BENCHMARK
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#6
social video poster
of 197 in Finance category
#3
social video poster
of 55 in Insurance sub-category
33
/100
overall video usage on website benchmark score
Aviva has a high-volume social video strategy, led by insight content and supported by a substantial mix of product-focused videos. YouTube is its primary video channel, with TikTok, Instagram, and Facebook also playing meaningful roles in distribution. Customer and brand storytelling appear less central, while there is no evident use of video for events or recruitment across its social activity.
Metric
Aviva
Insurance sub-category
Finance category
Avg video posts/month
67.17
20.06
15.84
Product content
33.00%
16.98%
19.07%
Customer content
2.73%
7.58%
7.76%
Insight content
56.58%
27.41%
25.66%
Brand content
7.69%
36.52%
33.65%
Event content
0.00%
5.36%
7.89%
Recruitment content
0.00%
4.83%
5.12%
Aviva posts videos far more frequently than both the insurance sub-category and the wider finance category, with a particularly strong focus on insight and product content. This comes at the expense of brand, customer, event and recruitment videos, making its content mix much more education- and product-led than the industry norm.
Social video posts over time
YouTube is Aviva’s leading video channel, with Instagram and TikTok also playing major roles and Facebook contributing consistently. Posting peaks across all of these channels in September and October, suggesting Aviva’s video activity is built around coordinated, high-volume campaign periods.
Compare with:
Aviva’s video output is led by insight content, supported by a significant share of product videos. With little customer or brand content and no event or recruitment videos, there may be an opportunity to test a broader mix that adds proof points, personality and employer storytelling.
Metric
Aviva
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
0.00
2.30
2.21
Avg YouTube video posts/month
22.17
4.62
3.56
Avg Facebook video posts/month
13.00
3.85
2.70
Avg Instagram video posts/month
15.50
5.60
4.99
Avg Tiktok video posts/month
16.50
3.69
2.37
Aviva posts substantially more video on YouTube, Facebook, Instagram and TikTok than both industry benchmarks, while posting none on LinkedIn where the industry is active. Its high-volume, consumer-facing channel mix fits its insight and product focus, though LinkedIn is a clear gap for professional and employer-focused video.
Aviva website
Website video analysis
Aviva’s strongest use of video is in customer stories, where it supports personal narratives through prominent YouTube sections and accompanying transcripts. However, these videos sit below the introductory content rather than shaping the visitor’s first impression.
Across the rest of the reviewed website, video has little presence. The homepage, product pages, resources, conversion journeys, and careers content rely on text and static imagery, so video is not being used to explain products, support research, or help visitors move toward action.
A practical next step would be to reuse the customer-story approach across higher-value journeys. Product explainers, guidance videos, career perspectives, and carefully placed conversion support could broaden video’s role without replacing the clear written content already in place.
Across the rest of the reviewed website, video has little presence. The homepage, product pages, resources, conversion journeys, and careers content rely on text and static imagery, so video is not being used to explain products, support research, or help visitors move toward action.
A practical next step would be to reuse the customer-story approach across higher-value journeys. Product explainers, guidance videos, career perspectives, and carefully placed conversion support could broaden video’s role without replacing the clear written content already in place.
Strengths
Customer stories are Aviva’s clearest strength, with video appearing on most of the story pages reviewed. The videos are given meaningful space as large mid-page features, making them a substantial part of the storytelling experience. Transcripts also support accessibility and give visitors another way to engage with the content.
Weaknesses
Video use drops away completely outside the customer story section. The homepage and the reviewed product, resource, conversion, and careers pages all rely on text and static imagery. This leaves video absent from key discovery, research, and decision-making journeys.
Opportunities
The biggest opportunity is to bring video into product and conversion pages, where visitors are comparing insurance and pension options or preparing to act. Resource pages could use video to make informational topics easier to understand, while careers pages could offer a more vivid view of roles and company life. Aviva could also place selected customer-story videos closer to the top of the page so they are easier to discover.
Key takeaway
Aviva uses video effectively as a supporting element in selected customer stories, but that use is highly concentrated. The same approach has not been extended to the homepage or the reviewed product and conversion journeys. Expanding video into those areas could make it a more useful part of the wider customer experience.
Video usage on key pages:
View methodology
Aviva uses video primarily in customer stories, where prominent YouTube embeds and transcripts add depth to personal narratives, though the videos appear after the introductory content rather than near the top of the page. Video is absent from the homepage, product, resource, conversion and careers journeys, creating a clear opportunity to use consistent explainers and customer-led content to support discovery and decision-making.
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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.
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