Thanks to this study, we were able to provide a snapshot of how the sector is working, and the evolution of social media from 2020 to 2021 for both national and international insurers in Colombia and Latin America. In this way, we will be able to act or adapt our social media strategy based on the results obtained.
We analysed 29 insurance companies, which correspond to 97.3% of the list of telegram users in laostotal operating market, and investigated their presence on the four major social networks:
Firstly, we will analyse the interactions that each of these companies receive on the different platforms, the number of publications throughout the year and the comparison with the previous year, and finally the audience they have on each of the chosen social networks.
Secondly, through a survey in which more specific questions with greater freedom of response have been asked to different insurers, in order to find out what their objectives are on social networks, level of involvement in each of them or what type of content they publish , among others.
In order to facilitate the analysis, the companies have been divided into 2 groups, depending on whether they operate nationally or internationally, and within them there are two subgroups. With this, by analysing each of their social networks and interpreting their evolution between 2020 and 2021 , a series of conclusions have been drawn that allow us to know how and on what basis they have acted.
For example, something worth highlighting in the vast majority of companies analysed is that they almost completely discard the use of YouTube as a form of communication, ceasing to publish on this platform and therefore causing their number of interactions to decrease significantly. This is because this social network has been losing relevance in recent years, especially with the appearance of new video publishing functions that are more attractive to the user on platforms such as Instagram.
