BENCHMARK
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#84
social video poster
of 197 in Finance category
#31
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 its activity concentrated on Instagram, Facebook, YouTube, and LinkedIn. Its content mix leans most heavily toward insight-led videos, supported by brand storytelling, product content, and customer-focused videos. Event and recruitment videos play a smaller but still meaningful role, suggesting a balanced approach that supports both audience education and company culture.
Metric
Hartford
Insurance sub-category
Finance category
Avg video posts/month
14.20
21.57
14.11
Product content
12.68%
16.84%
19.11%
Customer content
7.04%
7.13%
7.53%
Insight content
39.44%
27.63%
25.07%
Brand content
19.72%
36.24%
34.31%
Event content
12.68%
6.57%
8.23%
Recruitment content
8.45%
4.45%
4.93%
Hartford posts video less frequently than the insurance sub-category and slightly less often than the wider finance category. Its mix stands out for much higher customer, event and recruitment content, while brand content is notably lower than both benchmarks.
Social video posts over time
LinkedIn appears to be Hartford’s strongest video channel, with especially active posting in the most recent months. Facebook and Instagram provide a steady supporting presence, while YouTube activity is more uneven and TikTok is absent.
Compare with:
Hartford’s video mix is led by insight content, followed by brand and product content, with a meaningful share dedicated to customer stories. The stronger focus on customer, event and recruitment videos gives its content mix a more people-led feel than a typical insurance brand.
Metric
Hartford
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
4.00
2.11
1.70
Avg YouTube video posts/month
2.00
5.01
3.26
Avg Facebook video posts/month
4.00
4.36
2.56
Avg Instagram video posts/month
4.20
6.13
4.54
Avg Tiktok video posts/month
0.00
3.96
2.06
Hartford posts more video on LinkedIn than both industry benchmarks, while trailing insurance peers on YouTube, Facebook and Instagram and not using TikTok at all. TikTok is the clearest channel gap, especially given its regular use across both the insurance sub-category and finance category.
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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