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 maintains a highly active social video presence, with content distributed primarily across Facebook, Instagram and TikTok. Its strategy leans heavily toward brand-led storytelling and insight content, supported by a meaningful stream of event videos. Product-focused and customer-led videos play a smaller role, suggesting an opportunity to use more proof-driven stories that connect the brand’s educational content to insurance consideration.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg video posts/month
86.17
20.50
16.00
Product content
5.61%
17.10%
19.10%
Customer content
2.32%
7.45%
7.80%
Insight content
33.08%
27.68%
25.38%
Brand content
40.62%
36.00%
33.85%
Event content
17.60%
6.22%
8.20%
Recruitment content
0.58%
4.36%
4.87%
Petplan UK posts video far more frequently than both the Insurance sub-category and Finance overall, with a notably stronger focus on brand, insight and especially event content. In contrast, product, customer and recruitment videos make up a much smaller share of its output than industry peers.
Social video posts over time
Facebook, Instagram and TikTok are Petplan UK's core video channels, with activity consistently concentrated across these platforms and TikTok standing out in the most recent month. Posting varies considerably month to month, but the sustained emphasis on these three channels suggests they are the main engines of its video presence.
Compare with:
Petplan UK primarily posts brand content, supported by a strong mix of insight and event videos. The limited product and customer content raises the question of whether there is room to show more of the insurance offering and real customer experiences alongside its awareness-led content.
Metric
Petplan UK
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
0.67
2.15
2.06
Avg YouTube video posts/month
1.00
4.78
3.69
Avg Facebook video posts/month
28.00
4.03
2.84
Avg Instagram video posts/month
28.17
5.73
5.06
Avg Tiktok video posts/month
28.33
3.81
2.35
Petplan UK posts substantially more video on Facebook, Instagram and TikTok than the industry, while using LinkedIn and YouTube less often. Its high-volume, social-first approach is clearly built around short-form consumer channels, leaving YouTube and LinkedIn as potential gaps if broader education or professional audiences matter.
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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