BENCHMARK
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#19
social video poster
of 197 in Finance category
#9
social video poster
of 68 in Banks sub-category
37
/100
overall video usage on website benchmark score
Citi maintains an active social video program, with YouTube and LinkedIn serving as its primary distribution channels and Instagram playing a supporting role. Its output is led overwhelmingly by insight-focused content, suggesting a strategy centered on expertise, market perspectives, and educational value rather than direct promotion. Event, brand, recruitment, product, and customer videos round out the mix, giving the program breadth while keeping thought leadership at the core.
Metric
Citi
Banks sub-category
Finance category
Avg video posts/month
32.71
18.11
16.00
Product content
3.93%
15.70%
19.10%
Customer content
3.93%
5.47%
7.80%
Insight content
62.01%
25.07%
25.38%
Brand content
8.30%
38.43%
33.85%
Event content
15.28%
10.27%
8.20%
Recruitment content
6.55%
4.63%
4.87%
Citi publishes video far more frequently than both banks and the wider finance category, with its output heavily weighted towards insight content. This comes at the expense of product and brand videos in particular, while event and recruitment content are more prominent than industry norms.
Social video posts over time
YouTube appears to be Citi’s leading video channel overall, with LinkedIn also carrying a major share of activity and becoming especially active in the most recent months. Instagram is used more selectively, while Facebook and TikTok have little to no role in the video strategy.
Compare with:
Citi’s video output is dominated by insight content, supported by a meaningful amount of event content. The narrow focus on expertise and events may reinforce its authority, though there is room to test more product, customer and brand storytelling.
Metric
Citi
Banks sub-category
Finance category
Avg LinkedIn video posts/month
10.29
2.00
2.06
Avg YouTube video posts/month
19.14
3.85
3.69
Avg Facebook video posts/month
0.14
3.25
2.84
Avg Instagram video posts/month
3.14
6.38
5.06
Avg Tiktok video posts/month
0.00
2.63
2.35
Citi posts substantially more video on LinkedIn and YouTube than banks and finance overall, but uses Facebook, Instagram and TikTok less. Its channel mix is clearly built around professional and long-form video distribution, leaving short-form social channels largely untapped.
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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