need to cover all platforms at all times. Focus on the most active platforms like YouTube and Facebook to connect with your audience and deliver consistent, meaningful content.
Remember: the fortune is in the follow-through. Engage authentically, educate generously, and be consistent in your social media presence.
As seen on A&A: https://agentandadvisor.com/jbarker/social-media-marketing-which-platforms-should-agents-focus-on/