The Insurance Agency's Guide to Video in 2022 article from Agency Revolution

As time passes, insurance video and marketing expand and evolve. 20 years ago, a yellow-page ad was the centerpiece of an agency’s marketing. Whether it’s for a restaurant, a corporation, or an insurance agency, being able to adapt to current strategies for insurance marketing videos is crucial to taking your place as an industry’s top competitor.

As an insurance agency, it’s in your best interests to stay up to date with consumer interests.  Clients need to be drawn in, and research has shown that 54% of consumers want to see more video content from brands or businesses they support. A survey of marketing experts found that:

  • 89% say videos provide positive ROI
  • 83% say videos help with lead generation
  • 87% say video has increased website traffic
  • 80% say video has directly increased sale

Insurance Marketing Videos for Success

To begin with, when crafting an insurance video, it’s important to know that it’s not about making an immediate sale. Of course, the endgame is to encourage your viewing audience to become clients, but it’s more important to keep their interest with relevant, valuable, and engaging video content. When creating a video for your insurance related topics, remember to:

  • Have ONE big idea
  • Be authentic
  • Engage the audience
  • Be relevant and informative
  • Focus on the story, not on the sale

Best Types of Insurance Marketing Videos

Just like movies and books, videos have a plethora of different genres to choose from. Knowing which ones are available and what they are is crucial in creating video content for your agency.

Remember, making the videos entertaining while also getting the point across is the key to success.

Here’s a list of the best and most commonly used video types posted by Insurance agencies:

1. Agency Videos

Agency videos include, but aren’t limited to, content based on what your insurance company provides and how they might get things done. Videos on common topics, FAQs (Frequently Asked Questions), and testimonials that show off your expertise are all great for letting clients know what your agency is about.

2. “Get to Know You” Video

Forming real connections is important in today’s business world.”Get to Know You” videos are about the people in the company and what they stand for. This series of videos is all about showing off the agency’s personality and the outstanding employees working there.

Including team introductions, office tours, community involvement, social events, and anything fun or lighthearted helps your audience establish a connection with your company. This is where you can show off your team’s personalities and show off the company’s personability.

3. Policy Specific Videos

Insurance agencies are tasked with providing customers with the best plan tailored to their situation. So there will be different policies to choose from. As a client, this can be a little daunting, and some direction goes a long way. 

Have a series of videos showing the benefits of each policy and who they might work for best. This will not only establish that your agency knows their stuff but also go the extra mile to ensure that they satisfied all customers with their plan.

Perfect Video Posting Platforms

Now that you know what types of insurance marketing videos you can create, the next step is to decide where to share them. Facebook, LinkedIn, and Twitter are great websites for agencies to share their videos with followers and potential clients. 

Each platform has its own unique audience base and video intricacies. Depending on your agency, certain sites might be better for your content than others. It helps to know what the average video on each platform looks like.

Here’s a quick rundown of each site and what they look for in terms of video content:

Facebook

Facebook is the biggest social media site, having 2.8 billion active monthly users. Inspirational videos, emotionally evocative videos, event clips, employee spotlights, and commercials are the videos companies post on Facebook. 

Facebook is different, as it primarily shows your friends and followers your videos because of their lack of organic reach. With this in mind, videos are ‌ more entertaining and appeal to customer emotions. Around 85% of people watching Facebook videos do so with no sound, so be sure to include captions.

Farmer's Insurance Facebook example

LinkedIn

LinkedIn is a business-heavy social media site, therefore videos, including funding rounds, hot takes on the industry, mentor praising, interviews, and live conference broadcasts are commonplace. 

Hosting 690 million annual users makes LinkedIn a great competitor to other social media platforms, but sets itself apart by focusing on the business side of sociability along with videos talking about upcoming company events and updates. 

Business trends are also a popular video topic on LinkedIn, so be sure to keep up to date.

LinkedIn Example of AR Talking about Business

Twitter

Considered to be the debate forum of social media, things can go viral fast‌. Twitter has 206 million active daily users, all of whom are ready to discuss different topics. Creating videos that make users think and talk is never a bad idea. 

Videos ‌vary in length and the common videos ‌feature breaking news, current topics, interviews, and just anything that’s entertaining.

Geico Twitter Video of Current Events

Tips for 2022 Insurance Marketing Videos

The last two years have been crazy, but don’t let that stop your Insruance  agency from creating great videos to attract more clients. Below are some tips and tricks to improve your video skills:

  • Upload videos natively to each platform
  • Keep the length at 1-4 minutes
  • Use #hashtags
  • Tag any people/companies you mention
  • Ask questions to engage the audience
  • Link to long-form content (Your Blogs, Landing Page, etc.)
  • Reply to the comments

Need help to address your consumer’s needs? Worry not. With Attract™, your agency has access to an ever-growing library of videos and other informative content with insurance agencies in mind. Never worry about not being able to address consumer needs again, Attract™ social media content and tools has you covered.

Sign up to receive our free Video Toolkit for Insurance Agencies and receive script templates, pre-production checklists, content guides and more once a week for four weeks, delivered right to your inbox.

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