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A lot of people have strong opinions about selfies—they’re either a fun form of self-expression or a symptom of what’s wrong with society in one way or another. But they’re not going away anytime soon. And you can definitely incorporate them into your social media strategy. Here are a few reasons why it’s something you should consider.

It makes you relatable. Insurance has a reputation of being a “boring” business, and its image is a bit buttoned-up. You can make yourself and your company relatable and fun by showing yourself—and letting your employees show themselves—in a less formal way, and a way that a lot of your customers use as well. It can project a more relaxed, fun image that customers across all demographics respond to.

It makes you real. There’s something about a selfie that says “we’re all people here.” It’s a lot harder for a customer to get mad—and rant online—about a company when he or she personally knows and connects with the people working there. Demonstrating that your company is more than a faceless logo can do a lot to connect with your audience.

It demonstrates approval. When you encourage your customers, business partners, or the insurance companies you work with to take selfies in the context of your business—maybe at an event your company sponsors, or during a trade show, or with an adjuster of yours—it shows they approve of and support your business. It’s a powerful way for your existing customers to show that they do business with you—and recommend you to others in a non-explicit way.

It’s a great way to engage. Selfies can be funny, and humor is a great way to connect people. Using a selfie shows that your company has a personality, and encouraging your customers to submit them can be a great way to get them involved with your company. Holding a selfie contest that ties into the insurance you offer can be a great way to foster engagement and boost your profile on social media.

There’s a certain amount of risk to encouraging selfies among your audience. You don’t always have control over what people post. That’s one of the reasons it’s a charismatic choice for any company—it takes confidence go and allowing the customers some control over the images and materials posted under its name. But done right, a marketing campaign that revolves around selfies can make your company relatable—and get customers engaged and talking.