When you’re busy running your agency and handling all of the day-to-day operations, it’s easy to miss things that are happening around you. If you fall into that category, as many have, you may not realize that content consumption, insurance SEO, and digital marketing has changed dramatically over the past few months.
Specifically, video consumption is at an all time high, across many different demographics and verticals. Search behavior has changed significantly to the point where, many people are abandoning Google search all together and using AI tools, social media platforms, and video platforms like YouTube to find what they’re looking for faster.
I could go on and on about how Google search is slipping, but that’s for another day. I know I personally rarely use Google search anymore for anything other than a quick answer to a basic question or informational search. I virtually live on YouTube. Its where I go for answers, tutorials, music & entertainment.
If I’m looking for a local business or service, I’m searching on the Google Maps app.
Bottom line is, times have changed online, yet a lot of agencies are still chasing old strategies.
People aren’t reading blogs anymore (sad but true)
In fact, you might not get all the way through this one, especially because there’s a video on the page with virtually the same exact messaging.
The human brain craves multi-sensory content. When someone is presented with a wall of text with no other way to consume it, their brain quickly checks out.
The solution? Video.
We look at a lot of analytics data across thousands of websites. The vast majority of our clients don’t blog, but there are a few who do a pretty good job at creating good blog content.
Even still, that content rarely sees the light of day on the first page of Google because of the sheer competition online when it comes to insurance content.
And sadly, even if it did, people want multi-sensory information. They want short form content over long form.
Video > Written Content
Who has time to read long form content these days? Especially when it’s about insurance?
We’ve mentioned this before in our insurance seo article, but if you’re paying someone to post blogs on your agency website, you may want to rethink that strategy and reallocate your budget elsewhere.
The truth is, insurance content is very competitive online, and Google clearly favors larger, more authoritative websites. Meaning, if you’re lucky, your blogs will be on page 5 of Google at best.
However Google is showing video content in their results more and more! Go to Google and search for “how does water backup insurance work” and you should see one of our clients’ YouTube videos about this topic (Heritage Advises).
Video content has proven to be the highest consumed, and highest converting content medium that exists today, and that will likely never change.
And as I’ve been preaching for the past three years, video is the present, and the future of SEO.
Content consumption behavior is different now
Short-form social media platforms like Instagram & TikTok have literally re-wired the way humans behave online, and lets face it, dry & boring content needs to be masked in creative ways which can be really challenging.
But if anything can do it, video can do just that. It can make boring insurance content actually consumable, and with that in mind, here are some tips that will help you get started with video in your agency this year, in no particular order.
Tip #1: Focus on short-form content first
Short form video content like reels & stories are the easiest types of videos to create by far, and will get you into the habit of being behind the camera much faster.
Because they are generally between 15-60 seconds long, reels are the lowest barrier to entry in creating video content. They require far less thinking, planning, equipment, and what’s more, there are a ton of apps now that make it really easy to dress up your reels.
Pro Tip: if you’re on an iPhone, head to the app store and search for “Captions”….this app is a game changer for short form content!
We’re building around video at Advisor Evolved
We believe so much in this form of content that we actually built a custom integration with YouTube that allows you to display YouTube Shorts throughout your site on whatever pages you want, with customs calls-to-action that drive people to your quote request page.
YouTube is the 2nd largest search engine in the world, and it’s my belief that it will surpass traditional Google search eventually.
A recent study by Wistia revealed that people spend on average 2.6 times more time on a web page that has a video on it, and we’ve had first hand feedback from multiple clients that this rings true, and has created a significant uptick in session duration (dwell time) and lead volume!
These videos pop-up on whatever page you want them on, creating a highly engaging experience for the visitor. Super slick!
Tip #2: Use your phone as your main camera (& mic) to get started
I can tell you from personal experience that the video & audio rabbit hole is DEEP and EXPENSIVE lol.
I lost count of how many cameras, gadgets & widgets I’ve bought through the years that have turned into 4-figure paper weights.
Trust me when I tell you: start with your phone when you’re getting started. The camera and built-in mic are PLENTY good, especially for short form reels-style content.
It can take weeks and thousands of dollars to figure out how to use a mirrorless or DSLR camera. With your phone, you literally just tap a button.
Tip #3: Don’t do ANY editing when you start out
I know it’s tempting to do all the wiz-bang editing tricks you see from various social media influencers, but trust me when I tell you, it adds a layer of complexity that becomes a real roadblock in creating content consistently.
When you are starting out, its critical that you get into a rhythm and routine, and that’s hard to do when there are 20 different steps to publishing just one video. Even though there are some great video editing apps out there, my suggestion in the beginning is to just create your short form videos, and upload them directly to your social channels and/or YouTube from your phone.
This will get you going faster and is a much lower learning curve when you are just starting out.
Tip #4: Start a YouTube channel ASAP!
With that in mind, you should stop what you’re doing today, and create a YouTube channel for yourself or your agency now.
YouTube is the 2nd largest search engine in the world, and the number 1 video engagement platform in the world currently. While baby boomers may not flock to YouTube every day, your future customers (Gen-Z) basically live there.
Here’s a tip, if you don’t know how to start a YouTube channel, literally go to YouTube and type in, “how to start a YouTube channel” and you’ll quickly find a tutorial that walks you through it!
Tip #5: Video accessories I highly recommend for great video content
If you want to improve up your mobile setup a little bit, there are a few pretty inexpensive accessories that I would highly recommend!
Portable Fill/Accent Lights (Get 2 of these preferably) – these things are super easy to use and they can fit into your pocket if you need to setup on the go. I have two of them and use them all the time for lighting, both in my office and on the run.
Larger Key Light – the small accent lights above are great, but you’ll likely need your main key light. This Elgato light is great, and cheaper than a lot of other options out there.
Phone Tripod – this thing is awesome. Super lightweight and comes with a remote control that you can start recording with, so you can get set in front of the camera and have a smoother start.
Wireless Mic System – this is totally optional, but it can make a MASSIVE difference in your audio quality, especially if you’re recording outside or in a somewhat noisy environment. I’ve shopped and compared ALL of the best wireless mic systems, and this is by far the best value for the money, period.
Desktop/Table Camera Mount Arm – this isn’t super necessary if you have a good tripod, BUT, if your recordings are stationary and in the same exact place/lighting, it’s nice to have a more permanent fixture in place.
MagSafe Phone Mount w/Cold Shoe – for selfie style videos on the go, this thing is an awesome accessory for any tripod.
Riverside – I started using Riverside about 6 months ago when we launched our Rise and Bind podcast, and now I can’t live without it! It has so many uses cases with built-in editing tools that automatically create captions, and clean up your video and audio quality. This is a powerhouse tool and dirt cheap!
You can use it for podcasting, talking-head videos, marketing videos, and much more!
Bonus Tip: Stalk other agencies who are crushing it with video!
There’s no way I can list all of the insurance agencies doing a great job with video, but here are a few I’d recommend checking out for inspiration:
Mike Crowley of Crowley Insurance
Mike Fusco of Fusco Orsini Insurance
Ciara Gravier Hagopian of The Bunker
Michael Overstreet of Heritage Advises
Stephen Turnbull of T5 Insurance
Fabian Serrano of SHFT Insurance
John Czapko of Thrive Insurance
Again this is not a complete list, I’m sure I’m missing a TON of people but these are folks who are pushing out regular content who have found that rhythm I spoke about earlier! Watch, learn, and implement.
Conclusion
While getting started with video in your insurance agency might seem daunting, once you find a routine and have the right tools, it becomes second nature like anything else, and there’s not a marketing tactic that exists that has the same impact and positive conversions that video brings.
Everyone starts somewhere, including the examples given above. Go for it, you got this!
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