From Blah To Aha: How Brand Content Impacts Insurance Marketing

Marketing insurance products is no walk in the park. 

In a world of shiny apps, sexy cars and funky colas, insurance can seem a bit boring. Dealing with all things dull, unpleasant, and often, downright frightening. 

It’s no surprise that the industry’s go-to move has been the “scare” strategy. Until recently, most campaigns used to paint grim possibilities and worst-case scenarios to coax and cajole the customer into buying insurance. 

Yet, there are two problems with this strategy. One is that when every insurer adopts the same strategy, none stand out. The second is that when insurers lean too hard on scare tactics, they appear manipulative, alienating the very audience they seek to target.

So what could insurance companies do differently with their content and campaigns? Here are 4 broad strategies to think about.

Empowering Financial Literacy

Well-crafted brand content in the insurance industry can serve as a tool for educating consumers. Take HDFC Ergo, for example. Their videos are scripted like friendly advice, giving you the lowdown to make sensible decisions.

Speaking With Simplicity

We all know insurance can sound like a foreign language, right? Well, brands like Geico decided to be the cool translators. Their ads? Not just funny, but they’re like your friend at the coffee shop, breaking down insurance concepts into stories you can actually get behind. Relatable? Absolutely! Take a cue from PhonePe’s health insurance ads during the Cricket World Cup – humorous, relatable, and succinct, hitting the tough challenge of condensing the message within seconds.

Impacting The Community

Insurance isn’t just about policies and fine print; it’s about being part of something bigger. AIA Singapore gets that. Their #OneBillion content series isn’t your typical insurance spiel; it’s a celebration of community. From health programs to uplifting stories, they’re proving that insurance isn’t just a safety net; it’s a high-five to making the world a better place.

Customer Stories

Now, trust. It’s a big word, especially in insurance. So, what’s the secret sauce? Real stories. Allstate Insurance nailed it with their video testimonials. It doesn’t come across as a shrill sales pitch. It’s like sitting down with your neighbor, hearing their story, and realizing, “wow, I can trust this brand. “

Truth be told, the insurance industry is often perceived as boring. However, it can turn into a playground of content creativity. The secret sauce? Tapping into the expertise within. The credibility and authority they bring to the table can be the catalyst for unique, useful, and engaging content. For instance, if your customer is  grappling with taxes, who better to guide you than your inhouse tax expert? 

It’s imperative to stay relevant to the times, and yet find room for emotional story-telling. Take HDFC Life, for example. Their iconic “Sar Uthaake Jiyo” campaign shattered the fear-induced mold, celebrating self-reliance over fear or loss. But as times changed, so did their approach. Enter ‘Behind the Journey,‘ a video series that tapped into the lives of new-age artists. HDFC Life’s foray into the world of influencers and personal stories reflects the shifting dynamics of audience engagement. The lesson here? Evolve without losing the essence of your brand’s story, connecting with your audience in new and meaningful ways.

And finally, it’s time to embrace inclusivity. Insurance companies are shedding outdated stereotypes. The key is to recognize the changing dynamics of households and embrace inclusivity. Policybazaar’s campaign challenging gender notions is a stellar example. The ads portray women as active decision-makers, urging them to take charge of their family’s financial security. The message is clear: financial contributions are not gender-specific, and insurance decisions should reflect this reality.

The landscape of insurance marketing is evolving, and brand content is the key player in this transformation. It’s not just about policies; it’s about stories, connections, and resonating with the diverse needs of your audience.