Social Media Marketing and Video Tips for Insurance Agents

Social media marketing is a must-have for insurance agents in today’s digital era. Relying on outdated tactics means you’re missing out on valuable opportunities. The game has shifted, and your strategy should too.

In a world where TikTok, Instagram Reels, and YouTube Shorts dominate, it’s not enough to just show up online—you need to stand out. Forget about traditional algorithms that reward popularity within your existing network. Today, it’s all about discovery. Your content needs to reach beyond your immediate circle and grab the attention of potential clients who’ve never even heard your name.

It’s not about pumping out meaningless content. It’s about consistency, creativity, and knowing how to play the game. If you’re ready to stop being another face in the crowd and start making waves, this guide is for you. Let’s cut through the noise and get you the attention your agency deserves.

The Shift to Discovery Algorithms

Here’s the deal: the old social media playbook is dead. If you’re still banking on your Facebook friends list to drive your business, it's time for a refresh. The algorithm is continuously shifting and the new wave is all about discovery algorithms.

Platforms like TikTok, Instagram Reels, and YouTube Shorts have flipped the script. They don’t care how many followers you have—they care about how engaging your content is. That means your posts can reach thousands—even millions—of potential clients who aren’t even in your network. It’s the great equalizer, giving small agencies a shot at big-league exposure.

But don’t think you can just post any old thing and watch the leads roll in. Discovery algorithms are ruthless. They reward content that grabs attention fast, so your videos need to be sharp, compelling, and straight to the point. And don’t even think about slacking on creativity—bland content gets buried.

If you’re not creating content that’s built to be discovered, you’re wasting your time. It’s time to rethink your strategy, embrace the power of discovery algorithms, and start getting in front of the people who actually matter—potential clients who are just a scroll away from finding you.

Creating Engaging and Entertaining Content

Boring content is invisible. Your audience isn’t going to stop scrolling for some cookie-cutter post about insurance rates—they want to be entertained, educated, and maybe even laugh a little. If you’re not delivering that, someone else will.

First off, know your audience. Are you talking to first-time homeowners, young families, or small business owners? Each group has different pain points, and your content needs to hit those hard. Memes, relatable stories, and real-life scenarios are your best friends here. The goal is to make your audience feel like you get them—because when they see themselves in your content, they’re more likely to engage.

You have to take the time to disrupt complacency.
Patrick McBride, Owner of The McBride Agency

Next up, disrupt the scroll. You’re competing with everything from cat videos to celebrity gossip, so your content needs to stop people in their tracks. Bold visuals, punchy headlines, and a bit of humor can make all the difference. Don’t be afraid to push the envelope—safe is forgettable, and forgettable doesn’t pay the bills.

And you can't just sporadically post and expect results. Consistency beats volume every time. You don’t need to flood your followers with posts—you need to show up regularly with quality content. Whether it’s a weekly video, a series of educational posts, or a monthly blog, pick a schedule and stick to it. Consistency builds trust, and trust is what turns a follower into a client.

So, what’s the formula? Know your audience, make them care, and keep them coming back for more. If you can nail those three things, you’re not just part of the conversation—you’re leading it.

Video Content Strategies

In a world where attention spans are shorter than a TikTok clip, video is your golden ticket to getting that attention. Forget about boring brochures or endless blog posts—video is where the real action is.

Here’s why video matters: it’s the fastest way to turn complex, snooze-worthy topics into something your audience actually wants to watch. Whether you’re breaking down insurance jargon or showing the real-world impact of a policy, video lets you tell a story that sticks.

Now, let’s talk tools. You don’t need a Hollywood budget to make killer videos. A smartphone, a decent mic, and a simple setup can work wonders. Canva for design, Descript for editing, and some good lighting? You’re set. But don’t get it twisted—good content beats fancy equipment any day. Focus on what you’re saying and how you’re saying it, not just how it looks.

And here’s a pro tip: captions are non-negotiable. Most people are watching on mute while they’re in line at Starbucks or pretending to pay attention in a meeting. If your video doesn’t have captions, you’re losing viewers faster than you can hit “post.” Plus, captions help boost your SEO game, which means more eyes on your content.

Attention spans are short, so keep it snappy. Every 20 seconds, throw in a meme, a gif, or a visual pop to keep your viewers hooked. If you can keep their attention for a full minute, you’re already ahead of the game.

Bottom line? Video is your best bet for turning viewers into clients. It’s engaging, memorable, and exactly what today’s audience wants.

Social Media Content Distribution and Optimization

So, you’ve made killer content—now what? If you think hitting “publish” is the finish line, think again. The real game starts after you post. It’s not enough to just create; you’ve got to distribute like a pro.

First things first: maximize your reach. Posting a video on YouTube and calling it a day is a rookie move. You need to be everywhere—Facebook, Instagram, LinkedIn, your blog, and even email. Each platform has its quirks, so tailor your content to fit. A 60-second clip might crush it on Instagram but bomb on LinkedIn. Know your platform, know your audience, and tweak accordingly.

And don’t forget about the power of cross-promotion. Got a new blog post? Push it on social media with a teaser video. Just dropped a video? Mention it in your email newsletter with a direct link. The goal is to create a web of content that all leads back to the same place—your website. This is where it all comes together—social media views that lead to conversions on your site.

Next up: SEO and backlinking. If you’re not thinking about search engines, you’re doing it wrong. Every piece of content you create should be optimized for SEO. That means using the right keywords, writing smart meta descriptions, and creating titles that make people want to click. And don’t sleep on backlinks—linking your videos to relevant blog posts or other high-authority sites gives you a serious boost in search rankings.

Analytics are your secret weapon. Every platform gives you data—use it. Find out what’s working, what’s not, and double down on the content that’s bringing in the views, clicks, and shares. If a video tanks, figure out why. Was the title weak? Was it too long? Did it lack a call to action? Adjust and try again.

Here’s the deal: distribution and optimization are just as important as content creation. You could have the best video in the world, but if no one sees it, what’s the point? Get your content out there, make sure it’s easy to find, and watch the results roll in.

Building a Recognizable Brand

In a crowded market, your brand needs to be the one thing that cuts through and sticks in people’s minds. If you’re not focused on brand consistency, you’re handing your competitors the win.

Your brand isn’t just your logo or your color scheme—it’s the entire experience people have with your agency. From the tone of your social media posts to the look of your video thumbnails, everything should scream you. When someone sees your content, they should know within seconds that it’s yours. That’s how you build trust, and trust is the currency of sales.

Consistency is king. Every video, post, and email should look like it came from the same place. That means using the same fonts, colors, and logo placement every single time. Your thumbnails? They should follow a template. Your social media posts? They should have a cohesive style. This isn’t just about looking pretty—it’s about making sure your audience remembers you.

But don’t mistake consistency for boring. Yes, your brand should be consistent, but it also needs to be interesting. Push the envelope with your visuals, experiment with bold headlines, and use eye-catching designs. Just make sure it all ties back to the core elements of your brand.

Let’s talk about engaging the community. Building a recognizable brand isn’t just about visuals—it’s about being present and active in your community. Sponsor local events, collaborate with other businesses, and make sure your brand is associated with positive, memorable experiences. When people see your brand, they should think of the value you bring, not just the product you sell.

Showcase expertise to build trust with current and potential clients.
Patrick McBride, Owner of The McBride Agency

Here’s the bottom line: your brand is your biggest asset. It’s what sets you apart from every other insurance agency out there. So, if you’re not obsessing over every detail of how your brand is presented, you’re leaving your success up to chance. Nail your brand, and you’ll be the agency people think of first—and trust the most.

Practical Tips and Resources

The truth is, you don’t need to be a tech genius or a marketing guru to crush it online. You just need to take action, and take it now.

Start small, but start smart. Pick one thing you can commit to this week—a blog post, a quick video, or even just a few engaging social media posts. Don’t overthink it. Done is better than perfect, and you can always tweak and improve as you go. The key is to get the ball rolling and build momentum. Action breeds results, not endless planning.

Tools? You’ve got plenty at your disposal. Canva is your go-to for creating eye-catching visuals, even if you have zero design skills. Need to edit a video? CapCut and iMovie are beginner-friendly and get the job done. When you’re ready to step up your game, Premiere Pro is where the magic happens. And for those killer captions, ClipScribe will have your back.

Scheduling and organization are non-negotiable if you want to keep your sanity. Use Trello or Asana to manage your content calendar and keep track of your ideas. Tools like Buffer and Hootsuite are your best friends for scheduling posts, so you’re not glued to your screen all day. And if you’re serious about building a brand, invest in a paid plan with Canva to access a goldmine of templates, graphics, and stock photos.

Remember this: you’re not in this alone. There are tons of free resources out there to help you learn and grow. From YouTube tutorials to online forums, the answers to your questions are just a search away. And don’t be afraid to lean on your network—connect with other agents, share tips, and learn from each other’s successes (and mistakes).

Your next move? Take everything you’ve learned here and start applying it. Experiment, fail, learn, and get better. Don’t wait for the perfect moment—create it. Whether you’re posting your first video, rebranding your social media, or launching a new content campaign, the key is to keep moving forward.

At the end of the day, it all comes down to execution. You can have the best ideas and the most sophisticated tools, but if you’re not putting them to use, you’re just spinning your wheels. So, get out there, make it happen—the only way to win is to keep playing the game.

The information provided in this blog is summarized from the webinar, 'Social Media and Video Pro Tips for Insurance Agents.' For more insights and detailed strategies, we encourage you to watch the full webinar.