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Q3 2026 edition · Instagram + TikTok · 294 videos

How to get life insurance leads without buying them

Life insurance lead generation usually means buying leads. This index measures the other route: 142 Instagram reels and 152 TikTok videos posted in 2026 by US agents, scored on comment rate, the share of viewers who stop and say something. Filter by platform, product and call to action, then compare it with what a bought lead costs.

Compared against contractors & remodeling and roofing in the cross-industry index.

For contrast: a bought lead

$50 to $110 per final expense lead

Final expense leads, published price list

Source: InsureLeads, August 1, 2026

Median comment rate

Q3 2026

Instagram

0.13%

142 reels

TikTok

0.13%

152 videos

Comments from possible customers: 0 of 42 on Instagram, 3 of 53 on TikTok.

The tool

The benchmark index

What changed this quarter: first edition, now with TikTok. 142 Instagram reels and 152 TikTok videos from US businesses, posted in 2026. Use the Platform filter or the quick views to compare. The next refresh adds a quarter of data at this same URL.

Quick views
Sorted by comment rate, not plays. Plays measure reach. A comment means someone stopped and responded, the first step toward a lead. Comment rate is comments divided by plays.

Showing all 294 videos.

Median comment rate
0.13%
Top 10% starts at
0.65%
Ask for a comment keyword
10%
Median length
31s
Life insurance Instagram reels and TikTok videos from US businesses in 2026, with plays, comments and comment rate. 294 videos.
Reel Product Call to action Plays Comments Comment rate Posted Details
Before buying final expense insurance, ask questions. TikTok @jclayton_life Final expense Follow 42 3 7.14% Sep 23
Before you help someone spend another dollar on life insurance, make sure you know they already have. Instagram @courtneyrollinsig Life insurance (general) DM 90 2 2.22% Jul 9
Retirement Mistake Your 401(k) Has a Silent Partner and They May Want a Huge Share of Your Retirement TikTok @orlandoretirementcoach Brand or personal None 413 9 2.18% Sep 22
The Easiest Way to Protect Your Family: Honesty in Life Insurance Applications TikTok @jclayton_life Life insurance (general) Call or book 50 1 2.00% Sep 25
You spend 30 or 40 years building your retirement savings… TikTok @orlandoretirementcoach Brand or personal Follow 242 4 1.65% Sep 26
💣 Your $1 million 401(k) might not really be worth $1 million TO YOU. TikTok @orlandoretirementcoach Brand or personal Comment keyword“TAX” 253 4 1.58% Sep 27
Cerrando el Mes sobre el Seguro de Vida Instagram @t_rod19 · Spanish Life insurance (general) None 132 2 1.52% Sep 29
Comment ACCESS to learn how to generate leads 100% organically 👇🏼 Instagram @dmndlegacygroup Agent recruiting Comment keyword“ACCESS” 5,811 79 1.36% Sep 22
Most salespeople spend all their time learning what to say. Instagram @courtneyrollinsig Brand or personal None 166 2 1.21% Jun 1
Link in profile TikTok @austinjbecker IUL None 850 10 1.18% Jul 27
Your older self will thank your younger self for locking in life insurance early! Instagram @t_rod19 Life insurance (general) None 179 2 1.12% Sep 9
Business owners: Instagram @courtneyrollinsig Life insurance (general) None 91 1 1.10% Jun 9
Have you ever seen gravity? Instagram @dmndlegacygroup Life insurance (general) None 1,765 17 0.96% Sep 23
99% success rate TikTok @alexisskennedy Brand or personal None 108 1 0.93% Sep 29
Never buy leads again. Instagram @dmndlegacygroup Agent recruiting Comment keyword“ACCESS” 4,356 40 0.92% Sep 12
Agenda tu llamada 📞 TikTok @andrescentrongroup · Spanish Brand or personal None 1,033 9 0.87% Sep 10
Comment “Paycheck” to go Into retirement with certainty TikTok @austinjbecker Brand or personal None 1,156 10 0.86% Sep 27
Turn your 401(k), IRA, 403B, etc. TikTok @austinjbecker Brand or personal Comment keyword“PENSION” 1,545 13 0.84% Jul 5
GRACIAS! Instagram @arianaguerrerod · Spanish Brand or personal None 6,266 52 0.83% Jul 6
🚗 Here’s something most people in their 30s, 40s and 50s never consider when thinking about retirement: TikTok @orlandoretirementcoach Brand or personal None 367 3 0.82% Sep 20
La vida puede cambiar en un instante. Instagram @t_rod19 · Spanish Brand or personal None 255 2 0.78% Sep 16
GRWM for class 💄📚 Instagram @t_rod19 Brand or personal None 388 3 0.77% Aug 30
Mi experiencia en Europa y todo lo que compré Instagram @helenjulieta_vr · Spanish Brand or personal None 536 4 0.75% Jun 18
Walk in the park 🚶🏼‍♂️ Instagram @insurance__cowboy Brand or personal None 9,683 70 0.72% Sep 28
Market risk changes when you retire with Wade Pfau TikTok @stantheannuityman Brand or personal None 556 4 0.72% Sep 11
Part 2. TikTok @bestkeptprivate Agent recruiting None 4,768 34 0.71% Jul 18
If life insurance fails, we are in the studio 🎙📽 Instagram @insurance__cowboy Life insurance (general) None 11,495 79 0.69% Sep 28
A mi papá le vendieron una IUL como “ahorro” y “retiro”… Instagram @arianaguerrerod · Spanish IUL Comment keyword“AYUDA” 18,904 129 0.68% Apr 7
(no caption) TikTok @karengarciaagente Brand or personal None 3,087 21 0.68% Sep 24
Everyone asks what remote life insurance sales actually pays… so here’s 1 Week. TikTok @bestkeptprivate Life insurance (general) None 68,200 443 0.65% Jul 4
Social Security is an annuity with Tom Hegna TikTok @stantheannuityman Annuity None 2,327 15 0.65% Sep 10
Un diagnóstico cambia todo de la noche a la mañana. Instagram @t_rod19 · Spanish Brand or personal None 480 3 0.63% Sep 23
Big unboxing to be wanting to do but is here Instagram @helenjulieta_vr Brand or personal None 811 5 0.62% Sep 10
How life can change sacrificing 10 months 🙏🏻✈️ Instagram @insurance__cowboy Brand or personal None 1,651 10 0.61% Sep 28
It’s never too early to start learning about the different ways you can financially prepare for your child’s future. Instagram @t_rod19 Brand or personal None 496 3 0.60% Sep 19
A one day trip to paris just to shop crazy Instagram @helenjulieta_vr Brand or personal None 336 2 0.60% Jun 16
Remember clients and prospects are usually always open if you say the right words and in the right way ! Instagram @sal.ayala_legacy Brand or personal None 2,355 14 0.59% Jul 25
If you have to be the version of yourself 1st in order to lead by example. Instagram @insurance__cowboy Brand or personal None 2,236 13 0.58% Sep 25
Link in profile TikTok @austinjbecker Brand or personal None 1,243 7 0.56% Aug 5
2Min que puedes ahorrarte una detención y posible ✈️ Instagram @arianaguerrerod · Spanish Agent recruiting DM 23,694 129 0.54% Sep 9
What a blessing 🙏🏻 Instagram @insurance__cowboy Brand or personal None 4,931 26 0.53% Sep 20
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 2,093 11 0.53% Sep 25
Solo el 40% de los hispanos tiene seguro de vida, el más bajo de todos los grupos. Instagram @t_rod19 · Spanish Life insurance (general) None 388 2 0.52% Sep 25
Does your retirement income depend on the markets? TikTok @stantheannuityman Annuity None 390 2 0.51% Sep 21
You’ve probably heard “401(k)” your entire working life. TikTok @orlandoretirementcoach Brand or personal None 396 2 0.51% Sep 23
💔Saying goodbye to our 13-year-old boxer, Cohco earlier this week reminded me that life can change in an instant. Instagram @courtneyrollinsig Brand or personal DM 199 1 0.50% Jun 26
(no caption) TikTok @andrescentrongroup IUL None 3,805 19 0.50% Sep 12
If you’re ambitious, coachable, and looking for something bigger than another job… TikTok @bestkeptprivate Brand or personal None 2,408 12 0.50% Jun 27
Virtual sales changed my life TikTok @alexisskennedy Brand or personal None 602 3 0.50% Sep 20
Caption this moment Instagram @helenjulieta_vr Brand or personal None 612 3 0.49% May 21
No air-conditioning. TikTok @bestkeptprivate Brand or personal None 1,227 6 0.49% Aug 27
Comment “INFO” to learn more about how to start planning for your retirement and life insurance plans 😎 Instagram @sal.ayala_legacy Life insurance (general) Comment keyword“INFO” 823 4 0.49% Jun 20
📽🎬 Instagram @insurance__cowboy Brand or personal None 2,942 14 0.48% Sep 20
We insure our cars, our homes, our phones… but what about our income and the people who depend on us? Instagram @t_rod19 Brand or personal None 420 2 0.48% Sep 5
Good Friday Energy TikTok @bestkeptprivate Brand or personal None 855 4 0.47% Aug 22
La vida puede cambiar en un momento. Instagram @t_rod19 · Spanish Brand or personal None 442 2 0.45% Sep 7
The truth about starting in life insurance that nobody posts. Instagram @insurance__cowboy Life insurance (general) None 13,898 62 0.45% Aug 20
Why not do both? TikTok @bestkeptprivate Brand or personal None 909 4 0.44% Apr 1
(no caption) TikTok @angeloperez_yhwh Brand or personal None 15,800 69 0.44% Mar 26
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 470 2 0.43% Sep 24
No one's safe, making sure everyone is protected 📝 Instagram @insurance__cowboy Brand or personal None 962 4 0.42% Sep 29
Imagine if they were this honest from the jump 😅 Instagram @dmndlegacygroup Life insurance (general) Comment keyword“PROTECT” 3,614 15 0.41% Sep 21
2 years since I’ve danced like this! Instagram @t_rod19 Brand or personal None 725 3 0.41% Sep 20
Okay so what’s your DOB… 😭😂 Instagram @sal.ayala_legacy Brand or personal None 3,143 13 0.41% Jun 15
🔗 in BIO TikTok @austinjbecker Brand or personal None 1,212 5 0.41% Jun 23
Lo hacemos por ellos. Instagram @t_rod19 · Spanish Brand or personal None 488 2 0.41% Sep 12
(no caption) TikTok @andrescentrongroup Brand or personal None 745 3 0.40% Sep 8
The Annuity Man reacts to Dave Ramsey TikTok @stantheannuityman Annuity None 16,800 65 0.39% Apr 6
Parents 🗣️ 🚨 Instagram @sal.ayala_legacy Brand or personal Comment keyword“INFO” 518 2 0.39% Jun 18
A lot can change in a year… 💕 Instagram @t_rod19 Life insurance (general) None 271 1 0.37% Sep 14
There are ways, you just got to sacrifice now for yoir future. Instagram @insurance__cowboy Brand or personal None 10,363 37 0.36% Sep 24
When life insurance meets Gen Z 🤝 Instagram @dmndlegacygroup Life insurance (general) Link 4,627 16 0.35% Sep 17
Es posible tener una pensión privada aquí en 🇺🇸 de por vida ! TikTok @andrescentrongroup · Spanish Brand or personal None 11,000 38 0.34% Sep 23
Day 2 of trying to find my girlfriend at conference 😒 Instagram @insurance__cowboy Brand or personal None 6,681 23 0.34% Sep 26
My answer is an astounding no 😌 Instagram @dmndlegacygroup Brand or personal Link 6,147 20 0.33% Sep 26
Deja de jugar con el dinero y ponlo en una erramienta donde crece y tú estás protegido . TikTok @asegurateconari · Spanish Brand or personal None 922 3 0.33% Sep 29
We made it. Instagram @dmndlegacygroup Brand or personal None 4,354 14 0.32% Sep 25
Tag that agent who’s ALWAYS ready to close 😭🤣 Instagram @dmndlegacygroup Brand or personal None 5,319 17 0.32% Sep 16
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 313 1 0.32% Sep 29
Y para ti que es ser rico??? TikTok @asegurateconari · Spanish Brand or personal Follow 1,269 4 0.32% Sep 28
(no caption) TikTok @andrescentrongroup Brand or personal None 1,910 6 0.31% Aug 19
LET THEM COME TO YOU! Instagram @dmndlegacygroup Brand or personal Link 1,281 4 0.31% Sep 19
Bueeenos diassssss ✨✨✨✨ TikTok @karengarciaagente Brand or personal None 12,200 38 0.31% Sep 2
(no caption) TikTok @karengarciaagente Brand or personal None 11,600 35 0.30% Aug 24
Comment “ACCESS” to learn how to attract leads organically 👇🏼 Instagram @dmndlegacygroup Brand or personal Comment keyword“ACCESS” 5,348 16 0.30% Sep 16
Please refresh your email ma’am 🫩 Instagram @sal.ayala_legacy Brand or personal None 2,715 8 0.29% Jul 25
(no caption) TikTok @karengarciaagente Brand or personal None 6,848 20 0.29% Sep 9
(no caption) TikTok @karengarciaagente Brand or personal None 26,000 76 0.29% Jul 29
Comment “SALES” for the blue print TikTok @angeloperez_yhwh Brand or personal Comment keyword“SALES” 698 2 0.29% Sep 24
Putting all jokes aside… Instagram @t_rod19 Life insurance (general) None 702 2 0.29% Sep 11
Septiembre es el mes del seguro de vida ❤️‍🩹 Instagram @t_rod19 · Spanish Life insurance (general) None 351 1 0.29% Sep 1
Can someone make this make sense 🤨 Instagram @dmndlegacygroup Brand or personal Follow 6,424 18 0.28% Sep 20
Helping Gen Z clients start saving for their future be like 😅 Instagram @sal.ayala_legacy Brand or personal None 2,875 8 0.28% Jul 29
The first 10 seconds matter the most. TikTok @alexisskennedy Brand or personal None 725 2 0.28% Sep 21
Own an annuity you haven’t reviewed in a while? TikTok @orlandoretirementcoach Annuity None 1,454 4 0.27% Sep 19
Tratando de sonsacar a mi madre para no ir a misa lol Instagram @helenjulieta_vr · Spanish Brand or personal None 1,881 5 0.27% Jul 27
Grow up 🙄 Instagram @dmndlegacygroup Life insurance (general) Link 3,061 8 0.26% Sep 24
To be a shark you gotta swim with the sharks 🦈 Instagram @insurance__cowboy Brand or personal None 4,282 11 0.26% Sep 19
(no caption) TikTok @karengarciaagente Brand or personal None 11,000 28 0.26% Aug 14
(no caption) TikTok @karengarciaagente Brand or personal None 11,800 30 0.25% Aug 25
Mile High closing options for people in airline industry ✈️ Instagram @insurance__cowboy Brand or personal None 4,372 11 0.25% Sep 28
(no caption) TikTok @karengarciaagente Brand or personal None 22,800 57 0.25% Sep 4
One example of uncovering the why and digging deep on mortgage protection. Instagram @insurance__cowboy Brand or personal None 3,226 8 0.25% Sep 18
(no caption) TikTok @andrescentrongroup Brand or personal None 5,260 13 0.25% Sep 27
How Indexed Universal Life Insurance (IUL) Works: A Simple Explanation TikTok @austinjbecker IUL None 47,100 115 0.24% Feb 9
I promise it’s not really like this 🤣… Instagram @dmndlegacygroup Brand or personal Follow 31,594 76 0.24% Sep 14
Analiza tus gastos y piensa si eso te llevará a la estabilidad que deseas. TikTok @asegurateconari · Spanish IUL DM 448,700 1,075 0.24% Mar 18
Crazy what 2 years of refusing to lose can do… from homeless to multiple 6 figures in sales and I haven’t even scratched the surface yet. TikTok @alexisskennedy Brand or personal None 419 1 0.24% Sep 26
Help me out chat finding me my life insurance girlfriend at conference, drop a number in the chat 📝 Instagram @insurance__cowboy Life insurance (general) None 11,365 27 0.24% Sep 24
Comment AGENT to explore your options in this industry 🥹 Instagram @dmndlegacygroup Brand or personal Comment keyword“AGENT” 1,679 4 0.24% Sep 28
(no caption) TikTok @bestkeptprivate Brand or personal None 1,264 3 0.24% Jul 20
(no caption) Instagram @officialwendyyy Brand or personal None 2,120 5 0.24% Sep 29
Friendly reminder: Employer life insurance is a perk, not a permanent plan. Instagram @t_rod19 Life insurance (general) DM 2,543 6 0.24% Sep 3
(no caption) TikTok @karengarciaagente Brand or personal None 9,357 22 0.24% Aug 5
(no caption) TikTok @alexisskennedy Brand or personal None 431 1 0.23% Sep 26
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 434 1 0.23% Sep 24
Get Jiggy With Me TikTok @bestkeptprivate Brand or personal None 1,318 3 0.23% Aug 3
(no caption) TikTok @karengarciaagente Brand or personal None 8,515 19 0.22% Aug 2
Shes getting her policy today! Instagram @sal.ayala_legacy Life insurance (general) None 1,807 4 0.22% Jul 23
It’s a lifestyle 😎 Instagram @dmndlegacygroup Brand or personal Follow 8,756 19 0.22% Sep 20
444 TikTok @karengarciaagente Brand or personal None 9,457 20 0.21% Aug 6
Cómo empezar en el negocio de seguros . TikTok @asegurateconari · Spanish Brand or personal None 2,878 6 0.21% Sep 27
Ya es muy tarde 🤰 TikTok @asegurateconari Brand or personal None 1,970 4 0.20% Sep 25
Es muy triste ver gente haciendo colectas por no estar preparados para un momento que va llegar naturalmente en cualquier momento… Prepárate TikTok @andrescentrongroup · Spanish Brand or personal None 1,990 4 0.20% Sep 14
(no caption) TikTok @karengarciaagente Brand or personal None 12,900 25 0.19% Jul 23
The 4% Rule TikTok @stantheannuityman Brand or personal None 13,000 25 0.19% Sep 18
Link in profile TikTok @austinjbecker IUL None 528 1 0.19% Jul 26
What Roc Marciano said. TikTok @bestkeptprivate Brand or personal None 1,627 3 0.18% Apr 5
(no caption) TikTok @bestkeptprivate Brand or personal None 2,198 4 0.18% Jul 26
(no caption) TikTok @alexisskennedy Brand or personal None 557 1 0.18% Sep 23
Cuantos años llevas en este país? TikTok @andrescentrongroup · Spanish Brand or personal None 2,254 4 0.18% Sep 12
Guaranteed Money in Retirement TikTok @stantheannuityman Annuity None 575 1 0.17% Sep 14
De todo lo que ha pasado por tus manos cuánto hay en tu bolsillo? TikTok @andrescentrongroup · Spanish Brand or personal None 605 1 0.17% Sep 8
Blowin up my phone after screaming my business was a scam 😭 Instagram @dmndlegacygroup Brand or personal Follow 4,508 7 0.15% Sep 15
90% of agents overcomplicate the sale. TikTok @alexisskennedy Brand or personal None 3,225 5 0.15% Sep 28
SEGUIMOS RECIBIENDO PERO Instagram @arianaguerrerod · Spanish Brand or personal None 121,530 187 0.15% Jun 30
Tu vida vale mucho. Instagram @t_rod19 · Spanish Brand or personal None 1,313 2 0.15% Sep 18
Llevo 2 años en esta compañía y ya me he ganado 4 viajes 100% pagados… y cada uno ha sido mejor que el anterior. Instagram @arianaguerrerod · Spanish Brand or personal DM 1,337 2 0.15% Aug 19
Ingresos garantizados de por vida , si es posible 🤔 TikTok @andrescentrongroup · Spanish Brand or personal None 2,063 3 0.14% Sep 13
Tax-Deferred Outside an IRA? TikTok @stantheannuityman Annuity None 689 1 0.14% Sep 24
La falta de independencia financiera puede convertirse en una de las barreras más grandes para salir de una relación abusiva. Instagram @arianaguerrerod · Spanish Brand or personal DM 694 1 0.14% Sep 29
Make sure you understand it TikTok @stantheannuityman Annuity None 693 1 0.14% Sep 17
(no caption) TikTok @karengarciaagente IUL None 8,490 12 0.14% Aug 23
Vacation 2026 @julijewls7 Instagram @helenjulieta_vr Brand or personal None 2,216 3 0.14% Jun 15
Let me know I can help with flyers 🙏🏻 Instagram @sal.ayala_legacy Life insurance (general) Comment keyword“FAMILY” 1,593 2 0.13% Sep 23
Dueño de negocio en EE.UU. TikTok @andrescentrongroup · Spanish Brand or personal None 2,382 3 0.13% Sep 1
They said they wanted the life insurance 😭 Instagram @sal.ayala_legacy Life insurance (general) None 3,990 5 0.13% Jul 2
Dm me, comment "lUL" below or go to my main page to schedule your appointment! TikTok @austinjbecker IUL Comment keyword“IUL” 2,400 3 0.13% Jul 27
(no caption) TikTok @karengarciaagente IUL None 12,800 16 0.13% Jul 21
100K. TikTok @asegurateconari · Spanish Brand or personal None 806 1 0.12% Sep 28
90% of new agents make this part way harder than it needs to be. TikTok @alexisskennedy Brand or personal None 807 1 0.12% Sep 29
The biggest hoax in is the 4% rule TikTok @stantheannuityman Annuity None 98,100 120 0.12% Mar 30
Comment “IUL” below to learn how! TikTok @austinjbecker IUL Comment keyword“IUL” 1,651 2 0.12% Jul 27
⭐️‼️ Comment “IUL” below to learn how! TikTok @austinjbecker IUL Comment keyword“IUL” 1,681 2 0.12% Jul 27
Alimentándome 🤰💗 TikTok @asegurateconari Brand or personal None 2,543 3 0.12% Sep 26
✨ Imagine starting today and ending the year with a whole new income stream… Instagram @t_rod19 Agent recruiting DM 909 1 0.11% Sep 17
Muchos agentes creen que el problema es el producto… cuando en realidad es el proceso. TikTok @asegurateconari · Spanish IUL Comment keyword“VIDA” 20,200 22 0.11% May 29
Save and share TikTok @austinjbecker Brand or personal None 1,854 2 0.11% Aug 27
Fortune is in the follow up. Instagram @sal.ayala_legacy Brand or personal None 2,800 3 0.11% Jul 31
Long nights of prayer and sacrifice payed off 🙏🏻 Instagram @insurance__cowboy Brand or personal None 1,912 2 0.10% Sep 28
Just trust and believe 🙏🏻📿 Instagram @officialwendyyy Brand or personal None 4,811 5 0.10% Sep 3
Gotta train this new guy on how to make phone calls 😭 Instagram @sal.ayala_legacy Brand or personal None 4,068 4 0.10% Jun 18
ohhhhh true true 😶 Instagram @dmndlegacygroup Brand or personal None 17,625 17 0.10% Jul 12
(no caption) TikTok @bestkeptprivate Brand or personal None 1,043 1 0.10% Mar 29
Save and share TikTok @austinjbecker Brand or personal None 2,241 2 0.09% Aug 28
(no caption) TikTok @bestkeptprivate Brand or personal None 1,140 1 0.09% Apr 8
Let it be your sign to get into sales as someone who only had fast food experience. Instagram @officialwendyyy Brand or personal Link 8,855 7 0.08% Aug 28
Lock in now so you can enjoy later. TikTok @alexisskennedy Brand or personal None 1,269 1 0.08% Sep 14
Si eres agente de seguros de vida en Estados Unidos aquí te vengo abrir los ojos 😉 no importa en que ciudad estés , no importa en que equipo TikTok @asegurateconari · Spanish IUL None 14,200 11 0.08% Apr 27
Puedes crear tu propia herencia! TikTok @andrescentrongroup · Spanish Brand or personal None 18,400 14 0.08% Sep 27
(no caption) TikTok @alexisskennedy Brand or personal None 1,411 1 0.07% Sep 26
Hot Boy. TikTok @bestkeptprivate Brand or personal None 1,442 1 0.07% Apr 14
By the way what’s your email ma’am ? Instagram @sal.ayala_legacy Brand or personal None 3,175 2 0.06% Jul 23
Reunion con algunas agentes de seguro que trabajan conmigo. TikTok @asegurateconari · Spanish Brand or personal DM 1,614 1 0.06% Sep 27
Let’s get you insured now! Instagram @sal.ayala_legacy Brand or personal None 3,351 2 0.06% Jul 23
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 1,668 1 0.06% Sep 25
Guardar dinero en el banco o debajo del colchón se va depreciando cada día. TikTok @asegurateconari · Spanish IUL Follow 5,232 3 0.06% Sep 27
Cuál es mi reloj favorito 💗💗💗💰💰💰 TikTok @asegurateconari Brand or personal None 1,752 1 0.06% Sep 27
A big mistake in retirement TikTok @stantheannuityman Annuity None 5,537 3 0.05% Sep 15
Let me teach you how! Instagram @officialwendyyy Brand or personal Call or book 5,615 3 0.05% Aug 25
Comment “SAFE” for more information ✅ 🙏👊🏻 Instagram @sal.ayala_legacy IUL Comment keyword“SAFE” 184,143 93 0.05% Jan 20
El que persevera triunfa y la suerte es loca y cualquiera le toca !!! TikTok @asegurateconari · Spanish Brand or personal None 13,800 7 0.05% Sep 25
No esperes a que sea demasiado tarde. Instagram @t_rod19 · Spanish Life insurance (general) None 191,283 94 0.05% Sep 21
Esto es a largo plazo. Instagram @arianaguerrerod · Spanish Brand or personal None 118,867 57 0.05% Jul 6
📿🙏🏻 Instagram @officialwendyyy Brand or personal None 2,226 1 0.04% Aug 31
Turn your 401(k), IRA, 403B, etc. TikTok @austinjbecker Brand or personal Comment keyword“PENSION” 6,915 3 0.04% Jul 4
El poder de la intención y de las palabras junto a respuesta a las necesidades de las personas de higiene y comida (FASE 1) en este momento Instagram @arianaguerrerod · Spanish Brand or personal None 14,396 6 0.04% Jul 9
5 de Julio 🇻🇪❤️‍🩹 Instagram @arianaguerrerod · Spanish Brand or personal None 95,981 34 0.03% Jul 5
Cajas medianas y grandes para poder meter todos las cosas! Instagram @arianaguerrerod · Spanish Brand or personal None 93,747 33 0.03% Jun 28
DIA 19. Instagram @arianaguerrerod · Spanish Brand or personal Link 611,071 185 0.03% Jul 13
Cuando el gobierno calla el pueblo se levanta! Instagram @arianaguerrerod · Spanish Brand or personal None 76,110 22 0.03% Jun 29
Most people are looking for a job. Instagram @officialwendyyy Brand or personal Link 27,311 7 0.03% May 29
🚨 TENEMOS NUEVO TURNO PARA VOLUNTARIOS, Y TE NECESITAMOS🙌🏼 Instagram @arianaguerrerod · Spanish Brand or personal Link 192,763 48 0.03% Jul 10
5 cosas que destruyen tu dinero. TikTok @asegurateconari · Spanish IUL None 843,000 214 0.03% Mar 12
KEEP GOING! Instagram @officialwendyyy Brand or personal None 9,330 2 0.02% Aug 25
Because we belong and we will succeed here. Instagram @officialwendyyy Brand or personal None 5,082 1 0.02% Sep 18
How bad do you really want to change your life? Instagram @officialwendyyy Brand or personal None 10,064 2 0.02% Jul 31
Ven a dejar tu donación a @globalempowermentmission este 4 de Julio 🇺🇸 estamos hasta las 2pm recibiendo! Instagram @arianaguerrerod · Spanish Brand or personal None 193,169 36 0.02% Jul 4
Siempre seré la mujer que decidió romper ciclos, perseguir sus sueños y construir una vida que no dependa de nadie. Instagram @officialwendyyy · Spanish Brand or personal None 5,759 1 0.02% Aug 28
The Truth About Annuities TikTok @stantheannuityman Annuity None 6,135 1 0.02% May 14
Buscamos VOLUNTARIOS que puedan manejar eso, Gracias! Instagram @arianaguerrerod · Spanish Brand or personal DM 1,447,222 222 0.01% Jun 30
As a daughter of immigrant parents, I wasn't waiting around to get saved. Instagram @officialwendyyy Brand or personal Link 7,482 1 0.01% Sep 15
(no caption) Instagram @officialwendyyy Brand or personal None 49,344 6 0.01% Aug 12
Worrying about the wrong thing won't get you where you want to go. Instagram @officialwendyyy Brand or personal None 12,383 1 0.01% Aug 25
Leaving everything to him 🙏🏻📿 Instagram @officialwendyyy Brand or personal None 47,560 3 0.01% Sep 2
LLAMADO A DUEÑOS DE EMPRESAS EN MIAMI! Instagram @arianaguerrerod · Spanish Brand or personal DM 368,733 23 0.01% Jul 2
Giving up was never an option.. Instagram @officialwendyyy Brand or personal None 171,571 7 0.00% Aug 20
Most agents waste HOURS driving between appointments… 🚗💨 Instagram @courtneyrollinsig Brand or personal None 199 0 0.00% Feb 23
Over the past nine years, dedicating myself to working with this outstanding final expenses insurance company has been both a challenge and Instagram @helenjulieta_vr Life insurance (general) None 479 0 0.00% Jan 7
Practically starving .. Instagram @officialwendyyy Brand or personal None 20,748 0 0.00% Sep 28
They will never want to see you win. Instagram @officialwendyyy Brand or personal None 1,987 0 0.00% Sep 16
Remembered who I was and I'm going for everything Instagram @officialwendyyy Brand or personal None 3,802 0 0.00% Sep 27
Comment “AGENT” to learn more about getting licensed 💰 Instagram @sal.ayala_legacy Agent recruiting Comment keyword“AGENT” 597 0 0.00% Sep 25
(no caption) Instagram @officialwendyyy Brand or personal None 2,523 0 0.00% Sep 28
I was never looking for a job, I was looking for an opportunity to build something bigger ✨ Instagram @officialwendyyy Brand or personal Link 4,225 0 0.00% Sep 14
How do you describe perfect? Instagram @helenjulieta_vr Brand or personal None 617 0 0.00% Aug 28
If you’re in sales and STRUGGLE on the phones and you can’t get over the fear of rejection, you can’t overcome objections and struggle to be Instagram @sal.ayala_legacy Brand or personal DM 1,847 0 0.00% Jul 25
Se viene el mes más bello asi que sopórtenme Instagram @helenjulieta_vr · Spanish Brand or personal None 472 0 0.00% Sep 22
🚀 Growing, Learning & Expanding Together! Instagram @helenjulieta_vr Brand or personal DM 229 0 0.00% Aug 29
Every call. Instagram @courtneyrollinsig Brand or personal None 160 0 0.00% Jul 1
✨ I DON’T JUST SELL LIFE INSURANCE — I HELP PROTECT FAMILIES & BUILD FUTURES ✨ Instagram @helenjulieta_vr Life insurance (general) None 132 0 0.00% Sep 9
Comment “AGENT” for more information Instagram @sal.ayala_legacy Brand or personal Comment keyword“AGENT” 650 0 0.00% Jul 9
Banks trust automatic drafts because they reduce missed payments. Instagram @courtneyrollinsig Life insurance (general) None 149 0 0.00% Jun 29
Comment “INFO” to learn more. Instagram @sal.ayala_legacy Brand or personal Comment keyword“INFO” 489 0 0.00% Jun 18
Yo de vacaciones y mi boss recordándome que mañana es lunes y que tengo que regresar a seguir protegiendo mas fam Instagram @helenjulieta_vr · Spanish Brand or personal None 2,161 0 0.00% Sep 28
Your family doesn’t just depend on you… they depend on the life your income provides. Instagram @t_rod19 Life insurance (general) DM 458 0 0.00% Sep 28
I received this message from someone I was scheduled to meet with. Instagram @courtneyrollinsig Life insurance (general) None 452 0 0.00% Jun 4
Whole life insurance just posted another record-breaking year. Instagram @courtneyrollinsig Life insurance (general) None 254 0 0.00% Jun 17
The sale isn’t the finish line—it’s the starting point. Instagram @courtneyrollinsig Life insurance (general) None 170 0 0.00% Jun 8
Exclusive concert from my company, Nelly, in the Cayman Islands Instagram @helenjulieta_vr Brand or personal None 311 0 0.00% May 21
I always knew I was meant for more.. Instagram @officialwendyyy Brand or personal None 7,387 0 0.00% Aug 3
If you’re open to a NEW CAREER PART TIME OR FULL TIME Instagram @sal.ayala_legacy Brand or personal Comment keyword“AGENT” 694 0 0.00% May 19
One of the biggest mistakes insurance agents make is criticizing another carrier or agent. Instagram @courtneyrollinsig Life insurance (general) None 235 0 0.00% Jun 15
Recorriendo España 🇪🇸 con las sobrinas @mellamoraquell @julijewls7 Instagram @helenjulieta_vr · Spanish Brand or personal None 596 0 0.00% Jun 21
Yall seen how lil baby pops out in his music videos? Instagram @dmndlegacygroup Brand or personal Follow 3,561 0 0.00% Sep 27
Serve your clients beyond the policy. Instagram @courtneyrollinsig Life insurance (general) None 240 0 0.00% Jun 10
✊🏾 Long before many African Americans had access to wealth or opportunity, communities came together to care for one another in life and in Instagram @courtneyrollinsig Final expense None 136 0 0.00% Jun 19
Hoy fue otro gran día haciendo lo que más me apasiona: proteger familias y brindarles tranquilidad para el futuro. Instagram @helenjulieta_vr · Spanish Agent recruiting DM 450 0 0.00% Jul 25
Too many agents join an agency without fully understanding how they’ll be paid. Instagram @courtneyrollinsig Brand or personal None 92 0 0.00% Jun 12
Holidays are around the corner! Instagram @t_rod19 Brand or personal Comment keyword“READY” 327 0 0.00% Sep 26
¡La vida la construyes tú mismo! Instagram @helenjulieta_vr · Spanish Brand or personal None 346 0 0.00% Jul 27
🚪 A quick behind-the-scenes look at a real final expense door approach. Instagram @courtneyrollinsig Final expense None 238 0 0.00% Jun 2
My unforgettable experience on this beautiful island was truly exhilarating! Instagram @helenjulieta_vr Brand or personal None 605 0 0.00% May 19
(no caption) Instagram @helenjulieta_vr Brand or personal None 511 0 0.00% May 19
How Do Annuities Work? TikTok @orlandoretirementcoach Annuity Comment keyword“YES” 504 0 0.00% Jun 11
Final expense insurance sounds simple, but the policy behind the marketing still matters. TikTok @jclayton_life Final expense Call or book 38 0 0.00% Sep 24
From Fundraisers to Credit Cards: The Harsh Reality of No Life Insurance Plan TikTok @jclayton_life Life insurance (general) Follow 86 0 0.00% Jul 15
My name is Jasmón Clayton - a life insurance broker, former life insurance claims examiner, creator, and community leader based in the Dall TikTok @jclayton_life Life insurance (general) Follow 120 0 0.00% May 24
Working on the claims side of life insurance changed the way I think about protection. TikTok @jclayton_life Life insurance (general) Call or book 80 0 0.00% Sep 29
Life insurance through your employer can be a great benefit, but it’s worth asking one important question: TikTok @jclayton_life Life insurance (general) Call or book 36 0 0.00% Sep 28
There’s something beautiful about creating a life that feels good today while also thinking about tomorrow. TikTok @jclayton_life Life insurance (general) Call or book 88 0 0.00% Sep 27
Breaking Generational Cycles Isn’t Always About Success - It’s About Courage TikTok @jclayton_life Life insurance (general) Call or book 85 0 0.00% Sep 27
Cash value can be a valuable feature, but it shouldn’t distract from the reason you’re buying life insurance in the first place. TikTok @jclayton_life Final expense Follow 91 0 0.00% Sep 23
Life insurance isn’t just about paying for a funeral. TikTok @jclayton_life Final expense Follow 96 0 0.00% Sep 21
Not every season is about moving faster. TikTok @jclayton_life Brand or personal Follow 91 0 0.00% Sep 20
Guaranteed issue life insurance can make coverage accessible when health conditions make other options difficult, but there can be trade-off TikTok @jclayton_life Life insurance (general) Follow 105 0 0.00% Sep 19
Not all final expense policies work the same way. TikTok @jclayton_life Final expense Follow 97 0 0.00% Sep 18
Getting older doesn’t automatically mean you only need “final expense” insurance. TikTok @jclayton_life Final expense Follow 106 0 0.00% Sep 17
Conoces los beneficios de impuestos para dueños de compañía ? TikTok @andrescentrongroup · Spanish Brand or personal None 838 0 0.00% Sep 12
Eres madre soltera? TikTok @andrescentrongroup Brand or personal None 439 0 0.00% Sep 12
(no caption) TikTok @andrescentrongroup Brand or personal None 1,074 0 0.00% Sep 4
Turning 65 soon? TikTok @austinjbecker Brand or personal None 428 0 0.00% Sep 17
Link in profile TikTok @austinjbecker IUL None 695 0 0.00% Jul 27
Link in profile TikTok @austinjbecker IUL None 719 0 0.00% Jul 26
The cars attract the… 👯🏿‍♀️ TikTok @bestkeptprivate Brand or personal None 175 0 0.00% Sep 28
Do they recognize the difference? TikTok @bestkeptprivate Brand or personal None 597 0 0.00% Aug 12
You spend 20, 30, even 40 years BUILDING your retirement. TikTok @orlandoretirementcoach Brand or personal Comment keyword“GUIDE” 167 0 0.00% Sep 29
Putting all your retirement money in the SAME type of account could create a massive tax problem later. TikTok @orlandoretirementcoach Brand or personal Comment keyword“TAX” 167 0 0.00% Sep 29
Your friend’s retirement strategy might be completely wrong for you. TikTok @orlandoretirementcoach Brand or personal None 408 0 0.00% Sep 28
You’ve spent years building your 401(k) or IRA… but have you ever stopped to ask how much of that money may eventually go toward taxes? TikTok @orlandoretirementcoach Life insurance (general) Comment keyword“TAX” 365 0 0.00% Sep 28
Your 401(k) balance is NOT your retirement paycheck. TikTok @orlandoretirementcoach Brand or personal Follow 176 0 0.00% Sep 25
U.S. TikTok @orlandoretirementcoach Brand or personal None 447 0 0.00% Sep 24
Divorced or remarried? TikTok @orlandoretirementcoach Life insurance (general) Comment keyword“CHECK” 235 0 0.00% Sep 24
Nobody wants to think about losing their spouse. TikTok @orlandoretirementcoach Life insurance (general) None 233 0 0.00% Sep 21
You could do everything right saving for retirement and still give away thousands because of a few tax decisions. TikTok @orlandoretirementcoach Brand or personal Comment keyword“TAX” 144 0 0.00% Sep 21
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 231 0 0.00% Sep 29
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 631 0 0.00% Sep 29
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 1,570 0 0.00% Sep 26
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 586 0 0.00% Sep 25
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 690 0 0.00% Sep 25
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 563 0 0.00% Sep 25
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 514 0 0.00% Sep 25
Comment “SALES” for the blue print ⬇️ TikTok @angeloperez_yhwh Brand or personal Comment keyword“SALES” 440 0 0.00% Sep 24
Dm me to work with me TikTok @angeloperez_yhwh Brand or personal DM 1,359 0 0.00% Sep 24
cause tomorrow ain’t promised TikTok @alexisskennedy Brand or personal None 332 0 0.00% Sep 28
(no caption) TikTok @alexisskennedy Brand or personal None 373 0 0.00% Sep 27
lose fear, gain everything. TikTok @alexisskennedy Brand or personal None 370 0 0.00% Sep 23
(no caption) TikTok @alexisskennedy Brand or personal None 513 0 0.00% Sep 19
For some it’s too much. TikTok @alexisskennedy Brand or personal None 531 0 0.00% Sep 15
The first to do it TikTok @stantheannuityman Annuity None 370 0 0.00% Sep 28
Wall Streets Best Friend TikTok @stantheannuityman Annuity None 125 0 0.00% Sep 25
What’s the amount? TikTok @stantheannuityman Annuity None 155 0 0.00% Sep 23
It’s time for a change TikTok @stantheannuityman Annuity None 241 0 0.00% Sep 22
Why shoulder the risk? TikTok @stantheannuityman Annuity None 597 0 0.00% Sep 16

Platform comparison

Instagram vs TikTok for life insurance agents

Same industry, same year, same rules: 142 Instagram reels from 8 accounts against 152 TikTok videos from 10 accounts.

Comment rate

Instagram solid, TikTok lighter. Higher is better.

Comparisoncomment rateValue

Median comment rate

Instagram
0.13%
TikTok
0.13%

Top 10% starts at

Instagram
0.68%
TikTok
0.64%

What happened in the comments

Share of videos, and of the comments we read on the top videos.

ComparisonshareValue

Videos with no comments

Instagram
26%
TikTok
33%

Asked for nothing

Instagram
69%
TikTok
68%

Comments from possible customers

Instagram
0 of 42
TikTok
3 of 53

What the comparison shows

It does not carry over to TikTok. There, the 15 insurance videos with a comment-keyword prompt reached a median of 0.04%, against 0.18% for the 103 that asked for nothing. And TikTok comments were closer to leads: of the 53 we read, 3 came from people asking what the product was or where the agent was based, plus 5 from licensed agents answering a recruiting video.

Real questions from TikTok comments

Your results may vary

Beat the median and you are beating the odds

These numbers are medians across 18 accounts of US life insurance agents in different cities, markets and audience sizes. Your account is not an average, and it may not follow the same pattern.

You might get more comments on TikTok than on Instagram, or the other way around, and turn more of them into leads. If your numbers sit above these, you are doing better than most businesses in your industry. If they sit below, the scale shows how far, and the index shows what the top accounts do differently.

At a glance

What moves the comment rate

Median comment rate by account on each platform, and the format choices tested often enough to compare (5 or more videos on each side).

Instagram

Who you are matters more than what you post

Median comment rate for each of the 8 accounts (number of reels beside the name).

  1. @insurance__cowboy 15
    0.42%
  2. @t_rod19 20
    0.41%
  3. @dmndlegacygroup 18
    0.31%
  4. @sal.ayala_legacy 19
    0.11%
  5. @arianaguerrerod 16
    0.04%
  6. @officialwendyyy 21
    0.01%
  7. @helenjulieta_vr 18
    0.00%
  8. @courtneyrollinsig 15
    0.00%

Format choices, head to head

Median comment rate for each side.

Comparisonmedian comment rateValue

Call to action

Comment keyword
0.24%
None
0.12%

Length

Over 60s
0.51%
Under 15s
0.14%

Language

English
0.15%
Spanish
0.05%

TikTok

Who you are matters more than what you post

Median comment rate for each of the 10 accounts (number of videos beside the name).

  1. @karengarciaagente 14
    0.25%
  2. @bestkeptprivate 15
    0.23%
  3. @andrescentrongroup 15
    0.18%
  4. @stantheannuityman 16
    0.13%
  5. @alexisskennedy 15
    0.12%
  6. @austinjbecker 16
    0.12%
  7. @asegurateconari 14
    0.11%
  8. @orlandoretirementcoach 16
    0.00%
  9. @angeloperez_yhwh 16
    0.00%
  10. @jclayton_life 15
    0.00%

Format choices, head to head

Median comment rate for each side.

Comparisonmedian comment rateValue

Call to action

Comment keyword
0.04%
None
0.18%

Length

Over 60s
0.10%
Under 15s
0.12%

Language

English
0.05%
Spanish
0.14%

The scale

What a good comment rate actually looks like

Built from each platform's own spread, not a borrowed rule of thumb. Each segment is sized by how many videos landed there.

Instagram · 142 reels

  • No comments 0% 26% of reels
  • Below typical under 0.13%
  • Typical 0.13% to 0.41%
  • Strong 0.41% to 0.68%
  • Top 10% 0.68%+
Comment rate scale for life insurance on Instagram, Q3 2026, 142 reels
BandComment rateVideos
No comments0%37
Below typicalunder 0.13%34
Typical0.13% to 0.41%35
Strong0.41% to 0.68%21
Top 10%0.68%+15

TikTok · 152 videos

  • No comments 0% 33% of videos
  • Below typical under 0.13%
  • Typical 0.13% to 0.29%
  • Strong 0.29% to 0.64%
  • Top 10% 0.64%+
Comment rate scale for life insurance on TikTok, Q3 2026, 152 videos
BandComment rateVideos
No comments0%50
Below typicalunder 0.13%25
Typical0.13% to 0.29%39
Strong0.29% to 0.64%22
Top 10%0.64%+16

Enter a video's plays and comments to see where it lands.

Quick answers

Every answer carries its own sample size, straight from this edition's data.

01

What is a good comment rate on an insurance reel?

Across 142 reels from US agents in 2026, the median comment rate was 0.13%, the top quarter started at 0.41% and the top 10% at 0.68%.

02

Do comment-keyword CTAs work for insurance?

In this sample, yes: 15 keyword reels had a median of 0.24% against 0.12% for 98 reels with no call to action.

03

How long should an insurance reel be?

Reels over 60 seconds had the highest median comment rate (0.51%, 20 reels). Shorter is not automatically better for a product people have questions about.

04

Is TikTok or Instagram better for insurance agents?

On comment rate they are close: a median of 0.13% on TikTok (152 videos) and 0.13% on Instagram (142 reels). TikTok comments included more real questions from potential customers.

05

Does Spanish-language insurance content get more comments?

Not in this edition: 33 Spanish reels had a median of 0.05% against 0.15% for 95 English reels. The difference sits with the accounts, not the language.

Can you get free life insurance leads as an agent?

Yes, but slowly, and not from comments alone. We read the comments on the top videos: on Instagram, 0 of 42 came from a possible customer; on TikTok, 3 of 53. The rest were peers, friends and past clients. Content earns attention. A follow-up system turns the rare request into a booked call.

What a bought lead costs

  • $50 exclusive web lead, $110 live transfer

    Final expense leads, published price list

    Source: InsureLeads, updated August 1, 2026

  • $74.44

    Average cost per lead, Finance & Insurance search ads

    Source: LocaliQ Search Advertising Benchmarks, updated June 1, 2026

Hooks that earned comments, with the exact lines

The opening line of the highest comment-rate videos with at least 1,000 plays, from both platforms. Quoted from the caption; attributed to the account.

  1. 01

    “Comment ACCESS to learn how to generate leads 100% organically 👇🏼”

    Instagram @dmndlegacygroup 1.36% comment rate 5,811 plays CTA: Comment keyword “ACCESS”

  2. 02

    “Have you ever seen gravity?”

    Instagram @dmndlegacygroup 0.96% comment rate 1,765 plays

  3. 03

    “Never buy leads again.”

    Instagram @dmndlegacygroup 0.92% comment rate 4,356 plays CTA: Comment keyword “ACCESS”

  4. 04

    “Agenda tu llamada 📞”

    TikTok @andrescentrongroup 0.87% comment rate 1,033 plays

  5. 05

    “Comment “Paycheck” to go Into retirement with certainty”

    TikTok @austinjbecker 0.86% comment rate 1,156 plays

  6. 06

    “Turn your 401(k), IRA, 403B, etc.”

    TikTok @austinjbecker 0.84% comment rate 1,545 plays CTA: Comment keyword “PENSION”

The argument

On Instagram, agents who get comments ask for them

By Roberto Cerda, Founder, Digital Vibes Design ·

In 142 Instagram reels from US life insurance agents, the ones that asked viewers to comment a keyword earned a median comment rate of 0.24%, against 0.12% for reels with no call to action at all.

That gap is the most useful thing in this dataset, because it is the one thing an agent controls on every post. 69% of the reels we measured end without asking the viewer to do anything. The 15 reels that said "comment ACCESS" or "comenta AYUDA" reached 2.1 times the median of the 98 that said nothing.

The second pattern is length. Reels over 60 seconds reached a median of 0.51% across 20 posts, the highest of any length bucket. The usual advice is to keep it short. For a product people have questions about, the longer explanation is what gives them something to respond to.

The third is the account itself. The three strongest accounts in the sample (@insurance__cowboy at 0.42%, @t_rod19 at 0.41%, @dmndlegacygroup at 0.31%) sit an order of magnitude above the bottom four, which ranged from 0.00% to 0.04%. Same products, same platform, same year. What differs is the account, not the format.

The case against

The honest counter-argument: these are small numbers. A median of 0.13% means most agents get one comment per 794 views, and 26% of reels got none. And a comment is not a lead. Of the 42 comments we read on the top reels, none came from a consumer asking about coverage. They came from other agents and friends.

That is exactly why the keyword matters. A keyword turns a comment into a request you can answer, and it tells you which comments to follow up on. A reel that asks for nothing collects compliments. A reel that asks for a keyword collects a list.

Does it hold on TikTok?

It does not carry over to TikTok. There, the 15 insurance videos with a comment-keyword prompt reached a median of 0.04%, against 0.18% for the 103 that asked for nothing. And TikTok comments were closer to leads: of the 53 we read, 3 came from people asking what the product was or where the agent was based, plus 5 from licensed agents answering a recruiting video.

The index updates quarterly. Subscribers see it first.

What the numbers cannot show you

The numbers show what got a response. They do not show what built the audience in the first place. This is my read, from building sites and running content for agents.

Roberto Cerda

  1. 1

    Trust comes before any of this works

    A product post converts an audience that already trusts you. Posting product content to a cold audience is the same playbook with the trust step missing. In this sample, the same products got ten times the response on some accounts as on others.

  2. 2

    Show yourself

    Face on camera, real voice, real setting. People reply to a person they recognize, not to a stock graphic about coverage.

  3. 3

    Say something true and useful

    The highest comment rate in the sample (2.22%) went to a reel that opened with “Before you help someone spend another dollar on life insurance, make sure you know they already have.” Useful beats polished.

  4. 4

    Be authentic

    Bought engagement produces numbers that look like the top performers and generate nothing. That is why this index keeps a flag for it instead of quietly deleting suspicious rows.

Outside the content, two things decide whether any of it turns into money:

  • Collect reviews

    Content gets the first look. Reviews close the second one, and they feed local search at the same time.

  • Run a follow-up system

    A comment keyword with nothing behind it is a lead magnet pointed at a trash can. Every keyword needs an instant reply and a follow-up sequence.

The content is yours to make. Reviews, instant replies and follow-up are systems, and that part we build.

How we collected this, and what it cannot tell you

Tools
Instagram: Apify Instagram Scraper (hashtag feeds, comments) and Instagram Reel Scraper (account histories, transcripts). TikTok: Apify TikTok Scraper (hashtags, profiles, comments, TikTok's own subtitles). All run September 29, 2026.
How accounts were chosen
We pulled 77 reels from 8 hashtags (#indexeduniversallife, #iul, #finalexpenseinsurance, #finalexpenseagent, #annuities, #lifeinsuranceagent, #lifeinsurancetips, #segurodevida) to find accounts, then kept 10 that are US businesses in this industry selling to customers, shown by a US location or city. Suppliers, media pages, designers and non-US accounts were excluded. Accounts with fewer than 5 reels in 2026 were dropped (@coltonharrelson, @sarah.dechurch).
The sample
Instagram: 142 reels posted 2026-01-07 to 2026-09-29 by 8 accounts (@arianaguerrerod, @courtneyrollinsig, @dmndlegacygroup, @helenjulieta_vr, @insurance__cowboy, @officialwendyyy, @sal.ayala_legacy, @t_rod19), up to 20 recent reels each, from 8 hashtags × 20 reels. TikTok: 152 videos posted 2026-02-09 to 2026-09-29 by 10 accounts (@alexisskennedy, @andrescentrongroup, @angeloperez_yhwh, @asegurateconari, @austinjbecker, @bestkeptprivate, @jclayton_life, @karengarciaagente, @orlandoretirementcoach, @stantheannuityman), up to 15 each, from 6 hashtags × 15 videos. TikTok's caps are smaller to fit the scraping budget; paid ads and sponsored posts are excluded.
US check on TikTok
TikTok list results carry no location, so accounts were kept on a US city, state or “USA” in the bio. The top videos' own upload location was checked: all US.
Comments and transcripts
Instagram: 42 comments read across the top 6 reels, transcripts for the top 3 (1 with usable speech). TikTok: 53 comments across the top 5 videos, with TikTok's own subtitles (2 usable). A “possible customer” comment asks for a price, a location, an appointment or what the product is. Transcripts under 200 characters (music lyrics, or noise on silent reels) were discarded.
Labels
Product, language, call to action and offer are caption keyword rules, not judgment calls, so next quarter is labeled the same way. A reel whose caption names no product is labeled “Brand or personal”.
Flags
A reel is flagged when 60% or more of its sampled comments are one-word or emoji replies, a pattern of engagement pods or bots. Flagged reels stay visible and are left out of the medians. This edition: 0 flagged.
What it cannot tell you
Comments are not leads: we cannot see DMs, calls, website visits or sales. Ten accounts are a sample, not a census. Comment rates on reels with a few hundred plays swing on one or two comments. Captions do not always name the product, so topic labels undercount.
What went wrong
Hashtag feeds were mostly noise: non-US posts, suppliers and unrelated accounts, which is why they were used to find accounts rather than as the sample. Several top reels had no speech to transcribe, only music or text on screen, so the transcript read is thin.
Data
The full dataset is public: insurance.json (Instagram) and insurance-tiktok.json, licensed CC BY 4.0. Reuse it with credit to Digital Vibes Design.

We run this for one industry per quarter. Tell us yours.

Adjacent industries we have measured: Contractors & remodeling, Roofing.