BENCHMARK
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#8
social video poster
of 197 in Finance category
#4
social video poster
of 68 in Banks sub-category
17
/100
overall video usage on website benchmark score
Lloyds Bank has an active social video programme, with brand-led content forming the core of its output and product videos providing a strong supporting role. Its distribution is concentrated on TikTok and Instagram, suggesting a clear focus on short-form, consumer-facing video formats, while Facebook plays a smaller supporting role. Event and insight content add variety, but customer stories appear to be used only sparingly.
Metric
Lloyds Bank
Banks sub-category
Finance category
Avg video posts/month
56.00
17.97
15.75
Product content
25.30%
15.49%
19.03%
Customer content
0.89%
5.26%
7.79%
Insight content
6.55%
25.67%
25.72%
Brand content
50.89%
38.00%
33.59%
Event content
13.69%
10.23%
7.87%
Recruitment content
0.60%
4.90%
5.15%
Lloyds Bank posts video far more frequently than both Banks and the wider Finance category, with a particularly strong focus on brand, product and event content. Its mix is notably lighter on insight, customer and recruitment videos than industry peers, suggesting a strategy built more around brand visibility and product promotion.
Social video posts over time
TikTok and Instagram are Lloyds Bank's key video channels, consistently receiving the largest share of posting activity across the period. TikTok appears to be the strongest channel by volume, while Instagram also delivers a substantial and regular presence.
Compare with:
Lloyds Bank primarily posts brand content, supported by a meaningful share of product and event videos. The limited customer and insight content, alongside no recruitment content, could represent an opportunity to broaden the storytelling mix.
Metric
Lloyds Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
0.00
2.12
2.20
Avg YouTube video posts/month
2.83
3.71
3.55
Avg Facebook video posts/month
6.83
3.07
2.68
Avg Instagram video posts/month
21.67
6.33
4.96
Avg Tiktok video posts/month
24.67
2.75
2.35
Lloyds Bank posts more video on Facebook, Instagram and TikTok than both its sub-category and category, while posting less on YouTube and nothing on LinkedIn. Its especially heavy use of TikTok and Instagram appears to be driving its much higher overall video output, although LinkedIn is a clear gap versus the industry.
Lloyds Bank website
Website video analysis
Lloyds Bank currently relies on static visual content across its homepage, product pages, customer stories and resource guides. Images, illustrations, screenshots and promotional graphics provide visual structure, but no playable video was identified in the reviewed experience.
This leaves a noticeable gap in areas where video could simplify complex financial products, make customer stories feel more personal and guide visitors through important actions. Product and conversion pages are the strongest places to start, followed by educational resources and customer-focused content.
A targeted video strategy would be more useful than adding video everywhere at once. Careers content could not be assessed from the available evidence, so there is not enough information to comment on its current use of video.
This leaves a noticeable gap in areas where video could simplify complex financial products, make customer stories feel more personal and guide visitors through important actions. Product and conversion pages are the strongest places to start, followed by educational resources and customer-focused content.
A targeted video strategy would be more useful than adding video everywhere at once. Careers content could not be assessed from the available evidence, so there is not enough information to comment on its current use of video.
Strengths
Lloyds Bank uses a mix of static imagery, illustrations, screenshots and promotional graphics across its website. These formats give the homepage, product pages, customer stories and resources consistent visual support. While they do not replace video, they help make the experience more visually engaging than text alone.
Weaknesses
No playable video was identified on the homepage or across the product, customer story, resource and conversion pages reviewed. This means complex products are explained without the added clarity that video could provide. It also limits the impact of customer stories and leaves visitors without video guidance during application, eligibility and quote journeys.
Opportunities
The clearest opportunity is to add useful explainer videos to product pages covering accounts, lending, mortgages and insurance. Short videos could also support high-intent journeys such as applications, eligibility checks and quotes by helping visitors understand each step. Customer stories and educational resources are strong additional candidates because they currently depend entirely on static visuals to communicate their messages.
Key takeaway
Video currently has no identified role in the reviewed website experience. A focused programme built around product explanations, customer stories and conversion support would offer the greatest value. Lloyds Bank could start with a small set of high-intent pages, then expand video into educational content where it improves clarity and engagement.
Video usage on key pages:
View methodology
Lloyds Bank relies on static visuals across its homepage, product, customer story, resource and conversion pages, with no playable video identified in the reviewed experience. This creates a clear opportunity for focused, brand-consistent video that simplifies financial products, adds personality to customer stories and supports high-intent application and quote journeys.
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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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