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Northwestern Mutual
northwesternmutual.com
Page last updated: 07 Nov 2026
Last video upload: 06 Nov 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 an active social video strategy, with YouTube serving as its primary publishing channel and Instagram, Facebook, and TikTok providing meaningful additional reach. Its content mix leans most heavily toward insight-driven videos, supported by a strong volume of brand and product content - suggesting a focus on financial education, brand building, and product awareness. Customer and recruitment videos appear only occasionally, while event-focused video is not part of the observed social approach.
Metric
Northwestern Mutual
Insurance sub-category
Finance category
Avg video posts/month
50.67
19.76
15.58
Product content
25.00%
16.87%
19.07%
Customer content
1.97%
7.68%
7.82%
Insight content
35.20%
27.41%
25.72%
Brand content
34.54%
36.63%
33.56%
Event content
0.00%
5.40%
7.87%
Recruitment content
3.29%
4.68%
5.09%
Northwestern Mutual posts videos far more frequently than both the Insurance sub-category and Finance overall, with a notably stronger focus on insight and product content. Its mix includes less brand, customer, recruitment and event content than industry peers, with no event video content at all.
Social video posts over time
YouTube is Northwestern Mutual's leading video channel, with Instagram and Facebook also playing major roles in its publishing mix. Posting is consistent across these consumer channels, while LinkedIn receives very limited video activity.
Compare with:
Northwestern Mutual primarily posts insight content, supported by a substantial mix of brand and product videos. The limited customer, recruitment and event content raises the question of whether more proof points from customers or people-focused stories could broaden the content mix.
Metric
Northwestern Mutual
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
0.83
2.28
2.18
Avg YouTube video posts/month
19.00
4.52
3.49
Avg Facebook video posts/month
9.50
3.80
2.65
Avg Instagram video posts/month
12.33
5.52
4.91
Avg Tiktok video posts/month
9.00
3.63
2.33
Northwestern Mutual posts more video than both industry benchmarks on YouTube, Facebook, Instagram and TikTok, while LinkedIn is the only channel where it posts less. Its high-volume, consumer-facing channel mix suggests LinkedIn may be an opportunity if it wants to expand professional or recruitment-focused video.
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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