The Insurance Agent's Guide to Video Production article from Agency Revolution

One big reason video is a great marketing strategy: You can connect more personally with your clients when sharing videos versus text content and static images.

But as an insurance agent, you may not feel equipped to produce a marketing video. So what should you do first? What are the best methods? What do you need?

We will answer all these questions and more! With this guide, you’ll be yelling “Lights, Camera, Action!” before you know it.

Set your expectations

A video marketing campaign’s ROI is undeniable, and it is one of the most effective methods for connecting with today’s digital consumers. 

A survey of marketing experts found that:

  • 89% say video gives them a good ROI.
  • 83% say video helps them with lead generation
  • 87% say video has increased traffic to their website.
  • 80% say video has directly helped increase sales.

Forbes recently reported that as a result of the pandemic video consumption has increased.

Video marketing continues to have such a strong impact, so why is that? Videos are more popular than other types of content among consumers. 

It’s not clear why video is so popular, it may be due to shorter attention spans, the digital landscape, or both. Video production is the perfect medium for insurance agents to build their brand when using it in their marketing strategy. 

Are our insurance agents able to benefit from video marketing? The use of social media marketing allows you to connect with your customers on a personalized level, communicate your brand’s value, and tap into your brand’s potential. 

In addition to being popular with consumers, video is also popular with businesses. As a result, you’ll benefit from better SEO and more online visibility with videos that rank highly in search engines. To learn more about video marketing’s benefits, check out our free video toolkit with script writing guides, templates, production checklists, and more. 

To get you started with marketing video production, we’ve put together the top five tips to get you up and running. Keep in mind that you don’t have to create the perfect video; you only have to make a video that represents you well. Your clients and prospects know you are not a film auteur, you just need to show them why you’re a good agent for them.

Gather your tools

You might find a lavalier microphone is a great way to get better audio without being very noticeable. 

There are starter lighting kits available if you need something more refined than your office lighting. One can find both of these things for a relatively reasonable price by using Google. 

It might be a good idea to invest in microphones and lights after you dip your toes in making videos with equipment you already have available, like a smartphone or computer with a webcam. 

If your existing web camera is lower quality, you can buy an affordable one that plugs into your computer and sits on top of your monitor.

Just make sure you have a setup that allows the camera to be at eye level, whether that’s with the webcam or purchasing a tripod to set up your phone. If you start making more videos and want to level up, buying a nicer video camera is an excellent option after a little more experience. 

Write a script that works for you.

Whether you use a script or improvise depends on your comfort and the topic. For example, if you’re creating a casual insurance agent video about your office or a popular question about auto insurance, improvising is a great option. 

You might feel comfortable having an off-the-cuff conversation with the camera. Or, you might prefer to read something, knowing you can give a natural delivery that way. 

Practice and see what you’re good at! The nice thing about using your webcam is that you can put the script on your screen and read it from there. Just make sure it doesn’t sound like you’re reading.

Pick the correct location.

Shooting your videos at the right place is arguably the most important decision you will make. Perhaps within the top 3. Your location for your video needs to balance the appeal of the background with your ability to control it. 

For example, you may have a great deck in your backyard with a beautiful view. But if there is a strong wind or a car alarm down the road, your sound will become a distraction.

You might also use a studio setting where you have more control. You can opt for a simple single-color backdrop behind you with nothing else in the frame. Either option has advantages and disadvantages.

  • On-Location
    • Pros:
      • Utilize accessible locations to shoot (company office, homes, etc.)
      • Set design is likely unnecessary
      • Authentic look and feel 
    • Cons
      • Harder to schedule 
      • External convenience needs might be necessary (bathrooms, Wi-Fi, parking, etc.)
      • Less control of lighting and sound
  • In Studio
    • Pros
      • Easier to schedule
      • All conveniences need to be included (Wi-Fi, restroom, green room, etc.)
      • More control of environment: set design, lighting, sound
    • Cons
      • More expensive
      • Less authentic
      • Doesn’t show off that you’re a local

It all depends on finding a location where you feel comfortable, easy to set up, and available to keep filming in, time after time. 

Keep it simple and fun.

Instead of worrying about learning a new skill, try shooting your video in just one take! This makes it feel easy and familiar to your audience and keeps things simple. 

If you are shooting the video just sitting at your desk talking to a camera, editing different parts together won’t look very seamless.

If you’re filming and make a mistake, just start over. Frequently, you may find your second (or third or sixth) take is even better. As you practice, you’ll be more succinct and feel more comfortable. 

If you’re making something more complicated, the editing software that came with your computer (iMovie for Apple or Windows Movie Editor for PC) should do just fine. 

You can also invest in something like Adobe Premiere if you feel comfortable with editing and add many text, images, and other elements.

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