SINGAPORE - The top 5 B2C insurance brands on social are AIA, Manulife, Prudential, AXA, and Allianz, according to a new report by social media monitoring agency, Digimind.
The study sought to benchmark the leading global and regional players in the B2C insurance industry in Southeast Asia, based on the performance of the respective brand’s owned social channels (community size, interactions earned and frequency of activity).
Based on data collected in Southeast Asia from 12 September to 12 October, the study found that AIA grew the largest community across its social-media channels (Facebook, YouTube, and Instagram), while AXA was the most active on social media. Prudential earned the most interactions across its social-media channels (Facebook and YouTube).
Looking at the wider insurance market in the region, the three most discussed products on social media are health (50 percent), home (17 percent), and car (10 percent).
Health topped the list of products that social-media users in Southeast Asia were most fixated with during the period studied. This is in part due to the Zika outbreak, which led to insurers introducing policies related to the disease.
Digimind found that Facebook and YouTube are the most popular platforms, with 19 out of 21 brands studied having an owned channel on each platform. In addition, while the majority of the chatter around the brands studied was on Twitter, the platform with the most reach was news publications.
However, the company also found that a significant number of brands studied have false or unverified pages linked to them on Facebook and Instagram.
The report urged brands to provide a link to their official social-media pages on their website, verify their official profiles and establish their official social-media pages as one of the communication channels for customers, by updating them regularly and responding to engagement in a timely manner.
Access the full report here.