BENCHMARK
<- Back to all rankings
#26
social video poster
of 197 in Finance category
#3
social video poster
of 36 in Payments sub-category
33
/100
overall video usage on website benchmark score
Airwallex maintains a strong social video presence, with YouTube serving as its primary distribution channel and Instagram and LinkedIn providing meaningful supporting reach. Its content mix leans most heavily toward brand-building and insight-led videos, while product content also plays a substantial role in explaining its offering. Customer stories, events, and recruitment appear more selectively in the mix, suggesting the strategy is focused primarily on awareness, education, and product positioning.
Metric
Airwallex
Payments sub-category
Finance category
Avg video posts/month
33.83
12.75
16.23
Product content
25.12%
28.68%
19.01%
Customer content
6.40%
13.65%
7.52%
Insight content
27.59%
21.34%
25.27%
Brand content
35.47%
21.56%
34.29%
Event content
3.45%
7.44%
8.32%
Recruitment content
1.97%
6.42%
4.83%
Airwallex posts video far more frequently than both the Payments sub-category and Finance overall. Its mix leans especially heavily into brand and insight content, while customer, event and recruitment videos are notably less prominent than industry peers.
Social video posts over time
YouTube is Airwallex’s most important video channel, with consistently high activity and several particularly busy months. LinkedIn and Instagram also play meaningful roles, while TikTok is used more selectively and Facebook is largely absent.
Compare with:
Airwallex’s video mix is led by brand content, followed closely by insight and product videos. This creates a strong awareness-and-education focus, though there may be room to test more customer stories, event content and recruitment videos.
Metric
Airwallex
Payments sub-category
Finance category
Avg LinkedIn video posts/month
6.33
2.52
1.82
Avg YouTube video posts/month
17.67
3.33
3.80
Avg Facebook video posts/month
0.17
1.99
2.99
Avg Instagram video posts/month
7.17
3.78
5.26
Avg Tiktok video posts/month
2.50
1.13
2.36
Airwallex publishes more video than its peers on LinkedIn, YouTube, Instagram and TikTok, while Facebook is used far less. YouTube is the clearest standout in its channel strategy, suggesting a strong focus on a platform that the wider industry is not using to the same extent.
Airwallex website
Website video analysis
Airwallex concentrates its video use within selected product and customer-story pages. Product explainers support important sections, while standout customer videos show how prominent placement can make stories feel more immediate and credible.
The broader site experience remains largely static, with no video identified on the homepage, resource pages, or conversion-focused pages reviewed. Videos that do exist are also often lower on the page or opened through a modal, which can limit visibility.
A stronger approach would carry the effective product and customer-story format into more stages of the visitor journey. More consistent, directly visible video could help explain the offering earlier, enrich educational content, and support people as they move toward pricing, demo, contact, or signup actions.
The broader site experience remains largely static, with no video identified on the homepage, resource pages, or conversion-focused pages reviewed. Videos that do exist are also often lower on the page or opened through a modal, which can limit visibility.
A stronger approach would carry the effective product and customer-story format into more stages of the visitor journey. More consistent, directly visible video could help explain the offering earlier, enrich educational content, and support people as they move toward pricing, demo, contact, or signup actions.
Strengths
Airwallex uses video most effectively on product pages, where explainers help support key product sections. Customer-story video can also receive strong placement, especially when featured prominently in the hero or as a large video further down the page. These examples show that video works well when Airwallex uses it to clarify its products or make customer outcomes feel more tangible.
Weaknesses
Video is absent from the homepage, resource content, and the conversion-focused pages reviewed. This means much of the site relies on static visuals, carousels, interactive graphics, and editorial imagery instead. Even where product videos are available, they are often placed lower on the page or hidden behind modal triggers, making them less immediately visible.
Opportunities
The biggest opportunity is to add video to the pricing, demo, contact, and signup journey, where it could help visitors who are closer to taking action. Airwallex could also introduce video on the homepage and within resource content to explain its offering and make educational material more engaging. Across product pages, more consistent coverage and visible inline placement would make key explainers easier to discover.
Key takeaway
Video works best for Airwallex when it explains a product or brings a customer story to life. A few prominent placements demonstrate the impact video can have, but that approach is not yet consistent across the site. Extending video into the homepage, resources, and conversion journey would create a more connected experience.
Video usage on key pages:
View methodology
Airwallex uses video most effectively on selected product and customer-story pages, where explainers and prominent customer videos help make the offering feel clearer and more credible. The rest of the site is largely static - especially the homepage, resources, and conversion pages - so bringing more directly visible video into these journeys would create a more consistent experience and better support visitors as they consider taking action.
Get a deeper competitive video analysis
We can benchmark your company against the competitors that matter to you, identify where you’re ahead, uncover gaps and recommend the highest-priority opportunities.
Request an analysis
BENCHMARK
by
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.
Login/Register