Three Videos Every Insurance Agency Should Create

According to the latest data from ComScore, 188 million U.S. consumers watched an estimated 38 billion Web videos in August 2012, setting another record for online video viewership.

Video is a powerful way to share information and educate an agency’s existing clientele and prospects. The challenge in creating video is that it takes a bit more than writing a simple article. With an article you can write articles relatively easily and simply hit Submit. Your content is then instantly available online and searchable by various search engines.

Video is not complicated but does take a bit more planning and work. For starters someone has to be in the video, on camera, unless you’re doing animation or a simple PowerPoint presentation. At the very least, you need decent (if not great) lighting and good quality audio. Furthermore, it does matter, at least a little bit, how you look in your video – presentation does matter.

One of the biggest reasons insurance agencies don't use video as a strategy is because there’s a misconception about production value. Many agency owners believe the video has to be high-end, produced and edited by a pro. That's simply not the case anymore.

The public’s expectation of video has changed. There are customers and prospects who will perceive the information you have to share as valuable and will begin to view you as the insurance expert.

So here are three different types of videos you can create and add into your marketing strategy right now.

1. Video case study

This can be as simple as setting up an inexpensive digital video camera, or small handheld video, and interviewing one of your customers. You can then edit that video using a very simple editor or presentation tool (these are low cost and some are even free). This is authentic, off the cuff, and tells your agency story better than you can. The video can then be posted on your website, as well as shared through email and other social platforms.

2. Make a video article

You should keep in mind that different people want different kinds of content and learn in different ways. You can create a simple video article by turning on your webcam and hitting Record. I would suggest you create an outline of what you would like to say, but would suggest you don't read a finished written script. You want to sound like you are having a conversation with the person watching. Again, a simple video editing tool can allow you to very quickly and elegantly add other visuals so your viewers aren’t just seeing a talking head the entire time. This can also save you a lot of time and frustration if you are not as comfortable writing the content.

3. Coverage explanations

Insurance is complicated. Most people don't really understand what is covered by their policy and how a piece of paper will protect them if they have an accident. By creating a series of short coverage explanation videos you will create a library that people can go back to again and again. These videos should be quick (less than three minutes), edited, and then shared via several different platforms, including YouTube.

When you begin experimenting with video you will be amazed at the impact it can have to enhance relationships. There are a number of agencies that are being very creative in their use of videos to communicate and educate both prospects and clients. Here are two examples:

Neckerman Insurance: Does a nice job with a variety of topics

Murray Group Insurance: Check out their 100 Frequently Asked Insurance Questions

What are you doing to integrate video into your overall marketing and customer service strategy? Share examples in the comments section. 

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Steve Anderson is the leading authority on insurance agency technology. He is a prolific writer known for his knack for translating “geek speak” into easily understood concepts. Check out his free weekly newsletter “TechTips” and other resources on his website.