In a recent study by Cisco, it is estimated that 72% of mobile traffic will be video content.

Does your agency have a strategy in place to capture the attention of mobile insurance consumers when they:

  • Have a question about their insurance,
  • Need to find a new insurance provider, or
  • Want to learn more about you and your agency?

If the answer is “No,” then it’s time to begin planning and implementing a strategy to do so. Whether you like it or not, insurance consumers are going online to learn more about insurance.

Just because you like to do business face-to-face doesn’t mean your clients prefer to do business face-to-face. At least not at first.

You’re probably sick of hearing me say this. Too bad!

Connected Generation insurance consumers want to do their own homework. They want to feel empowered and educated when they initiate a relationship with a new service provider.

Video is a great way to establish an initial relationship, educate and build trust with Connected Generation insurance consumers while they are still doing their, “Homework.”

See Also: Google’s Mobile Update–What You Need to Know

Mobile Insurance Consumer

In the same study, Cisco estimates smartphone usage will be nearly 4.6 billion users, compared to 3.1 billion users for feature phones (think old-school flip phones).

Mobile-stats-vs-desktop-users-global-550x405As smartphones become easier to use, data connection speeds get faster and screen size increases, mobile insurance consumers will not have to turn to their desktop computer to do their research.

In fact, as the comScore chart above shows, we may already be past the mobile tipping point.

When these mobile insurance consumers shop for insurance, shouldn’t it be your agency they find?

Video Marketing to the Mobile Insurance Consumer

The main thing to consider when creating video for the mobile insurance consumer is attention span.

Most mobile users are not in a situation where they can easily kick back and consume a 20, 10 or even five-minute video. Truthfully, a two-minute video might be longer than mobile insurance consumers want or are even capable of watching.

My recommendation is to become comfortable with and develop a strategy for short-form video.

Short-form video is any video under one minute in length, but as you’re about to learn, I’d recommend 30 seconds or less.

Here are three methods to produce and distribute short-form video to capture the mobile insurance consumer:

1) Twitter Native Video

Twitter has begun rolling out their new native video feature to mobile users.

Here is an example of a Twitter native video from a new series I’ve created to answer some of the questions I receive every day. It’s called #askhanley. See inside Twitter here.

A series like this would be very easy for you to do with your insurance work. How many questions do you receive every single day about insurance? A half dozen? More? Whenever you receive a new question, pop open Twitter on your smartphone and answer the question.

Tweets are easy to embed on your website (like you see above) later if you want to include the content on your blog. At their release, Twitter native videos are limited to 30 seconds.

So talk fast.

2) Facebook Native Video

The Facebook native video strategy is pretty much the same as Twitter in that you can record straight into your cellphone and upload directly to Facebook.

Currently, Facebook native video (meaning video uploaded directly Facebook verses sharing a link from a site such as YouTube) is getting far more organic reach than any other form of Facebook content.

For many agencies, Facebook may be a better place to create video content. Facebook tends to be where most insurance agencies have spent time building a community.

My recommended strategy would be to create the video inside of Twitter first. The video you create in Twitter will be saved on your smartphone. Then re-purpose the same video on Facebook.

Below is an example of a video I originally shot for Twitter, re-purposed on the Agency Nation Facebook page:

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Posted by Agency Nation on Monday, April 20, 2015

This way you’re creating content once and hitting a larger audience.

Facebook videos do not have a limit on length.

Instagram Video

Instagram video holds a lot of opportunity for the insurance business that can harness it. Only 7% of Instagram users are currently sharing video through their Instagram account. Additionally, all Instagram posts can be shared on Facebook and Twitter automatically.

But there is one major challenge: videos are limited to 15 seconds.

Having tested all three of these short-form video types, I’ve found it very hard to get any value in a 15 second video. I know Twitter has a 30 second limitation, but those extra 15 seconds seem to be the difference. At least for me. You may find that 15 seconds is more than enough time to share a simple message.

You’re going to need to be a little creative to make Instagram video work.

What About YouTube?

YouTube is another possible host for your short-form video.

My issue with YouTube in regards to short-form video is this: the point of short-form video is not collecting views, its message reach. I don’t care if you see my #askhanley video on Twitter, Facebook, Instagram, Pinterest, Google+ or Youtube. I just care that you see it.

YouTube has a lot of great features, however, viewing is limited and convoluted inside some social networks (namely Facebook).

I’m not saying YouTube isn’t the answer, but it does come with drawbacks in short-form.

See Also: Millennials Are Buying Homes, but Will They Choose Your Agency?

The Rub

Creating short-form video is all about adding value to the mobile insurance consumer in the place they hang out.

It’s unlikely that any one short-form video will lead to direct sales.

The goal is to build rapport and brand value with your audience.

Then over time (maybe through social media, maybe not), this audience will turn to you when they have an insurance need. Because you’ve provided value to them for so long in bite-sized chunks, they could consume where they wanted, the way they wanted.

That’s how you capture the mobile insurance consumer through video marketing.

Thank you and good luck,

I am Ryan Hanley

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