Social media plays a pivotal role in amplifying awareness campaigns, and Life Insurance Awareness Month (LIAM) is no exception. While the primary goal of LIAM is consumer education, it’s also an opportune time for advisors to enhance their brand presence and connect with potential clients.
The Evolving Social Media Landscape
Historically, platforms like Facebook, YouTube, and Instagram have been go-to sources for financial information. However, the landscape is shifting. Over half of all adults (53%) now utilize social media to seek information on financial topics and advisors. Emerging platforms like TikTok are gaining traction, with nearly 27 million videos related to life insurance, indicating a growing interest among Gen-Z consumers. Additionally, Reddit is becoming a valuable platform for financial services, offering access to a new audience of informed and engaged users.
Crafting Purpose-Driven Content
To effectively engage your audience during LIAM, it’s essential to create content that resonates emotionally and aligns with the campaign’s objectives. Maintain consistency across your posts, ensuring they reflect your brand’s values and the overarching message of life insurance awareness. Incorporate trending hashtags to increase your content’s visibility and reach, such as:
- #GetLifeInsurance
- #LifeInsuranceAwareness
- #AreYouCovered
Limit your use to three to five relevant hashtags per post to optimize engagement.
Emphasizing Authenticity
Building genuine relationships is at the heart of social media marketing. Share authentic content that offers a behind-the-scenes look at your operations, showcases employee stories, and highlights the mission driving your brand. Encourage interaction by inviting followers to comment, ask questions, and share their experiences with life insurance. Engaging promptly with inquiries and fostering conversations can significantly enhance trust and credibility, ultimately leading to increased client acquisition.
Adapting to Platform Changes
It’s important to stay informed about changes in advertising policies across platforms. For instance, Meta (Facebook and Instagram) is expanding its “Special Ad Category” to include financial services, which will impose stricter targeting restrictions for ads related to financial, investment, and insurance services. This shift may affect how you reach your audience through paid campaigns, necessitating adjustments in your advertising strategies.
Utilizing Available Resources
To help you maximize your impact during LIAM, IAMS offers a comprehensive 2025 LIAM Sales Kit. This resource includes ready-to-use social media posts, email templates, and conversation starters designed to streamline your marketing efforts. Additionally, the kit features a Generational Marketing Guide to help tailor your messaging for different demographics, ensuring your content resonates with a diverse audience. Click below to request this complimentary sales kit.
