BENCHMARK
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#50
social video poster
of 197 in Finance category
#21
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 providing additional value. Instagram is the primary distribution channel, supported by meaningful activity on LinkedIn, TikTok, YouTube, and Facebook. Product, customer, and recruitment storytelling appear less central, suggesting the strategy is geared more toward brand visibility, events, and thought leadership than proof-driven or conversion-focused video.
Metric
Citizens
Banks sub-category
Finance category
Avg video posts/month
23.17
18.32
16.23
Product content
5.76%
16.25%
19.01%
Customer content
2.16%
4.87%
7.52%
Insight content
15.83%
24.70%
25.27%
Brand content
35.25%
39.14%
34.29%
Event content
39.57%
10.01%
8.32%
Recruitment content
1.44%
4.63%
4.83%
Social video posts over time
Compare with:
Metric
Citizens
Banks sub-category
Finance category
Avg LinkedIn video posts/month
5.67
1.83
1.82
Avg YouTube video posts/month
3.00
3.95
3.80
Avg Facebook video posts/month
2.50
3.39
2.99
Avg Instagram video posts/month
8.83
6.50
5.26
Avg Tiktok video posts/month
3.17
2.65
2.36
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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