BENCHMARK
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#25
social video poster
of 197 in Finance category
#2
social video poster
of 36 in Payments sub-category
40
/100
overall video usage on website benchmark score
PayPal maintains an active social video program, centered on product and brand content that together make up the clear majority of its output. Its video distribution is led by TikTok and Instagram, with YouTube playing a supporting role and LinkedIn used more selectively. Customer stories, insights, and event coverage appear as occasional supporting formats, suggesting a social strategy geared primarily toward brand relevance and product promotion.
Metric
PayPal
Payments sub-category
Finance category
Avg video posts/month
34.00
12.75
16.23
Product content
44.12%
28.68%
19.01%
Customer content
3.92%
13.65%
7.52%
Insight content
4.90%
21.34%
25.27%
Brand content
40.69%
21.56%
34.29%
Event content
2.94%
7.44%
8.32%
Recruitment content
0.49%
6.42%
4.83%
PayPal posts video far more frequently than both the Payments sub-category and Finance overall, with a particularly strong focus on product and brand content. This comes at the expense of customer, insight, event and recruitment videos, making its content mix much more commercially and brand-led than the industry.
Social video posts over time
TikTok and Instagram are PayPal’s most important video channels, with consistently high posting activity across the period, while YouTube plays a supporting role. LinkedIn activity is limited and Facebook is inactive, reinforcing a strong focus on visual, short-form social platforms.
Compare with:
PayPal’s video output is dominated by product and brand content, which together make up almost all of its publishing. The narrow mix creates a clear commercial identity, but there may be an opportunity to test more customer stories, insight and event content to add depth and variety.
Metric
PayPal
Payments sub-category
Finance category
Avg LinkedIn video posts/month
2.50
2.52
1.82
Avg YouTube video posts/month
5.17
3.33
3.80
Avg Facebook video posts/month
0.00
1.99
2.99
Avg Instagram video posts/month
12.33
3.78
5.26
Avg Tiktok video posts/month
14.00
1.13
2.36
PayPal posts much more video on Instagram, TikTok and YouTube than both industry benchmarks, while LinkedIn is broadly in line with Payments and Facebook is unused. Its standout TikTok and Instagram activity suggests a clear short-form, consumer-facing video strategy, while Facebook appears to be a deliberate deprioritisation.
PayPal website
Website video analysis
PayPal’s video strategy is centered on product explanation. Demos appear across most of the product pages reviewed, with some placed prominently near core messaging and calls to action.
Outside those pages, video is much less common. The homepage and reviewed resources have no playable video, while customer stories and conversion pages use it only occasionally and lower on the page.
This creates a clear opportunity to make video a more connected part of the customer journey. Reusing the strong demo-led approach across educational content, customer proof, and conversion experiences could help visitors learn, build confidence, and take action.
Outside those pages, video is much less common. The homepage and reviewed resources have no playable video, while customer stories and conversion pages use it only occasionally and lower on the page.
This creates a clear opportunity to make video a more connected part of the customer journey. Reusing the strong demo-led approach across educational content, customer proof, and conversion experiences could help visitors learn, build confidence, and take action.
Strengths
PayPal’s product pages are the strongest part of its video experience, with demos appearing across most of the pages reviewed. The point-of-sale and payment-processing pages stand out by featuring video prominently in the hero area. Placing these demos beside key messaging and calls to action helps visitors quickly understand the products.
Weaknesses
Video usage falls off sharply outside the product experience. The homepage and reviewed resource pages do not feature playable video, relying instead on static or animated visuals. Customer stories and conversion pages use video only occasionally, and those videos generally appear lower on the page rather than shaping the initial experience.
Opportunities
PayPal could bring the explanatory video approach used on product pages to its homepage and educational resources. Customer-story videos could also be used more consistently to add credibility and make case studies more engaging. Adding video to contact, signup, and account-opening journeys could give visitors more context and reassurance as they move toward action.
Key takeaway
PayPal uses video most effectively when demonstrating business products, especially through prominent hero placements on key pages. Elsewhere, video feels selective rather than connected across the broader website journey. Expanding it into the homepage, resources, customer stories, and conversion flows would create a more consistent experience.
Video usage on key pages:
View methodology
PayPal uses video most effectively on product pages, where demos often support key messaging and calls to action, including prominent hero placements on some pages. Video is largely absent from the homepage and resources and only appears occasionally in customer stories and conversion journeys, creating an opportunity for a more consistent video experience across the site.
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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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