Modern users increasingly perceive information not sequentially but fragmentarily. This is especially true for Generation Z and young millennials who have grown up in a world of stories, short videos, and memes.
In such an environment, human attention is an extremely limited resource. To remain within this audience’s perception field, insurance companies need to change their communication language. And it often ends up resembling the language of TikTok — visual, dynamic, and instantly engaging.
The new audience is already here and it’s different
We no longer talk about “the generation of future clients.” Generation Z is already a paying, active audience making independent decisions.
They buy, subscribe, or opt out literally in seconds. They are not interested in long descriptions of terms or official PDF files. If something isn’t clear at first glance, they simply scroll past.
In this reality, traditional models of communication in insurance stop working.
Why traditional formats are no longer effective in insurance
One of the main challenges facing insurance today is the necessity to explain complex products amidst a shortage of attention.
Today, a client can spend one and a half hours on TikTok watching dozens of 10–15 second videos but won’t be willing to spend even three minutes studying the conditions of an insurance policy.
The problem isn’t that he’s uninterested in protection; rather, he just doesn’t see why waste time if the information is presented dryly and inconveniently.
The language of Tik Tok: how modern content speaks
Content adapted to clip-based perception does not mean simplifying substance. It’s more like shifting focus from linear explanation to quick conveyance of meaning.
A short video showing how an athlete got insured with two clicks and received compensation after injury tells more than ten presentation slides.
Here rhythm, visual markers, and genuine tone matter. Users read emotion, trust, and stay engaged.
What formats actually work
Experience shows that formats most effective at engagement are those familiar to audiences. These include primarily stories and Reels—short videos featuring live faces, minimal graphics, and comprehensible plots.
Mini-quizzes also work well, e.g., a clip asking, “Would you get paid out in this situation?” sparks interest and desire to understand. Memes, ironic inserts, visual comparisons—all these make a complicated topic accessible.
It’s important to remember that the effectiveness of such formats lies not in entertainment value but in the ability to quickly deliver essence, build trust, and engage.
Mistakes to avoid
Attempts to imitate TikTok without understanding the audience often look unnatural. Teens and young adults quickly sense fakeness—overacting actors, artificial emotions, or an “expert explaining in a tie.”
Long introductions or excessive formality don’t work either. The task here is not to convey all legal subtleties but to take the first step toward the customer—to involve, attract, and explain in simple words.
Conclusion
Digital insurance cannot remain in the past if it wants to exist in the present. To speak to younger generations, you must use their language—the language of visuals, speed, and sincerity.
This isn’t about fashion; it’s about survival in a new market. Simple formats, authentic tone, and respect for user time—that’s the foundation of communication where even as serious a product as insurance can become truly close.
Author: Aleksandr Vasiltsov Market & Competitive Intelligence Analyst (junior)
