Video Marketing for the Insurance Industry

Finding your insurance brokers target audience

Video is the leading form of content in every industry. None of this should come as a surprise. Approximately 91% of businesses used video as part of their marketing strategies in 2024, with 90% reporting a positive ROI.

But when you look at case studies around video, you may wonder whether it applies to the insurance industry. The quick answer to that is: it does.

In this tell-all, we’ll go through how video marketing can help insurance agencies succeed and the types of videos that lead to clicks, calls, and, ultimately, new business.

What is video marketing for insurance brokers?

Video marketing uses video to market your brand and sell your insurance services. Regardless of where your agency is in its journey, the idea is to build an audience and generate new business. It’s also an opportunity for insurers to establish themselves on platforms they may not have initially considered, including TikTok, Instagram, and YouTube.

In the past, insurance firms might not have thought that video was worth the investment. Still, with everyone having an HD camera in their pockets, it’s never been simpler to shoot cost-effective videos and take advantage of a whole new marketing angle.

Does video marketing work for professional services?

Video can work for anybody, regardless of which industry they’re in. According to one study, 66% of marketers said video resulted in more qualified leads each year. So, why do some people believe video can’t work for them?

When most people think of video, they think of eCommerce and social media influencers. They don’t think of more traditional services like insurance, law, and accounting. But just because video is often associated with specific industries doesn’t mean it can’t work for everybody – and the results speak for themselves.

Read about best practices for insurance brokers using digital marketing.

Why the insurance industry should be using video in their marketing

The insurance industry benefits from video marketing as much as any other. It’s highly versatile, empowering UK firms to see progress on every front. Here’s a breakdown of some of the benefits of incorporating video into your insurance firm’s marketing strategy:

Teachable Moments – Consumers often favour video as a way to learn about services that are relevant to them. According to one statistic, 68% of consumers prefer to learn through video.
Boost Your SEO – SEO is your key to insurance brokers generating more traffic via search. According to the Associated Press, video content is 53 times more likely to result in better organic search rankings than conventional text-based content.
Build a Brand – Video is your chance to differentiate your insurance brokerage from everyone else. In an industry where everyone sells similar products, your brand is what enables you to stand out.
Make a Return – Video isn’t a loss leader but an authentic way of boosting your revenues. According to another study, 92% of video marketers said they were satisfied with their ROI.
Humanise Yourself – Put a face to your brand. Showcase your brand to demonstrate the human side of your business. Insurance brokers don’t have to be cold and faceless. Use video content to show that.

Video marketing works when you harness its potential across multiple avenues. Whether you’re focused on direct selling for life insurance policies or just want to differentiate an auto insurance brand from everyone else, how you use video matters.

Types of video insurance brokers should be creating

What works for an eCommerce brand or a video game streamer isn’t what works for someone selling affordable home insurance. Insurance brokers must think outside the box and consider how their content can best fulfil the needs of their target audience.

So, what are some of the video types that can support insurance companies?

Brand awareness

Your brand is what differentiates you from hundreds of other UK insurers selling the same policies. Nobody is drawn to an insurance policy, but they are drawn to the human selling the policy.

The video tells your story and showcases what makes your brand unique. Here’s what a brand awareness video can say:

Who you are
How you got started
What your goals are
How you serve your clients

Insurer profiles

Insurers are driven by hard-working teams, ensuring that the wheels of the firm run smoothly. Put your team in the spotlight and allow their personalities to shine through to establish those human connections with your target audience.

Encourage your team to put themselves in the public eye and demonstrate that your brokerage is more than a faceless brand.

Insurance testimonials

Nobody speaks louder than someone with no ulterior motive. Allow your policyholders to speak for you by contacting previous clients and asking them to provide a video testimonial regarding their experiences.

Educational insurance videos

Educate your audience about the ins and outs of buying insurance and managing their policies. Explain everything in simplified terms, picking out concepts and using the most frequently asked questions for inspiration.

Examples may include:

Insurance terminology
Different insurance types
The claims process
Real-world examples

How to create a video marketing strategy for your brokerage

Every brokerage needs a strategy. Filming and producing videos with no direction is essentially leaving your success entirely to chance. Proper strategy gives your firm the highest chance of success in the fastest possible time.

Typically, five pillars make up every video marketing strategy:

Set a clear goal for what you want to achieve.
Research your competitors to determine how they are approaching the market.
Look for keywords to boost SEO with video and encourage clicks.
Speak to your target audience and use analytics to discover where they spend their time online, what they want to know, and what they engage with.
Track your videos as they are published and compare them against your site’s metrics to measure the effects.

But where should you be posting these videos? It largely depends on the approach you wish to take and the goals of each campaign. Starting a YouTube channel is often viewed as a traditional “must-have” because it remains the most important platform, and Google owns it.

Video content also embellishes your existing social media content. Video ad campaigns often have the highest ROI of all forms of paid advertising. Likewise, social media provides opportunities for retargeting campaigns. Essentially, retargeting means you’ll hit people who have shown interest in or engaged with your insurance brand in the past.

In all cases, every decision made must be based on analytics and research into your target audience. Your competitors will provide a launchpad, but don’t fall into the trap of simply copying them.

Insurance agency video marketing with Tao Digital

Are you waiting to incorporate video marketing into your marketing mix? At Tao Digital, we produce bespoke video campaigns for some of the UK’s leading insurance brokers. If you want to take a hands-off approach while the experts take over, get in touch with us to discuss your strategy and goals.