BENCHMARK
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#43
social video poster
of 197 in Finance category
#14
social video poster
of 55 in Insurance sub-category
23
/100
overall video usage on website benchmark score
Royal London maintains an active social video presence, with brand-led content forming the clear centre of its strategy. Instagram and Facebook are its primary distribution channels, supported by a meaningful presence on YouTube and TikTok, while LinkedIn plays a more limited role. Event, insight and product videos add useful variety around the dominant brand storytelling, though customer-focused video is used only sparingly.
Metric
Royal London
Insurance sub-category
Finance category
Avg video posts/month
25.33
20.82
16.23
Product content
11.18%
16.68%
19.01%
Customer content
0.66%
7.13%
7.52%
Insight content
10.53%
28.08%
25.27%
Brand content
60.53%
36.18%
34.29%
Event content
16.45%
6.64%
8.32%
Recruitment content
0.00%
4.27%
4.83%
Royal London posts video more frequently than both the insurance sub-category and the wider finance category. Its mix is far more focused on brand and event content, while product, customer, insight and recruitment videos all take a smaller share than industry benchmarks.
Social video posts over time
Instagram is Royal London’s most consistently active video channel, with Facebook also playing a major role across the period. YouTube delivered notable spikes in activity, especially in the latest month, suggesting it may be an effective campaign-led channel rather than an always-on one.
Compare with:
Royal London’s video output is led overwhelmingly by brand content, supported by a meaningful share of event videos. This creates a clear brand-building focus, but there may be room to test more product, customer, insight and recruitment content for a broader mix.
Metric
Royal London
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
2.50
1.85
1.82
Avg YouTube video posts/month
4.83
4.90
3.80
Avg Facebook video posts/month
6.50
4.25
2.99
Avg Instagram video posts/month
7.33
5.98
5.26
Avg Tiktok video posts/month
4.17
3.83
2.36
Royal London posts more video than both industry benchmarks on LinkedIn, Facebook, Instagram and TikTok, while its YouTube activity is broadly in line with insurance peers. Its stronger presence across the social-first channels supports its higher overall output, while YouTube may be the main opportunity to build a clearer lead over the sub-category.
Royal London website
Website video analysis
Royal London makes very limited use of video, with the identified activity concentrated on a single resource page. That video is a substantial explainer supported by a transcript, making it a useful way to communicate detailed information about the financial wellbeing service.
Elsewhere, the site relies on static imagery, text, icons, tools and calls to action. No video was found on the homepage or the reviewed product, application and careers pages, while there was not enough customer-story evidence to make a useful assessment.
The strongest opportunity is to reuse this explainer-led approach at more influential points in the visitor journey. Short, focused videos on the homepage, product pages, application journey and selected careers pages could make complex information more approachable and give video a clearer role in engagement and decision-making.
Elsewhere, the site relies on static imagery, text, icons, tools and calls to action. No video was found on the homepage or the reviewed product, application and careers pages, while there was not enough customer-story evidence to make a useful assessment.
The strongest opportunity is to reuse this explainer-led approach at more influential points in the visitor journey. Short, focused videos on the homepage, product pages, application journey and selected careers pages could make complex information more approachable and give video a clearer role in engagement and decision-making.
Strengths
Royal London’s clearest strength is its dedicated financial wellbeing explainer. The video has a substantial presence within a visual-guide section and offers a more engaging way to understand a detailed service. An expandable transcript also supports visitors who prefer or need a text-based alternative.
Weaknesses
Video is absent from the homepage and the product, application and careers pages reviewed. This gives it very limited reach across important visitor journeys, including first impressions, product research, conversion and recruitment. The only identified video also appears lower down its page, so it has little influence on the initial experience.
Opportunities
Royal London could introduce video into high-value product and application journeys to explain key information before visitors act. A concise homepage video could strengthen the first impression and make important messages easier to absorb. Selected careers pages could also use video to bring roles, workplace culture and early-career opportunities to life.
Key takeaway
Royal London has one purposeful example of video within its resource content, but video is not yet a broad part of the website experience. Its current role is mainly as an occasional educational aid rather than a consistent tool across customer and recruitment journeys. Extending the same explanatory approach to the homepage, product pages and conversion journeys is the clearest next step.
Video usage on key pages:
View methodology
Royal London’s video use is limited to a dedicated explainer within resource content, while the homepage, product, application and careers journeys rely entirely on static content. The explainer is thoughtfully supported with a transcript, but video is not yet used consistently enough across key pages to influence first impressions, decision-making or conversion.
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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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