BENCHMARK
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#9
social video poster
of 197 in Finance category
#5
social video poster
of 68 in Banks sub-category
40
/100
overall video usage on website benchmark score
Bank of America maintains a high-volume social video strategy centered on brand storytelling, with insight-led content serving as a meaningful secondary pillar. YouTube and Instagram are its primary distribution channels, supported by regular publishing on Facebook, TikTok, and LinkedIn. The mix also includes customer, product, recruitment, and event videos, creating a broad content portfolio while keeping brand-building at the core.
Metric
Bank of America
Banks sub-category
Finance category
Avg video posts/month
53.67
18.11
15.84
Product content
5.59%
15.46%
19.07%
Customer content
7.14%
5.25%
7.76%
Insight content
28.26%
25.53%
25.66%
Brand content
48.76%
38.15%
33.65%
Event content
4.35%
10.30%
7.89%
Recruitment content
5.90%
4.86%
5.12%
Bank of America posts video far more frequently than both banks and the wider finance category, with a much heavier focus on brand content. Its insight mix is closely aligned with the industry, but product and event content make up a notably smaller share.
Social video posts over time
YouTube appears to be Bank of America’s leading video channel, with Instagram also consistently playing a major role. Posting is active across all five channels, although YouTube volume varies sharply month to month while Instagram provides a strong secondary outlet.
Compare with:
Bank of America’s video mix is led by brand content, followed by a substantial share of insight content. Product, customer, event and recruitment videos are all used more selectively, leaving room to test whether a broader range of content could complement its brand-led approach.
Metric
Bank of America
Banks sub-category
Finance category
Avg LinkedIn video posts/month
7.17
2.12
2.21
Avg YouTube video posts/month
17.33
3.72
3.56
Avg Facebook video posts/month
8.17
3.10
2.70
Avg Instagram video posts/month
13.50
6.39
4.99
Avg Tiktok video posts/month
7.50
2.76
2.37
Bank of America posts more video than both banks and the finance category across every channel, with particularly strong activity on YouTube, Instagram and Facebook. This broad, high-volume presence suggests a genuinely multi-channel strategy rather than reliance on one standout platform.
Bank of America website
Website video analysis
Bank of America uses video selectively rather than as a consistent site-wide format. The best examples appear in educational resources, where video supports practical content and can be positioned prominently within the page.
Conversion pages also use video, but it tends to be accessed through a link, displayed in a modal, or used as a decorative treatment. This limits its impact compared with a visible, embedded explainer that directly supports the next step.
The homepage, product pages, and careers pages reviewed do not use video, leaving important parts of the customer and recruitment journeys uncovered. Expanding the resource-style approach into these areas could make complex offerings easier to understand and give video a more connected role across the website.
Conversion pages also use video, but it tends to be accessed through a link, displayed in a modal, or used as a decorative treatment. This limits its impact compared with a visible, embedded explainer that directly supports the next step.
The homepage, product pages, and careers pages reviewed do not use video, leaving important parts of the customer and recruitment journeys uncovered. Expanding the resource-style approach into these areas could make complex offerings easier to understand and give video a more connected role across the website.
Strengths
Educational resources make the strongest use of video, with content appearing across a meaningful share of the pages reviewed. One resource places video prominently above the fold, while another integrates it with practical guidance in the article. Video also appears regularly on conversion pages, including an explainer connected to appointment scheduling.
Weaknesses
Video is absent from the homepage and every product page reviewed, leaving major discovery and product-exploration journeys without this kind of support. It is also missing from the careers pages, so it does not help communicate company culture or the campus recruitment experience. On conversion pages, the available videos often feel secondary or decorative rather than central to the user journey.
Opportunities
Bank of America could bring its educational approach to core product pages through clear explainers for checking accounts, cards, loans, and small-business services. Adding video to the homepage could make it part of the initial visitor experience, while careers videos could help showcase culture and recruitment opportunities. Existing conversion videos could also be made more visible and directly embedded so they play a stronger role in helping visitors take action.
Key takeaway
Video is most established in the educational resource area, where it is closely connected to useful guidance and can receive prominent placement. Its presence on conversion pages adds some support for service-oriented moments, though those videos are not always highly visible. The main gap is the absence of video from the homepage and product pages, which creates a clear opportunity to extend the same educational strength into more central visitor journeys.
Video usage on key pages:
View methodology
Bank of America uses video most effectively in educational resources, where it supports practical guidance and can take a prominent place on the page, with some additional but less visible use on conversion pages. Video is absent from the homepage, product, and careers pages reviewed, creating a clear opportunity to bring helpful explainers and brand storytelling into more central customer and recruitment 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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