BENCHMARK
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#10
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 presence, with brand storytelling making up the clear majority of its output. Instagram and YouTube are its primary distribution channels, supported by steady activity on Facebook, TikTok, and LinkedIn. The mix also includes insight-led, product, customer, recruitment, and event content, suggesting video is used across both brand building and broader communications needs.
Metric
Bank of America
Banks sub-category
Finance category
Avg video posts/month
55.83
18.32
16.23
Product content
7.16%
16.25%
19.01%
Customer content
5.37%
4.87%
7.52%
Insight content
19.10%
24.70%
25.27%
Brand content
57.61%
39.14%
34.29%
Event content
4.78%
10.01%
8.32%
Recruitment content
5.97%
4.63%
4.83%
Bank of America publishes video far more frequently than both banks and the wider finance category, with a distinctly brand-led content mix. It creates substantially more brand and slightly more recruitment content, while product, insight and event videos take a smaller share than industry norms.
Social video posts over time
YouTube appears to be Bank of America’s key video channel, consistently receiving strong posting volume and leading activity in most months. Instagram and Facebook are also major parts of the mix, while LinkedIn and TikTok show more uneven bursts of activity.
Compare with:
Bank of America’s video strategy is heavily focused on brand content, supported by a meaningful share of insight content. Product, customer, event and recruitment videos make up much smaller portions of the mix, raising the question of whether more customer or product storytelling could add balance.
Metric
Bank of America
Banks sub-category
Finance category
Avg LinkedIn video posts/month
5.17
1.83
1.82
Avg YouTube video posts/month
15.67
3.95
3.80
Avg Facebook video posts/month
11.17
3.39
2.99
Avg Instagram video posts/month
17.67
6.50
5.26
Avg Tiktok video posts/month
6.17
2.65
2.36
Bank of America posts more video than banks and the finance category across every channel, with especially strong activity on Instagram, YouTube and Facebook. Its broad channel lead suggests a scaled distribution strategy, though YouTube’s high volume may be a particularly important driver of its overall output.
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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