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Susie Hood

Using video content to make your insurance brand stand out

Whether your insurance firm deals with other businesses or consumers, you can’t ignore that video content is quickly overtaking every other method of getting your message across. 55% of people watch videos online every single day. 59% of people say that if they can choose between a video and a text version of information, the video wins their attention.

Taking the leap into video marketing can seem like a big and daunting step for any business; but, the ways in which it’s possible now to make effective video content, affordably, might surprise you.

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Research different types of video content

Before you go all out with video as a brand, it makes sense to research what is currently working well with your audience. You can gather information from others within your market who are already using video, but you’ll never get the full picture just by watching your competitors. You can see how many views or how much engagement that a video from one of your industry peers has garnered on Facebook, but you can’t tell how much budget they might have put behind paid Facebook ads to support it.

That said, there is definitely value in learning from what others are doing. Is there one particular type of video that seems to work best? Do animated explainer videos get the most traction? How about how-to videos? What about interviews with industry experts? Vox pops videos with members of the public? Videos including real staff or customers? Testimonials?

Start small and test, test, test

You can easily start creating simple videos for well under £100; and you don’t need to be a trained videographer, editor or filmmaker either. A good way to start could be with animated text videos. They are perfect for social media – as you can watch them with the sound off, as 85% of Facebook video is. You don’t need to invest in professional editing software at this point. There are several free tools that you can use to do the basics that are generally beginner-friendly and can produce decent results.

If you’re wondering what on earth you will make a text video about, you can start with a short piece about your company history, mission and ethos. It might not set the world alight, but people will find it more engaging than a regular ‘about us’ page on your website.

Standing out means doing something different

Once you’ve got to grips with how to create simple videos, you can start to develop a strategy that will both test your video types and audience as you go, but will also cause you to step a little more out of the comfort zone each time. Creating more of the same content as your industry peers isn’t going to get you ahead of them. You need to find a new and different angle in order to make your firm stand out and that means taking a few calculated risks. Try the human interest angle; try something that no one else is doing.

Don’t be afraid to pay to promote your video

If your existing audience is fairly small, you should budget for some paid ads to help promote your videos and put them in front of a new, but highly relevant, audience. The actual cost depends on your target market, but even £20-£50 on Facebook ads will get your video in front of hundreds, possibly thousands, of new people who are in the market for your type of insurance policy.

If you want help developing a video marketing or SEO strategy, contact us to see how we can help.


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If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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