Reel In the Power of Video Marketing for Your Insurance

What’s the fastest way to lose a potential customer’s attention? Simple: Deliver a message that doesn’t resonate or, worse, doesn’t reach them at all.

Today, insurance brands face a new challenge – how to effectively engage diverse audiences across multiple platforms. With video marketing becoming an increasingly powerful tool for building connections, the question is no longer whether to use video but how to do it right.

Insurance marketers must tailor video strategies for different platforms to capture attention, build trust, and ultimately convert viewers into customers. In this post, we’ll explore the most effective platforms for video marketing, how to optimize your videos for each one, and tips to ensure your content delivers results.

WHAT PLATFORMS ARE THE MOST EFFECTIVE?

Not every platform will yield the same results for your insurance brand when it comes to video marketing. The right choice depends on where your audience is most active and what kind of engagement you want to achieve.

1. Social Media: Meta, LinkedIn, TikTok, and Reddit

Meta platforms (Facebook and Instagram) and LinkedIn are among the most popular social networks for businesses to advertise on. While LinkedIn is great for B2B marketing and professional audiences, Meta is widely used to reach a broad consumer base. TikTok and Reddit are also on the rise, but they require a more focused approach. On TikTok, authenticity is key, and Reddit’s community-driven environment demands a deep understanding of user preferences to avoid coming across as inauthentic.

• Meta (Facebook and Instagram): Video ads can appear in users’ feeds, stories, or reels. Vertical video with a square or 4:5 aspect ratio is the most common format here. Since many users browse with the sound off, ensure your videos make sense visually without audio. Use captions or text overlays to communicate essential information or to encourage users to turn on the audio.
• TikTok and Reddit: TikTok videos tend to be informal, short, and engaging. Reddit requires a more thoughtful, community-driven approach. Brands need to be cautious on both platforms, as content that feels too “sales-y” or inauthentic can turn off potential customers.

2. YouTube

YouTube remains a powerful platform for video marketing, particularly for building awareness. Ads here typically range from 15 seconds to three minutes, but shorter formats like 15-second and six-second bumper ads are also common.

• Horizontal vs. Vertical: While horizontal video is the standard, the rise of short-form/micro-videos has made vertical video increasingly important. If you want to take advantage of this feature, you must produce vertical content.
• Ad Types: YouTube is a top-of-the-funnel platform focused on building awareness, while newer campaign options like Google’s Demand Gen are better suited for conversions. This combination can help drive more action from viewers after they’ve been introduced to your brand.

3. Over-the-Top (OTT) Streaming

Streaming services offer a growing opportunity for insurance video marketing. OTT ads are shown across various devices – TVs, smartphones, laptops, and more – and typically run 15 to 30 seconds in length.

• Awareness Building: OTT ads are great for expanding brand awareness, but they might not directly drive conversions. They are most effective when paired with a conversion-focused digital campaign, such as targeted search or social ads.

HOW TO TAILOR VIDEOS FOR EACH PLATFORM

Now that you know where to post, it’s time to adjust your content to each platform’s unique format and audience preferences.

Meta and LinkedIn

• Format: Vertical videos in a 4:5 aspect ratio work best for both Facebook and Instagram.
• Silent Viewing: Many users browse without sound, so add captions or text to ensure your message comes across.
• Authenticity Matters: LinkedIn videos should maintain a professional tone, while Facebook and Instagram can be more informal.
• Placements: Stories and reels are highly engaging spaces for shorter, more visually driven content.

TikTok and Reddit

• TikTok: Videos should feel authentic, relatable, and often unpolished. Creative, fast-paced content works well here.
• Reddit: Focus on specific subreddits and user communities. Videos should be informative, entertaining, and tailored to the niche audience’s interests.

YouTube

• Format: Horizontal video is still the go-to, but don’t ignore vertical video for YouTube Shorts.
• Length: Aim for 15-second or 30-second ads, with bumper ads maxing out at six seconds. Keep your content engaging and to the point.
• Content Type: Use YouTube for broader awareness-building content and incorporate Demand Gen campaigns for converting interested viewers into leads.

OTT Streaming

• Ad Style: OTT ads follow a more traditional commercial format, similar to TV ads. However, they’re most effective when paired with digital ads targeting conversion.
• Device Optimization: Ensure your videos look great on both large TV screens and smaller devices, such as phones or tablets.

GENERAL VIDEO MARKETING TIPS

Regardless of the platform, certain best practices apply across the board. Following these tips will ensure your insurance videos are optimized for engagement and results:

Clear Call to Action (CTA)

A CTA is the part of the video that tells your audience exactly what you want them to do next. Without a clear CTA, your video may raise awareness but fail to convert viewers into leads or customers.

Example: In an insurance video, a great CTA might be: “Need reliable auto insurance? Get a quick quote in under 60 seconds by visiting our website today!” This drives the audience toward an actionable step like requesting a quote or signing up for coverage.

A/B Testing

A/B testing involves creating two or more variations of the same video, with small changes like the headline, call to action, visuals, or music. Testing allows you to see which version resonates more with your audience, helping you optimize future content.

Example: An insurance company might create two versions of a home insurance video. In one version, the CTA could be “Get your home protected today,” while in another it could be “Secure your home and save 15% – get a quote now.” Testing these different CTAs could reveal which approach drives more engagement or conversions.

Targeted Customization

Customizing your videos to appeal to specific audiences can dramatically improve their effectiveness. This means tailoring the visuals, messaging, or even tone of your video to match the interests and behaviors of your target viewers.

Example: If you’re advertising renters insurance to a college-aged audience, your video could feature students in a dorm setting or young professionals in their first apartment. If you’re targeting families for life insurance, the video could show parents ensuring their family’s future with a secure plan.

Immediate Attention Grabber

You only have a few seconds to grab the attention of viewers, especially on social media, where people scroll quickly through content. Leading with a special offer, an intriguing question, or an emotional appeal can help hook viewers immediately.

Example: In an auto insurance ad, you might open with: “What if your car were stolen tomorrow? Do you have the right protection?” This immediately grabs attention by addressing a common fear and pulling the viewer into the video’s message.

Platform-Specific Content

Each platform has its own audience expectations and video styles. A highly polished, TV-style ad might work well for YouTube or OTT streaming, but on social platforms like TikTok or Instagram, informal, user-generated content tends to perform better.

Example: On YouTube, an insurance company might produce a more traditional 30-second ad with testimonials and statistics on how it has helped customers save on home insurance. However, on TikTok, the same company might post a fun, informal video of a customer sharing a quick tip about choosing the right insurance policy in a casual, relatable way.

Creating engaging and effective video content helps insurance marketers connect with diverse audiences and stand out in a crowded market. By following the tips outlined above, you’ll boost your brand’s visibility, build trust, and increase conversions through video marketing. If you don’t have the time to develop a tailored video strategy for your insurance business, or you’d like expert advice to improve your video efforts, LIGHTSTREAM is here to help. Contact us today.