Leveraging Social Media in 2022

Posted on February 18th, 2022 by nms

Insurance professionals looking for a powerful and effective marketing and promotional tool may already have what they need at their fingertips. Social media is widely used for personal and business applications, and you’ve probably established a presence on different platforms already. If you’re raring to take your company to the next level, a coordinated insurance social media strategy might just be the best way to do it.

The power of social media

One of social media’s greatest strengths is its ability to change and influence people. From marketing and advertising standpoints, its transformative impact is nothing short of remarkable.

Apart from its fundamental function of reaching customers, social media also provides unique insights into modern culture. Doing so helps marketers spot new and upcoming trends, enabling them to utilize them in their digital marketing efforts and gain an advantage over competing firms.

Social media trends to leverage for 2022

Here are some of the most promising social media trends to take advantage of in 2022:

Social commerce

Social commerce has been around for many years now, but expect it to be an even more significant factor this year. Insurers should consider providing tangible experiences to customers via live streams, influencers, and more compelling ads.

Customer service

The most effective firms will focus on customer service and building relationships this year. By utilizing social media for its original purpose‒to communicate and forge connections‒insurance firms can boost their following considerably.

Interactive social selling

Interactivity is big news this year. Expect more social media marketing campaigns to incorporate interactive tours, on-demand product demos, and user-guided assessments. More and more people will also expect more long-form content from the different social media platforms.

New digital frontiers

Everyone involved in the burgeoning metaverse would do well to hop on the current digital trends. We’re already seeing exciting new digital environments and currencies, but expect them to become more prominent mainstream fixtures this year.

Augmented/Virtual Reality (AR/VR) campaigns

Augmented Reality and Virtual Reality (AR/VR) are other existing technologies that will achieve greater prominence in 2022. Over the next several months, they will likely be incorporated into more and more social media campaigns, particularly those geared to the consumer market. If you’ve been thinking about dipping your toe into these exciting new fields, now is the ideal time to do so!

Next-gen social platform recruitment

Given the ubiquity of social media in many aspects of our lives, it is high time that businesses make the transition into this Brave New World. Insurance firms that hope to connect with Gen-Z consumers now entering the workforce should exert even more effort to establish themselves on these audiences’ chosen platforms.

More humanistic branding

The days of cold, calculated, and impersonal marketing campaigns are long past. For companies to capture younger and more discerning audiences, it is essential to adopt a more humanistic approach. Brands should be more open to displaying their human side to connect with consumers who expect more from the products and services they purchase.

Brand accountability

Consumers will also expect companies they patronize to be accountable for the commitments they’ve made regarding their products, services, and customer service. Expect businesses to be under increased scrutiny to deliver on their promises, especially with easily verifiable “receipts” on social media.

Live videos

If you’ve already begun incorporating live videos into your insurance social media strategy, you’re already ahead of the game. Audiences already accustomed to real-time videos on their feeds will expect more of the same from brands they already know and those they are considering engaging with.

As exciting as all these trends may be, it is important to keep in mind that the focus of every campaign should be the customer. As insurance agents, your customers expect you to provide valuable and relevant services. But they are also more likely to patronize companies with which they feel a human connection.

When developing an insurance social media strategy, focus on the needs and wants of your audience. Avoid an overly pushy or “salesy” approach and think about why they view your channel. By coming across as an approachable fellow consumer, you have a much better chance of connecting with them on a deeper level.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.