Getting Started With Social Media Marketing for Insurance Agents

Bailey Palmer, Digital Marketing Specialist

Published: Sep 3, 2025 9 min read Updated: Sep 3, 2025

Social media can be intimidating, especially for insurance agents who are new to this form of digital marketing. Many consider it to be generally meant for a younger demographic. In reality, social media is used by all age groups and has evolved to being much more than a trend. With the right social media strategy, you can grow your following across various social media platforms, drive traffic to your website and even generate leads for your business.

Why should you use social media in your marketing strategy?

Prospects and clients are using social media more than ever in their daily lives. Nearly 90% of consumers rely on social media to keep up with trends and cultural moments, according to Sprout Social, with that number trending upward over time. That means that a growing market exists, just waiting for you to connect with them.

Social media marketing is great for:

Spreading brand awareness
Generating leads
Attracting potential prospects
Driving traffic to your website

What social media platforms work well for insurance agents?

When it comes to which social media platform or platforms is right for you, there is no right or wrong answer. It all boils down to how consistently you use it, and what type of content you post on it. Below is a list of the popular social media platforms out there as of writing this article.

Social media platforms to consider include:

With each of these platforms, you will need to consider the types of content compatible with each of them. On YouTube and TikTok for example, videos are the primary form of content. Conversely, Facebook, LinkedIn, and Instagram can share content ranging from text, links, images and videos. The best ones for you will be those that you feel comfortable using consistently.

Please note: Currently, Facebook and YouTube are the two most popular platforms with groups over 50 (a key Medicare-eligible demographic).

What types of social media content work well for insurance agents?

The world of social media has changed within the last few decades. In the past, many used it primarily as a way to keep in contact with their friends and family. Today though, it has expanded into a competition between brands trying to gain a user’s attention. But how do successful businesses use social media to attract users and grow a following?

Consider the following questions when posting content to social media:

Is it informative?
Does the content you post answer a question, solve a problem, inform or educate? Make sure to also provide support by supplying your phone, website or other contact information with your post.
Is it a trending topic?
When something big happens in the insurance industry, it’s a good idea to jump on that trending topic by sharing it on social media. Users look for trending topics. Don’t forget to provide your insight on it to show your followers that you are knowledgeable on the topic.
Is it entertaining or relatable?
If you can share a piece of information that not only entertains the viewer, but is also relevant, then you’ve got the makings of a successful post. Don’t be afraid to use jokes and humor. Engagement is key — keeping the client engaged means they keep reading and following. Plus, they are more likely to interact with your content.
Does it tell a story?
Content that tells a story does really well when it comes to social media. Some examples of this are testimonials and reviews. This gives a human touch behind your business. Testimonials help give your business credibility while reviews can provide insight into how your business helped a client.

What types of social media content are effective for marketing?

Type of Content	Why It’s Effective	Example/Best Use
Short-form video	Performs well on social media (1–3 minutes). People lead busy lives, attention spans have been shrinking and consumers digest info faster through visuals. For these reasons, short videos are more popular and effective than longer content.	Quick explainer clips, tips, product highlights.
Images	Images do well because they are so easily digested by the viewer. In fact, 61% of consumers on social media find this content to be the most engaging. Again, the shorter attention span issue comes into play. People would rather quickly look at an image than read a long post via text. Consider condensing longer posts into an engaging image for greater traction potential.	Infographics, quote graphics, visual summaries of blog posts.
Links to your website	Adding links to your website within social media posts lead to higher website traffic. For example, if you post an engaging blog about an insurance-related topic on your website and share about it on social media, you’ll likely see an increase in visitors to said blog.	Share a blog post on insurance topics and link back to your site.
Live videos	Live question/answer sessions can boost engagement instantly and note you as a professional in your field. Encourage viewers to follow your social media, visit your website or even call your office.	Answer questions about Medicare during a live video. This gives a human experience and interaction.

Social Media Marketing for Insurance Agents in Conclusion

Social media marketing requires a dedicated effort if you want maximum results. It works well for spreading brand awareness and generating leads. The content you share should be something that consumers are looking for on social media. Think of social media as a new version of search engine, especially for trending topics.

Are you looking for more digital marketing tips and solutions for your business? Senior Market Sales^® (SMS) offers these additional articles for insurance agents who want to find success in the world of digital marketing:

Additionally, SMS offers insurance agents a full library of marketing resources with Client Stream^®. Plus, Client Stream includes proven client acquisition channels, a platform to nurture leads and ways to engage clients. It even offers avenues for social media leads, a workshop and webinar turnkey platform, email marketing opportunities, data leads and more!

Interested in our Client Stream platform? Speak to an SMS marketing consultant by calling 1.800.786.5566. We would love the opportunity to help you save time, make more money and differentiate yourself from the competition.