SBIGI health & travel covers are popular on Instagram
Rise in campaign views on Instagram after covid:
SBI General Insurance has been effectively using Instagram to engage with its customers treating it as an equally important media platform. The company has started using the platform in 2018 and has been evolving its strategies. It believes that Instagram is the next new thing after Facebook, and mostly there is a transition and duplication between Facebook and Instagram.
Shefali Khalsa, Head – Brand & Corporate Communications at SBI General Insurance, says the followers on Instagram are comparatively lower than on Facebook, but the effectiveness of platforms is now measured via engagement ratio. “So far, we have seen a particularly good number of engagement rate on Instagram ranging from 20-60%,” says she.
CUSTOMER SEGMENTS, CAMPAIGNS
SBI General Insurance is targeting customers in the age group of 18-35 years through Instagram. There is high male presence on this platform and the company receives majority of customer traction from metros and tier 1 cities. Shefali Khalsa believes that all social media platforms have their own DNA (tonality of the platform) and Instagram is more pictorial along with content. The company has taken up the route of usually posting creatives that interests netizens, and stories as user generated content. Live videos have also seen good traction. “The best thing of all social media platforms is that there is a constant improvement/addition of features. Even Instagram has evolved from only creatives to 15- second videos, to full 60-second videos, and now live videos too!
This allows the brands to take up newer campaigns,” says she.
BUDGET FOR INSTAGRAM
Social Media is an important digital asset for brand, and the company is doing its best of the possible campaigns on Facebook, Instagram, Twitter and LinkedIn, using official brand handles. “Overall, we give about 25-30% weightage for Instagram in the kitty of all social media campaigns,” says Shefali Khalsa.
RISE IN VIEWS
In the last 2 months, TV has seen a higher viewership because people have been largely indoors because of the lockdown. Shefali Khalsa says the company has gone slow on its marketing pitch/campaigns but continued the topical/BAU campaigns on social media. It did see a rise in the number of followers in the last month by 21%, purely because of campaigns. Also, some topical posts as well as a product launch have seen an engagement rate of about 50-60%, says she.
MARKETING PRODUCTS
Insurance being a complex subject, usually sharp pitches in regular campaigns is avoided or rather put across very subtly. Says Shefali Khalsa: “We try to promote the product categories of health, motor,