You should only use YouTube if you sell a product or service that is naturally best described visually. And that would probably exclude insurance policies!

But remember, you can create a video ad that looks just like a TV commercial. I know there may not be very many TV commercials selling insurance policies. But anything that can be sold in a TV commercial can be sold in a YouTube video ad.

And I've seen quite a few TV commercials that were mostly “talking heads.” Of course, they were only 30 seconds long. It might be a real challenge to create a 6-minute video of talking heads discussing insurance policies!

So you're right to stick to the text-based social media sites like Facebook, LinkedIn, and Twitter.

The one thing I would say though is to go in to YouTube marketing only if you're ready to be completely vulnerable to any comments or mockery, as well as the positive influx to your site. Do your research as to whether or not YouTube is a good channel for your company. I work on the social media campaign for a mid-sized insurance company with some leaders that are jazzed up about getting on to YouTube because it's where everyone is. Right now, it's not in our best interest.

I would add: Use YouTube to support your marketing campaign (not vice versa which would be developing a campaign just so you can use YouTube), avoid talking heads (snore), and make the topic compelling! Even a skilled copywriter would struggle with a topic or theme that just isn't video-worthy.

Just my 2cents!