Most insurance ads still sound like they were written in the 1950s, formal, fear-driven, and packed with jargon. It’s a message that might have worked once, but not anymore.
Today’s consumers don’t respond to formality or scare tactics, they respond when they actually understand what’s being offered. Millennials and Gen Z want transparency & practical insights that speak their language.
If you were building an insurance brand today or trying to make a legacy one feel alive on TikTok, you’d study how to turn seemingly boring topics into genuinely interesting stories.
In this guide, you’ll explore insurance influencer marketing strategies you can use to market your brand on social media. We will be discussing the strategies based on campaigns we led for McAfee, Invoice Fly, Pantum, and NN Insurance.
Let’s get straight into what actually works.
1) Lead With Value, Not the Sale
Insurance already feels like homework; most viewers arrive with their guard up. They assume you’re going to sell them something, so the first job is to lower the pressure.
Influencers act as guides rather than salespeople. Their role is to make a complicated topic feel understandable. If they can help people see insurance as something practical to think about before they urgently need it, you’ve already done the hard part.
When the pressure to “sell” is gone, you can focus on what actually matters: building trust by helping people understand the basics.
2) Make Complex Ideas Simple
People do not wake up wanting a policy. They wake up worried about money and things breaking at the worst time.
To market a subject matter as serious as insurance, keep it simple and keep it transparent.
Pick one term, one real example, one minute. Let a creator break it down with humor or simple visuals. No one listens to a brand that sounds like a contract, but everyone listens when someone makes sense of it.
For insurance brands, this can look like clearing up common misconceptions like “I’m too young for life insurance” and breaking down terms like ‘deductibles’ or ‘premiums’ in under a minute. Humor, simple analogies, or quick skits can make these ideas feel less intimidating.
We have done this with our McAfee campaign. Their goal was to promote their AI Text Scam Detector across the UK and Germany. They collaborated with 23 creators who used light-hearted “scam scenario” storytelling to show how McAfee’s tools help everyday people stay safe online.
It gained 7.4 million organic views, proving that even technical products can go viral when creators lead with empathy and authenticity.
3. Show the “with vs. without” outcome
Once people get the basics, the next thing they’re looking for is proof. Because when viewers see the difference in cost, stress, or recovery time, insurance stops feeling optional.
We used a similar approach with Invoice Fly, which, much like insurance, is something people put off until it becomes a problem. This approach still managed to generate 8M impressions and 2,000 new subscribers for an invoicing app, a category that rarely gets anyone excited. Micro-influencers shared stories of how the app simplified invoicing by showing the “before and after” of running a small business.
The same storytelling principles apply perfectly to insurance. When creators walk their audiences through real-life scenarios and genuine outcomes, it turns abstract risks into emotional motivation.
Therefore, don’t just tell audiences why they need insurance; show them what happens without it.
4) Promote prevention, not just protection
Insurance companies anchor their messaging at the crisis stage, which is a bit like handing someone an umbrella in the middle of a storm. If you want to build loyalty, you have to show up long before the crisis. Simple things like seasonal home checks, safe-driving habits, and reminders about travel documents frame your brand as a quiet partner in people’s everyday lives. Protection becomes the final step, not the only message.
This subtle shift transforms how your brand is perceived.
We ran into a similar pattern with Pantum. Instead of pushing product specs, creators highlighted how invisible reliability is when the printer… just works.
It’s not insurance, but the feeling is the same; you only realise how much you depend on something when it fails. Framing the story around that idea drove 3.6M organic views and a 53% boost in brand favourability.
@misstech111 Top 3 Pantum Printers: Economic, Easy to Use, and Eco-Friendly – Your perfect printing solution! 🖨️✨ أفضل 3 طابعات من Pantum: اقتصادية، سهلة الاستخدام، وصديقة للبيئة – الحل الأمثل للطباعة! 🖨️✨ #Pantum #Pantumprinters #AffordablePrinters #EcoFriendlyPrinting #SustainableTech #BusinessPrinters #OfficePrinters #HomePrinters #StudentPrinting #FamilyPrinting #tech #technology # innovation #printers #printing #techreview ♬ original sound – Misstech111
At House of Marketers, this is what we do best: take the “boring” and make it worth watching. If you want to turn everyday insurance into stories people actually care about, let’s talk.
5) Encourage a Dialogue Between Brand and Users
The worst thing you can do is treat influencer content like a one-and-done post. Insurance takes time to process; people naturally have follow-up questions. If the creator disappears the moment the video goes live, you lose the best part, which happens in the comments. When a viewer asks, “Can you break down the difference between these two types of insurance?” and the creator answers, the brand suddenly feels accessible. People don’t feel like they’re talking to a company; they feel like they’re talking to a human who understands them.
@elevatewithteia Replying to @Tivia Cobb ♬ original sound – elevatewithteia
These back-and-forths matter because they let the audience guide the conversation. You start hearing exactly where people feel uncertain —and that becomes invaluable input for your messaging, FAQs, and even product design.
Some brands take it a step further by hosting live Q&As. The tone shifts from “Understand this policy” to “Let’s work through this together.”
6). Host Interactive Q&A Sessions
Audiences often have follow-up questions that short videos alone can’t answer. Creating space for real conversations helps bridge that gap.
Pair an influencer with someone who knows the business. This can be your head of claims or a customer care lead. The creator makes it easy to follow; the expert fills in the facts. It’s a dynamic not unlike StarTalk, where Neil deGrasse Tyson explains the science and Chuck Nice makes it fun.
7. Bust Insurance Myths in Short-form Content
Misconceptions like “I’m too young for life insurance” or “home insurance covers everything” spread faster than official campaigns ever could.
Creators are the ideal voices to counter that. A single, well-crafted myth-busting clip can reframe public perception faster than any corporate explainer video.
When creators debunk myths in plain language, audiences actually listen.
Embed: Instagram
8. Use Seasonal Timing to Make Insurance Relevant
People think about different risks at different moments in their lives. It helps to speak when the topic is already on their mind, i.e., travel protection right before the holiday season or home-safety reminders as the weather turns colder. So timing matters more than most brands realise.
We saw the impact of this approach firsthand through our work with NN Insurance across Romania, Poland, and Greece. Instead of scripted ads, the campaign partnered with 15 influencers and two UGC creators, each telling culturally relevant stories in their own style. In Romania, creators filmed in busy family kitchens and weekend gatherings. In Poland, the conversation shifted to saving and planning from tidy home offices and cafés. In Greece, the stories felt lighter — young people celebrating independence, but with a safety net. Together, the campaign drove 6.9M views across 31 videos and made insurance feel far more approachable.
Read the full case study on how House of Marketers helped NN Insurance win Gen Z & Millennials’ trust across Europe.
Because each creator spoke to their community in its own language, the content felt like trusted advice.
9) Share Practical, Bite-Sized Insurance Tips
Partner with creators who drop short, useful hacks like bundle discounts or hidden benefits. These clips drive saves and shares, which means your brand stays visible when renewal season hits.
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Audiences love smart micro-tips that feel insider-level but instantly usable.
Start with the problem people actually have. Simplify complexity, start conversations, and keep it human. Every campaign should start here.
So yes, the strategy matters. But once that foundation is set, everything hinges on how it’s executed. And execution starts with picking the right people to tell the story.
How to choose an Influencer for Insurance Brands
What separates campaigns that simply trend from those that actually convert usually comes down to who you choose to work with.
1. Choose credibility over clout
With financial products, people listen to voices they already trust, not the biggest names on their feeds. That’s why micro- and mid-tier creators (roughly 5K–100K followers) often outperform. Their content features the same milestones that make people think seriously about insurance for the first time, i.e., first homes, new babies, moving cities, starting a business, etc. When a creator is already talking about buying a flat or sorting out maternity prep, a discussion about insurance coverage doesn’t feel like an ad; it feels like part of the story.
2. Match Creators to Specific Insurance Niches
The easiest partnerships are the ones that already make sense. A travel creator stuck at an airport can talk about trip coverage from experience. A Wellness influencer can fold regular check-ups into their usual routines.
When there’s a natural connection, the message lands much more easily.
3. Track KPIs & Metrics
Make sure you’re measuring the right things. Likes are nice, but they don’t tell you if people are actually moving closer to working with you. Set real goals upfront, maybe you care about traffic to a quote page, sign-ups, or completed applications. Learn about influencer marketing campaigning and set clear KPIs before you launch. See which metrics you should track for social media campaign success.
4. Build an Asset Library
Finally, treat influencer content like an asset library, not a one-time push.
High-performing creator videos can be repurposed across paid social, landing pages, and even internal training to humanise your brand voice.
Final Thoughts
Insurance will never trend on shock value, and that’s its advantage. The brands winning now strip away the jargon from insurance, making it not just understandable, but shareable.
At House of Marketers, we’ve seen it firsthand when brands invest in creators who engage and entertain, engagement follows naturally. And in insurance, engagement is the first step toward building long-term trust.
If you’re ready to take your insurance influencer marketing from “boring” to “shareable” but need expert guidance, House of Marketers is here to help. We have implemented campaigns for brands BIG and SMALL. Take a look at the House of Marketers case studies here.
Reach out today and let’s create influencer campaigns that deliver results!
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.