BENCHMARK
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#85
social video poster
of 197 in Finance category
#32
social video poster
of 55 in Insurance sub-category
60
/100
overall video usage on website benchmark score
Hartford maintains a steady social video presence, with LinkedIn serving as its primary distribution channel and Instagram and Facebook providing additional reach. Its video mix is led by insight-driven content, supported by product, brand, event, customer, and recruitment videos that create a reasonably balanced editorial approach. The strategy appears geared toward informing professional audiences while using supporting content types to reinforce the brand and business.
Metric
Hartford
Insurance sub-category
Finance category
Avg video posts/month
12.83
20.06
15.84
Product content
15.58%
16.98%
19.07%
Customer content
6.49%
7.58%
7.76%
Insight content
49.35%
27.41%
25.66%
Brand content
14.29%
36.52%
33.65%
Event content
9.09%
5.36%
7.89%
Recruitment content
5.19%
4.83%
5.12%
Hartford posts video less frequently than the Insurance sub-category, but broadly in line with the wider Finance category. Its mix is heavily weighted towards insight content, far exceeding both benchmarks, while brand content is notably lower.
Social video posts over time
LinkedIn appears to be Hartford’s most important video channel, with activity peaking strongly in recent months. Facebook and Instagram provide a secondary presence, while YouTube is used occasionally and TikTok is not used at all.
Compare with:
Hartford’s video output is led by insight content, supported by smaller amounts of product, brand and event content. This expertise-led mix is highly distinctive, but there may be room to test whether more brand or customer stories can create a more balanced content programme.
Metric
Hartford
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
6.00
2.30
2.21
Avg YouTube video posts/month
1.17
4.62
3.56
Avg Facebook video posts/month
2.67
3.85
2.70
Avg Instagram video posts/month
3.00
5.60
4.99
Avg Tiktok video posts/month
0.00
3.69
2.37
Hartford posts much more video on LinkedIn than both Insurance and Finance, but less on YouTube, Instagram and Facebook, with no TikTok activity. Its LinkedIn-first approach is distinctive, though YouTube and TikTok appear to be the clearest gaps versus industry posting behaviour.
Hartford website
Website video analysis
Hartford’s video strategy is strongest on careers and product pages. Employee testimonials bring authentic voices into recruitment content, while product explainers support education within the main page experience.
Elsewhere, video is less consistent and often placed farther down the page, so it rarely shapes the initial impression. Resource pages vary in both coverage and prominence, while quote and contact journeys represent the clearest gap.
Overall, Hartford uses video across several important parts of the site, but it is concentrated in informational and employer-branding experiences. A more visible and consistent presence on resources and conversion pages would make the video journey feel better connected.
Elsewhere, video is less consistent and often placed farther down the page, so it rarely shapes the initial impression. Resource pages vary in both coverage and prominence, while quote and contact journeys represent the clearest gap.
Overall, Hartford uses video across several important parts of the site, but it is concentrated in informational and employer-branding experiences. A more visible and consistent presence on resources and conversion pages would make the video journey feel better connected.
Strengths
Careers is the strongest area, with video used consistently across the reviewed pages. Employee testimonials give candidates a direct view of the company’s culture and support its recruitment messaging. Product pages also use video well, with educational explainers helping visitors understand insurance topics.
Weaknesses
Video use falls off noticeably on quote and contact pages, making it less present when visitors are ready to take action. Resource pages also use video inconsistently, both in coverage and visibility. In one case, educational video content is presented only as a text link rather than as an obvious video experience.
Opportunities
Hartford could add useful explainer videos to more quote and contact journeys, following the approach already used on the business insurance quote page. These videos could provide practical support as visitors move from researching insurance to taking action. The company could also make video more consistent and prominent across its educational resources.
Key takeaway
Hartford uses video particularly well for product education and employee-led careers messaging. Its strongest videos have a practical, supportive role that helps visitors understand insurance or learn about the workplace. Extending that approach into more conversion-focused pages would create a smoother experience from exploration through action.
Video usage on key pages:
View methodology
Hartford uses video most effectively on careers and product pages, where employee testimonials and educational explainers support recruitment and insurance research. Video is less consistent on resources and conversion journeys, creating an opportunity to bring more visible explainers into quote, contact, and educational experiences.
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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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