1.
South African Insurance Brands
Social Media Report
January 1st – June 30th, 2017

2.
Table of Contents
• Industry Insights
• Leaderboards
• Audience Size and Growth
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• LinkedIn Posts vs. Engagement
• Interactions – Likes and Comments
• Facebook – Reach and Impressions
• Facebook - Organic and Promoted Posts
• Campaigns – Facebook and Twitter
• Hashtags – Twitter and Instagram
• Customer Service – Reply Time and Response Rate
• Timing Analysis
• Most Engaging Content
• Key Takeaways
Brands analyzed in this report include: 1st for Women Insurance, Budget, Dial Direct, Discovery South Africa, FNB, Hippo,
Hollard, Iwyze, King Price Insurance, Miway, Momentum, Old Mutual, Outsurance, Prime Meridian, Santam.

3.
Industry Insights
• With a growth rate of 102%, Discovery South Africa enjoyed the highest fan growth rate on Facebook.
• On average, brands take 11 hours and 34 minutes minutes to reply to Customer Tweets.
• With a growth rate of 15%, Old Mutual enjoyed the highest follower growth rate on Twitter.
• The average length of a YouTube video by South African Insurance companies is 2 mins and 45 secs.
• With a growth rate of 41%, Hollard enjoyed the highest follower growth rate on Instagram.
• With a growth rate of 82%, King Price Insurance enjoyed the highest follower growth rate on Pinterest.
• With 57 updates, King Price Insurance had the most Updates on LinkedIn.

4.
Leaderboards
Network
Highest
Audience Size
FNB
(867,253)
FNB
(141,378)
FNB
(6,550)
FNB
(176,408)
Highest Growth
Discovery SA
(102.15%)
Old Mutual
(15.22%)
Hollard
(40.84%)
Miway
(15.15%)
Highest Engagement
Hippo
(989)
Outsurance
(815)
Miway
(698)
King Price Insurance
(233)

5.
Leaderboards
Network
Most Number of Posts
King Price Insurance
(186)
Old Mutual
(909)
Hollard
(194)
King Price Insurance
(57)
Most Number of Likes
Hollard
(130,227)
Discovery SA
(10,398)
King Price Insurance
(4,392)
FNB
(2,494)
Most Number of
Comments
FNB
(9,625)
Outsurance
(940)
King Price Insurance
(189)
FNB
(70)

6.
0.00MM 0.20MM 0.40MM 0.60MM 0.80MM 1.00MM
FNB
Old Mutual
Hollard
Discovery South Africa
Prime Meridian
1st for Women Insurance
Outsurance
Miway
Budget
King Insurance
LinkedIn Instagram Twitter Facebook
Audience Size
FNB had the largest audience size on Facebook with 867,253 fans and on Twitter as well with 141,378
followers. The companies were relatively dormant on Instagram where FNB performed the best with 6,550
followers. FNB had the largest presence on LinkedIn as well with 176,408 followers.

7.
0 200 400 600 800 1,000
Hippo
Santam
Outsurance
Iwyze
Momentum
Hollard
Old Mutual
1st for Women Insurance
Discovery South Africa
Miway
Number of Facebook Posts Engagement
Facebook Posts vs. Engagement
Hippo had the highest engagement (989 out of 1,000) and had 75 Posts. Miway, which had 133 Posts,
had the lowest engagement (270). King Price Insurance published the most Facebook Posts (186) but only
had an engagement of 162.

8.
0 200 400 600 800 1,000
Outsurance
Iwyze
King Insurance
Momentum
FNB
Miway
Hippo
Hollard
Dial Direct
1st for Women Insurance
Old Mutual
Number of Tweets Engagement
Tweets vs. Engagement
Outsurance had the best engagement (815 out of 1,000) with a total of 37 Tweets whereas Old Mutual had
the lowest engagement (115) even though they were the most active with 909 Tweets.

9.
0 100 200 300 400 500 600 700 800
Miway
1st for Women Insurance
King Insurance
Hollard
Old Mutual
FNB
Number of Instagram Posts Engagement
Instagram Posts vs. Engagement
Miway had the highest engagement (698), posting only 33 times. Hollard had the most Posts (194) but a
lower engagement of 212. Miway’s Posts were mostly advertisements for their new policies.

10.
0 50 100 150 200 250
King Insurance
Old Mutual
Miway
Outsurance
FNB
Hollard
Santam
Number of LinkedIn Posts Engagement
LinkedIn Posts vs. Engagement
King Price Insurance had the highest engagement (233) and had 57 Posts. Prime Meridian, which had only
1 Post, had the lowest engagement (18). Even though FNB had 53 Posts, they only received an engagement
of 74.

11.
Total Likes
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000
Hollard
Old Mutual
Hippo
1st for Women Insurance
Iwyze
Momentum
FNB
Santam
Discovery South Africa
Outsurance
Linkedin Instagram Twitter Facebook
Hollard had the most number of likes on Facebook (130,227). Discovery had the most likes on Twitter
(10,398). Hollard, was also the most active on Instagram and received 4,101 likes on this platform. FNB
received the most likes on LinkedIn (2,494).

12.
Total Comments
0 2,000 4,000 6,000 8,000 10,000
FNB
Old Mutual
Miway
1st for Women Insurance
Outsurance
Discovery South Africa
Hippo
Hollard
King Price Insurance
Iwyze
Linkedin Instagram Twitter Facebook
FNB had the most comments on Facebook (9,625). Outsurance had the most comments on Twitter. (940).
King Price Insurance was one of the most active companies on Instagram and received the most
comments (189). FNB received the most comments on LinkedIn (70).

13.
0.00MM 1.00MM 2.00MM 3.00MM 4.00MM
Old Mutual
Hollard
FNB
Discovery South Africa
1st for Women Insurance
Hippo
Outsurance
MiWay
Momentum
King Price Insurance
Estimated Reach Estimated Impressions
Facebook - Estimated Reach and Impressions
Old Mutual had the highest estimated Reach and Impressions (2,343,327 & 3,888,275 respectively).

14.
0 20 40 60 80 100 120 140
Hollard
Old Mutual (South Africa)
FNB
1st for Women Insurance
Hippo
Discovery South Africa
Outsurance
IWYZE
Momentum
MiWay
Organic Promoted
Facebook - Organic and Promoted Posts
King Price Insurance had the most Posts and 99.5% of those were organic whereas Hippo, which had
the least Facebook Posts, promoted 84.8% of them.

15.
0 200 400 600 800 1,000
#Budget2017 (Old Mutual)
#KickStart2017 (Hollard)
#Miresolution (MiWay)
#YouFirst (1st for Women Insurance)
#KingsOUT (Outsurance)
Random Acts of Kindness Day (King Price Insurance)
#FixedPremiums (Prime Meridian Direct)
#SantamSafetyIdeas (Santam Insurance)
Number of Facebook Posts Engagement
Facebook Campaigns
Old Mutual’s “#Budget2017” campaign generated the most engagement (945) but it only had 7 Posts.
Santam’s “SantamSafetyIdeas” received the least engagement (48) and it had only 3 Posts. The “Budget2017”
campaign focused on the 2017 budget for South Africa and made use of competitions and videos to interact
with its audience. The “SantamSafetyIdeas” campaign was in reference to an online contest.

16.
0 200 400 600 800
#KingPriceCares (King Price Insurance)
#CANSAshavathon (Hollard)
#Budget2017 (Discovery South Africa)
#LeanOnOUT (Outsurance)
#TurnTheTags (1st For Women)
#LiveTheBeat (Old Mutual)
#YourSilenceIsOurSignal (Miway)
#SantamSafetyIdeas (Santam)
#FixedPremiums (PrimeMeridian)
Number of Tweets Engagement
Twitter Campaigns
King Price’s “#KingPriceCares” generated the most engagement (705) but it only had 5 Tweets. Santam’s
“SantamSafetyIdeas” received the least engagement (47) even though it had 43 Tweets. The
“KingPriceCares” campaign advertised the different types of insurance policies the company has by
attaching a link to the Tweet. The “SantanSafetyIdeas” campaign was in reference to one of their online
contests.

17.
Twitter Hashtags
FNB’s #budget2017 hashtag was used the most (2,140 times). It focused on the new 2017 budget for
South Africa and attempted to decode what it meant for the population.
0 500 1,000 1,500 2,000 2,500
#budget2017 (FNB)
#omtom2017 (Old Mutual)
#hollardjuma (Hollard)
#thevoicesa (Dial Direct)
#cpt (Santam)
#getactive (Discovery)
#momentumobi (Momentum)
#mifitlife (Miway)
#mommyandme (1st for Women Insurance)
#leanonout (Outsurance)
Number of Tweets

18.
0 10 20 30 40 50 60
#omtom2017 (Old Mutual)
#kingprice (King Price Insurance)
#daredevilrun2017 (Hollard)
#WePutYouFirst (1st for Women Insurance)
#fnb (FNB)
#miwaylife (Miway)
Number of Instagram Posts
Instagram Hashtags
Old Mutual posted the most using their hashtag #omtom2017 (49) while Miway used their #miwaylife
hashtag 15 times.

19.
Most Engaging Day of the Week Snapshot
Network
1st for Women
Insurance
Sunday Tuesday Monday N/A
Budget Saturday Monday N/A N/A
Dial Direct Saturday Sunday N/A N/A
Discovery South Africa Thursday Wednesday N/A N/A
FNB Friday Sunday Friday Monday
Hippo Tuesday Wednesday N/A N/A
Hollard Monday Thursday Friday Monday
Iwyze Monday Wednesday N/A N/A
N/A - Brands have not been active during the time period or do not have a presence on the platform.

20.
Most Engaging Day of the Week Snapshot
Network
King Price Insurance Thursday Monday Wednesday Saturday
Miway Wednesday Friday Thursday Wednesday
Momentum Wednesday Sunday N/A N/A
Old Mutual Thursday Friday Thursday Tuesday
Outsurance Thursday Sunday N/A Friday
Prime Meridian Wednesday Tuesday N/A N/A
Santam Friday Thursday N/A Friday
N/A - Brands have not been active during the time period or do not have a presence on the platform.

21.
Customer Service – Reply Time (inminutes)
0 500 1,000 1,500 2,000 2,500
Dial Direct
1st for Women Insurance
King Insurance
Budget
Santam
Old Mutual
Outsurance
Momentum
Prime Meridian
Iwyze
Reply Time on Twitter Reply Time on Facebook
Dial Direct had the fastest reply time on Facebook (5 hours and 35 minutes) and Twitter (4 hours and 8
minutes). Outsurance took the longest to reply on Facebook (39 hours and 26 minutes). Iwyze took the
longest to reply on Twitter (22 hours and 5 minutes).

22.
Customer Service – Response Rate
0% 20% 40% 60% 80% 100%
FNB
Old Mutual
Outsurance
Miway
Discovery South Africa
Hollard
Prime Meridian
Iwyze
Momentum
King Price Insurance
Response Rate on Twitter Response Rate on Facebook
FNB had the best response rate on Facebook (97%) even though they had 119 Posts to reply to. They were
also the least responsive on Twitter (5%) but they had 20,324 Tweets to reply to. Miway had the highest
response rate on Twitter (103%) due to the brand replying to many Tweets which didn’t specifically @-
mention the brand but did mention as text or as a hashtag. King Price Insurance was the least responsive on
Facebook (20%) even though they had only 75 Posts.

23.
Most Engaging Facebook Posts
Dial Direct
10-JUN-17, SAT 11:20AM
Hello. Our Dialdirect team is in Knysna ready
to assist customers affected by the fires. If
you need ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 2,436 3 9 Positive
Outsurance
08-JUN-17, THU 11:00AM
In support of those that have been
tragically affected by the #KnysnaFires,
we’re donating R250,000 ..
Hippo
31-MAY-17, WED 4:27AM
A recent ruling by the Eastern Cape High
Court allows private citizens to fix damaged
roads themselv ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
1,000 3,383 367 2,516 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 777 58 345 Positive

24.
We apologise for our Father's Day video. It
did not appropriately represent SA's
demographics. It w..
18-Jun-17, Sun 08:05AM
ENGMT. FAV. REPLIES RETWEETS
1,000 87 548 136
Most Engaging Tweets
Happy #FathersDay to all the amazing dads
out there! https://t.co/pibcerM52W
.@JustinBieber fever hit Jo'burg on Sunday
& tonight is Cape Town's turn. Here's
a look at what wen..
18-Jun-17, Sun 02:11AM
ENGMT. FAV. REPLIES RETWEETS
1,000 256 288 275
17-May-17, Wed 01:06AM
ENGMT. FAV. REPLIES RETWEETS
1,000 1,506 12 1,070
Outsurance Outsurance Discovery South Africa

25.
“B-You are an example of what a true
woman is: courage, strength, beauty
and love. You always prote..
08-May-17, Mon 02:26AM
ENGMT. LIKES COMMENTS FILTER
1,000 1,458 4 Normal
Most Engaging Instagram Posts
#Throwback to our Family Portrait billboard
#tbt
#advertising#lifestyle#studio#shoot
#billboard#artd..
28-Jun-17, Wed 03:38PM
ENGMT. LIKES COMMENTS FILTER
996 83 1 Normal
29-Jun-17, Thu 01:58AM
ENGMT. LIKES COMMENTS FILTER
996 71 4 Normal
1st for Women Insurance Miway Miway
We are proud to be one step ahead by
launching the world's first lifestyle
policy for athletes with..

26.
We're looking for wild-at-heart, free-spirited,
inspired, passionate, driven rock
stars to join our..
03-Feb-17, Fri 12:00AM
ENGMT. LIKES COMMENTS
206 15 5
Most Engaging LinkedIn Posts
Ransom paid. King is home. Charity wins!
Check out the #bromance between
the rival insurers' CEOs w..
13-Mar-17, Mon 12:00AM
ENGMT. LIKES COMMENTS
124 7 4
18-Mar-17, Sat 12:00AM
ENGMT. LIKES COMMENTS
120 16 2
King Price Insurance King Price Insurance King Price Insurance
CAPTURED! One suspect in custody. So...
For the safe release of "Bossie" we
want you to match our d..

27.
Key Takeaways
• South African Insurance companies had the best engagement on Facebook with 2x more than on
Twitter, 3.5x more than Instagram and 10x more than on LinkedIn.
• South African Insurance companies promoted 23% of their Facebook Posts in the given time period.
• On Facebook, brands received the best engagement on Posts that publicized their services and
provided useful financial information.
• Companies that published more promoted fewer Posts on Facebook.
• On Twitter, Tweets were centered around financial advice and news.
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28.
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