Insurance Social Media Posts
Most insurance agents treat social media like a bulletin board. They post tips. They share articles. They hope someone sees it and calls them. This isn't marketing. This is publishing. Publishing without a system doesn't generate leads.
The top 1% of agents use social media differently. They don't just post content. They build branded lead generation systems. They create video posts that educate prospects before asking for meetings. They convert social media traffic into booked appointments. The results are clear: 30-50% higher engagement and 3-5x more booked appointments than agents who only post text.
Insurance social media posts are content pieces shared on platforms like Facebook, LinkedIn, and Instagram to educate prospects, build trust, and generate leads through educational content, video advertising, and automated conversion funnels. Most agents post generic tips and hope for referrals. Top agents use video posts that educate prospects before asking for meetings, resulting in 30-50% higher engagement and 3-5x more booked appointments than text-only posts.
Video posts get 5-10x more engagement than text posts.
Why Most Insurance Social Media Posts Fail
Most articles tell agents to "post regularly" or "share educational content." This advice is incomplete. It's like telling a restaurant owner to "serve good food" without explaining how to get customers in the door.
The Generic Post Problem:
You post insurance tips. You share coverage explanations. You get 20-50 views per post. Maybe someone likes it. Maybe someone comments. But no one books an appointment. You're creating content that doesn't convert.
The math: 30 posts per month × 30 views = 900 impressions. Zero appointments. Zero clients. Your time investment: 10-15 hours per month. Your return: nothing measurable.
The Text-Only Problem:
You post text updates. You share links to articles. You write long explanations. People scroll past them. Text posts get 20-50 views. Video posts get 500-2,000 views. You're choosing the format that gets ignored.
Video posts get 5-10x more engagement than text posts. They get 3-5x more shares. They get 2-3x more comments. If you're not using video, you're invisible.
The No-Call-to-Action Problem:
You post helpful content. You educate your audience. But you never ask them to take action. You hope they'll figure out how to contact you. Hope isn't a strategy.
Every post should have a clear call-to-action. "Book a free consultation." "Download our free guide." "Join our webinar." Without a call-to-action, you're just publishing. You're not marketing.
The Platform Confusion Problem:
You try to be everywhere. Facebook on Monday. LinkedIn on Wednesday. Instagram on Friday. You're spread thin. You can't maintain quality or consistency. You're doing everything poorly instead of one thing well.
Each platform has different algorithms, audiences, and best practices. Trying to master all of them is like trying to speak five languages fluently. You end up speaking none of them well.
The Engagement Trap:
You get excited when a post gets 20 likes. You think you're building a following. But likes don't pay bills. Comments don't close deals. Shares don't generate revenue. You're measuring the wrong metrics.
Engagement is a vanity metric. The only metric that matters is booked appointments. If your social media activity doesn't lead to booked appointments, you're wasting time.
The Three Types of Insurance Social Media Posts That Actually Work
Your social media posts should serve three purposes: educate, connect, and invite.
Type 1: Educational Posts (Build Authority)
These posts position you as the expert. They answer questions your ideal clients have. They solve problems before prospects even know they have them.
Examples:
- "Most people don't realize their homeowner's policy doesn't cover flood damage. Here's what you need to know..."
- "The biggest life insurance mistake I see: buying term when you need permanent. Here's how to decide..."
- "Did you know you can bundle auto and home insurance to save 15-25%? Here's how it works..."
Format: Short videos (30-90 seconds) work best. People watch videos more than they read text. Use video for education. Use text and images for connection and invitations.
Goal: Build trust through education. Make prospects think "This agent knows what they're talking about."
Type 2: Connecting Posts (Humanize Your Business)
These posts make you relatable. They show prospects you're a real person, not just a sales machine.
Examples:
- Share your team's volunteer work
- Introduce new employees
- Showcase local event participation
- Behind-the-scenes office moments
- Client appreciation posts (with permission)
Format: Photos with captions work well. Keep it authentic. Don't over-polish. People connect with real moments, not staged perfection.
Goal: Build personal connection and trust. Make prospects feel like they know you before they meet you.
Type 3: Inviting Posts (Create Opportunities)
These posts offer prospects a way to engage with you without commitment.
Examples:
- "Join our free webinar: Life Insurance 101 for New Parents"
- "Book a free consultation to review your coverage"
- "Download our free guide: 10 Questions to Ask Before Buying Life Insurance"
- "Attend our in-person event: Retirement Planning Workshop"
Format: Clear visuals with strong calls-to-action. Include a link to your landing page or booking calendar. Make it easy to take action.
Goal: Convert passive followers into active prospects. Give them a low-commitment way to engage.
The Mix: Don't post only educational content. Don't post only personal stories. Mix all three types. A good ratio: 50% educate, 30% connect, 20% invite.
The Video Post Formula That Converts
Text posts get 20-50 views. Video posts get 500-2,000 views. Here's the formula for video posts that convert:
The Hook (First 3 Seconds)
Grab attention immediately. Start with a question, a surprising fact, or a bold statement.
Examples:
- "Did you know 40% of life insurance claims are denied in the first year?"
- "Most people think their homeowner's policy covers everything. It doesn't."
- "I've seen 500+ insurance policies. Here's the one mistake that costs people thousands..."
The Education (30-60 Seconds)
Provide value. Answer a question. Solve a problem. Don't sell. Educate.
Structure:
- State the problem or question
- Explain why it matters
- Provide the solution or answer
- Give one actionable tip
Example Script:
"Most people don't realize their homeowner's policy has coverage gaps. Here's why it matters: if your basement floods, standard policies don't cover it. That's a $10,000-$50,000 repair you're paying out of pocket. The solution? Add flood insurance or a water backup rider. It costs $200-$500 per year. It saves you thousands when you need it. Here's how to check if your policy has this coverage..."
The Call-to-Action (Last 5 Seconds)
End with a clear next step. Don't be vague. Be specific.
Examples:
- "Book a free consultation to review your coverage. Link in bio."
- "Download our free guide: 10 Coverage Gaps Most People Miss. Link in comments."
- "Join our webinar this Thursday at 7 PM. Register at [link]."
The Technical Specs
- Length: 30-90 seconds (sweet spot is 60 seconds)
- Format: Vertical (9:16) for Instagram and Facebook Reels, square (1:1) for Facebook feed
- Captions: Always include captions (85% of videos are watched without sound)
- Thumbnail: Use a clear, attention-grabbing thumbnail
Use our Free Agent Ad Scripts to get started. These scripts are designed to be filmed in minutes and address specific client pain points.
Platform-Specific Strategies
Each platform requires a different approach. Here's how to optimize your posts for each:
Facebook: Community and Engagement
Best Post Types: Educational videos, client testimonials, local community content
Posting Frequency: 3-5 posts per week
Content Strategy:
- Use Facebook Groups to build community
- Run Facebook Live sessions for Q&A
- Share longer-form educational content
- Use Facebook Stories for behind-the-scenes content
Engagement Tips:
- Ask questions in posts to encourage comments
- Respond to every comment within 2-4 hours
- Use Facebook Events for webinars and workshops
- Tag local businesses and partners
LinkedIn: Professional Authority
Best Post Types: Industry insights, case studies, thought leadership
Posting Frequency: 2-4 posts per week
Content Strategy:
- Share industry news with your perspective
- Write longer-form posts (1,000-1,500 words)
- Use LinkedIn Articles for in-depth content
- Connect with other insurance professionals
Engagement Tips:
- Comment on other professionals' posts
- Share relevant articles from industry publications
- Use LinkedIn Polls to engage your network
- Post during business hours (8 AM - 5 PM)
Instagram: Visual Storytelling
Best Post Types: Behind-the-scenes, client success stories, educational Reels
Posting Frequency: Daily posts (1 main post + 3-5 Stories)
Content Strategy:
- Use Instagram Reels for educational content
- Post Stories daily to maintain visibility
- Use Instagram Live for Q&A sessions
- Create carousel posts for multi-step explanations
Engagement Tips:
- Use relevant hashtags (5-10 per post)
- Post during peak hours (11 AM - 1 PM, 7 PM - 9 PM)
- Engage with followers' content
- Use Instagram Guides to organize educational content
X (Twitter): Real-Time Engagement
Best Post Types: Quick tips, industry news, real-time updates
Posting Frequency: 3-5 posts per day
Content Strategy:
- Share quick insurance tips (280 characters)
- Engage with trending topics (when relevant)
- Use Twitter Threads for longer explanations
- Retweet industry news with your commentary
Engagement Tips:
- Respond to mentions quickly
- Use relevant hashtags
- Engage with other insurance professionals
- Share links to your longer-form content
The Math That Changes Everything
Let's compare two approaches:
Traditional Social Media Posting (Text Only):
- Time: 10-15 hours per month (creating and posting content)
- Cost: $0 (just your time)
- Impressions: 900-1,500 per month
- Engagement: 30-50 likes/comments per month
- Appointments: 0-1 per month (if you're lucky)
- Clients: 0-1 per quarter
- Cost per client: Your time (effectively $0, but no results)
Video Post System (With Conversion Funnel):
- Time: 5-10 hours per month (creating videos and closing appointments)
- Cost: $1,000-3,000 per month (ad spend + tools)
- Impressions: 50,000-150,000 per month
- Engagement: Thousands of video views and comments
- Appointments: 10-20 booked per month
- Clients: 5-10 closed per month
- Cost per client: $200-600
The video system costs money but delivers measurable results. Traditional posting costs time but delivers nothing measurable.
The ROI Calculation:
Traditional: 10 hours × $0 results = $0 per hour
Video System: 10 hours × 10 clients × $2,000 average client value = $2,000 per hour
The difference isn't the platform. It's the format and the system. Text posts are publishing. Video posts with conversion funnels are marketing.
The format matters more than the platform.
What Most Agents Get Wrong About Social Media Posts
Mistake #1: Posting Without a Goal
You post because you think you should. You don't know what you're trying to achieve. Every post should have a purpose: educate, connect, or invite. If it doesn't serve one of these purposes, don't post it.
Mistake #2: Using Text When Video Works Better
Text posts get 20-50 views. Video posts get 500-2,000 views. You're choosing the format that gets ignored. Use video for educational content. Use text and images for connection and invitations.
Mistake #3: No Call-to-Action
You post helpful content. You educate your audience. But you never ask them to take action. Every post should have a clear call-to-action. Without it, you're just publishing. You're not marketing.
Mistake #4: Trying to Be Everywhere
You can't maintain quality across five platforms. Pick one or two. Master them. Then consider adding a third. Quality over quantity always wins.
Mistake #5: Measuring the Wrong Metrics
Likes don't matter. Comments don't matter. Shares don't matter. The only metric that matters is booked appointments. If your social media activity doesn't lead to booked appointments, you're doing it wrong.
Mistake #6: Posting and Praying
You post content and hope someone sees it and calls you. This is hope-based revenue. You need a system that converts traffic into leads. Posting is step one. You also need landing pages, offers, and automation.
Mistake #7: Ignoring Testimonials
You can use client testimonials in social media posts. Most agents still don't. This is free competitive advantage. Testimonials in video posts increase trust and conversion rates by 40-60%.
Mistake #8: Expecting Immediate Results
Social media takes 30-60 days to optimize. Most agents quit after two weeks because they don't see results. Patience compounds. Consistency compounds. Give it time to work.
The Two Paths to Social Media Success
You have two options:
Path 1: Learn and Build It Yourself
This requires investing in education and dedicating 10-20 hours per week to learning video creation, copywriting, and funnel construction. The upfront cost is time, but you own the system forever.
Our S.C.A.L.E. course teaches insurance professionals the complete framework for building branded lead systems using social media. You learn how to create video posts, build funnels, set up automation, and optimize for ROI. It's the most powerful long-term investment you can make in your practice.
Timeline: 60-90 days to see consistent results
Investment: Education cost + ad spend ($1,000-3,000/month)
ROI: Once optimized, you own a system that generates leads for years
Path 2: Done-For-You Service
If you need results faster and have the capital, a done-for-you service builds and manages the entire system for you. You receive exclusive, warm appointments directly in your calendar.
We offer a done-for-you branded lead service that handles everything: video creation, funnel building, automation setup, and optimization. You focus on closing appointments, not learning marketing.
Timeline: 30-60 days to see consistent results
Investment: Monthly service fee + ad spend
ROI: Predictable cost-per-acquisition with minimal time investment
Both paths work. The choice depends on your timeline, capital, and long-term goals. But both paths lead to the same destination: owning a marketing system instead of hoping for referrals.
The Bottom Line: Stop Publishing, Start Marketing
Insurance social media posts aren't about posting content and hoping someone calls. They're about building a system that converts social media traffic into booked appointments.
The agents generating 10-20 clients per month from social media aren't posting more than everyone else. They're posting better. They're using video posts, conversion funnels, and automation. They're treating social media as a marketing channel, not a publishing platform.
The question isn't whether you can afford to build a branded lead system. It's whether you can afford not to.
If you're ready to stop publishing and start marketing, get our free ad scripts to see how the system works. Or explore our done-for-you service if you want results without the learning curve.
The old model is broken. The new model is here. The only question is: when are you going to make the switch?