Use of Facebook by Middle Eastern insurance companies

Atlas Magazine is publishing the second part of its study on the use of Facebook by insurance companies which is dedicated to the countries of the Middle East.

FacebookThe rankings published relate to the Lebanese, Egyptian, Jordanian and Syrian markets. They list the number of Facebook subscribers and the main services offered by the companies on the social network.

Misr Life Insurance tops the ranking in number of subscribers. The company alone has 150 852 followers, ahead of AXA Egypt (143 611 subscribers), Egyptian Life Takaful (134 906 subscribers) and Arab Orient Insurance (106 892). A significant discrepancy separates this quartet from the rest of the companies, with no other company exceeding 50 000 subscribers.

General ranking Middle East
Rank
Company
CountryFacebook subscribers 2
1
Misr Life Insurance
Egypt150 852
2
AXA Egypt
Egypt143 611
3
Egyptian Life Takaful
Egypt134 906
4
Arab Orient Insurance(a)
Jordan106 892
5
Amana Insurance
Lebanon45 759
6
Commercial Insurance
Lebanon45 402
7
Arope
Egypt42 320
8
First Insurance
Jordan39 231
9
Jordan French Insurance
Jordan37 985
10
LIA Insurance
Lebanon29 158
11
Securite Assurance
Lebanon26 203
12
Al Nisr Al-Arabi Insurance
Lebanon23 623
13
Royal Insurance
Egypt21 120
14
Al Manara Insurance
Jordan19 947
15
Allianz SNA
Lebanon19 763
16
AIG
Egypt18 356
17
Misr Takaful Insurance
Egypt17 378
18
AXA M.E
Lebanon16 862
19
Delta Insurance
Jordan13 619
20
Fidelity
Lebanon12 672
Grand total Middle East
965 659

The top 20 MENA companies, together, have approximately 970 000 subscribers. Egypt is leading the ranking, with its companies accounting for nearly 55% of the total. It is followed by Jordan and Lebanon, with 25% and 20% of the total subscribers respectively.

Lebanon

The Lebanese top 5 reflects the national market dissemination with three companies (Amana, Commercial Insurance and Securité Assurance) accounting for a 1.5% market share only. Allianz SNA and LIA Insurance, Lebanon's third and fifth largest insurers respectively in 2017, rounded out the ranking with 19 763 and 29158 subscribers.

Important clarification: out of fifty companies in total, only thirty have a Facebook page.

Rank
Company
Facebook subcribers2Functions3
1
Amana Insurance
45 759
message automatique
2
Commercial Insurance
45 402
message automatique
3
LIA
29 158 
4
Securite Assurance
26 203
5
Allianz SNA
19 763 

Top 5 most popular products for Internet users

The "products and services" ranking highlights for each company the product or service that has generated the most interactions on Facebook since the beginning of 2019.

Related posts can be accessed with a simple click on the table.

Rank
Company
Product & Service4Like button2
1
LIA
Life insurance291
2
Allianz SNA
Comprehensive insurance275
3
Trust
Life insurance160
4
Assurex
Health insurance94
5
ADIR
Motor insurance72
On Facebook

Social networks offer the main Lebanese actors a relay to communicate on their actions on the ground. For example, market-leading life insurer ALICO is highlighting its participation in cancer awareness days in Beirut. For their part, Libano-Suisse, Commerical and Allianz SNA stand out for their festive commitment.

Jordan

Four of Jordan's first six companies are in the top five. Al Manara Insurance, the 21st company in terms of market share in 2017, is the only surprise insurer. The company ranks fifth with 19 947 subscribers.

Rank
Company
Facebook subcribers2Functions3
1
Arab Orient Insurance(a)
106 892
2
First Insurance
39 231
3
Jordan French Insurance
37 985
message automatique
4
Al Nisr Al-Arabi Insurance
23 623
5
Al Manara Insurance
19 947
message automatique

Top 5 most popular products for Internet users

Despite a lower number of subscribers, smaller players are able to mobilize on their products in Jordan. This is the case of United Insurance which capitalizes on an innovative product, pet insurance, to create a buzz with 4 200 likes, the best performance in the entire Middle East area.

Rank
Company
Product & Service4Like button2
1
United Insurance
Pet insurance4 200 likes
2
Newton Insurance
Full coverage for the whole family2 500 likes
3
Newton Insurance
Health insurance abroad2 000 likes
4
Arab Orient Insurance(a)
Health insurance900 likes
5
Arab Union International
Motor insurance346 likes
On Facebook

Communication in Jordan highlights mainly family events (Jordan French Insurance) or charitable events (Delta Insurance, Arab Jordanian Insurance). Three of the five most notable posts relate to these topics.

On its Facebook page, Middle East Insurance, the country's third largest insurer, mentions its participation in the 2019 Aqaba Conf regional congress.

Egypt

Misr Life Insurance and AXA Egypt Rank first and second with 150 852 and 143 611 followers respectively. They are the top two companies in the Middle East in number of subscribers. Note that the public giant, Misr Insurance, is twice present in this ranking which includes three subsidiaries of foreign groups: Arope, AXA and GIG.

Rank
Company
Facebook subcribers2Functions3
1
Misr Life Insurance
150 852 
2
AXA Egypt
143 611
message automatique
3
Egyptian Life Takaful
134 906 
4
Arope Egypt
42 320 
5
Misr Takaful Insurance
17 378
message automatique

Top 5 most popular products for Internet users

Mohandes Insurance's fire risk coverage gathers 2 300 likes. This good performance allowed the company to rank third in the overall ranking of products and services in the Near East.

Despite this good result, Egyptian products and services have few likes and less commitment than in Jordan.

Rank
Company
Product & Service4Like button2
1
Mohandes Insurance
Fire risk coverage2 300 j'aime
2
Misr Takaful Insurance
Fire insurance187 likes
3
Misr Takaful Insurance
Personal accident insurance131 likes
4
AXA Egypt
Motor insurance106 likes
5
AXA Egypt
AXA mydoctor application84 likes
On Facebook

GIG's subsidiaries, Egyptian Life Takaful and Arab Misr Insurance, stand out in terms of communication by their posts on sporting and business events.

Mohandes Insurance also stands out from the rest, with the company recalling its recent distinction as the best insurance company in Africa, an award given at the 46th Conference of the African Insurance Organization (AIO).

Syria

Of the 14 insurance companies of the market, ten have a Facebook page. However, only three companies are active (Arabia Insurance, Syrian Islamic Insurance and Syrian Arab Insurance). Arabia is at the top of the podium in number of subscribers.

The subsidiary of Arabia Insurance, the first company to benefit from a presentation in Atlas Magazine, has 7 759 followers.

Rank
Company
Facebook subcribers2Functions3
1
Arabia Insurance
7 759
2
Al Aqeelah Takaful Insurance
6 104 
3
Syrian Islamic Insurance
4 249 
4
Syrian Arab Insurance
2 290 
5
Trust Syria
2 284 

(1) Iraq, Iran and Afghanistan are excluded from the scope of the study due to the lack of data on these countries.
(2) Figures and data as of March 31, 2019
(3) The icon 
 
 represents the welcome message function, the icon  
 
 the purchase function and the icon 
 
  the call function
(4) Products refer to insurance contracts and facilities offered by insurers to their customers: online quotes, e-reports
(a) Now GIG Jordan
(b) GIG Group
réseaux sociaux
0
Your rating: None
Advertising Program          Terms of Service          Copyright          Useful links          Social networks          Credits