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.

The message? Don’t do it alone—get protected. It turned an often-dry topic into compelling content that actually resonated with a hard-to-reach audience.

Results & Analysis

The results were solid, to say the least. Nationwide’s campaign hit 3.5 million impressions, with 10.6K post engagements and 668 landing page visitors. The content led to more than 300 shares and saves, indicating real interest and trust in the message.

By tapping into micro-influencers, Nationwide not only got attention—they got engaged conversations that moved the needle in a big way. This campaign worked because it was genuine, targeted, and authentic—exactly what businesses in the insurance space need to succeed in a competitive market.

Key Takeaway

For insurance products, look to micro-influencers to deliver authentic, relatable content. These influencers allow you to connect with specific audiences in a genuine way, turning complex products into real-life solutions.

2. Creating Emotional Connections with Lifestyle Content

Insurance isn’t exactly the most thrilling topic, right? But what if you humanized it? What if you took it out of the world of technical terms and made it about the people who need it? This is where emotional storytelling comes in. By aligning your insurance products with the aspirations and lifestyles of your target audience, you can turn something practical into something personal.

Insurance often feels like a transactional purchase. But if you can tap into the emotional side—whether it’s the thrill of riding a motorcycle or the peace of mind knowing your family’s covered—you can reframe it into a lifestyle choice rather than just a necessity. Influencers who already resonate with this audience can make the message feel like part of their journey, not just another product pitch.

Allstate Insurance partnered with Sundae to tap into the world of motorcyclists. The target? New riders, who were excited about their freedom but maybe not thinking about the risks. Rather than focusing on the usual “here’s why you need insurance,” Allstate turned to motorcycle enthusiasts to share their own journeys. These influencers talked about the thrill of riding, the joy of discovering new routes, and how insurance made those experiences feel safer and more secure.

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The content was all about the emotional connection to the sport. These influencers weren’t just promoting insurance; they were making it part of the rider lifestyle, reinforcing how Allstate could help them keep doing what they love, with peace of mind.

The campaign exceeded all expectations. It didn’t just generate massive reach; it also created real connections with a new target audience. The emotional storytelling combined with influencer-driven content brought the insurance message to life, resulting in high video views and strong engagement. It showed that when you align your product with passion and lifestyle, the sales follow.

Results & Analysis

The results were stunning—91 million impressions and 5.6% improved brand recall, plus 10.8 million video views that showed how the content resonated.

Key Takeaway

To market insurance effectively, tell emotional stories that connect with your audience’s values. Make the product part of their lifestyle, not just a policy, and watch your engagement soar.

3. Live Q&A to Demystify Insurance

Insurance can feel like a mystery—we know we need it, but how do we actually understand it? Enter live-streaming. Live Q&A sessions with influencers can be a game-changer for industries like life insurance, where consumers have tons of questions and need instant clarity. This approach creates an interactive, real-time conversation that breaks down barriers and builds trust.

It’s one thing to read about insurance; it’s another thing to have real people answer your questions live, making the experience feel personal and transparent.

Instead of bombarding potential customers with boring ads or complicated jargon, live-streaming lets influencers address real concerns in a relaxed, informal setting—taking a scary topic and making it approachable and even fun.

Empire Life took this strategy to heart by partnering with influencers like Brittlestar and AmandaMuse for a Facebook Live campaign focused on the complexities of life insurance. Instead of a scripted ad, these influencers hosted live discussions where they tackled real questions from their audience about life insurance—what it is, who needs it, and how to choose the right coverage.

This campaign proved that live-streaming can demystify complex topics and create authentic engagement. The live format gave Empire Life the opportunity to engage directly with potential customers, answer their questions, and build trust. The result was a highly successful campaign that reached the right audience and generated the kind of engagement that traditional ads couldn’t touch.

Results & Analysis

By having these conversations in real time, viewers felt like they were part of the process, and they could engage directly with the influencers and experts, asking questions and getting answers on the spot. The result? Over 36,000 viewers and 1,000+ interactions in the comments—proving that when you make the topic interactive and approachable, you build genuine trust.

Key Takeaway

To market insurance effectively, use live-streaming as a tool to engage and educate your audience. Let influencers interact in real-time, answering questions and humanizing the process.

4. Connecting with Gen Z and Millennials through Gaming Influencers

If you think insurance is hard to sell to a younger audience, try marketing it to them in a world where they’re living, breathing, and thriving: gaming. State Farm nailed it with the Gamerhood Challenge, leveraging the gaming universe as the ultimate vehicle to engage Gen Z and millennials.

The strategy? Stop trying to shove insurance down their throats with boring ads—enter their world. Bring in gaming influencers to tell the story in a way that’s both entertaining and educational.

What’s the secret sauce here? Authenticity. Gaming influencers, like Berleezy, didn’t just show up with a promotional message; they immersed their followers in a real, interactive experience where the lessons on insurance came naturally. They used gaming scenarios—virtual flat tires, burst pipes in the game’s house—to explain how insurance works. This kind of content marketing isn’t just clever, it’s relatable and memorable.

By entering a space where young people are already spending time and creating interactive, engaging content, State Farm didn’t just market insurance—they made it part of the lifestyle.

State Farm’s Gamerhood Challenge is the epitome of out-of-the-box thinking when it comes to marketing insurance. Rather than pushing insurance in the usual way, State Farm partnered with prominent gaming influencers to make it interactive and fun. Influencers like Berleezy played a key role by providing authentic commentary and live content around the challenges—giving their followers a real-time educational experience.

The challenge wasn’t just a one-off event. It spanned multiple seasons, with the influencers actively engaging with their audience on platforms like Twitch and TikTok, and teasing upcoming episodes. The real kicker? Viewers could participate in the challenges, contributing to a more immersive experience.

@moreclixtv Catch me on @statefarm #Gamerhood Challenge! Watch #TeamRagequit DESTROY the competition, EVERY Friday in August at 6PM ET on Twitch. #ad ♬ original sound - Clix

And it paid off—big time. In Season 1, State Farm saw a 340% increase in Twitch followers and an impressive 122 million social reach—all while making insurance feel relevant in a world of virtual realities.

Results & Analysis

The Gamerhood Challenge wasn’t just a hit; it was a phenomenon. With 116% year-over-year growth in views and over 10 million views across the campaign, State Farm nailed their engagement targets.

Even better, they exceeded their expectations on Twitch, with 5 million views on the Twitch and Rooster Teeth platforms combined. By embracing gaming culture and leveraging gaming influencers, State Farm broke down the barrier to reach a hard-to-reach demographic, creating lasting connections through authentic content.

Key Takeaway

When marketing insurance to younger audiences, stop being an outsider and enter their world. Gaming influencers are the perfect partners to make insurance engaging and educational in a way that feels natural and relatable.

5. Long-Term Brand Ambassadors to Expand Market Reach

Building brand loyalty in industries like marine insurance can feel like trying to sell sand in the desert—it’s niche, and most people don’t care until they need it. The key to cracking this? Long-term brand ambassador partnerships with influencers who already live and breathe the industry.

This strategy is all about building trust and creating consistent, authentic messaging over time. Influencers who are genuinely passionate about the niche (in this case, marine life) are far more effective at fostering brand awareness and credibility than a one-off campaign.

By curating tailored content and working with ambassadors who align with your brand’s values, you create a lasting partnership that doesn’t just drive awareness but also shapes how your audience sees your product. This long-term connection makes the influencer content feel real and organic, leading to a deeper impact with your target audience.

Pantaenius UK, a marine insurance provider, needed to expand its visibility and engage with a broader, yet highly specific, audience. The solution? Influencer marketing. Pantaenius partnered with influential figures in the marine industry to act as brand ambassadors. Rather than focusing on short-term promotions, the strategy revolved around creating lasting relationships with key figures in the marine space.

Working with these influencers, Pantaenius crafted a highly targeted content strategy that resonated with both existing customers and new prospects. The campaign focused on Instagram, Facebook, and YouTube to maximize reach, and over time, the ambassadors helped shape the perception of Pantaenius as a trusted and reliable provider of marine insurance.

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Results & Analysis

By aligning with marine experts, Pantaenius was able to expand its reach significantly, capturing the attention of over 8,655 individuals. More importantly, the campaign generated over 2,000 engagements, and importantly, it shifted demographics, attracting new customers and expanding their Instagram following in their target markets.

By using long-term ambassadors, Pantaenius didn’t just generate immediate sales; they built a long-lasting brand connection that continued to fuel interest and trust well after the campaign wrapped. It’s a great example of how targeted and authentic influencer partnerships can deliver results that go beyond the initial splash, creating an ongoing relationship with your audience.

Key Takeaway

When trying to reach niche markets, long-term brand ambassador partnerships can help you build credibility and sustain engagement over time. The right influencers can transform your product into a trusted brand in the eyes of your audience.

Unlocking the Power of Influencers in the Insurance Industry

Influencer marketing is essential for driving engagement in the insurance industry. Micro-influencers help create authentic connections, while long-term brand ambassadors build sustained brand credibility. Using interactive formats like live Q&As or gaming events effectively engages younger audiences and makes complex products relatable.

For future success, brands must focus on personalized, emotionally resonant content and continue to experiment with innovative, interactive strategies to stay ahead in this evolving industry.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.