GlobalData surveying suggests that around 10% of motor and home insurance customers use social media to research policies before buying. Meanwhile, a study by creative agency Nonsensical suggests many of the UK’s largest insurers are not yet competing effectively on the social platforms where younger audiences increasingly search first.

GlobalData’s 2025 UK Insurance Consumer Survey found that 11.4% of motor insurance customers and 9.7% of household insurance customers researched policies on social media before buying. Social media may not be the main place people visit for insurance information, but these figures show it still influences around one in ten buyers. This is significant given the size of the UK motor and home insurance markets.

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Meanwhile, a new TikTok ranking by creative agency Nonsensical suggests the UK’s biggest insurers are being outperformed by smaller rivals. Its research also notes that posting often or having a large following does not reliably translate into organic reach. Using 12 months of organic Buzzlytics data across 20 active insurance brands, Nonsensical’s research put Compare the Market first despite posting only twice a month, while Legal & General ranked 16th and Aviva 18th. The results of the study indicate that distinctiveness, engagement, and trend responsiveness matter more than volume as insurers try to connect with younger audiences on social platforms.

Taken together, these findings point to a growing need for insurers to treat social media as part of the customer journey rather than a standalone brand channel. For larger carriers in particular, the challenge is to move beyond generic posts toward building a recognisable format that earns attention and interaction. Even a relatively small share of shoppers researching on social platforms can shape perceptions and shortlist decisions long before a quote is requested.