BENCHMARK
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#108
social video poster
of 197 in Finance category
#40
social video poster
of 55 in Insurance sub-category
70
/100
overall video usage on website benchmark score
Coalition maintains a steady social video presence, with LinkedIn and Facebook serving as its primary distribution channels. Its content mix is led by product-focused videos, supported by insight-driven, customer, and event content that can help educate audiences and reinforce credibility. Brand and recruitment videos appear less frequently, suggesting an opportunity to use video more deliberately for employer branding and broader brand storytelling.
Metric
Coalition
Insurance sub-category
Finance category
Avg video posts/month
10.00
21.57
14.11
Product content
52.00%
16.84%
19.11%
Customer content
14.00%
7.13%
7.53%
Insight content
16.00%
27.63%
25.07%
Brand content
4.00%
36.24%
34.31%
Event content
10.00%
6.57%
8.23%
Recruitment content
4.00%
4.45%
4.93%
Coalition posts video less frequently than both the insurance sub-category and Finance overall, but its content mix is far more product-led. It also puts much more emphasis on customer and event content, while brand and insight videos make up a notably smaller share than the industry benchmarks.
Social video posts over time
Facebook is Coalition's most consistently used video channel, with LinkedIn becoming particularly active in the most recent months. LinkedIn appears to be gaining importance, while Instagram and YouTube are used only sporadically and TikTok is not currently part of the video strategy.
Compare with:
Coalition primarily posts product videos, supported by a balanced secondary mix of insight and event content. The strong product focus fits an education-led insurance approach, though there may be room to build more brand and recruitment content for a broader story.
Metric
Coalition
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
4.60
2.11
1.70
Avg YouTube video posts/month
0.60
5.01
3.26
Avg Facebook video posts/month
4.00
4.36
2.56
Avg Instagram video posts/month
0.80
6.13
4.54
Avg Tiktok video posts/month
0.00
3.96
2.06
Coalition posts more video on LinkedIn and Facebook than the insurance and Finance averages, while using YouTube, Instagram and TikTok far less. Its channel mix is heavily focused on professional and established social platforms, leaving a clear opportunity to test whether more consistent YouTube, Instagram or TikTok activity could expand reach.
Coalition website
Website video analysis
Coalition uses video most effectively on its homepage, selected product pages, and careers content. These experiences give video prominent placement and use it to explain products, communicate the company’s approach, and bring employee stories to life.
Elsewhere, the strategy is more selective and uneven. Resources range from an immersive hero treatment to a lower-page webinar promotion, while some conversion journeys use strong product demos and others have no video support.
Customer stories represent the biggest gap because they remain entirely static. Expanding video into case studies and applying existing demo and explainer formats more consistently would create a more connected experience across the site.
Elsewhere, the strategy is more selective and uneven. Resources range from an immersive hero treatment to a lower-page webinar promotion, while some conversion journeys use strong product demos and others have no video support.
Customer stories represent the biggest gap because they remain entirely static. Expanding video into case studies and applying existing demo and explainer formats more consistently would create a more connected experience across the site.
Strengths
Coalition makes video a strong part of the homepage experience, starting with an autoplaying explainer in the hero and continuing through supporting sections. Careers content is especially consistent, using video across culture, employee-story, and recruitment messaging. On product pages that include video, it receives prominent hero placement and is often reinforced with an additional demo or explainer.
Weaknesses
Customer stories are the clearest weakness because the reviewed case studies rely entirely on static presentation. Video use is also uneven across product and conversion journeys, creating an inconsistent experience for visitors. Some pages offer prominent demos and explainers, while others provide no video support at all.
Opportunities
Coalition could introduce customer-led videos to make its case studies feel more direct, personal, and engaging. It could also bring the demo and explainer approach used on selected product and risk-assessment pages to the rest of the product experience. Adding relevant video to contact and signup journeys would create more consistent support for visitors considering the next step.
Key takeaway
Video already plays a meaningful role on Coalition’s homepage, selected product pages, and careers content. Its strongest implementations use prominent placement to explain products, support recruitment messaging, and guide visitors. The next step is to apply that approach more consistently to customer stories and conversion-focused pages.
Video usage on key pages:
View methodology
Coalition makes video a major part of its homepage, selected product pages, and careers content, using prominent explainers, demos, and employee stories to support key messages. Coverage is less consistent across resources and conversion pages, while entirely static customer stories are the clearest opportunity to extend its video strategy.
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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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