The extraordinary digital transformation process in which insurance companies are immersed has led them to have an increasingly active presence in this area. This is what has been revealed by the latest Insurance Sector Social Media Barometer, an x-ray analysis of both the insurance industry and consumers according to their social media activity, prepared by Rebold, which analyzes the presence and behavior of 21 companies on Facebook, Twitter, Instagram and LinkedIn, through 84 profiles on these platforms.
The study finds that Facebook is, in general terms, the preferred social media platform of the insurance sector and its customers, followed by LinkedIn. In terms of follower engagement, Instagram takes the top spot.
A source of information
Consumers use social media to find out about insurance products and services before taking them out and, in fact, they seek to interact with companies directly when they have queries. They do this, in order, via Instagram, Facebook and Twitter.There is also a certain preference for selecting explanatory videos that attempt to provide an in-depth look at the products and services, and respond in a practical, direct and very visual way to any questions that the user may have.
The study highlights the fact that the size of the communities directly influences the impact and engagement of the publications: the smaller the community, the greater the number of interactions, which would seem to show that it is preferable to opt for fewer but more brand-committed followers. In terms of content, insurance companies are primarily committed to generating branding through their publications, using a combination of messages focused on corporate issues, links to posts published on their blogs or information on events or CSR actions.
They also organize contests and special offers, although, according to the study, strictly commercial publications are the third ranked by volume. And while they also address sustainability, the most popular publications are those that involve celebrities, including YouTubers, influencers and athletes, with whom many insurance companies collaborate in terms of sponsorship and advertising. In many cases, categories are combined with actions such as draws sponsored by a celebrity, something that generates even more interaction and engages very different audiences.
In an innovative and transformative sector, immediacy and proximity are increasingly important in this new type of relationship with policyholders.