What are the top 5 B2C insurance brands on social media?

Facebook and YouTube are the most popular platforms for insurers.

Based on a research by Digimind that studied public mentions collected around 21 brands on social media in Southeast Asia from 12 September to 12 October 2016, the top 5 B2C insurance brands on social media are: AIA, Manulife, Prudential, AXA, and Allianz.

According to the study, Facebook and YouTube are the most popular social media networks for publishing and distributing owned content. About50% of the companies on these networks have at least 3 owned profiles, usually dedicated to a specific country of operation. Only one company did not have any owned profiles on Facebook, Twitter, Instagram, and YouTube.

Whilst majority of the chatter around the brands studied was on Twitter, the platform with the most reach was news publications. Facebook and YouTube are the most popular platforms, with 19 out of 21 brands studied having an owned channel on each platform.

Who’s winning?
The research further revealed that AIA had the biggest community, thanks to their 1.34m followers across Facebook, YouTube, and Instagram. Prudential was the most engaging, with 656,760 interactions on their owned channels on Facebook and Youtube. AXA was the most active on social, with 667 publications on Facebook, Twitter, Instagram, and YouTube. A significant number of brands studied have false or unverified pages linked to them on Facebook and Instagram.

Tokio Marine grew the most in terms of community size, by 26%. In terms of interaction Cigna had the most growth, by 906% to 96,140 interactions across their social media pages. AXA grew the most in terms of social media activity, by 10% to top the companies studied.