BENCHMARK
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#33
social video poster
of 197 in Finance category
#10
social video poster
of 55 in Insurance sub-category
43
/100
overall video usage on website benchmark score
Bupa has an active social video presence, with its output concentrated on TikTok and Instagram, supported by Facebook and LinkedIn. Its content mix is led by insight-driven videos, suggesting a strong emphasis on education, guidance, and health-related information, while brand content also plays a meaningful role. Customer, event, and recruitment videos appear only occasionally, indicating these are supporting rather than core content pillars. Overall, Bupa’s social strategy is geared toward building trust and relevance through informative, brand-led short-form video.
Metric
Bupa
Insurance sub-category
Finance category
Avg video posts/month
31.17
20.82
16.23
Product content
0.00%
16.68%
19.01%
Customer content
2.14%
7.13%
7.52%
Insight content
61.50%
28.08%
25.27%
Brand content
33.16%
36.18%
34.29%
Event content
2.67%
6.64%
8.32%
Recruitment content
0.53%
4.27%
4.83%
Bupa posts video far more frequently than both the insurance sub-category and finance category, with a notably insight-led content mix. Its biggest difference is the absence of product content, while insight content makes up a much larger share than either benchmark.
Social video posts over time
Instagram and TikTok are Bupa's key video channels, consistently accounting for the highest posting activity and both seeing particularly strong recent volume. This points to a social-first, short-form approach, with Facebook and LinkedIn playing supporting roles and YouTube unused.
Compare with:
Bupa's video output is dominated by insight content, supported by a substantial share of brand content. With very little customer, event or recruitment content and no product content, there may be an opportunity to test a broader mix while retaining its strong educational focus.
Metric
Bupa
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
2.17
1.85
1.82
Avg YouTube video posts/month
0.00
4.90
3.80
Avg Facebook video posts/month
6.17
4.25
2.99
Avg Instagram video posts/month
10.67
5.98
5.26
Avg Tiktok video posts/month
12.17
3.83
2.36
Bupa posts more video than the industry across LinkedIn, Facebook, Instagram and TikTok, but does not use YouTube at all despite it being an active channel for both benchmarks. Its especially strong Instagram and TikTok activity suggests a clear short-form social focus, while YouTube is the most obvious gap in its channel mix.
Bupa website
Website video analysis
Bupa’s use of video is concentrated in selected product, conversion and careers experiences rather than embedded throughout the website. The careers homepage stands out because video appears immediately in the hero and is reinforced with additional brand content further down the page.
Elsewhere, video usually sits within the page as supporting content, helping explain services, answer questions or provide educational guidance. This makes the existing placements useful, but their limited spread means many visitor journeys remain entirely static.
Customer stories are the most obvious gap, as they currently rely on written content and imagery instead of bringing real experiences to life through video. Extending concise, relevant videos across stories, resources, products and conversion pages would help create a more connected journey from discovery to decision.
Elsewhere, video usually sits within the page as supporting content, helping explain services, answer questions or provide educational guidance. This makes the existing placements useful, but their limited spread means many visitor journeys remain entirely static.
Customer stories are the most obvious gap, as they currently rely on written content and imagery instead of bringing real experiences to life through video. Extending concise, relevant videos across stories, resources, products and conversion pages would help create a more connected journey from discovery to decision.
Strengths
Bupa’s strongest use of video is on its careers homepage, where a hero background makes it part of the immediate experience. A second careers video adds more depth further down the page. Product and health-assessment pages also use video purposefully to answer questions, explain services and reinforce surrounding messaging.
Weaknesses
Video coverage is limited across most of Bupa’s website. The main homepage and the customer stories reviewed do not use video, while resource content includes it only selectively. Video also drops away during important conversion journeys, with the reviewed quote and contact pages relying on static content.
Opportunities
Customer stories offer the clearest opportunity, as video could bring real member experiences to life more effectively than static imagery alone. Short explanatory videos could also make quote and contact journeys clearer and more engaging. Expanding video across additional product and resource pages would create a more consistent experience from initial research through to action.
Key takeaway
Bupa uses video effectively in a handful of high-value experiences, particularly careers and selected explanatory product or service sections. When video appears, it generally has a clear educational or supportive role. The main opportunity is to make that purposeful approach more consistent across customer stories and conversion-focused journeys.
Video usage on key pages:
View methodology
Bupa uses video most effectively on its careers homepage and in selected product and health-assessment experiences, where it supports job search, service explanations and customer questions. Coverage is otherwise limited - especially across the homepage, customer stories, resources and key conversion journeys - creating a clear opportunity for more consistent, journey-led video.
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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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