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#79
social video poster
of 197 in Finance category
#13
social video poster
of 36 in Payments sub-category
60
/100
overall video usage on website benchmark score
Adyen maintains an active social video program, with YouTube serving as its primary distribution channel and LinkedIn playing a meaningful supporting role. Its content mix leans most heavily toward customer stories, complemented by product explainers, insight-led content, and recruitment videos. This suggests a video strategy focused on building credibility through real-world customer proof while also educating audiences and supporting employer-branding goals.
Metric
Adyen
Payments sub-category
Finance category
Avg video posts/month
15.00
12.75
16.23
Product content
18.89%
28.68%
19.01%
Customer content
28.89%
13.65%
7.52%
Insight content
16.67%
21.34%
25.27%
Brand content
11.11%
21.56%
34.29%
Event content
2.22%
7.44%
8.32%
Recruitment content
22.22%
6.42%
4.83%
Adyen posts videos slightly more often than Payments peers, but less often than the wider Finance category. Its mix stands out for a much stronger focus on customer and recruitment content, while brand, event, product and insight content all sit below at least one industry benchmark.
Social video posts over time
YouTube is Adyen’s most important video channel by a wide margin, with LinkedIn acting as a distant second and only occasional Instagram activity. Its YouTube output is consistently high and recently increased sharply, suggesting this is the channel where the company is placing its biggest video investment.
Compare with:
Adyen’s video mix is led by customer content, supported by product, insight and recruitment videos. This customer-first approach differentiates the brand, though the relatively limited brand and event content raises the question of whether there is room to build broader brand visibility around its product stories.
Metric
Adyen
Payments sub-category
Finance category
Avg LinkedIn video posts/month
3.00
2.52
1.82
Avg YouTube video posts/month
11.17
3.33
3.80
Avg Facebook video posts/month
0.00
1.99
2.99
Avg Instagram video posts/month
0.83
3.78
5.26
Avg Tiktok video posts/month
0.00
1.13
2.36
Adyen posts more video on LinkedIn and especially YouTube than both Payments and Finance, while it is absent from Facebook and TikTok and uses Instagram far less. YouTube is clearly the defining channel in its strategy, but the lack of short-form platform activity may limit reach beyond its core professional audience.
Adyen website
Website video analysis
Adyen uses video most confidently in high-visibility brand and storytelling contexts. The homepage is the strongest example, with video shaping the first impression and continuing through supporting sections, while the careers page also places it prominently near the top.
Customer-story video is used effectively when present, combining an immersive opening with a separate player for more detailed content. This shows that Adyen can use video for both atmosphere and substantive storytelling.
Across product, resource, and conversion experiences, however, video use is selective rather than consistent. Expanding demonstrations, educational players, and conversion-focused video would create a more cohesive experience across the website.
Customer-story video is used effectively when present, combining an immersive opening with a separate player for more detailed content. This shows that Adyen can use video for both atmosphere and substantive storytelling.
Across product, resource, and conversion experiences, however, video use is selective rather than consistent. Expanding demonstrations, educational players, and conversion-focused video would create a more cohesive experience across the website.
Strengths
Adyen makes video a central part of its homepage experience, using it immediately in the hero and throughout value proposition and customer-story sections. The careers page also gives video a prominent position near the top, helping communicate the employer brand quickly. On the customer story that includes video, the combination of a hero background and an inline player supports both initial engagement and deeper storytelling.
Weaknesses
Video use is limited across the product and resource content reviewed, with most pages relying on static visuals. This creates an uneven experience compared with the video-rich homepage. The contact page also lacks video, leaving a gap at an important point in the conversion journey.
Opportunities
Adyen could bring video more consistently into product pages by expanding on its existing product demonstration approach. More educational videos could also make resource content easier to understand and more engaging. A focused video on the contact page could answer common questions, explain next steps, or reinforce the value proposition before visitors convert.
Key takeaway
Video works especially well for Adyen as a brand-building and storytelling tool on the homepage, careers page, and selected customer content. Its strongest placements are highly visible and integrated into the wider page experience. The main opportunity is to extend that same approach into product exploration, educational resources, and conversion-focused pages.
Video usage on key pages:
View methodology
Adyen makes video a core part of its homepage, careers content, and select customer stories, using prominent autoplay and inline placements to support brand storytelling. Video is much less consistent across product, resource, and conversion pages, creating a clear opportunity to extend demonstrations and educational content into these key journeys.
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BENCHMARK
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Wyzowl is a video company with over 15 years of experience, having created more than 4,000 custom videos for companies around the world.
We created Benchmark to help companies understand how their video content compares with their peers and uncover opportunities to improve their video strategy.
We created Benchmark to help companies understand how their video content compares with their peers and uncover opportunities to improve their video strategy.
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