What’s Working with Social Media for Insurance Content in 2025?
- Daniel Smith
- May 30
- 2 min read
Interested in what's working now for content platforms in the insurance industry? Here is what our data has shown us in social media for insurance in 2025:
LinkedIn is king for relationship marketing and informational content. Reels, docs,
carousels, and "regular posts" all have value with the right content. Premium Pages still have good value.
Facebook still has great Reach for the older and more rural crowds. Video has not been as effective on FB. Ad spend is difficult with the heavy amount of fake clicks and mis-clicks.
Instagram still has potential for business, but it has slowed. This is still very much a Reel and photo "entertainment" platform, not an "info" platform.
TikTok still has exceptional potential for business - if you like to have some fun with your insurance content. However, the long term viability is still a question.
YouTube is still a massive player, and there is still room to grow here. Why? Because so many businesses and people simply won't do video.
Twitter/X is dead for business use on anything other than sports, media/entertainment, and news. Personal use and personal branding is still there, but not for your business brand.
Bluesky/Threads/Mastodon - None have separated from the pack yet. Threads is the easy one, but the engagement isn't there yet.
Reddit has the traffic, but it isn't decision-makers yet.
Google is still very much needed. The "SEO is dead" crowd doesn't like to admit that a large piece of AEO (answer engine optimization for AI) builds off of the pieces of really good SEO. However, basic SEO is on its way to dying - you can't "trick" AI with keywords and H1/H2. You have to have quality, unique content that answers the questions that are being asked.
What direction should you take based on the info? That focusing on rich content in these areas will succeed:
Social content that answers questions being asked. Frame your content as the answer and provide deeper results. AI-created content (unless you’ve edited it) won’t get you placed in AEO results right now.
Video content that uses keywords and answers FAQs
And always – people content. People and culture content will set you apart from AI content, just like it was doing from information-only content before.
Have other questions? We’re here to help!
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