BENCHMARK
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#4
social video poster
of 197 in Finance category
#2
social video poster
of 68 in Banks sub-category
17
/100
overall video usage on website benchmark score
BMO US maintains an active social video presence, with Facebook and Instagram serving as its primary distribution channels and LinkedIn playing a supporting role. Its video mix is led by brand content and recruitment-focused storytelling, suggesting a strong emphasis on building brand affinity and employer appeal. Event, insight, customer, and product videos round out the strategy, creating a balanced content program that supports both awareness and audience engagement.
Metric
BMO US
Banks sub-category
Finance category
Avg video posts/month
58.43
18.32
16.23
Product content
6.11%
16.25%
19.01%
Customer content
8.56%
4.87%
7.52%
Insight content
9.78%
24.70%
25.27%
Brand content
36.43%
39.14%
34.29%
Event content
11.98%
10.01%
8.32%
Recruitment content
26.65%
4.63%
4.83%
BMO US posts video far more frequently than both Banks and the wider Finance category, with a content mix heavily weighted toward recruitment and brand content. Recruitment is the standout difference, while product and insight content are notably less prominent than industry peers.
Social video posts over time
Instagram is BMO US's leading video channel, closely followed by Facebook, while LinkedIn has become much more active in the most recent months. The strongest pattern is its sustained, high-volume publishing on Instagram and Facebook, with no video presence on TikTok or YouTube.
Compare with:
BMO US mainly posts brand and recruitment videos, with event content forming a secondary part of the mix. This creates a strong employer-branding focus, though there may be room to test more product and insight content given their lower share of output.
Metric
BMO US
Banks sub-category
Finance category
Avg LinkedIn video posts/month
5.71
1.83
1.82
Avg YouTube video posts/month
0.00
3.95
3.80
Avg Facebook video posts/month
27.43
3.39
2.99
Avg Instagram video posts/month
25.29
6.50
5.26
Avg Tiktok video posts/month
0.00
2.65
2.36
BMO US posts much more video on LinkedIn, Facebook and Instagram than Banks and Finance overall, while it has no YouTube or TikTok activity despite both being used by the industry. Its high-volume Facebook and Instagram approach is driving its overall lead in posting frequency, but YouTube and TikTok are clear channel gaps relative to peers.
BMO US website
Website video analysis
BMO US makes very limited use of video across the reviewed website. The single identified example is an external phishing explainer linked within a resource article, so even the existing use is easy to miss rather than presented as a prominent on-page experience.
The homepage, product pages, and contact-focused conversion pages rely on static images, illustrations, and app graphics instead of video. This leaves major opportunities to use visible explainers, product overviews, and guidance content at key points where visitors are learning about services or deciding what to do next.
There was not enough evidence to assess video use on customer story or careers pages. Based on the available pages, video remains concentrated in one low-profile educational use case rather than being used consistently throughout the site.
The homepage, product pages, and contact-focused conversion pages rely on static images, illustrations, and app graphics instead of video. This leaves major opportunities to use visible explainers, product overviews, and guidance content at key points where visitors are learning about services or deciding what to do next.
There was not enough evidence to assess video use on customer story or careers pages. Based on the available pages, video remains concentrated in one low-profile educational use case rather than being used consistently throughout the site.
Strengths
The video that was identified is relevant to the surrounding resource content and directs readers to a phishing explainer. It shows that BMO US sees some value in video as an educational tool. While limited, this use supports the article’s topic and gives readers another way to engage with the information.
Weaknesses
Video is absent from the homepage, the reviewed product pages, and the contact-focused conversion pages. The only example is a low-prominence text link to an external YouTube video within a resource article. As a result, video does little to support first impressions, product exploration, or action-oriented moments across the site.
Opportunities
BMO US has a clear opportunity to introduce video across product and contact-focused pages. Short explainers could help visitors understand banking, credit card, mortgage, and business-lending offerings, while conversion-page videos could provide guidance or build confidence before taking action. Resource content could also feature visible embedded players or dedicated video modules instead of relying on external text links.
Key takeaway
Video currently plays a small supporting role in the website experience, limited to a text-linked explainer on a resource page. It is not yet integrated into the main customer journey or presented as a prominent content format. Expanding video to the homepage, product pages, and conversion experiences could make it a more useful tool for helping visitors learn and act.
Video usage on key pages:
View methodology
BMO US uses video only minimally, with a single low-profile external explainer link on a resource page and no video across the reviewed homepage, product, or contact-focused conversion pages. Because video is so limited and not presented as an on-page experience, there isn’t enough evidence to assess its creative quality or brand consistency.
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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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