Why You Shouldn’t Use a Plug-and-Play Content Service—and What to Do Instead

Every now and then I come across an insurance agency’s social media post that makes me stop and think: Wait… who paid for this?

And I say that as someone who used to work at a marketing agency. So I have a good idea of what some of y’all are paying for this kind of content—and let me tell you, it’s not giving the impression you think it is.

If your goal is to show up online consistently and look polished and professional to the public, I get it. But if you're using a content mill that’s handing out the exact same content to 30 other insurance agencies? You don’t look polished. You look like a bot.

Copy-Paste Content Isn’t Cutting It

The challenge of showing up online today is the challenge of showing up authentically. And that’s especially true for insurance agencies.

This is a business built on trust. You’re helping people prepare for worst-case scenarios, navigate deeply personal decisions, and recover from major life events. That requires connection. Humanity. Empathy.

So when your social presence looks like it came off an assembly line—same caption, same Canva graphic, same hashtags as 50 other agencies—you're sending the opposite message. You're showing your community that you're posting mindlessly. You’re not the one in control of how people first experience your brand online. And that same feeling carries over into how people assume they’ll be treated when they actually need help.

If I see your post on Instagram and then spot the exact same one from five other local agents? I’m not wowed that you’re online. I’m thinking, “This agency has bad taste and I’ll probably run into a chat bot when trying to do business with them.”

Are You Posting Just to Post?

Here’s the thing: a lot of insurance agencies aren’t just wasting money on marketing agencies—they’re unclear on why they’re posting in the first place. If you’re just posting to keep the feed alive, you’re not doing your brand any favors. You’re missing the chance to connect with your actual audience. And you’re broadcasting a generic message that isn't leaving an impression and isn’t getting seen.

Worse, many agencies are spending money on platforms their audience isn’t even using. Instagram and TikTok might seem like the place to be, but unless you have a well-defined content strategy (and let’s be real—most big marketing vendors are not building one for you), you’re throwing time and money into the void.

If your goal is to reach younger consumers, that’s smart but missing the point. The “For You Page” (FYP) on TikTok isn’t sharing poorly executed insurance advice. It’s surfacing meme culture, hot takes, and lifestyle content. And unless you’re willing to actually be part of that culture, your templated “5 tips to save on auto insurance” graphic isn’t coming close to their FYP. 

Meanwhile, Facebook is still where most successful insurance agency content lives. Why? Because that’s where your actual clients and referral networks are. It’s the digital equivalent of being active in your local community. If you’re ignoring it in favor of trendier platforms, you may be missing your best opportunities.

It’s better to show up consistently on one or two platforms than to post half-hearted content everywhere. Those generic, overused posts aren’t helping. They’re the weak link in your brand. Be intentional about where you’re showing up and how you’re engaging. Quality beats quantity every time.

So What Should You Do Instead?

Here are three much better options that don’t involve overpaying for stale, generic content.

1. Hire a freelancer on Fiverr or Upwork

There are tons of talented social media managers who do this as a side hustle. And they’ll give you more time, thought, and customization than a large agency ever could. These freelancers are usually more affordable, easier to collaborate with, and more tuned in to what’s trending right now. You can even find people with experience in regulated industries like insurance.

2. Hire a boutique marketing agency

If you do want more hands-on support and a team behind you, look for a boutique agency instead of a one-size-fits-all industry vendor. Boutique firms often work with fewer clients at a time, which means you’ll actually get tailored strategies and thoughtful content that reflects your brand voice. The price point may be higher than a freelancer, but the value is there if they truly understand your goals and niche.

Need an example? Check out JAB Insurance Agency to see how a boutique marketing agency can market your agency without sacrificing personality.

3. Tap someone from your own team

Sometimes the right person is already in your agency. Maybe someone on your team has a knack for social media or an interest in content creation. Identify that person, give them some creative freedom and clear rules, and most importantly, compensate them for the extra responsibility. This approach keeps your content in house, more personal, and more connected to how your agency actually sounds and operates.

4. Bring on a social media intern

Plenty of college students are eager to build up their marketing portfolios, and they often have a way better sense of what works on social than any industry marketing playbook. Just make sure it’s a paid opportunity. You’ll be surprised how much fresh creativity and insight someone early in their career can bring to the table.

5. Repurpose your own content in smarter ways

You don’t need to be creating from scratch all the time. You’ve probably got gold sitting in your emails, proposals, FAQs, or conversations with clients. Turn those into bite-sized posts, reels, or even blog content. Show your face, explain a concept in plain language, or share a real client win). A simple post that’s actually you will go further than a polished one that feels robotic.

Don’t Let Generic Content Speak for You

Your social presence is often the first impression people get of your agency. Don’t let it be an afterthought. And definitely don’t outsource it to a content mill disguised as a “marketing partner.” Share when you have something worthwhile to say. Chasing performance by over-posting can backfire, especially if the content starts to feel empty or repetitive.