The digital space in Russia continues to transform actively. Users spend more time online, increasingly using voice assistants and bots, while traditional methods of information search are changing.
At the same time, advertising costs increase, users become more demanding, and the complex structure of insurance products requires companies to be maximally transparent and provide simple explanations of benefits.
As a result, marketing strategies of insurance companies undergo changes shifting towards personalization, sincerity, and multichannel communication.
New digital environment and battle for attention
By 2025, already 92.2% of Russians regularly use the internet, with 95.8% accessing it via smartphones. The average user spends around 8.5 hours daily on the web and has accounts on at least five social platforms.
In addition to conventional search engines, alternative search methods such as marketplaces, voice assistants, and chatbots gain popularity. Content must adapt to these new user habits.
Insurance industry and rising traffic costs
According to EPROMO research, customer acquisition cost (CPA) in the financial sector increased by 33.6%, while media ad prices rose by 25–30%. Additionally, car prices affect the KASKO market, and medical services influence DMS policies.
Life insurance remains the main driver of growth. Given high policy prices and declining consumer activity, insurers focus more on demand generation through educational and emotional content.
Content strategy: What are insurers doing?
Insurance industry leaders develop systematic presence across social networks and their own media channels. VK and Telegram remain key platforms, but there’s increasing activity also on Yandex Zen, blogs, and branded media outlets.
Key components of successful content strategy include:
- Creating unified conceptual and visual approach;
- Adapting materials to specific platform features;
- Using diverse topics and formats;
- Combining useful, product-related, and entertaining information;
- Regular posting schedule.
Examples of effective content include interactive games, collaborations with influencers, thematic collections with nostalgic elements, podcasts, and employee stories.
Audience expectations in 2025
Trend analysis identifies preferences like:
- Engaging content that evokes strong emotions;
- Shift from aggressive sales tactics toward native advertising;
- Support for conscious consumption ideas (“less but better”);
- Increased content targeting audiences over 45 years old;
- Higher interest in honesty and human-centric approaches;
- Rising demand for Asian cultures, nostalgia, and niche hobbies.
Conclusion
Insurance marketing no longer relies solely on reach. Key success factors now involve engagement, useful and emotionally rich content, personalization, and transparency.
Companies succeed when they establish dialogue with customers, consider their interests, and overcome information overload.
Author: Aleksandr Vasiltsov Market & Competitive Intelligence Analyst (junior)
