Top Influencer Marketing Strategies Every Insurance Brand Should Implement

If you assume insurance is too regulated or “boring” for influencer marketing — the numbers and campaigns say otherwise.

State Farm’s viral TikTok campaign with Khaby Lame is a standout example. Instead of promoting policies directly, the campaign leaned into humor and cultural moments, positioning State Farm as a recognizable, trusted name among Gen Z and millennial audiences. With tens of millions of views, it proved that even legacy insurance brands can resonate online — if they let creators lead with authenticity.

In a highly regulated industry built on trust, the most effective influencer marketing strategies don’t just promote policies — they educate, relate, and normalize insurance as part of modern life.

And let’s not forget about the rise of short-form video content—Instagram Reels and TikTok clips are winning hearts for their authenticity and viral appeal.

Now, here’s the rub for the insurance industry—how do you make something like insurance relatable and exciting? Well, Nationwide Insurance cracked the code by partnering with micro-influencers in the restaurant world. They didn’t just talk about policies; they humanized insurance by letting chefs and restaurant owners share their personal stories of how insurance helped protect their businesses, all while using Instagram Reels and Stories.

Curious how they did it? Keep reading to uncover the strategy behind this campaign and explore the top influencer marketing strategies shaping the insurance products industry.

1. Micro-Influencer Engagement for Targeted Brand Awareness

Selling insurance is tough. No one wakes up excited to hear about policies and premiums, right? But when you pair insurance with micro-influencers, things start to get more interesting. Micro-influencers bring that magic sauce—authentic, relatable content—because they’re already speaking to niche audiences that trust them.

This is especially effective in the B2B world, where the sales journey is long, competitive, and can get stuck in corporate jargon. But when micro-influencers share personal stories and real-life experiences, suddenly insurance is less of a pitch and more of a conversation.

This strategy is about meeting potential customers where they are, not bombarding them with ads but rather making your product feel relevant, genuine, and approachable. Instead of asking, “Why do you need insurance?” ask, “What if something went wrong in your business? How would you feel?”

Enter Nationwide Insurance, who teamed up with Belle Communication to target restaurant owners in a way they wouldn’t have seen coming. Working with micro-influencers who were fellow chefs and entrepreneurs, Nationwide didn’t just talk about policies—they used Instagram Reels, Stories, and posts to tell real stories. The influencers shared personal anecdotes about how insurance helped protect their businesses.

Instead of diving deep into policy details, the influencers focused on their day-to-day challenges as small business owners. They used stories about everything from kitchen disasters to managing employee health, making the topic of insurance feel like part of their real-world solutions.