Why video is a great tool for insurance brokers

Jeff McCann January 23, 2019

Why video is a great tool for insurance brokers

It’s no secret that great content is the cornerstone of any digital marketing efforts. With more of today’s consumers doing their own research and engaging with online content, the brokers that are able to attract, convert and delight clients will be the winners.

A video can break down insurance concepts and answer questions in a simple, easily digestible way, then point consumers to where they can get more comprehensive information.

Here are some stats that show how video is becoming a critical part of any brokerage’s digital marketing strategy, according to Forbes.

  1. 90% of customers report that product videos help them make purchasing decisions.
  2. 64% of customers are more likely to buy a product online after watching a video about it.
  3. 59% of company decision makers would rather watch a video than read an article or blog post.

Because video is such interesting and engaging content, it also increases your brokerage’s chances of showing up in search engines like Google. That’s because the longer people stay on your page watching the video, the more useful search engines see your website, and will move it up higher in results.

According to martech.zone, video can increase your chances of getting featured on Google’s first page by a factor of 53. And it goes without saying that the more visible you are online, the more exposure your brokerage will get to leads and prospects.

Let’s talk about YouTube

You probably think about YouTube as a place to go for fun, entertaining video, but it’s fast becoming an essential online marketing tool. According to a report by the digital marketing giant HubSpot, almost half of all marketers plan on adding YouTube to their marketing strategy in the next year.

A common misconception from brokers is that their audience is not on YouTube. But believe it or not, a third of all online activity is spent watching videos, and YouTube has a billion active users.

Here are some more amazing stats that show how video is the perfect tool for insurance brokers:

  • 3.2 billion hours of video are watched every month
  • YouTube reaches more 18-49 year olds than any broadcast or cable network on mobile.
  • 59% of executives prefer watching video to reading text.

In short: it reaches massive amounts of people, and it is becoming increasingly common for decisions to be made based on video consumed.

Wondering where to start? Here’s step by step guide to starting a YouTube account. It only takes five minutes.

It doesn’t have to be difficult

Some brokers are already producing high quality content on their blog, or have perfectly articulated product or industry pages. That kind of content is ripe to transform into branded video that drives traffic and improves your brokerage’s search engine ranking.

Creating video based on existing content can not only provide a platform to embed your video on, it also acts as more comprehensive content to point viewers back to.

Whether or not you have great content that needs to be turned into video, or if you’re starting from scratch, Apollo’s professional content studio can help.

Jeff believes in the broker channel. Getting ahead of the insurtech revolution, he co-founded ApolloXE to provide Canadian brokers with product, technology, and digital marketing enablement. He carries the vision of an industry where computers do the work so people can build relationships.

Get in touch today: jeff@apollocover.com. Visit Jeff McCann on LinkedIn