Instagram influencer campaign aims to make pensions 'snackable' for young people

An Instagram influencer campaign, devised by Dutch pensions administrator TKP, BPL Pensioen and marketing agency Workmode, aims to make pensions "snackable" for young people.

The partners believe it is important to bring pensions to the "here and now" and create content short and clear instead of a far-off show to ensure young people pay attention.

The campaign started in 2023, with influencers Allyssa Canrinus and Tom Groot posting on Instagram about pensions and using pension-related hashtags.

The results were encouraging: 232,009 people saw the posts, which prompted many responses from people who talked about their own experiences and questions from people about their pension scheme.

The campaign expanded last year to include more influencers with a large platform, with promising outcomes.

BPL Pensioen's Instagram account showed significant growth, gaining 49 per cent more followers and 51 per cent more impressions. Interaction on the account also increased by 35 per cent.

Commenting on the results, TKP said they showed that getting young people excited about pensions was not easy but possible.

"Reaching people just before they retire is simply easier because it is acutely relevant to them. This can be done by entering partnerships with other influencers, joining events in the sector, and realising more reach on Instagram. The more followers you have, the more impact you can achieve as a pension fund.

"The most important lesson we learned was that it pays to try things out," added the pension fund manager.



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