BENCHMARK
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social video poster
of 197 in Finance category
...
social video poster
of 68 in Banks sub-category
30
/100
overall video usage on website benchmark score
Citizens maintains an active social video presence, with event and brand content forming the core of its output and insight-led videos adding useful educational depth. Instagram is the primary distribution channel, supported by LinkedIn, TikTok, YouTube, and Facebook, suggesting a broad but visually led social strategy. Customer and product videos play a smaller role, while recruitment content is only used sparingly.
Metric
Citizens
Banks sub-category
Finance category
Avg video posts/month
37.33
17.97
15.75
Product content
4.46%
15.49%
19.03%
Customer content
6.25%
5.26%
7.79%
Insight content
16.96%
25.67%
25.72%
Brand content
33.04%
38.00%
33.59%
Event content
38.84%
10.23%
7.87%
Recruitment content
0.45%
4.90%
5.15%
Citizens posts video far more frequently than both banks and the wider finance category, with a content mix heavily weighted towards events. Its event focus is substantially higher than either benchmark, while product and insight content are notably less prominent.
Social video posts over time
Instagram is Citizens’ leading video channel, with LinkedIn, YouTube and TikTok also receiving consistent support. Posting has increased markedly in recent months across most channels, suggesting the brand is building a more active multi-channel video presence rather than relying on a single platform.
Compare with:
Citizens primarily posts event and brand content, with smaller shares of insight and customer videos. The heavy event focus gives the content mix a distinct identity, but there may be an opportunity to test more product, insight and recruitment content for greater balance.
Metric
Citizens
Banks sub-category
Finance category
Avg LinkedIn video posts/month
6.67
2.12
2.20
Avg YouTube video posts/month
5.83
3.71
3.55
Avg Facebook video posts/month
5.17
3.07
2.68
Avg Instagram video posts/month
13.67
6.33
4.96
Avg Tiktok video posts/month
6.00
2.75
2.35
Citizens posts more video than banks and the finance category across every channel, with the biggest differences on Instagram, LinkedIn and TikTok. Its broad, high-volume channel presence suggests a strong distribution strategy, though Instagram is the clearest area of relative overinvestment versus the industry.
Citizens website
Website video analysis
Video use on the Citizens website is concentrated almost entirely in the careers section. There, a prominent hero video and employee-experience content create a stronger and more engaging recruitment experience.
Across the rest of the site, the reviewed homepage, product, resource and conversion pages rely on static formats. This leaves key banking information, educational content and contact journeys without the added clarity or engagement that video could provide.
The clearest next step is to adapt the careers section’s video-led approach for customer-facing journeys. Product explainers and helpful guidance could make complex topics more accessible while supporting visitors closer to conversion.
Across the rest of the site, the reviewed homepage, product, resource and conversion pages rely on static formats. This leaves key banking information, educational content and contact journeys without the added clarity or engagement that video could provide.
The clearest next step is to adapt the careers section’s video-led approach for customer-facing journeys. Product explainers and helpful guidance could make complex topics more accessible while supporting visitors closer to conversion.
Strengths
The careers section is the clear strength in Citizens’ use of video. The main careers page gives video a prominent position near the top, making it an important part of the recruitment experience. Employee-experience videos on the student and graduate page also bring a more personal, story-led element to the content.
Weaknesses
Video is absent from the homepage and the product, resource and conversion pages reviewed. This means it does little to help visitors understand banking products, learn about financial topics or take the next step toward contacting the business. Most of the broader customer experience remains dependent on static imagery and written information.
Opportunities
The biggest opportunity is to bring video into core product and conversion journeys. Short explainers could make banking products easier to understand, while practical guidance could support visitors on contact-focused pages. Citizens could build on the effective recruitment approach and apply it to more commercially important parts of the site.
Key takeaway
Citizens uses video most effectively in its careers and recruitment experience. Prominent placement and employee-focused stories help strengthen its employer brand. The main gap is that this approach has not been extended to the homepage or to product, learning and conversion journeys.
Video usage on key pages:
View methodology
Citizens uses video almost exclusively in its careers section, where prominent recruitment and employee-experience content creates a more engaging experience. The homepage, product, resource and conversion pages rely on static content, leaving a clear opportunity to extend video into customer education, product exploration and contact 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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