Social media can help insurers and brokers explain cover, answer common questions and show how their business works. Useful content should help customers understand their options rather than simply pressure them to buy.
UK promotion rules: start with the FCA’s social media financial-promotion guidance. For non-investment insurance, check ICOBS 2.2; other products can fall under different rules. Follow the Consumer Duty where applicable and have your compliance team confirm the requirements for your audience and product.
About the examples: screenshots below are historical illustrations. Their statistics, prices and offers are not current quotations or compliance templates.
Create eye-catching posts using stats and images
Use a chart only when its source, date, sample and meaning are clear. Check that the figures support the point you are making and avoid selecting alarming numbers solely to create fear. Do not imply that an industry-wide statistic predicts an individual customer’s outcome.
Keep important qualifications prominent in the post. If you discuss cover, explain relevant limitations and eligibility alongside the benefits. A link to policy wording does not fix a misleading headline.
Historical example: verify the source and date of every statistic before using it.
Share expert advice
Explain terms such as excess, exclusions, renewal and claims in plain English. Practical maintenance or travel-preparation checklists can be useful when relevant to the cover you offer. Keep general education separate from personal recommendations and direct individual questions to your approved advice process.
Do not drift into investment or retirement recommendations outside your permissions. Educational wording and the absence of a named product do not automatically take a post outside the financial-promotion rules.
Share your expertise with the world.
Give people options
Explain annual and instalment payments accurately. Monthly payments can involve premium finance, interest and a higher total cost; do not describe them as automatically cheaper or more affordable. State material charges and conditions clearly, and have compliance check any credit-advertising disclosures or representative example that the promotion triggers.
The FCA’s premium finance review explains why the cost of paying monthly matters. Use current, product-specific information rather than reusing the figures in an old graphic.
Historical graphic, credited to MoneySuperMarket. These figures are not current prices or a representative quote.
Show some community spirit
Share genuine staff volunteering, local sponsorships or community events, with permission from the people shown. Avoid exposing customer information or using a community post to imply guaranteed protection or claims acceptance. Use a content calendar to plan timely posts, then check the details before publication.
Showing that you’ve got involved in the community can help you win favour.
Explain offers clearly and check competition rules
Explain an offer’s eligibility, exclusions, end date and significant conditions as clearly as its benefit. Avoid unsupported claims about being cheapest, guaranteed acceptance or guaranteed claims payment. Have product and compliance teams approve promotional posts, including influencer or partner material, through your firm’s process.
If you run a giveaway, publish the rules and choose a platform-permitted entry method. Do not require Facebook timeline shares or friend tags to enter. Our Facebook competition guide covers the practical checks.
Historical offer example: check current eligibility, conditions and approval before reuse.
Need help explaining your services clearly? Explore our copywriting service and social media management options. We can help create content for your firm’s review; your compliance and approval process remains essential.
