Social media plays a vital role in helping businesses connect with clients and grow – and the insurance industry is no exception. For Medicare and life insurance agents, social media can be one of the most powerful tools to stay visible, build trust, and remain top of mind with clients and prospects. However, with so many agents and agencies competing for attention online, how do you stand out and drive engagement? With the right strategy, social media can help you reach new clients and strengthen your credibility.
Below are practical, agent-friendly tips to help you increase engagement and elevate your online presence.
1. Understand Who Your Target Audience Is
Before creating content that resonates, it’s important to clearly understand who your audience is. As a Medicare agent, your target audience typically includes adults age 65 and older, whereas life agents will have a wider age demographic. For both agents, your audience would include people of all genders who are focused on protection, financial security, and peace of mind.
These individuals often seek guidance on healthcare coverage, retirement planning, and protecting their loved ones. When you take time to define your audience, who they are, what they care about, and the questions they’re asking, you can create content that speaks directly to their needs. Understanding your potential clients helps your message become more intentional, reliable, and effective, enabling you tobuild stronger connections and drive meaningful engagement online.
2. Educate First, Sell Second
Your audience isn’t scrolling social media for a sales pitch; they’re looking for answers. If you’re seeking increased engagement, educational content will perform better than promotional posts.
Content ideas include:
- Medicare myths vs. facts
- Important enrollment reminders
- FAQs your hear from clients
- Explaining common Medicare or life insurance terms in a simplified manner
You can, of course, post more “promotional” aligned content – but we suggest starting with these ideas first. In doing so, you position yourself as a trusted, knowledgeable resource, not just an agent.
3. Get Personal
People like to engage with real people, not just readable content. Let your audience see who you are beyond your offerings.
Try sharing:
- A quick “day in the life” post (what is it like to be YOU, the agent…THEIR agent?)
- Go “live” on Facebook and/or Instagram
- Why did you become an insurance agent
- Client success stories
- Community involvement or local events you attend
Authenticity builds trust and helps clients feel like they know YOU and what you stand for outside of the office, and that trust and understanding drive engagement.
4. Use Short & Actionable Captions
Long captions can work, but most people stop reading halfway through, if not earlier. In fact, only 35% of people even read captions anymore. That’s why we recommend using shorter, more action-focused captions.
How to build a caption:
- Lead with a strong first line
- Break the text into short paragraphs or bullet points
- End with a simple call to action (CTA) like,
- Save this post for later
- Comment your questions
- Share with someone who needs this
5. Be Consistent
You don’t need to post every day. Consistency matters more than frequency. It’s best to choose a schedule you can maintain.
A realistic goal could look like:
- 2-3 posts per week
- Rotating between educational, personal, credible, and engaging content
Remaining consistent keeps you visible, allows you to reach more clients, and helps them remember you and your offerings.
6. Use Timely Topics to Your Advantage
Medicare and life insurance naturally have seasonal moments – use them to your advantage.
Examples include:
- AEP and OEP reminders
- End-of-year planning
- Life events like turning 65 or retirement
- CMS updates
- Plan/Benefit changes
Timely content encourages interaction because the information feels relevant, and your audience is most likely seeking information on those topics.
7. Post Visuals that Stop the Scroll
Graphics, short videos, and clean layouts help your content stand out among busy feeds.
Tips:
- Use branded colors and fonts
- Keep text minimal on graphics
- Try short videos or graphics, answering one question at a time
You don’t need “perfect” content. Being clear, consistent, and authentic works just as great to help people stop and actually engage with your posts.
*TMG partners can contact our digital marketing team for guidance on creating personalized and specific social media content at 888-622-9122.*
8. Engage Back with Your Audience
Engagement goes both ways. You can’t expect your audience to engage with you if you’re not engaging back. Responding to comments and messages boosts your visibility and builds relationships.
Make it a habit to:
- Reply to comments thoughtfully
- Like comments on your posts even if a reply isn’t necessary (to show you acknowledge the comment)
- Like and comment on other relevant posts
- Thank your followers for engaging with your content
The more you engage, the more engagement you’ll get.
9. Track What Works
Monitoring your social media analysics provides valuable insight into your audience’s preferences. Tracking performance helps you understand wich posts are resonating-and which one’s aren’t. Pay close attention to which posts get the most likes, comments, saves, and shares. These are indicators of what your audience finds most valuable.
Think of analytics as your roadmap for success. If educational posts perform best, lean into educational content. If personal posts spark more conversation, share more stories. Social media growth comes from repeating what resonates and consistently delivering content that speaks to your audience.
Final Thoughts
Growing your engagement on social media doesn’t require the perfect post – or even posting every day. For Medicare and life insurance agents, success comes from education, consistency, authenticity, and value.
When you show up as a reliable resource and a real person, engagement follows – and so do long-term client relationships.
*For more resources similar to this topic, check out the following blog posts*
From Logo to Mailbox: How to Build a Brand Clients Can’t Ignore
The Insurance Agent’s Guide to Branding
