Insurance brokers occupy an unusual space in social media marketing. Your product is something people need but don't enjoy buying. Nobody scrolls Instagram hoping to see a business insurance quote. Yet insurance brokers who show up consistently on social media generate significantly more inbound enquiries than those who rely solely on referrals.
The trick is shifting from selling insurance to demonstrating expertise in risk management. Here's how to do it without running afoul of your AFSL obligations.
Content pillars that work
Risk education
Posts that explain risks your audience didn't know they had. "Did you know your standard business insurance probably doesn't cover cyber incidents?" These posts generate saves and shares because people want to fact-check themselves.
Seasonal reminders
Storm season prep for property owners. Bushfire readiness for rural businesses. Tax-time reminders about income protection. Timely content feels helpful, not salesy.
Claim stories
Anonymised stories about claims you've helped clients navigate. "A client's warehouse flooded. Here's how the claim process actually worked." These build trust by showing you've been through the hard part with real people.
The compliance framework
As an AFSL holder or authorised representative, your social posts are subject to the same rules as any other communication with clients. Key requirements:
- General advice warning. If your post could be construed as advice, you need a disclaimer that it's general in nature and doesn't consider individual circumstances.
- No misleading claims. "We saved a client 40%" needs context. What product, what circumstances, is this typical?
- Balanced presentation. If you discuss benefits of a product, you should also acknowledge limitations or exclusions.
- Record keeping. ASIC expects you to be able to produce your social media posts as part of an audit trail.
Automating the compliance check
The biggest barrier to insurance brokers posting regularly is the compliance review bottleneck. Every post needs a second pair of eyes, and the compliance officer is always busy. Brand and Go's Compliance Portal automates the first pass. AI scores each post against your uploaded compliance documents and AFSL conditions, and only sends genuinely flagged content to your human reviewer.
Start simple
One LinkedIn post per week. One risk education topic. One general advice disclaimer at the bottom. Build from there once you've established the habit and the compliance workflow.