Social Media Content for Insurance Agents

Paul Baccaro

December 2, 2022

When it comes to the success of your agency, curating the right social media content for insurance agents can give you the competitive edge you need in today’s marketing landscape.

Here’s something to think about. In the not-so-distant past, the phrase “social media marketing” would have been incomprehensible to business professionals. The meaning we think of now was unimaginable before the advent of Facebook in the early 2000s, when marketers started to see the potential of social media platforms to reach audiences and expand brand awareness.

Fast forward to today. With platforms like Facebook, Instagram, Twitter, and TikTok dominating the information marketplace, a successful business without a strong social media presence is practically unheard of.

For insurance agencies, the advantage of reaching your audience with social media content means more people can become aware of how your services genuinely help protect them and their families.

HubSpot lists the advantages of effective social media content, including:

  • Better brand awareness
  • More lead generation and conversions
  • Stronger customer relationships
  • The ability to learn and adapt from competitors

Not only that, but through analytics and other engagement metrics, you can get a sense of how people are responding to your messaging and adjust accordingly. This helps your agency become more effective at reaching people.

That’s a win for everyone.

Managing a social media presence for your agency takes time and effort. That means it’s critical to have the right strategy and approach to connect with your policyholders—and future policyholders—and keep them engaged year-round.

Here’s how to use social media content for insurance agents to spread your message, so you can better protect more people and grow your agency.

Four Types of Social Media Content for Insurance Agents

When deciding what social media content for insurance agents you should post, there are four main types to consider.


Goodwill posts are all about spreading support for your local community, investing in a cause, or otherwise promoting a deeper philanthropic value to your audience. This has the net effect of not only doing some intrinsic good in the world but also helping build your brand reputation.

Behind the Scenes

This is an opportunity to show your audience the authentic “you”—to pull back the curtain and reveal the Wizard of Oz, so to speak. Who are the real people vital to making your agency effectively run day in and day out? Who are the adjusters, clerks, sales agents, underwriters, and others who make your agency what it is? This kind of content lets your agency put a face to the brand.


Like that medicine you need right now to kill that ache or pain, a painkiller social media post has an immediate effect on your audience. Compelling captions and strong CTAs (Calls to Action) offer a solution to an immediate problem your audience needs to solve—a solution your insurance agency is uniquely positioned to offer.


Vitamins offer a lasting positive effect. The same applies to this type of social media content, which is meant to provide long-term benefits for your audience. These are your educational or informative posts that help an audience meet a future need or purchase.

The “Social Media Pie”

These are the four most effective types of content for your insurance agency, but how much of each do you need for a winning social media strategy?

It’s important to have the right mix of content divvied up between educational, behind-the-scenes, CTAs, and goodwill posts.

At Social Jazz, we call this a “social media pie.” Which types of content to focus on most depends on your industry and priorities.

Insurance agencies need to be authorities that can help guide policyholders through important decisions on how to best protect their families. Therefore, educational and informative posts will make up a bigger part of the pie than other types.

Let’s break down how your social media pie would look in practice, and the value it allows your brand to offer as a result.

Be a Source of Authority, Offer Solutions, and Build Your Brand

Below are the percentages for each type of social media content for insurance agents to post that make up your pie, as well as how that shapes your presence online.

  • 50% Vitamin—Focus the biggest chunk of your posts on educational and informative content with long-term value. This shows you are an authority and a source of reliable insurance information. As a result, you establish your agency as a thought leader in the industry.
  • 30% Painkiller—Being an authority is one thing, but often your audience seeks immediate solutions. By having your next biggest portion of content go to offering solutions, your agency fulfills that need. After all, the goal of insurance is to protect.
  • 10% Goodwill—These give a community connection and show you care about your policyholders beyond the services you offer.
  • 10% Behind the Scenes—Posts specific to your agency build brand loyalty by revealing who you are as people. A post showing you working beside your dog will engage your audience because they do that too. Show them how insurance values human connections.

    What Makes a Good Social Media Strategy?

    On some level, the specifics of a good social media strategy depend on your agency and its unique goals. Yet, you can enhance any strategy by applying the “ABCD” framework for social media content creation:

    1. Answer consumers’ questions. What are people asking you?
    2. Help consumers buy your services. What services do you offer to new policyholders?
    3. Connect with consumers through brand pictures of your team, your logo, and other behind-the-scenes content.
    4. Help clients discover new ideas and information. What do you wish consumers knew?

    By using this framework, you can tailor your social media content for insurance agents to your specific goals and reach your audience in the most impactful way possible.

    Connecting the Dots

    At the end of the day, clients are trying to connect with you as humans. Isn’t that the goal of social media in the first place?

    In many ways, insurance agencies are naturally adept at making these connections. Insurance is all about protection. Your customers need to feel like you can protect them and offer good advice. But they also want to know you care about them as people and are invested in the community you are a part of.

    At the same time, you can use a data-driven strategy for social media engagement—and make it fun!

    Here at SocialJazz, we understand the value you offer and how to connect you with those who need it most. We use the strategy we’ve talked about here in our content creation, and we can help take the guesswork out of social media content for your insurance agency.

    SocialJazz offers the ability to automate your social media content for insurance agents. Want to see how SocialJazz helps you build a winning social media strategy for your insurance agency? Sign up here and try us for free! We look forward to hearing from you.