LIC India had the largest Facebook fan base of over 5 million fans, while Exide Life Insurance saw the highest fan growth of 40.48% between September and October 2016. SBI Life Insurance performed best across key metrics like number of likes, comments, and shares received on its posts during this period. Bajaj Allianz published the most number of posts, while Exide Life Insurance's #MaximaDiwali campaign was the most engaging. The report provides an analysis of the performance of major Indian life insurance brands on Facebook.

1. Life Insurance
on Social Media
Sept 1st – Oct 31st 2016

2. Insurance : Social Media Report
This Report looks at how
Life Insurance Brands
(India)
performed on Social Media between
Sept 1st – Oct 31st 2016

3. Comparison of
“Life Insurance"
Facebook Pages
Sep 01, 2016 - Oct 31, 2016

4. LIC India had the largest fan base of 5,699,291 while Exide Life Insurance showed the highest fan growth of 40.48%.
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Growth%
Number of Fans
LIC India Max Life Insurance Tata AIA Life Insurance Bajaj Allianz - Jiyo Befikar! HDFC Life
Exide Life Insurance BhartiAXALife Birla Sun Life Insurance ICICI Pru Life SBI Life Insurance
Fans

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HDFC Life LIC India ICICI Pru Life Bajaj Allianz -
Jiyo Befikar!
Exide Life
Insurance
SBI Life
Insurance
Tata AIA Life
Insurance
Birla Sun Life
Insurance
BhartiAXALife Max Life
Insurance
Countries < 2% Pakistan Other Countries Bangladesh India
Fans - Geography

6. Exide Life Insurance had the highest PTAT of 19.65% as a percentage of its average number of Fans during this time period.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
LIC India Max Life Insurance Bajaj Allianz - Jiyo Befikar! Tata AIA Life Insurance HDFC Life
Exide Life Insurance BhartiAXALife Birla Sun Life Insurance SBI Life Insurance ICICI Pru Life
Conversations

7. Bajaj Allianz - Jiyo Befikar! published the greatest number of posts (144). Exide Life Insurance had the highest average
engagement with a score of 999.
0 20 40 60 80 100 120 140 160
0 200 400 600 800 1000 1200
LIC India
Max Life
Insurance
Tata AIA Life
Insurance
Bajaj Allianz -
Jiyo Befikar!
HDFC Life
Exide Life
Insurance
BhartiAXALife
Birla Sun Life
Insurance
ICICI Pru Life
SBI Life
Insurance
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

8. SBI Life Insurance received the most number of Likes (480,181), the most number of Comments (6,222) and the most
number of Shares (85,630).
0K 100K 200K 300K 400K 500K 600K
LIC India
Max Life Insurance
Bajaj Allianz - Jiyo Befikar!
Tata AIA Life Insurance
HDFC Life
BhartiAXALife
Exide Life Insurance
Birla Sun Life Insurance
SBI Life Insurance
ICICI Pru Life
Likes Comments Shares
Engagement Breakdown

9. Most Engaging Brand Posts
SBI Life Insurance
30-OCT-16, SUN 1:30AM
SBI Life Insurance wishes you and your
family #HappyDiwali and hope your homes
and hearts are filled ..
ENGMT. LIKES COMMENTS SHARES
1,000 54,789 847 4,968
SBI Life Insurance
29-OCT-16, SAT 1:30AM
It’s Narak Chaturdashi and we are making
beautiful Rangolis as we proceed with our
#PlanToCelebrate ..
Exide Life Insurance
28-OCT-16, FRI 6:47AM
Some gifts bring instant joy while others
bring joy for a lifetime.Make this Diwali a
#MaximaDiwali. ..
ENGMT. LIKES COMMENTS SHARES
1,000 23,592 427 5,174
ENGMT. LIKES COMMENTS SHARES
1,000 12,657 43 91

10. Most Engaging Brand Posts
Exide Life Insurance
12-OCT-16, WED 7:52AM
Two longtime friends and their cute
friendship. Watch how Rohan pushes Amit
into a good habit even t ..
ENGMT. LIKES COMMENTS SHARES
1,000 19,534 355 3,719
SBI Life Insurance
08-OCT-16, SAT 11:30PM
The #PlanToCelebrate #DurgaPujo moves
to Hindustan Park in Kolkata. Have a look
at this never seen b ..
SBI Life Insurance
08-OCT-16, SAT 4:59AM
A lot goes into making the surreal beauty of
the Pandal come alive during #DurgaPujo.
Here's the cre ..
ENGMT. LIKES COMMENTS SHARES
1,000 57,465 415 5,209
ENGMT. LIKES COMMENTS SHARES
1,000 42,976 289 2,417

11. HDFC Life's Facebook Page saw the highest number of Fan posts (305).
0 50 100 150 200 250 300 350
LIC India
Max Life Insurance
Tata AIA Life Insurance
Bajaj Allianz - Jiyo Befikar!
HDFC Life
Exide Life Insurance
BhartiAXALife
Birla Sun Life Insurance
ICICI Pru Life
SBI Life Insurance
Number of Fan Posts
Fan Posts

12. BhartiAXALife received the highest percentage of Positive Sentiment (43.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tata AIA Life Insurance
Bajaj Allianz - Jiyo Befikar!
HDFC Life
Exide Life Insurance
BhartiAXALife
SBI Life Insurance
Negative Neutral Positive
Sentiment Analysis

13. Bajaj Allianz - Jiyo Befikar! responded to the highest percentage of Fan posts (100.00%).
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
0 500 1000 1500 2000 2500
%ofFanPostsBrandRespondedto
Average Response Time (minutes)
Tata AIA Life Insurance Bajaj Allianz - Jiyo Befikar! HDFC Life Exide Life Insurance BhartiAXALife SBI Life Insurance
Brand Responses

14. Bajaj Allianz - Jiyo Befikar! published the most with 144 posts.
7%
15%
5%
15%
1%
5%
4%
14%
7%
27%
HDFC Life LIC India BhartiAXALife SBI Life Insurance Birla Sun Life Insurance
ICICI Pru Life Tata AIA Life Insurance Max Life Insurance Exide Life Insurance Bajaj Allianz - Jiyo Befikar!
Share Of Voice – Volume of Posts

15. SBI Life Insurance received the largest volume of Likes (480,181).
3%
11%
13%
46%
6%
1%
17%
3%
HDFC Life LIC India BhartiAXALife SBI Life Insurance Birla Sun Life Insurance
ICICI Pru Life Tata AIA Life Insurance Max Life Insurance Exide Life Insurance Bajaj Allianz - Jiyo Befikar!
Share Of Voice – Likes

16. SBI Life Insurance received the largest volume of Comments (6,222).
4%
25%
6%
42%
3%
1% 4%
12%
3%
HDFC Life LIC India BhartiAXALife SBI Life Insurance Birla Sun Life Insurance
ICICI Pru Life Tata AIA Life Insurance Max Life Insurance Exide Life Insurance Bajaj Allianz - Jiyo Befikar!
Share Of Voice – Comments

17. SBI Life Insurance received the largest volume of Shares (85,630).
1%
23%
1%
63%
2%
1%
2%
6%
1%
HDFC Life LIC India BhartiAXALife SBI Life Insurance Birla Sun Life Insurance
ICICI Pru Life Tata AIA Life Insurance Max Life Insurance Exide Life Insurance Bajaj Allianz - Jiyo Befikar!
Share Of Voice – Shares

18. During this time period, #MaximaDiwali was the most engaging run by Exide Life Insurance. Tata AIA Life Insurance published
the most (99) in its #MakingGoodHappen campaign.
0 20 40 60 80 100 120
0 200 400 600 800 1000 1200
#LICturns60(LIC India)
#PowerToPrayer(Max Life
Insurance)
#MakingGoodHappen(Tata
AIA Life Insurance)
#DaanUtsav2016(Bajaj
Allianz - Jiyo Befikar!)
#YehBhiOnline(HDFC Life)
#MaximaDiwali(Exide Life
Insurance)
#DaroNahiKaro(BhartiAXAL
ife)
#PlanToCelebrate (SBI Life
Insurance)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison

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