BENCHMARK
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#44
social video poster
of 197 in Finance category
#19
social video poster
of 68 in Banks sub-category
27
/100
overall video usage on website benchmark score
NatWest maintains an active social video presence, with brand-led and insight-driven content making up the clear majority of its output. Instagram is its primary video channel, supported by a meaningful TikTok presence, while Facebook and YouTube play more secondary roles. Product, customer and event videos appear selectively, suggesting the social strategy is geared more towards building brand relevance and sharing useful information than direct promotion.
Metric
NatWest
Banks sub-category
Finance category
Avg video posts/month
24.83
18.32
16.23
Product content
6.71%
16.25%
19.01%
Customer content
1.34%
4.87%
7.52%
Insight content
39.60%
24.70%
25.27%
Brand content
49.66%
39.14%
34.29%
Event content
2.68%
10.01%
8.32%
Recruitment content
0.00%
4.63%
4.83%
NatWest posts videos more frequently than both banks and the wider finance category, with its output led by brand and insight content. It creates substantially less product, customer, event and recruitment content than its peers, making its video strategy notably more focused on brand-building and education.
Social video posts over time
Instagram is NatWest’s leading video channel, with TikTok and Facebook also playing important roles across the period. Posting levels vary considerably month to month, but Instagram is the most consistently active channel and appears to be the centre of its video presence.
Compare with:
NatWest’s video output is dominated by brand content, followed closely by insight content. There is very little product, customer or event content and no recruitment content, suggesting an opportunity to test a broader mix if those audiences or objectives are priorities.
Metric
NatWest
Banks sub-category
Finance category
Avg LinkedIn video posts/month
0.00
1.83
1.82
Avg YouTube video posts/month
2.00
3.95
3.80
Avg Facebook video posts/month
5.00
3.39
2.99
Avg Instagram video posts/month
11.17
6.50
5.26
Avg Tiktok video posts/month
6.67
2.65
2.36
NatWest posts more video on Facebook, Instagram and TikTok than both banks and the finance category, while posting less on YouTube and none on LinkedIn. Its especially strong Instagram and TikTok activity suggests a social-first approach, though LinkedIn and YouTube appear to be the clearest gaps versus the industry.
NatWest website
Website video analysis
NatWest makes very limited use of video across the reviewed website. Its strongest example is a large embedded customer interview placed near the start of a story, where it supports the article without serving as the main hero feature.
Elsewhere, video does not contribute to the homepage experience, core product information, educational resources or application journeys. As a result, the site relies on written content even in areas where a short explanation or visual walkthrough could provide useful clarity.
The existing customer story offers a solid model that could be adapted more widely. Expanding that approach into product, resource and conversion content would make video a more consistent tool for helping visitors understand their options and move toward an application.
Elsewhere, video does not contribute to the homepage experience, core product information, educational resources or application journeys. As a result, the site relies on written content even in areas where a short explanation or visual walkthrough could provide useful clarity.
The existing customer story offers a solid model that could be adapted more widely. Expanding that approach into product, resource and conversion content would make video a more consistent tool for helping visitors understand their options and move toward an application.
Strengths
NatWest’s clearest strength is a large video interview featured within a customer story. Positioned near the beginning of the article, it adds a prominent and meaningful human element to the surrounding narrative. This shows that video can play an effective supporting role when NatWest uses it for customer-focused content.
Weaknesses
Video is absent from the homepage and the product, resource and conversion pages reviewed. Visitors therefore do not encounter playable video while exploring core banking products, learning about financial topics or preparing to apply. This makes the customer-story interview feel isolated rather than part of a consistent site-wide approach.
Opportunities
NatWest could extend video into high-value product and conversion journeys, especially where customers may benefit from a clear introduction before applying. Short explainers could help make banking products and application steps easier to understand. Resource pages are another natural opportunity, with videos complementing written guides in the same way the existing interview supports its customer story.
Key takeaway
Video currently has a useful but isolated role in NatWest’s customer storytelling. The prominent interview demonstrates that the format can strengthen content when it is thoughtfully placed. The main opportunity is to make video a more consistent part of product education, financial guidance and conversion journeys.
Video usage on key pages:
View methodology
NatWest uses video primarily in customer storytelling, where a prominently placed interview supports the article narrative, but it is absent from the homepage, product, resource and conversion pages reviewed. This makes video feel isolated rather than consistent, creating a clear opportunity to use it for product education and application guidance.
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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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