BENCHMARK
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#22
social video poster
of 197 in Finance category
#11
social video poster
of 68 in Banks sub-category
43
/100
overall video usage on website benchmark score
Old National Bank maintains an active social video presence, with the strongest emphasis on insight-led content and a meaningful secondary focus on brand storytelling. Its distribution is concentrated across Instagram, TikTok, and Facebook, suggesting a strategy built around high-reach, consumer-friendly social formats rather than relying heavily on professional or long-form video channels. Product, customer, event, and recruitment videos appear to play supporting roles, leaving room to broaden the mix with more proof-driven customer stories and solution-focused content.
Metric
Old National Bank
Banks sub-category
Finance category
Avg video posts/month
34.83
18.32
16.23
Product content
3.83%
16.25%
19.01%
Customer content
0.96%
4.87%
7.52%
Insight content
71.29%
24.70%
25.27%
Brand content
21.53%
39.14%
34.29%
Event content
1.91%
10.01%
8.32%
Recruitment content
0.48%
4.63%
4.83%
Old National Bank posts video far more frequently than both banks and the wider finance category, with a distinctly insight-led content mix. Insight content is much more prominent than industry norms, while product, customer, brand, event and recruitment content all take a smaller share.
Social video posts over time
Instagram, TikTok and Facebook are Old National Bank's most active video channels, with posting remaining consistently high across the period. TikTok is currently the busiest channel and Instagram also performs strongly, while LinkedIn activity has increased more recently after several inactive months.
Compare with:
Old National Bank's video output is overwhelmingly focused on insight content, supported by a smaller but meaningful share of brand content. This clear educational or informational focus is distinctive, though there may be room to test more product, customer, event and recruitment video content.
Metric
Old National Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
3.67
1.83
1.82
Avg YouTube video posts/month
1.67
3.95
3.80
Avg Facebook video posts/month
9.33
3.39
2.99
Avg Instagram video posts/month
10.50
6.50
5.26
Avg Tiktok video posts/month
9.67
2.65
2.36
Old National Bank posts more video than both peer groups on LinkedIn, Facebook, Instagram and TikTok, while YouTube is the only channel where it posts less. Its especially strong use of TikTok, alongside Instagram and Facebook, suggests a social-first distribution strategy, while YouTube appears to be the clearest gap versus the industry.
Old National Bank website
Website video analysis
Video usage is concentrated in the careers section, where employee testimonials consistently support the employer brand and career-development story. When Old National uses video elsewhere, it tends to focus on practical education, such as savings guidance and digital-banking tutorials.
Across the broader site, video is much less visible. The homepage and reviewed resource pages rely on static and written content, while most product pages do not use video at all.
Placement is another key consideration, since existing videos generally appear midway down pages or within collapsed sections rather than shaping the first impression. Expanding coverage and moving the strongest videos into more prominent positions could improve discovery, education, and support during higher-intent journeys.
Across the broader site, video is much less visible. The homepage and reviewed resource pages rely on static and written content, while most product pages do not use video at all.
Placement is another key consideration, since existing videos generally appear midway down pages or within collapsed sections rather than shaping the first impression. Expanding coverage and moving the strongest videos into more prominent positions could improve discovery, education, and support during higher-intent journeys.
Strengths
Careers is the clearest strength, with visible employee testimonial videos supporting both the workplace story and career-development experience. These videos feel purposeful and give prospective employees a more personal view of the organization. Old National also uses educational video in practical settings, including savings guidance and digital-banking support.
Weaknesses
Video has little presence on the homepage, most of the product experience, or the resource content reviewed. This limits its role in introducing the brand and helping visitors understand key offerings. Some conversion-focused tutorials are also easy to miss because they appear farther down the page inside collapsed FAQ sections.
Opportunities
Old National could extend its educational video approach across more product and resource pages. Placing selected videos closer to the top of key entry pages would make them easier to discover and allow them to shape the initial experience. Higher-intent journeys could also benefit from prominent videos that answer questions and guide visitors toward the next step.
Key takeaway
Old National uses video most effectively for careers storytelling, especially through employee testimonials. Elsewhere, video is selective and usually plays a supporting role farther down the page. The main opportunity is to bring the same purposeful approach to the homepage, product education, resources, and conversion journeys.
Video usage on key pages:
View methodology
Old National Bank uses video most effectively on careers pages, where employee testimonials support its employer brand, and in select educational contexts such as savings guidance and digital-banking tutorials. Video is largely absent from the homepage, resources, and most product journeys, while existing videos are often placed mid-page or in collapsed FAQs, creating an opportunity to make this content more visible and extend it across key customer paths.
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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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