Facebook and LinkedIn posts that build an audience instead of the recycled carrier graphics nobody engages with.
Social media for insurance agents is usually terrible. Recycled carrier graphics. "Happy Monday!" posts with stock photos. The same "Did you know?" facts every agent posts. Nobody cares, nobody engages, and the algorithm punishes it. This module: how to use Claude to produce social content that actually builds an audience.
Which platforms matter
Facebook: Still the workhorse for local insurance agents, especially Medicare and life. Older demographics live here.
LinkedIn: Essential for commercial lines, business-owner life insurance, executive benefits. Also where referral partners live (CPAs, attorneys).
Instagram: Good for P&C agents targeting younger homeowners, some lifestyle-aligned life insurance. Rarely first priority.
YouTube: Best long-term SEO moat. Covered more in Module 7.
TikTok: Only worth it if you're genuinely comfortable on camera and targeting younger buyers.
Pick two. Run them deliberately. Don't try to be everywhere.
The content mix
Over any 10 posts, aim for roughly:
6 educational, explainers, common mistakes, myth-busting, glossary
2 personal, your story, your why, your team, your community
1 social proof, testimonial, case study (anonymized), milestone
1 direct ask, "DM me if..." or "Reply with...", the actual pitch
All sell. Not all "ask for the sale." Educational posts build trust; direct-ask posts harvest it. Six-to-one ratio.
Generate a week of posts in 15 minutes
Weekly social content generator
Generate 7 social media posts for me this week. Mix:
- 4 educational
- 1 personal
- 1 social proof
- 1 direct ask
Platform: [Facebook / LinkedIn]
Audience: [your ideal client, from context]
My topic focus this week: [one theme, e.g., "Medicare open enrollment" or "why most people are underinsured"]
For each post:
- 80-180 words (LinkedIn on the higher end, Facebook on the lower)
- First line is a hook that earns the next sentence
- Uses plain language, no insurance jargon (or defines it inline)
- Ends with a question or clear CTA
- No emojis unless they add meaning
Mix up the opening patterns: question, story, contrarian claim, specific number, personal confession. Don't use the same opening structure twice.
Number them 1-7 with day-of-week suggestions.
The types of posts that work
Pattern: "Most people think X. It's actually Y. Here's why."
Common mistake post
Write a "common mistake" Facebook post about [topic in my line].
Structure:
- Line 1: hook, state the common mistake as a question or claim
- Lines 2-4: explain why most people believe it
- Lines 5-8: the actual truth and why it matters
- Last line: what to do instead, or a question
130 words max. No emojis. End with "Reply or DM with questions, happy to explain for your specific situation" or similar.
Pattern: a concrete, named situation that shows your expertise and makes the reader think "that's me."
Specific scenario post
Write a LinkedIn post about a specific client scenario in [line of business]. Anonymize the client, no real names or identifying details.
Structure:
- Line 1: "Had a call this week with [generic description]..."
- 3-4 sentences: their situation and the problem they didn't know they had
- 2-3 sentences: what we figured out
- Last line: broader lesson for anyone in a similar situation
180 words max. First-person. No jargon. Make the reader see themselves in it.
Pattern: show the human behind the license. People buy from people.
Personal post
Write a Facebook post that's personal but connected to my work.
Theme options: pick one and write it:
- Why I got into insurance (the specific moment or person)
- What I learned this week working with clients
- Something in my community I care about that shapes how I work
- A small daily ritual that keeps me going
No "grateful for my clients" / "Monday motivation" / generic content. Actual specifics from my life.
120 words. Warm but not saccharine. End with a small question to the reader.
Myth buster post
Write a "myth vs. fact" post for Facebook about [topic].
Format:
"MYTH: [common belief]
REALITY: [what's actually true]
WHY IT MATTERS: [1-2 sentences on the consequences of believing the myth]"
Repeat for 3 myths. Under 180 words total.
Must NOT use:
- "Don't let [myth] cost you!"
- Superlatives
- Urgency language that's not real
Once every 10 posts or so, make the direct ask. Specific, low-friction.
Direct ask post
Write a direct-ask social post.
The ask: [specific offer, e.g., "a 15-minute Medicare review before open enrollment closes," "a home/auto bundle quote," "free 'am I underinsured?' calculator"]
Structure:
- Line 1: specific situation the reader might be in
- Lines 2-3: describe the ask and what they get
- Last line: "Reply [specific word] or DM me if this is you"
90 words max. Should feel like a neighbor saying "by the way, if you ever need..." not a sales pitch.
LinkedIn-specific: the longer-form post
LinkedIn rewards longer, more thoughtful content. When you have a real insight, use this pattern:
LinkedIn insight post
Write a LinkedIn post (300-500 words) about [topic].
Structure:
- Hook line (1 sentence that earns the scroll)
- Context (2-3 sentences setting up the problem or observation)
- The specific insight or lesson (body, 3-5 short paragraphs)
- Concrete example (one named scenario, anonymized)
- What this means for the reader
- A question or CTA
Formatting:
- Short paragraphs (1-3 sentences each)
- Space between paragraphs (LinkedIn rewards scannability)
- One or two bolded phrases if a word stands alone
- No emojis at the top (LinkedIn algorithm currently doesn't love them)
Sound like a practitioner, not a content marketer. Not "thought leadership" language. Just clear thinking.
Repurposing one idea into a week of content
One-to-many repurposer
I have one core insight to share this week:
[paste the insight, 2-3 sentences]
Turn it into:
1. A Facebook post (120 words, warm tone)
2. A LinkedIn post (300 words, professional tone)
3. An email newsletter section (200 words)
4. A 60-second video script (first-person, timestamped)
5. A short reel/TikTok script (40 seconds, hook-heavy)
6. A tweet (240 chars max)
7. A text message to a specific prospect (60 words)
Same insight, different delivery for each channel. Don't just rephrase, adapt the structure to each platform's conventions.