Awareness campaigns and social media go hand in hand. No matter the topic, these initiatives would struggle to get off the ground without social media driving the conversation. And as many of you have already noticed, this month’s conversation revolves around life insurance. While the primary intent of Life Insurance Awareness Month is consumer education, this annual initiative is a chance for advisors to boost their brand and reach new prospects.
The Social Connection
There has long been a strong connection between social media and financial services. However, we’re beginning to see a shift in platforms where the topic is trending. Studies have found that more than half of all adults (53%) use social media to find information on financial topics and/or advisors. Facebook, YouTube, and Instagram have long been the most popular platforms for people looking for financial information.
Short-form video platform TikTok recently entered the world of finance with a growing number of consumers using TikTok as a source for financial information. There are currently nearly 27 million videos on the platform about life insurance. Expect that trend to grow as more Gen-Z consumers begin to think about their financial well-being.
News aggregation and social network Reddit is also emerging as a viable platform for the financial services and life insurance industry. Producers who establish a presence on Reddit will gain access to a new audience of savvy, opinionated consumers who don’t spend as much time on Facebook or Instagram.
Post with Purpose
Life Insurance Awareness Month is a campaign that strives to make a more personal, emotional connection with the public by addressing a specific need or cause. Consistency is a crucial part of these campaigns, which is why advisors who leverage social media during LIAM need to make sure their message fits the overall narrative about life insurance awareness. No matter the content – article, infographic, image, etc. – keep everything relevant and consistent to your brand. Try supplementing your posts with a few trending hashtags that can help bring you into the LIAM conversation (and boost your organic reach in the process):
- #GetLifeInsurance
- #LifeInsurance
- #LifeInsuranceAwareness
- #AreYouCovered
The most effective hashtags are both relevant to the topic and already in use. Also, keep in mind that using too many hashtags in one post can limit post engagement. While most platforms allow as many as 30, a good rule of thumb is to aim for three to five relevant hashtags per post.
Be Authentic
Social media marketing is all about building relationships. Authenticity and transparency are key elements of your social media presence. Be genuine in your posts, avoiding overly sales-focused language. Share behind-the-scenes content, employee stories, and the mission that drives your brand. Transparency humanizes your brand and builds a connection with your audience. Encourage users to comment, ask questions, and share their own experiences with life insurance. Creating a community around the topic can lead to more meaningful connections with potential clients. Make use of client testimonials to deepen those connections.
Additionally, responding quickly to inquiries and engaging in conversation can help build trust. In fact, studies show that companies that engage with their followers on social media see a significant increase in revenue.
Changes on the Horizon
Facebook ads and sponsored posts have historically been an effective component to a producer’s marketing strategy. Many of you have seen first-hand the value of targeting a finely-tuned audience with a relevant, branded message. All things, as they say, must change. Meta, the parent company of Facebook and Instagram, is transitioning the Special Ad Category for credit opportunities (credit cards and long-term financing) to include financial, investment, and insurance services. When the transition is complete after the first of the year, the targeting for ads pertaining to these topics will be restricted. We’ll have more on this in an upcoming Marketing Corner post. For now, prepare yourselves to adapt and overcome these changes.
Your LIAM Social Campaign
Keep in mind that social media marketing is an art, not a science. Use these tips as a starting point when crafting your LIAM social media strategy and adjust as needed. And remember that, when jumping on board with a widespread campaign like LIAM, you’re becoming part of a bigger conversation. It’s up to you to make the most of it.
Do you need resources to help get things started? The IAMS 2024 LIAM Sales Kit includes an array of ready-to-post social media cards and content designed exclusively for marketing life insurance.
Our complimentary 2024 LIAM Sales Kit includes:
- Consumer-facing LI concept pieces and infographics
- Solutions for business owners
- Premium finance guides (new for 2024)
- Checklists, factfinders, and prospecting templates
- SPL sales tips
- Ready-made LIAM social cards and post copy
- Beyond Capital Transfer and Life Insurance Best Practices agent guides
- Drip email content and more!
Click below or call (800) 255-5055 to request your complimentary 2024 LIAM Sales Kit.
