It's a snap: could Snapchat be a key to attracting more customers to your insurance business? This social media platform is popular with younger clients. Is it a valuable addition to your social media strategy?
What is Snapchat?
Snapchat is a video and photo-sharing app. Unlike Facebook, your posts don't stay around for a long time. In fact, Snapchat is very ephemeral and feels like a hybrid between a messaging app and a social media platform. Posts may only stay around for a few seconds. This platform is one of the fastest-growing social media platforms with around 400 million snaps a day.
Who Uses Snapchat?
Snapchat is for everyone, but this short-lived platform is so friendly to the text generation that it currently appeals mostly to those ages 18 to 35. According to Business Insider, "In August, Snapchat was ranked the third most popular social app among millennials, trailing only Facebook and Instagram."
This is beneficial for insurance agencies, as it is exactly this age group that seems immune to traditional methods of marketing and less likely to get insurance. According to Time Magazine, Millennials are "far less likely to have auto, life, homeowners, renters, and disability coverage." However, they're also avid renters. They need insurance, but they don't want to listen to traditional methods of insurance marketing. That's where social media comes in.
Using Snapchat for Social Media Marketing
As an insurance agency, do you belong on Snapchat? This depends in part on your resources. If you only have time to do one or two social media platforms well, it's probably best to stick with the larger ones such as Facebook. You want to ensure that you're having a real conversation with your audience, and you can't do this if you're spread so thin that you only post occasionally or forget to reply to comments. However, if you're trying to target a younger audience and you have the resources to engage on multiple platforms, Snapchat is a way to reach out to that 18-35-year-old audience.
How can you connect with that audience on Snapchat? There are numerous insurance marketing opportunities available through this platform.
- You can host an educational seminar or participate in a community event and take snaps of video or photos, giving those who aren't there a behind-the-scenes look at the event.
- You can engage with your audience through a challenge or a scavenger hunt that encourages them to post specific snaps on specific days.
- Partner with a local celebrity to connect people to a Snapchat campaign such as a safety or hurricane-preparedness campaign.
Snapchat is ideal for those who are willing to think outside the box and get interactive with a younger audience. Know that Snapchat's advantage lies in real time, interactive marketing.
As you develop your insurance marketing strategies, become part of our community of independent insurance agents. You'll find others who can become part of your insurance network and benefit from learning opportunities. Contact us today at American Agents Alliance and learn about our many membership benefits.