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What Insurance Agents Can Uncover About Their Social Media Audiences

By March 17, 2023March 21st, 2023No Comments
woman conducting social media audience research

Understanding your social media audiences allows you to create poignant content and increase engagement month after month. As an insurance agent, your audience varies from a general audience on social media, so it’s important to gather data about what your audience finds important. Having the full picture can not only lead to growth in your social media analytics but can also grow your leads and sales. Here are some ways insurance agents can learn about their social media audience and improve their social media presence.

Analyze Your Social Media Metrics

The first step in learning about your social media audience is to analyze your social media metrics. These metrics will provide valuable insights into the behavior and preferences of your audience. You can use tools like Facebook and Instagram Insights, Twitter Analytics, and LinkedIn Page Analytics to track your social media metrics.

Some of the metrics you should track include engagement rate, reach, impressions, and follower growth. Engagement rate measures how many people are interacting with your content, reach measures how many people see your content, impressions measure how many times your content is seen, and follower growth measures how many new followers you are gaining.

By analyzing these metrics, you can learn which types of content resonate with your audience, what time of day is best to post, and which platforms are the most effective for reaching your target audience.

Conduct Audience Research

Another way to learn about your social media audience is to conduct audience research. This involves gathering information about your target audience’s demographics, interests, and behaviors. You can use this information to create content that speaks directly to your audience and provides value to them.

One way to conduct audience research is to use social media listening tools like Hootsuite Insights, Mention, or Brandwatch. These tools allow you to monitor social media conversations and gather insights about your audience’s interests and preferences.

You can also conduct surveys or polls on social media to gather feedback directly from your audience. This will give you valuable information about what your audience wants to see from you on social media and how you can improve your content.

Use Hashtags

Hashtags are an essential tool for reaching new audiences and finding out what topics your social media audience is interested in. By using relevant hashtags, you can increase the visibility of your content and attract new followers who are interested in your niche.

To find relevant hashtags, you can use tools like Hashtagify, which will show you the most popular hashtags related to your industry or niche. You can also use trending hashtags to increase the visibility of your content and reach a broader audience.

When using hashtags, be sure to use them sparingly and only include relevant hashtags in your posts. Overusing hashtags can make your content appear spammy and turn off potential followers.

Engage with Your Social Media Audiences

Utilizing analytics, audience, research, and hashtags to uncover the important details about your social media audiences will help you create a strategic and engaging content plan. The most effective way to build a loyal social media following is to create valuable content that speaks directly to your audience’s needs and interests. This can include blog posts, infographics, videos, and other types of content that provide value to your audience.

When creating content, be sure to keep your audience’s interests and preferences in mind. Use the insights you’ve gathered from social media metrics and audience research to create content that resonates with your audience and provides value to them.

Along with valuable content, engagement is key to building a loyal social media following. By engaging with your audience, you can show that you care about their needs and interests and build a relationship with them.

To engage with your audience, be sure to respond to comments and messages promptly. You can also ask your audience questions or encourage them to share their opinions on your posts. This will help foster a sense of community and encourage your audience to engage with your content more frequently.

Bringing It All Together

Social media is a powerful tool for insurance agents to engage with their audience and grow their brand. By analyzing social media metrics, conducting audience research, using hashtags, engaging with their audience, creating valuable content, and collaborating with influencers, insurance agents can learn about their social media audience and improve their social media presence.

It’s essential to keep in mind that social media is a constantly evolving platform, and it’s crucial to stay up-to-date with the latest trends and best practices to stay ahead of the competition. By implementing these strategies, insurance agents can build a loyal social media following and establish themselves as a trusted resource in their industry. Utilize an FMO like Carolina Senior Marketing to work with a social media specialist and take your social media to the next level.


Look no further than partnering with a North Carolina-based Medicare FMO like Carolina Senior Marketing if you’re not already an independent agent with us. Give us a call at (919) 460-6073 or email info@carolinaseniormarketing.com.