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 programme, centred on insight-led and brand-focused content, with event coverage providing an additional strand. Its distribution is concentrated across Facebook, Instagram and TikTok, suggesting a strong emphasis on broad-reach, short-form social engagement. Product, customer and recruitment videos play a much smaller role, leaving room to use video more deliberately for proof points, customer advocacy and employer branding.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg video posts/month
75.17
19.98
15.75
Product content
5.54%
17.00%
19.03%
Customer content
2.00%
7.61%
7.79%
Insight content
41.46%
27.35%
25.72%
Brand content
37.69%
36.51%
33.59%
Event content
12.42%
5.37%
7.87%
Recruitment content
0.67%
4.84%
5.15%
Petplan UK publishes video far more frequently than both the Insurance sub-category and Finance overall, with its output concentrated in insight, brand and event content. Its brand share is broadly in line with the industry, but it strongly over-indexes on insight and events while posting much less product, customer and recruitment content.
Social video posts over time
Instagram, TikTok and Facebook are Petplan UK’s key video channels, with consistently high activity across the period and particularly strong volumes in the middle months. TikTok appears to be the most flexible channel, peaking above the others in some months, while Instagram and Facebook provide the most consistently high output.
Compare with:
Petplan UK primarily posts insight and brand video, supported by a meaningful share of event content. This creates a strong awareness and education-led mix, though there may be room to test more product and customer stories to better connect this content with conversion and proof points.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
0.50
2.30
2.20
Avg YouTube video posts/month
1.33
4.61
3.55
Avg Facebook video posts/month
24.00
3.83
2.68
Avg Instagram video posts/month
24.67
5.58
4.96
Avg Tiktok video posts/month
24.67
3.66
2.35
Petplan UK posts substantially more video on Facebook, Instagram and TikTok than the industry, while using LinkedIn and YouTube less frequently. Its channel strategy is clearly built around high-volume consumer social video, leaving YouTube and LinkedIn as potential opportunities if it wants to broaden reach beyond these platforms.
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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