Insurance Marketing: Using Clickbait Versus Piquing Genuine Interest

Does Your Social Media Insurance Marketing Draw Customers In?

Anyone who regularly checks in on social media will tell you that when an important event occurs, just about everyone “reports” it. In fact, according to data collected from 2016, the Pew Research Center tells us that about 62% of adults in the United States get their news from social media! As social media becomes increasingly more of a go-to place for information of all kinds one thing that really has started to turn consumers off is clickbaiting. So, ask yourself does your insurance marketing consist of posting headlines that will genuinely pique the interest of potential customers or are you posting clickbait?

If you’re not certain whether your insurance marketing content on your social media pages is considered clickbait material or genuine material, we’ll help you to understand the difference, today.

Clickbait:

For journalists, writing clever headlines to grab the attention of readers used to be a true skill. These days any entity on social media can be considered a source of “news”, helpful information, or important data, but one has to be careful about they classify as such. Headlines are being used on social media to lure people into clicking on the proposed article, but if the content that follows isn’t what the headline makes it out to be then that is considered clickbait.

As an insurance business owner the last thing you want to do is “trick” your followers or potential customers by providing sensationalized or misleading headlines just for the sole purpose of getting more users to your website. Your insurance marketing efforts aren’t worth the risk of diminishing your reputation. If you continue posting misleading material your followers will soon stop following you!

Genuine Interest:

You can still utilize psychological techniques to pique the curiosity of your readers. Increasing the “click” rate on an insurance marketing social media post can be as simple as being less detailed in your headline. Here are a few example headlines:

  • Most homeowners have no idea this is true…
  • You’re not going to believe this…
  • This information could save you money on car insurance…

The lines above are examples of drawing your customer in, but this only works if you attach those headlines to real data you’ve found to back up what you’re claiming is interesting. See the difference between clickbait and provoking genuine interest?

We hope so! Good luck with your social media posts!

If you have questions for our insurance marketing team, we can be reached by clicking here!

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