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Northwestern Mutual
northwesternmutual.com
Page last updated: 01 Oct 2026
Last video upload: 01 Oct 2026
#10
social video poster
of 197 in Finance category
#5
social video poster
of 55 in Insurance sub-category
60
/100
overall video usage on website benchmark score
Northwestern Mutual maintains a robust social video presence, with YouTube serving as its primary distribution channel and Instagram, TikTok, and Facebook also playing meaningful roles. Its content strategy is led by insight-focused videos, supported by a substantial mix of product and brand storytelling that can help educate audiences while reinforcing brand relevance. Customer and recruitment content appear to be used selectively, suggesting the company’s video output is geared more toward financial guidance, offerings, and brand messaging than testimonial-led or employer-brand narratives.
Metric
Northwestern Mutual
Insurance sub-category
Finance category
Avg video posts/month
57.00
21.57
14.11
Product content
27.02%
16.84%
19.11%
Customer content
1.05%
7.13%
7.53%
Insight content
45.96%
27.63%
25.07%
Brand content
24.21%
36.24%
34.31%
Event content
0.00%
6.57%
8.23%
Recruitment content
1.75%
4.45%
4.93%
Northwestern Mutual publishes video far more frequently than both the Insurance sub-category and Finance overall, with a particularly strong emphasis on insight and product content. Its mix is notably lighter on brand, customer, event and recruitment videos, making educational and product-led storytelling the clear differentiator.
Social video posts over time
YouTube is Northwestern Mutual’s most important video channel, followed by Instagram, TikTok and Facebook, while LinkedIn receives minimal activity. Posting has risen across its main channels in the most recent months, with YouTube showing the strongest sustained volume.
Compare with:
Northwestern Mutual primarily posts insight content, supported by a meaningful mix of product and brand videos. The near absence of customer, event and recruitment content suggests an opportunity to test whether more proof-led, community-driven or employer-focused stories could broaden the mix.
Metric
Northwestern Mutual
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
0.80
2.11
1.70
Avg YouTube video posts/month
23.00
5.01
3.26
Avg Facebook video posts/month
10.00
4.36
2.56
Avg Instagram video posts/month
13.00
6.13
4.54
Avg Tiktok video posts/month
10.20
3.96
2.06
Northwestern Mutual posts substantially more video on YouTube, Facebook, Instagram and TikTok than both industry benchmarks, while LinkedIn is the one channel where it posts less. YouTube is its biggest channel by a wide margin, suggesting it is central to the company’s high-volume video strategy, while LinkedIn may be an opportunity to build a stronger professional presence.
Northwestern Mutual website
Website video analysis
Northwestern Mutual’s video strategy is strongest on product and customer story pages. Customer stories use prominent hero videos to create an immediate human connection, while product pages use deeper explainer and educational modules to support consideration.
Elsewhere, the experience is less consistent. Resource and careers pages use video selectively and usually farther down the page, while the homepage and conversion journeys do not use video at all.
The site already has effective formats it can build on. Extending those formats into first-impression and action-oriented pages would make video feel more connected across the full visitor journey.
Elsewhere, the experience is less consistent. Resource and careers pages use video selectively and usually farther down the page, while the homepage and conversion journeys do not use video at all.
The site already has effective formats it can build on. Extending those formats into first-impression and action-oriented pages would make video feel more connected across the full visitor journey.
Strengths
Northwestern Mutual uses video consistently across its product and customer story pages. Customer stories stand out because large videos appear in the hero, making them part of the visitor’s immediate experience. Product pages also feature substantial explainer and educational videos that help people understand key offerings as they explore.
Weaknesses
Video is absent from the homepage, so static imagery carries the full weight of the first impression. It is also missing from the advisor-finder and contact journeys, leaving action-oriented pages without video support. Video use across resource and careers content is uneven, and the videos that do appear are generally placed farther down the page.
Opportunities
The biggest opportunity is to add video to the homepage and conversion journeys, especially the advisor-finder and contact pages. Short, relevant videos could help introduce the brand, explain what to expect, or build confidence before visitors take action. Northwestern Mutual could also expand its successful product and customer-story approach into more resource, culture, and employee-story content.
Key takeaway
Northwestern Mutual has a strong video foundation in product education and customer storytelling. Customer videos are especially effective because they are visible as soon as visitors arrive, while product videos provide useful detail later in the journey. The next step is to bring that same strength to the homepage, conversion paths, resources, and careers content.
Video usage on key pages:
View methodology
Northwestern Mutual uses video most effectively on product and customer story pages, with prominent customer-story hero videos and deeper educational modules supporting product exploration. Video is absent from the homepage and conversion journeys and uneven across resources and careers, creating a clear opportunity to extend its established storytelling formats into first-impression and action-oriented pages.
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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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