Is Social Media Posting Optional for Your Insurance Agency? Only if You Don't Care About Lead Generation and Retention

As a marketing expert who's worked with numerous local insurance agencies, I've seen firsthand how social media can be a game-changer in the customer journey. From building brand awareness to converting followers into loyal policyholders, a solid social media presence isn't just nice to have–it's essential.

Why Social Media Matters in the Insurance Customer Journey

The insurance buying process is no longer linear. Today's customers do their research, ask for recommendations, read reviews, and engage with brands online before they ever fill out a form or call for a quote. Social media acts as a bridge–guiding prospects from curiosity to conversion and helping maintain relationships with current clients.

By being present and active on the right platforms, your agency can:

• Build trust and authority
• Stay top of mind with your audience
• Showcase your community involvement
• Educate and inform your audience on relevant topics
• Create opportunities for engagement that lead to conversions

One and Done: a Monthly Social Media Posting Calendar

You can always post on the spot when opportunities arise but that approach won't get you the post frequency - on any social media platform - to break through and get you the results you want. Too many things to do in any insurance agency and daily social posting usually gets pushed to the back burner. Better to strategize a monthly calendar and schedule posts for the entire month. One and done, Contact us for the resources to be able to schedule up to 80 posts in just 20 minutes.

Posting With Purpose: Right Frequency, Right Platform

Not all platforms–or posting frequencies–are created equal. Here's how to approach it:

Facebook

• Frequency: 3–5 times per week
• Why it works: Great for community building, local engagement, and customer service.
• Post ideas:
  • A short video explaining "What Homeowners Insurance Really Covers"
  • Client testimonial with a photo (with permission)
  • "Did You Know?" posts on insurance myths
  • Local events your agency sponsors or attends

Instagram

• Frequency: 3–4 times per week (Stories daily if possible)
• Why it works: Visual storytelling, brand personality, and connecting with younger demographics.
• Post ideas:
  • Behind-the-scenes of your team
  • Fun insurance tips in Reels (e.g., "Top 3 things NOT covered by renters insurance") Holiday-themed posts or local shout-outs

LinkedIn

• Frequency: 2–3 times per week
• Why it works: Ideal for B2B networking, commercial insurance leads, and professional credibility.
• Post ideas:
  • Thought leadership: "How Small Businesses Can Mitigate Risk in 2025"
  • Industry news with your commentary
  • Highlighting local business clients (cross-promotion)

TikTok

• Frequency: 2–4 times per week
• Why it works: Huge reach potential, especially with relatable or humorous content.
• Post ideas:
  • "Insurance Agent Reacts" videos
  • Quick Q&A clips answering common insurance questions
  • Trending audio with an insurance twist

YouTube (if capacity allows)

• Frequency: 2–4 times per month
• Why it works: Great for SEO, in-depth education, and customer trust
• Post ideas:
  • "Insurance 101" explainer videos
  • Walkthroughs of coverage options
  • Testimonials and community highlights

Engagement is the Goal

Here are some post formats that get likes, comments, and shares:

• Polls or quizzes: "How prepared are you for a natural disaster? Take our 2-question quiz!"
• Story-driven posts: "Meet Sarah, who filed a claim after her roof was damage..."
• User-generated content: "Tag us in your photo with your new car, and we might feature you!"
• Giveaways: "Win a $50 local restaurant gift card–just like and comment on this post!"

Social Media is Not Optional

Insurance is personal. People want to work with someone they like and trust. Social media helps you build that trust at scale, whether you're reaching first-time homeowners or local business owners needing liability coverage. A smart, consistent social presence will not only generate leads but nurture long-term relationships with your clients.