TikTok is a short-form video app where users can share content in less than three minutes. After two years of incredible growth, TikTok has evolved from a fun, teen-focused app into a place to learn about a variety of topics. It has grown to be the most engaging social platform with users spending over 10 minutes per session, according to Hootsuite, which is twice as long as second-place Pinterest. 

Users are increasingly using the platform to learn about serious topics like growing wealth, buying a home, professional development and more. Because of this, it can be a great place to reach potential insurance customers. And it isn't just a platform for teenagers. Forty percent of TikTok users are 20 to 40 years old, according to Sprout Social. Because of this, TikTok offers great opportunities to reach and educate potential customers about your insurance.

You may be hesitant to jump right into a new, unfamiliar platform, so here are some of the common misconceptions agents have when considering TikTok as part of their marketing strategy:

1) Insurance is too complicated to explain in a minute. Insurance is undoubtedly nuanced and complicated. Most topics worth discussing are. But it's important to think about TikTok the way you do about any other social channel. Treat this as a chance to give quick tips and high-level advice to get people interested. Encourage viewers to follow you, visit your website or give you a call to discuss topics in depth.

2) I don't know what to talk about. Think about the content you already share on social media, your website or email. Consider popular lines of business, frequently asked questions and what you wish customers understood better.

Remember, users on TikTok may not be thinking about insurance the same way when they are on your website. Keep content high level and easy to understand. Consider giving seasonal homeowner tips, road trip advice or even high-level business tips. As your audience grows, you can introduce more niche topics like umbrella insurance, recreational vehicles or topics specific to your city or state. Creating a series of videos around a topic can also help you dive into more complicated topics.

3) I don't have any video experience. TikTok users do not expect high production value from videos like they do on YouTube or Instagram. It's more important to focus on the value of your information and find creative ways to engage users. Users want to see authenticity and see the real person behind the account, so don't be afraid to show your face and get other members of your agency involved.

You can find any well-lit space in your home or office to record yourself giving advice. TikTok also has easy-to-use editing tools right in the app or you can use services like Canva or Slice.

4) I don't know how to leverage trends. The best way to stay current on trends is to spend a few minutes each day scrolling through TikTok. You will likely see popular audio used repeatedly. You can also search for topics and hashtags for more ideas. Don't be afraid to experiment with different kinds of content to see what works. Follow other tip-focused accounts like @brunchwithbabs and @ecommjess for inspiration.

Remember, you have excellent insurance knowledge and are always ready to help your community. With some creativity and willingness to test new ideas, you have the potential to share your knowledge and reach more customers.

Kelley Smith is director of traffic generation at Trusted Choice^®. To dive deeper into video and content trends, check out the new social media training from Trusted Choice.