BENCHMARK
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#33
social video poster
of 197 in Finance category
#3
social video poster
of 36 in Payments sub-category
40
/100
overall video usage on website benchmark score
PayPal maintains an active social video presence, with TikTok and Instagram serving as its primary distribution channels and YouTube playing a supporting role. Its content mix is led by product-focused and brand-building videos, suggesting a strategy that balances explaining PayPal’s offerings with reinforcing brand relevance. Customer, insight, event, and recruitment content appear more selectively, leaving room to broaden storytelling and credibility-building formats.
Metric
PayPal
Payments sub-category
Finance category
Avg video posts/month
29.50
12.42
15.85
Product content
46.33%
30.20%
19.14%
Customer content
4.52%
13.46%
7.68%
Insight content
3.95%
20.77%
25.36%
Brand content
39.55%
20.54%
33.90%
Event content
2.82%
7.46%
8.23%
Recruitment content
0.56%
6.82%
4.89%
PayPal posts video far more frequently than both the Payments sub-category and the wider Finance category, with a much heavier focus on product and brand content. It creates notably less customer, insight, event and recruitment content than its industry peers, making its video mix strongly geared towards promotion and brand building.
Social video posts over time
TikTok is PayPal's leading video channel, closely followed by Instagram, with activity on both channels consistently outpacing LinkedIn, Facebook and YouTube. This sustained short-form output suggests these platforms are central to its video strategy, while YouTube is used more selectively and LinkedIn receives limited attention.
Compare with:
PayPal primarily posts product and brand videos, which together make up the overwhelming majority of its content. This focused mix supports a clear promotional strategy, though there may be room to test more customer stories, insight-led content and recruitment videos.
Metric
PayPal
Payments sub-category
Finance category
Avg LinkedIn video posts/month
1.17
2.83
2.04
Avg YouTube video posts/month
3.83
3.14
3.64
Avg Facebook video posts/month
0.00
1.87
2.82
Avg Instagram video posts/month
11.33
3.51
5.02
Avg Tiktok video posts/month
13.17
1.07
2.33
PayPal posts substantially more video on Instagram and TikTok, slightly more on YouTube, and less on LinkedIn, while not using Facebook at all. Its standout TikTok and Instagram activity suggests a clear short-form, consumer-facing video strategy, whereas Facebook appears to be intentionally deprioritised.
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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