Progressive & State Farm – Safe and Secure vs. New and Exciting

Insurance is a giant market. It’s a product that most consumers need to purchase. It’s also a fairly bland product which presents a challenge in creating customer engagement in their social media. How do these two companies rise to the challenge? In very different ways.

What is interesting about both approaches is that neither company posts about their product but instead engage their customers by focusing on seemingly unrelated topics that are appealing and interesting. Looking closer we find their strategy is a direct extension of their brand identity.

Progressive’s posts are about new technology and science – Interesting and engaging, while at the same time, consistent with their brand identity of being innovative. State Farm, on the other hand, posts about how to maintain ones car and household tips which is consistent with their brand identity of dependability.

Looking at the statistics below, we can see that both approaches are successful. State Farm, the leader has superior likes both for their page and posts on Facebook which shouldn’t be a surprising for the leader in the industry. The rapidly growing Progressive, with 70% of the likes of State Farm, appears to be “punching above its weight” for a company that has less than half the market share of the leader State Farm.


Progressive         State Farm
Facebook likes:                 254,494                     355,119
Twitter followers:            26,600                        50,100
YouTube subscribers:    8,114                           12,818
LinkedIn followers:          27,779                       105,779
Instagram followers:           NA                             2,475

AUDIENCE: Consumers (automotive)
EDITORIAL: 1 every 2 days, new technology, science
BRAND TONE: Cutting Edge, Exciting, “Progressive”

COMMUNITY: 254,494 (Facebook)
ENGAGEMENTS: 25-50 likes per post (Facebook)



State Farm
AUDIENCE: Consumers (general)
EDITORIAL: 1-2 posts per day, automotive tips, household tips
BRAND TONE: Friendly, educational, domestic

COMMUNITY: 355,119 (Facebook)
ENGAGEMENTS: 50-250 likes per post (Facebook)



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