As we begin this new year, the internet is awash with articles looking at trends in 2018.

The problem is that many of these lists don't seem geared toward the unique position insurance agents inhabit in the marketing world. It could make an agent feel that it might be better to just ignore the trends altogether.

Related: 4 ways insurance agents can master social media marketing

But social marketing isn't just a trend; it's an industry necessity, and has been accepted as one of the best practices for spreading a marketing message and establishing a brand. Communicating your unique value proposition over social is one of the primary ways you give prospects and current clients the chance to experience your brand.

After reading dozens of lists and consulting with our social marketing experts, I have identified five trends that are essential for agents to focus on in 2018:

"Influencer marketing" is one of the of-the-now buzzwords. (Photo: iStock)

 No. 5: Leverage 'influencer marketing'

In the world of marketing, there are always one or two phrases that are the buzzwords of the moment. Right now, as the calendar has just turned from 2017 to 2018, the idea that's on everybody's lips is "influencer marketing." That may be because statistics say that companies make $6.50 for every dollar spent on influencer marketing.

The concept of tapping users with large followings on social platforms makes a lot of sense. Instead of traditional advertising, influencer marketing allows you to not only access larger audiences but also leverage their willingness to act on the recommendation of their influencer. The result is an exponentially powerful marketing platform that can help your message cut through the noise to deliver a powerful signal.

Related: 6 takeaways for marketing insurance to millennials

Insurance agents may not be looking for the average YouTube influencer, but connecting with influential thought leaders in different verticals can be a great way to drive traffic to blog posts, announce promotions and be introduced to new audiences that might not have ever found your message otherwise.

The generation coming up behind the millennials makes up 25% of the U.S. population and enters the job force in 2018. (Photo: iStock)

No. 4: Attract Generation Z

That means that this new group of consumers, Generation Z, needs to be marketed to, but hardly anyone knows exactly what to say to them.

There are significant differences between a member of Generation Z and a millennial, though precisely what constitutes those differences is still becoming clear. One thing that's for sure is that reaching this new generation takes much more effort than launching a single Facebook ad now and then or hoping that one of your tweets goes viral.

Related: Millennials want job stability, Gen Z wants passion

Gen Z looks for immediate engagement in the form of ephemeral content, chat applications and artificial intelligence-augmented experiences. The opportunity to establish your brand with a younger generation that is still developing their purchasing habits and social engagement patterns is the opportunity to be on the cutting edge of a whole new customer segmentation.