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Agent to Agent: Social Media Tips for Agencies: How to Create Engaging Facebook Posts

When it comes to posting on Facebook, you’d be surprised how small changes in your strategy can result in greater engagement online with your clients and potential customers...

By Bob Putnam
The Putnam Agency

When it comes to posting on Facebook, you’d be surprised how small changes in your strategy can result in greater engagement online with your clients and potential customers. Consumers today are turning to social media more than ever to help make their purchase decisions, even when looking for insurance. It’s actually been estimated that about 70% of business to consumer marketers have obtained at least one customer through Facebook. So, hopefully there is at least one person at your agency who is in charge of posting on the agency’s social media pages, or else you are missing out on a huge opportunity to grow your business and gain more customers.

While it’s great to have a presence on social media, simply creating a Facebook page is not enough. In order to take advantage of all the opportunities Facebook has to offer your agency, you need to create posts that will interest and intrigue your target market. How do you do that? Here are some tips on how to improve your reach on Facebook by learning how to create better posts:

  • Whenever you can, include a photo in your posts. Images get almost 40% more interaction on social media, with about 53% more likes and 104% more comments than non-image posts.
  • Your agents are insurance experts. So, sharing advice and tips online is a great way to interact with others. Consider starting a post with “Today’s Tip” or “Did you know…”
  • Post a question in your status in order to start a relevant and interesting conversation among your followers. Question posts, especially those asking for opinions on a certain subject, tend to get more comments than non-question posts. These can be very valuable to your overall Facebook strategy, as comments are weighted more heavily than “likes” in Facebook’s algorithm to decide what posts appear in your fans’ news feeds.


Just adding these three simple practices to your current social media efforts can really go a long way in improving your agency’s reach on Facebook. Following these tips can help you gain more fans on your agency’s page, and in turn help you obtain more clients!

*The Putnam Agency was founded in 1981 in New York and now has four locations throughout the state. The insurance agency specializes in personal and business insurance lines.