With more people looking to gather quotes online or working withoperators at a call center, it’s challenging to highlight theadvantages of having a local agent working face-to-facewith prospects and clients.

Although our world is moving toward digital communication, customers stillwant to buy insurance from people that they know, like and trust.Agents can use social media as a tool to build relationships,provide value and ultimately create a community that may lead tonew business and satisfied customers.

Facebook, with its 1.5 billion users (as of the third quarter2015), has used its database to not only connect people withothers, but also to connect people with businesses. AlthoughFacebook is still a great tool to reach potential customers,organic reach is more difficult in 2016 than it was in 2012 becauseof an algorithm that filters content on users’ news feeds. Youragency may post something on Facebook, but it may not show up onyour audience’s feed because of Facebook’s design. More exposure onthe platform comes at a premium by paying to run ads or “boost”posts.

I’ve used social media in my marketing efforts for the pastthree years, and one app that I’ve been paying attention to that isbeginning to gain traction, and will continue gain attention,is Snapchat. The insurance agents who understand how to useSnapchat to provide value to customers and prospects will be theagents who reap the rewards of social media in the next two tothree years.

Snapchat is a mobile app that allows users to share videos,pictures and messages both individually or to a group of people.The app has more than 100 million monthly activeusers and almost 70 percent of those users are under theage of 35. If you’re completely unfamiliar with the app, here’sa video that will show youhow to use it.

Marketing in the social age is all about going where theattention is, getting there quick, and portraying yourpersonality...

I’ve personally used Snapchat for business purposes, and haveset appointments with the app that led to sales.

Here are 11 practical techniques that insurance agents can useto do the same:

Client testimonials

Snapchat allows you to record 10-second videos at a time.

Do you have clients who love working with you? Ask if they’d bewilling to share a testimonial with your followers on Snapchat.

What’s nice about the Snapchat video is that it comes acrossauthentically and your clients’ testimonials won’t sound scriptedor rehearsed, which will gain more credibility.

This Snapchat shows a client how to save money on insurancepremiums. (Photo: Louis Lee)

Show before and after pictures

As insurance agents, we’re familiar with the minute changes thatcan make a large impact on our clients’ policies.

If you’re working with a client and see something that canmake a big difference, share that with your followers.

This will help people learn more about their own policies andwill also showcase your knowledge on specific details of yourproducts.

Give weekly tips

We have tips and tricks to get the most out of an insurancepolicy, and your followers would benefit greatly from hearing aboutthem.

Get creative with something similar to an “Insurance TipsTuesday”: Every Tuesday you use Snapchat to share tips andinformation that the public is unfamiliar with.

This not only provides value, but it also generates consistengagement with your followers.

Use Snapchat’s messaging feature

Snapchat goes beyond pictures and videos.

It also allows people to message each other quickly and it’s away to communicate that stands out from the crowd.

Most insurance agents communicate via email, but you’ll be ableto differentiate yourself by messaging on Snapchat, an unorthodoxapproach that not many others in the industry are doing.

(Screenshot: Louis Lee)

Show what’s not covered

Insurance is a product that covers pure risks that are suddenand accidental.

Unfortunately the things that are between “sudden” and“accidental” have many different variables, which creates a lot ofgray areas when it comes to what’s covered and what’s not.

Snapchat should not be used when dealing with a claim, but youmay be able to provide knowledge to your followers before a claimhappens by sharing with them what would not be acovered peril.

Think about the claims you’ve come across in past years thathave been rejected. Describe similar cases to your followers andexplain why a similar claim would be rejected and what they can doinstead.

For example, you could be on the way to work and come across abuilding that has a damaged roof after wear and tear, and you’vehad a client who submitted the same type of claim. Take a snap ofthe roof and send it out to your followers explaining to them thatthis would be something not covered by insurance.

Use it for market research

Once you have a few followers that engage with you regularly,use Snapchat as an opportunity to gain information on themarket.

Ask your followers such questions such as, “What’s the mostdifficult thing about your insurance?” or “Have you had the sameagent for a while? If so, what do you like most about theirservice?”

This will give you the ability to see how the market is reactingto the industry, and what you can do to improve professionally oradd value to other clients in the future.

Promote other content

Do you have a blog? A YouTube channel? A Facebook page?

If you’re on other social media online, use Snapchat to promoteyour content at those other locations.

What’s nice about Snapchat is that it will notify you if someonehas posted a screenshot of something that you’ve sent out, which isan indicator that others are interested or engaging with that typeof content. You can use that information for future posts.

Answer questions

At times, insurance can get confusing, and that’s why having anagent is valuable.

A person who can understand your wants, needs and concerns whenit comes to insurance is a benefit that separates agents fromalternatives ways of buying insurance.

Part of our job is to be an adviser, and Snapchat gives you theability to provide advice to those who follow you and havequestions.

Many prospects are suspicious of social media accounts. UseSnapchat to highlight your office or personal accomplishments.(Photo: Louis Lee)

Showcase yourself as a person

The terms “insurance” and “fun” are usually not synonymous.

When people think of our industry, it’s not usually in light ofbeing great entertainment, but I know that’s not always thetruth.

I’ve met humorous, charismatic, and enticing insurance agentswho would be great at spreading their personality to theirfollowers.

Snapchat is one of the closest forms of “real life” on socialmedia that shows real things happening in real time, and that typeof content allows followers to see people in a honest and authenticway.

You can highlight sections of spreadsheets or other data.(Photo: Louis Lee)

Show discounts

Everyone loves saving money, and when you’re able to do that foryour clients, share that with your followers.

If others can see the benefits, they may be compelled to seewhat you can do for them and their coverage as well.

Use Twitter to build a following

One of the cons of Snapchat is that it’s difficult to add newpeople that are not in your lists of contacts.

If you want to grow your following and engage with newprospects, the best way of finding people to connect with isthrough Twitter.

If you run searches on Twitter around the terms you see in thisphoto, you’ll be able to view hundreds of people talking about bothSnapchat and Insurance. This gives you a starting point to engagewith them on Twitter, and potentially engage with them on Snapchatby adding their user name first and responding to them when theyfollow you back.

Try it

When you use Snapchat, it’s important to note that you shouldalways follow your company’s guidelines when it comes to sharingcontent online, and be sure to never allow private clientinformation to be displayed in any content you post. If you haveany questions, suggestions, or would just like to connect with me,you can find me on Snapchat under my username: louislee.

Social media sites historically “age down.”

When a platform is relatively new, it starts to become popularwith the younger demographic and then as its popularity grows,older generations jump on board. That’s what happened withFacebook, which originally was intended for college students, andthat’s what will happen to Snapchat in the next 12 to 18 months.Snapchat is popular, but competition for attention on the app islow, so those who jump on board first will have an easier time atcreating an audience.

Try it. You just might like it!