Disability Insurance — Because Life Happens

The Social Security Administration found that one in four workers entering the workforce will become disabled at some point in their working lifetime, yet the 2024 Insurance Barometer Study by Life Happens and LIMRA found that over half of Americans (59%) said they are somewhat or not at all knowledgeable about disability insurance, which may hinder sign-ups.

One of the ways to combat this knowledge gap is using social media, given that 59% Insurance Barometer respondents use social media to obtain information on financial or insurance products.

However, cutting through the social media noise can be tough, especially when you’re hoping to effectively reach social media users with a topic that’s seemingly difficult to understand or unexciting.

Leaning into authentic influencer partnerships and clear, easy-to-understand information is key here.

Social media users, who increasingly understand the world of influencer partnerships, tend to react more favorably, and trust a product like disability insurance when there is a genuine relationship between the influencer and product.

Take Life Happens’ partnership with micro-influencer, Kim Williams, for example.

A single mom, Kim uses her platform to share clear financial wellness tips with her 75,000 followers.

Life Happens tapped Kim again after working with her in 2023, this time for the 2024 Disability Insurance Awareness Month in May, because she has a personal experience with disability insurance that she can speak to.

Her first Instagram Reel of the campaign dives into this first-hand account, painting a picture of Kim being hospitalized due to COVID-19, but having to rush back to work despite not being fully recovered because she did not have disability insurance.

“I wish I had disability insurance,” Kim shares in her video.

Within 12 hours, Kim had over 60 comments from followers asking for more information about disability insurance – more comments than Kim typically gets on her Instagram Reels.