BENCHMARK
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#21
social video poster
of 197 in Finance category
#10
social video poster
of 68 in Banks sub-category
37
/100
overall video usage on website benchmark score
Citi maintains an active social video presence, with YouTube serving as its primary distribution channel and LinkedIn playing a meaningful supporting role. Its video strategy is heavily weighted toward insight-led content, complemented by event coverage, brand storytelling, recruitment, product, and customer-focused videos. Instagram is used selectively, while Facebook has only a minimal role in the video mix.
Metric
Citi
Banks sub-category
Finance category
Avg video posts/month
30.43
18.32
16.23
Product content
5.16%
16.25%
19.01%
Customer content
4.69%
4.87%
7.52%
Insight content
61.50%
24.70%
25.27%
Brand content
7.98%
39.14%
34.29%
Event content
15.02%
10.01%
8.32%
Recruitment content
5.63%
4.63%
4.83%
Citi posts video far more frequently than both banks and the wider finance category, with a much heavier focus on insight content and a stronger event presence. In contrast, it creates substantially less product and brand content than its industry peers, while customer and recruitment content are broadly in line.
Social video posts over time
YouTube is Citi’s most important video channel, with consistently high activity across the period, while LinkedIn is its clear secondary channel and rises strongly in the most recent months. Instagram plays a smaller, more inconsistent role, while Facebook and TikTok receive little to no video activity.
Compare with:
Citi’s video output is dominated by insight content, supported by a meaningful share of event videos. Product, customer, brand and recruitment content make up a much smaller part of the mix, suggesting Citi is prioritising thought leadership over more promotional or audience-storytelling formats.
Metric
Citi
Banks sub-category
Finance category
Avg LinkedIn video posts/month
6.71
1.83
1.82
Avg YouTube video posts/month
20.57
3.95
3.80
Avg Facebook video posts/month
0.14
3.39
2.99
Avg Instagram video posts/month
3.00
6.50
5.26
Avg Tiktok video posts/month
0.00
2.65
2.36
Citi posts much more video on YouTube and LinkedIn than banks and the wider finance category, but less on Instagram and virtually none on Facebook or TikTok. Its channel strategy is clearly centred on long-form and professional platforms, leaving a potential gap on the more social-first channels used more actively across the industry.
Citi website
Website video analysis
Citi’s video use is concentrated in a small number of areas. The careers homepage is the strongest example, while the Commercial Bank page and one customer story show more targeted uses for explanation and storytelling.
Across the wider site, video does not play a meaningful role in the homepage experience, most product content, resources, or conversion journeys. This means Citi is using video more for selected brand and informational moments than as a consistent tool for helping visitors learn and take action.
A broader video strategy could build on the formats already in place. Expanding clear explainers and relevant customer stories across product, guidance, and application pages would create a more useful and connected experience.
Across the wider site, video does not play a meaningful role in the homepage experience, most product content, resources, or conversion journeys. This means Citi is using video more for selected brand and informational moments than as a consistent tool for helping visitors learn and take action.
A broader video strategy could build on the formats already in place. Expanding clear explainers and relevant customer stories across product, guidance, and application pages would create a more useful and connected experience.
Strengths
Citi’s careers homepage makes video a highly visible part of the experience with a full-width background treatment in the hero. The Commercial Bank page also uses a prominent explainer card to help communicate its offering. A customer story adds another purposeful use case, showing that Citi can use video to support explanation and storytelling in selected areas.
Weaknesses
Video coverage is limited across Citi’s website, with most product and customer story pages relying on static content. No video was identified on the homepage or across the resource pages reviewed. Conversion-focused journeys also lack video, leaving visitors with little audiovisual support as they consider applications, signups, or account decisions.
Opportunities
Citi could introduce practical videos into resource and conversion journeys to explain financial topics, clarify account choices, and support applications or signups. The explainer approach used on the Commercial Bank page could be expanded across more core product pages for a more consistent experience. There is also room to use customer videos more broadly to add credibility and make stories more engaging.
Key takeaway
Citi uses video most effectively when it gives the format a prominent role, especially on the careers homepage. However, these examples are isolated rather than part of a broad, consistent sitewide approach. The biggest opportunity is to extend useful explanatory video into product, resource, and conversion journeys where it is currently absent.
Video usage on key pages:
View methodology
Citi uses video most prominently on its careers homepage, with more selective placements on a Commercial Bank product page and a customer story, while the homepage, resources, and conversion journeys rely almost entirely on static content. The existing video placements appear purposeful, but the limited coverage creates an opportunity to build a more consistent experience with explainers and stories that help visitors understand products and take action.
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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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