BENCHMARK
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#3
social video poster
of 197 in Finance category
#2
social video poster
of 55 in Insurance sub-category
17
/100
overall video usage on website benchmark score
Petplan UK has a highly active social video presence, with brand-led content forming the core of its output and insight videos providing a strong educational layer. Facebook, Instagram and TikTok are the clear priority channels, suggesting a strategy built around broad reach, visual storytelling and short-form engagement. Event coverage also plays a meaningful role, while product, customer and recruitment content appear much less central to the mix.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg video posts/month
89.67
20.82
16.23
Product content
5.20%
16.68%
19.01%
Customer content
3.53%
7.13%
7.52%
Insight content
26.95%
28.08%
25.27%
Brand content
44.24%
36.18%
34.29%
Event content
19.14%
6.64%
8.32%
Recruitment content
0.56%
4.27%
4.83%
Petplan UK posts video far more frequently than both the insurance sub-category and finance overall, with a stronger emphasis on brand and event content. Its insight mix is closely aligned with the industry, but product, customer and recruitment content make up a noticeably smaller share.
Social video posts over time
Instagram and Facebook are Petplan UK’s most important video channels, with TikTok also playing a major role. Posting is consistently high across these three channels, while LinkedIn and YouTube receive very limited attention.
Compare with:
Petplan UK’s video output is led by brand content, supported by a substantial share of insight and event videos. The low proportion of product and customer content suggests an opportunity to test whether more practical product education or pet-owner stories could complement its strong brand focus.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
1.17
1.85
1.82
Avg YouTube video posts/month
1.00
4.90
3.80
Avg Facebook video posts/month
29.33
4.25
2.99
Avg Instagram video posts/month
31.50
5.98
5.26
Avg Tiktok video posts/month
26.67
3.83
2.36
Petplan UK posts much more video on Facebook, Instagram and TikTok than the insurance and finance averages, while LinkedIn and YouTube are used less. Its high-volume, consumer-focused channel mix fits its brand-led approach, though YouTube appears to be the clearest gap versus the wider industry.
Petplan UK website
Website video analysis
Petplan UK does not currently use embedded or playable video across the core website experiences reviewed, including the homepage, product pages, resources, quote journey and careers page. This creates a consistent static experience, but it also means video is not contributing to product education, customer guidance or recruitment messaging.
The clearest priority is to introduce concise video on the homepage and insurance product pages, where it could explain key information and support early decision-making. Advice resources and the quote page could then use focused videos to improve understanding and encourage next steps.
The careers page also presents an opportunity to communicate the employer brand through video. Customer story content could not be meaningfully assessed because there was not enough page evidence available.
The clearest priority is to introduce concise video on the homepage and insurance product pages, where it could explain key information and support early decision-making. Advice resources and the quote page could then use focused videos to improve understanding and encourage next steps.
The careers page also presents an opportunity to communicate the employer brand through video. Customer story content could not be meaningfully assessed because there was not enough page evidence available.
Strengths
Petplan UK provides a consistent static experience across the main page types reviewed. With no embedded or playable video identified, visitors are not faced with uneven video coverage between product, resource, conversion and careers content. The site’s current approach is clear and consistent, even though it does not yet make use of video.
Weaknesses
Video has no on-page presence across the homepage or the other pages reviewed. Product explanations, advice content, the quote journey and careers messaging all rely on static content without video support. This limits the site’s ability to use visual storytelling to explain insurance, guide decisions or communicate its employer brand.
Opportunities
The biggest opportunity is to introduce video where it can add the most value to important visitor journeys, beginning with the homepage and insurance product pages. Short, relevant videos could also strengthen advice resources by making information easier to understand. The quote page is another practical place to test video that clarifies the process and helps visitors feel confident about taking the next step.
Key takeaway
The site is currently built around static content rather than embedded video. Adding video to introductory, product and conversion-focused pages would offer the clearest starting point. From there, Petplan UK could extend video into advice and careers content where it supports a specific visitor need.
Video usage on key pages:
View methodology
Petplan UK currently relies on static content across its homepage, insurance product pages, resources, quote journey and careers page, with no video supporting key customer or recruitment journeys. This creates a consistent experience, but adding concise video to introductory, product and conversion-focused pages would strengthen education, decision-making and engagement.
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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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