Adapt your company’s social media technique for these 2021 tendencies

What are the social media tendencies insurance coverage companies must know for 2021? (Picture: metamorworks/Shutterstock)

I’m what’s referred to as a late adopter of social media platforms. I used to be 4 years late on Fb, two years late on Twitter, and was pressured into Instagram for a school class.

Regardless, I’m up and working now. Your insurance coverage company’s social media must be too. Why?

Your company wants to participate within the conversations that matter to your viewers. In case your company gives solutions to questions, you’ll earn their belief over time. That is the place social media may be priceless as a two-way dialog channel.

This course of known as creating model consciousness. Social media is the right device for strategically inserting your model in entrance of audiences who in any other case would possibly by no means have heard of your company. Many executives are placing social media on the core of their digital advertising and marketing methods exactly because of this.

However 2020 was a novel 12 months. In 5 years, we’ll have a look at 2020 with reverence and analyze how the results of this pandemic modified digital advertising and marketing endlessly. We foresee exponential development in adoption charges of social media, on-line purchasing, and digital literacy.

So, what did we study from 2020? What are the social media tendencies we have to know for 2021?

Social media would be the key to a constructive buyer expertise

In keeping with Hootsuite’s 2021 Social Traits survey, 73% of all entrepreneurs ranked “elevated acquisition of latest prospects” as their prime final result for social in 2021, in comparison with solely 46% final 12 months.

That very same research factors out that solely 23% of entrepreneurs cited “bettering buyer expertise” as a aim for 2021. Much more troubling is entrepreneurs surveyed at solely 15% for “enhance buyer insights.” This can be a backward mind-set, particularly contemplating the 12 months we’ve simply emerged from.

We’re seeing a drastic enhance in shifts to short-term, ROI accountable ways, though we will perceive why.

For probably the most half, in 2021, the walk-in buyer expertise was not a factor. Many insurance coverage companies closed their places of work to in-person visits as a result of pandemic. So, companies shifted to digital channels to complement the shortage of in-person gross sales.

Right here’s one thing that resonates with me with regards to incomes belief digitally: Transactions don’t set up memorable manufacturers or long-term development. Buyer expertise and interactions do. And also you shouldn’t sit and look ahead to issues to return to regular.

Some would possibly spend this 12 months attempting to get their numbers again, which, once more, is comprehensible. Nevertheless, if this 12 months has proven us something, it’s that funding in on-line client experiences goes to be what creates long-term ROI.


As the entire world sheltered in place, you recognize who gained the 12 months? Amazon.

Amazon has a 3-step shopping for course of and 24-hour supply (generally shorter) for something anybody may need. They generated a internet complete gross sales of simply over 96 billion {dollars} in Q3 of 2020. That’s about 26 billion greater than in the identical quarter of 2019.

Now, for instance, check out Amazon’s Twitter account.

Do they discuss their merchandise? No, they don’t. On a a lot bigger scale than what must be anticipated of us, they discuss what they do and the way they assist individuals.

They discuss funding equitable housing, aiding local weather change, and the way a Ring gadget saved a pet from a burning fireplace.

Amazon understands that social media is about making a reference to as many individuals as potential as a result of that connection is the inspiration of a relationship resulting in gross sales.

Social media has grow to be a middle of the cultural and nationwide dialog. These companies who participate can create memorable, constructive interactions with their viewers.

Including to the dialog means taking the short-term methods off the desk. Keep away from “right here’s what my company can do for you” and exchange it with “right here’s how what’s taking place that may have an effect on you.”

Telling a narrative is probably the most impactful factor you are able to do when advertising and marketing your insurance coverage company. Scientists have realized that tales launch cortisol, dopamine, and oxytocin within the mind. So, present private anecdotes. Put your brokers in entrance of your viewers with brief movies.

Most of all, do it in every single place you possibly can. The rule of thumb for advertising and marketing is and at all times will probably be, go the place your viewers is.

Which means 2021 must be the 12 months you undertake that new platform.

Instagram must be your subsequent social media platform

Sure, your children love TikTok. You would possibly even love TikTok. However in case you’re trying so as to add a brand new social media platform in 2021, Instagram, not TikTok, must be your subsequent endeavor.

Why? First, think about your viewers. Are they extra more likely to be on TikTok or Instagram?

Moreover, the place would they be extra receptive to studying about insurance coverage?

Now, there’s no denying TikTok is the new social media channel on the block. Ninety % of customers entry the app at the least as soon as per day. Sure, I stated it… 90%! They have already got 60 million energetic customers and people customers spend a mean of 52 minutes per day on the app.

These are spectacular statistics, however your aim right here must be to maximise your funding of time by participating with a social media channel that may attain receptive shoppers. Proper now, Instagram continues to be a extra engaging funding of your time.

Let me let you know why.

Though it is a stark distinction from their opponents at TikTok, 63% of Instagram customers log in as soon as a day. 5 hundred million individuals use Instagram Tales per day, and 130 million customers faucet on a purchasing publish each month. Instagram’s potential promoting attain is a staggering 849.3 million customers.

TikTok’s advert technique continues to be in its infancy because it pertains to reaching an viewers receptive to a proposal. However, Instagram has an viewers with extra shopping for energy and the advert instruments to have interaction them. Once more, that is all about creating consciousness, so when your e-mail advertising and marketing campaigns are available in, they’re not reaching a chilly lead. Instagram Tales is a superb device for model discovery utilizing trackable hashtags and swipe-up hyperlinks for prospects to study extra.

Greater than 60% of entrepreneurs stated they’d enhance their funding in Instagram in 2021. Why? Person development. And the place are all these customers coming from? Child boomers.

Child boomers have arrived on social media

I can not let you know what number of instances I’ve needed to join hook up my mother’s Apple TV for her. Each time I’m going dwelling, it’s certainly one of her first requests. Now, my mother is just not unfamiliar with expertise. She is an government at an promoting company and exceptionally adept at utilizing social media.

So, why can’t she hook up her Apple TV however on the identical time keep profiles on virtually each social platform?

The reply is so simple as provide and demand.

When she couldn’t work out her Apple TV, she switched to watching her favourite films and TV on DirectTV. There’s an infinite provide of tech that gives my mother with on-demand leisure.

Nevertheless, social media performs an influential function in our lives, each professionally and personally. These details have been solely additional expedited, with many people have been pressured on-line throughout the pandemic.

No matter what platform she decides to make use of or what setting she’s utilizing it in, there’s a demand for her to grasp the best way to use social media and construct her presence. Subsequently, she invested her time in studying the best way to use it.

Child boomers are late-adopters, and guess what? They’ve adopted social.

This pattern doesn’t imply shifting focus away from millennials and Gen Z as certainly one of your goal audiences. I’m saying it’s good to make sure you’re interesting to all of your viewers.

Right here’s a quote from a current Hootsuite research that I like. “The previous 12 months has been a tipping level for child boomers on-line. Elevated time with social media, digital video, gaming, and cellular funds have yielded new types of digital literacy which are turning into habits to outlast the pandemic.”

Plus, child boomers are extra financially literate and are exhibiting much less monetary fragility as a result of pandemic. So, when planning out your technique for Fb this 12 months, tailor your content material for them.

How? Change your content material technique to passions and hobbies for child boomers. Keep away from stereotypes as a result of not all members of a technology are the identical. Embody evaluations in your content material as a result of child boomers particularly are influenced by evaluations when making shopping for choices.


Current occasions have given us a new regular, and enterprise would possibly by no means absolutely return to how they have been. 2021 must be the 12 months that you just make new leaps. Look to take a position long-term in social media and use it as a basis to create a greater buyer expertise together with your model. TikTok… don’t do it but. Keep on with Instagram in the interim however be prepared when the time comes. And hey, boomers are again! Ensure you have a plan to achieve them together with your advertising and marketing this 12 months.

Zach Weeks is a content material advertising and marketing specialist at Insurance coverage Applied sciences Company (ITC), a supplier of promoting, score and administration software program and providers to the insurance coverage business. ITC helps its prospects throughout the U.S. develop their companies and grow to be extra environment friendly via the philosophy of offering high quality software program and providers. 

A model of this text initially appeared on ITC’s weblog and is republished right here with consent. 



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