BENCHMARK
<- Back to all rankings
#69
social video poster
of 197 in Finance category
#24
social video poster
of 55 in Insurance sub-category
40
/100
overall video usage on website benchmark score
Nationwide maintains an active social video presence, with brand-led content making up the core of its output and insight-focused videos providing a strong secondary pillar. Its video strategy is concentrated on Instagram and YouTube, with Facebook also playing a meaningful supporting role. Product, customer, and event videos appear less frequently, suggesting the brand prioritizes broad awareness and educational storytelling over proof-point or campaign-specific content.
Metric
Nationwide
Insurance sub-category
Finance category
Avg video posts/month
17.33
20.82
16.23
Product content
16.35%
16.68%
19.01%
Customer content
6.73%
7.13%
7.52%
Insight content
24.04%
28.08%
25.27%
Brand content
49.04%
36.18%
34.29%
Event content
2.88%
6.64%
8.32%
Recruitment content
0.00%
4.27%
4.83%
Nationwide posts less video overall than the Insurance sub-category, but slightly more than Finance overall. Its mix is far more brand-led than both benchmarks, while customer, event and recruitment content are notably lighter; product content is exactly in line with Insurance.
Social video posts over time
YouTube and Instagram appear to be Nationwide’s leading video channels, with Facebook also playing a meaningful role. Posting rises sharply across these channels in the most recent months, particularly on YouTube, indicating they are currently the strongest areas of focus.
Compare with:
Nationwide’s video output is dominated by brand content, supported by a substantial share of insight content and a smaller amount of product content. There is little customer and event content, and no recruitment content, so there may be room to test a broader mix if brand-led content is not the sole strategic priority.
Metric
Nationwide
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
1.17
1.85
1.82
Avg YouTube video posts/month
5.50
4.90
3.80
Avg Facebook video posts/month
4.00
4.25
2.99
Avg Instagram video posts/month
5.00
5.98
5.26
Avg Tiktok video posts/month
1.67
3.83
2.36
Nationwide is broadly aligned with Insurance on YouTube and Facebook, but posts less on LinkedIn, Instagram and especially TikTok; it also exceeds the wider Finance category on YouTube and Facebook. TikTok is the clearest gap versus both benchmarks, suggesting a potential opportunity if the audience and content strategy support it.
Nationwide website
Website video analysis
Video is most developed in the careers experience, where employee testimonials provide depth and help communicate company culture. Product and resource pages use video more selectively, mainly through mid-page explainers focused on auto, homeowners, and coverage information.
The homepage and action-oriented quote and contact pages do not use video, so it currently has little influence on first impressions or conversion support. Overall, Nationwide treats video as a supporting tool for recruitment and education rather than a consistent element throughout the visitor journey.
The homepage and action-oriented quote and contact pages do not use video, so it currently has little influence on first impressions or conversion support. Overall, Nationwide treats video as a supporting tool for recruitment and education rather than a consistent element throughout the visitor journey.
Strengths
Careers is the strongest area, using employee testimonials to give candidates an authentic view of the company and its culture. These videos receive meaningful space through a featured placement and a broader culture-focused grid. Selected insurance product and resource pages also pair educational explainers with relevant copy, helping visitors understand coverage topics.
Weaknesses
Video has a limited presence across the wider site, with none identified on the homepage or the conversion pages reviewed. Its use across product and resource content is inconsistent, leaving much of the insurance experience dependent on static content. When video does appear, it is generally placed mid-page rather than shaping the initial experience.
Opportunities
Nationwide could add helpful videos to quote and contact journeys to guide visitors as they move toward taking action. The educational explainer approach could also be expanded more consistently across product and resource pages. Testing a stronger role for video on the homepage could create a more engaging first impression and better connect video across the customer journey.
Key takeaway
Nationwide uses video most effectively for careers storytelling and selectively for insurance education. Its strongest content gives employees a voice or helps explain coverage alongside supporting copy. Bringing that same useful approach to the homepage and conversion journey would make video feel like a more connected part of the site.
Video usage on key pages:
View methodology
Nationwide uses video most effectively on careers pages, where employee testimonials and culture content add depth, while select product and resource pages use mid-page explainers to support insurance education. Video is absent from the homepage and quote or contact journeys, making its presence inconsistent across the broader site and limiting its role in first impressions and conversion support.
Get a deeper competitive video analysis
We can benchmark your company against the competitors that matter to you, identify where you’re ahead, uncover gaps and recommend the highest-priority opportunities.
Request an analysis
BENCHMARK
by
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.
Login/Register