BENCHMARK
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#85
social video poster
of 197 in Finance category
#14
social video poster
of 36 in Payments sub-category
73
/100
overall video usage on website benchmark score
Helcim maintains an active social video program centered on YouTube, with Instagram and LinkedIn providing additional distribution. Its mix leans toward product content, supported by customer stories and insight-led videos that help balance demonstration with education and credibility. On the website, video is especially prominent across high-intent experiences such as the homepage, product tour, pricing, Smart Terminal, and careers pages, where it supports product exploration, merchant proof, and culture. The clearest opportunity is to extend that approach into resource content and make video more consistent and prominent across product and customer-story pages.
Metric
Helcim
Payments sub-category
Finance category
Avg video posts/month
11.14
12.75
16.23
Product content
37.18%
28.68%
19.01%
Customer content
25.64%
13.65%
7.52%
Insight content
26.92%
21.34%
25.27%
Brand content
10.26%
21.56%
34.29%
Event content
0.00%
7.44%
8.32%
Recruitment content
0.00%
6.42%
4.83%
Helcim posts video slightly less often than both the Payments sub-category and Finance overall, but its mix is far more weighted toward product and customer content. It publishes notably less brand content and no event or recruitment content, while insight content is broadly in line with the wider category.
Social video posts over time
YouTube is Helcim's most important video channel, with consistently higher posting activity than its other platforms, while Instagram is a steady secondary channel. YouTube appears to be working best as the core distribution hub, although posting volume varies more month to month than Instagram.
Compare with:
Helcim posts a content mix led by product video, supported by customer stories and insight content, with a smaller share of brand content. The focus on product and customer content creates a practical, proof-led approach, but there may be room to test event or recruitment content if those are relevant business priorities.
Metric
Helcim
Payments sub-category
Finance category
Avg LinkedIn video posts/month
1.29
2.52
1.82
Avg YouTube video posts/month
6.71
3.33
3.80
Avg Facebook video posts/month
0.00
1.99
2.99
Avg Instagram video posts/month
3.14
3.78
5.26
Avg Tiktok video posts/month
0.00
1.13
2.36
Helcim posts substantially more video on YouTube than both Payments and Finance, while posting less on LinkedIn and Instagram and not using Facebook or TikTok. Its channel strategy is clearly YouTube-led, making the absence of video on Facebook and TikTok a notable contrast with the industry.
Helcim website
Website video analysis
Video plays a meaningful role in Helcim’s most important brand and commercial experiences. The homepage, Smart Terminal page, pricing page, product tour, and careers page use it to demonstrate products, explain value, share merchant perspectives, and present company culture.
The approach becomes less consistent outside those areas. Some product and customer-story pages include video only later in the experience, while the reviewed resource content does not use video at all.
Overall, Helcim has a strong foundation but concentrates video in a relatively narrow set of pages. Expanding useful explainers, demos, and customer stories across the broader content library would create a more consistent and engaging website experience.
The approach becomes less consistent outside those areas. Some product and customer-story pages include video only later in the experience, while the reviewed resource content does not use video at all.
Overall, Helcim has a strong foundation but concentrates video in a relatively narrow set of pages. Expanding useful explainers, demos, and customer stories across the broader content library would create a more consistent and engaging website experience.
Strengths
Helcim makes video an immediate part of the homepage experience, using product-focused content to create a strong first impression. The Smart Terminal page and product tour also give video a prominent role in helping visitors understand and explore the offering. Pricing explainers, merchant stories, and culture-focused videos add useful support across conversion and recruitment experiences.
Weaknesses
The resource library is the clearest weakness, with the reviewed guides relying entirely on static articles and imagery. Video use is also inconsistent across product and customer-story pages, leaving several experiences without any video support. When videos do appear on these pages, they are often placed deeper in the content instead of shaping the opening narrative.
Opportunities
Helcim could add short, practical explainers to its resource library to complement detailed written guides. It could also use demos more consistently across product pages and bring relevant videos closer to the top of each page. Customer stories would benefit from more merchant videos placed earlier, giving visitors a quicker and more engaging view of real-world outcomes.
Key takeaway
Helcim uses video effectively across several high-value brand, product, pricing, and recruitment experiences. Its strongest placements appear early and help visitors understand products, hear from merchants, or get a feel for the company culture. The next step is to extend this approach across educational resources and the product and customer-story pages that still depend mainly on static content.
Video usage on key pages:
View methodology
Helcim makes video a strong part of its homepage, key product experiences, pricing, product tour, and careers pages, using it for demos, merchant stories, explainers, and culture content. Coverage is less consistent across product and customer-story pages and absent from resources, making educational video the clearest opportunity to extend its otherwise strong video approach.
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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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