BENCHMARK
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#55
social video poster
of 197 in Finance category
#18
social video poster
of 55 in Insurance sub-category
27
/100
overall video usage on website benchmark score
GEICO uses video heavily across its social presence, with brand-led content making up the clear majority of its output. Instagram is its primary video channel, followed by TikTok and YouTube, signaling a strategy built around high-reach, entertainment-friendly formats. Product, event, and recruitment videos add supporting variety, while customer and insight-led storytelling play a very limited role.
Metric
GEICO
Insurance sub-category
Finance category
Avg video posts/month
21.33
20.82
16.23
Product content
17.19%
16.68%
19.01%
Customer content
1.56%
7.13%
7.52%
Insight content
1.56%
28.08%
25.27%
Brand content
64.84%
36.18%
34.29%
Event content
7.03%
6.64%
8.32%
Recruitment content
7.03%
4.27%
4.83%
GEICO posts video at roughly the same rate as the Insurance sub-category, but much more frequently than Finance overall. Its mix is far more brand-led than both benchmarks, with notably less customer and insight content.
Social video posts over time
Instagram is GEICO’s leading channel for video, closely followed by TikTok, with both seeing particularly strong posting in the most recent month. YouTube also shows occasional spikes, suggesting GEICO flexes its output across channels rather than maintaining an even cadence every month.
Compare with:
GEICO’s video strategy is overwhelmingly focused on brand content, supported by smaller amounts of product, event and recruitment video. Customer and insight content are barely present, which raises an opportunity to test whether more proof-driven or educational videos could broaden the mix.
Metric
GEICO
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
2.67
1.85
1.82
Avg YouTube video posts/month
4.00
4.90
3.80
Avg Facebook video posts/month
1.83
4.25
2.99
Avg Instagram video posts/month
7.83
5.98
5.26
Avg Tiktok video posts/month
5.00
3.83
2.36
GEICO posts more video on LinkedIn, Instagram and TikTok than both Insurance and Finance, while using Facebook less than either and YouTube less than Insurance. Its strong short-form presence supports its brand-heavy approach, while Facebook and YouTube appear to be the clearest areas where its channel mix differs from peers.
GEICO website
Website video analysis
GEICO’s website uses video sparingly, with activity concentrated in the careers section and a single educational resource. The careers hero is the strongest execution because it is immediately visible and directly supports the page’s recruiting message.
Elsewhere, video has little presence across the visitor journey. The homepage, core product content, and action-focused pages rely on static experiences, leaving room for concise explainers that help users understand coverage and feel more confident about what to do next.
Elsewhere, video has little presence across the visitor journey. The homepage, core product content, and action-focused pages rely on static experiences, leaving room for concise explainers that help users understand coverage and feel more confident about what to do next.
Strengths
GEICO’s strongest video use is on the main careers page, where a full-width background video appears immediately in the hero. This gives the careers experience a more engaging first impression while supporting the job-search message. Video also adds value to an educational resource article, where it reinforces the content before a conversion call to action.
Weaknesses
Video is absent from the homepage, the reviewed product pages, and the reviewed conversion pages. This means it plays little role in introducing the broader site, explaining core insurance products, or helping visitors at action-oriented stages. Overall, the video presence feels limited and isolated rather than integrated throughout the customer journey.
Opportunities
GEICO has a clear opportunity to add video to selected product and conversion pages, where visitors may benefit from extra guidance before taking the next step. Short explainers could clarify coverage details, simplify complex insurance topics, or address common questions near relevant calls to action. The resource-page example offers a useful model that could be extended to more important parts of the site, including the homepage.
Key takeaway
GEICO uses video most effectively when it gives the format prominent placement, especially in the careers-page hero. Its only other notable use supports educational content deeper within a resource article. Expanding video into the homepage, product pages, and conversion journey would create a more consistent and useful experience.
Video usage on key pages:
View methodology
GEICO uses video most effectively on its careers page, where a hero video supports recruiting, with occasional support for educational resource content. Video is otherwise absent from the homepage, product, and conversion journeys, creating a clear opportunity for concise explainers that make coverage easier to understand and support next-step decisions.
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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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