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From October to December 2019, Allianz was by far the most active insurance brand on Instagram in terms of user engagement. More specifically, the ranking displayed refers to the posts edited in Italian language and was calculated by as the sum of likes and comments that mention the brands on the social network. According to data provided, Allianz ranked first with ** likes and comments. Following in the ranking came Unipol and Axa with * and *, respectively. The insurance companies Unipol and Allianz belong also to the top three the most active on Facebook in terms of user engagement.  

 Leading insurance companies in Italy 

    The most active insurance brands on Instagram also appear to be the leaders in the insurance market in Italy. More specifically, Unipol leads the non-life insurance market: in 2018, the group boasted a market share of **** percent in terms of gross written premiums, followed by Generali (**** percent) and Allianz (**** percent). On the other hand, the life insurance segment is led by Generali, which enjoyed a market share of **** percent.  

 Among the largest insurance markets in Europe 

    Italy is among the leading countries for total written premiums on the insurance market in Europe. Despite not boasting the figures registered by the UK, France and Germany, Italy ranked fourth in terms of written premiums, in the life and non-life insurance segments combined. Moreover, when considering only the life insurance segment, Italy was third in the ranking.