BENCHMARK
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#20
social video poster
of 197 in Finance category
#9
social video poster
of 68 in Banks sub-category
30
/100
overall video usage on website benchmark score
Santander UK uses video frequently on social, with a clear emphasis on brand-led content and product messaging. Its activity is concentrated on Instagram and TikTok, suggesting a short-form, audience-first approach, while YouTube, LinkedIn and Facebook play more supporting roles. Customer stories, event coverage and recruitment content are used more selectively, leaving room to broaden the mix if those areas become strategic priorities.
Metric
Santander UK
Banks sub-category
Finance category
Avg video posts/month
37.17
18.32
16.23
Product content
23.32%
16.25%
19.01%
Customer content
5.38%
4.87%
7.52%
Insight content
12.11%
24.70%
25.27%
Brand content
48.88%
39.14%
34.29%
Event content
5.83%
10.01%
8.32%
Recruitment content
1.35%
4.63%
4.83%
Santander UK posts video far more frequently than both Banks and the wider Finance category, with a stronger emphasis on brand and product content. It produces less insight, event and recruitment content than its peers, making its video strategy notably more brand-led than educational or employer-focused.
Social video posts over time
Instagram and TikTok are Santander UK’s key video channels, with consistently high posting activity and especially strong peaks in July. YouTube and LinkedIn play supporting roles, while Facebook is essentially inactive, showing a clear focus on short-form, mobile-first video distribution.
Compare with:
Santander UK’s video content is led by brand content, with product content forming a clear secondary focus. The limited share of customer, event and recruitment videos suggests an opportunity to test whether more proof-led customer stories or people-focused content could add variety to the mix.
Metric
Santander UK
Banks sub-category
Finance category
Avg LinkedIn video posts/month
1.67
1.83
1.82
Avg YouTube video posts/month
3.17
3.95
3.80
Avg Facebook video posts/month
0.17
3.39
2.99
Avg Instagram video posts/month
16.33
6.50
5.26
Avg Tiktok video posts/month
15.83
2.65
2.36
Santander UK broadly matches the industry on LinkedIn and YouTube, but posts dramatically more on Instagram and TikTok while barely using Facebook. Its high output is clearly driven by short-form social channels, suggesting these are a much bigger priority than the more traditional channel mix used by Banks and Finance brands.
Santander UK website
Website video analysis
Video plays a limited role across Santander UK’s reviewed website. It is missing from the homepage, key product pages and customer stories, leaving most core experiences dependent on static copy, imagery and calls to action.
The strongest implementation appears within the Onboarding Online journey, where educational guides help visitors through the application process. However, those videos are placed in collapsed sections lower on the page, while the resource-area example is also a low-profile external link.
Overall, Santander treats video as optional supporting guidance rather than a visible tool for product education, brand storytelling or customer proof. Making useful videos easier to find and extending the same practical format to high-value pages would create a more engaging and consistent experience.
The strongest implementation appears within the Onboarding Online journey, where educational guides help visitors through the application process. However, those videos are placed in collapsed sections lower on the page, while the resource-area example is also a low-profile external link.
Overall, Santander treats video as optional supporting guidance rather than a visible tool for product education, brand storytelling or customer proof. Making useful videos easier to find and extending the same practical format to high-value pages would create a more engaging and consistent experience.
Strengths
Santander’s strongest use of video is on its Onboarding Online page, where educational guides support visitors through different stages of the application process. This puts practical video help at a useful point in the customer journey. The Select Experience page also includes a video link within its insights content, showing another way video can complement written information.
Weaknesses
Video is absent from the homepage and the product pages reviewed, so it does not help introduce the brand or explain major personal banking products. Customer stories also rely on static images, written copy and text-based quotes rather than bringing customer experiences to life through video. Where video is available, it tends to sit lower on the page, behind collapsed accordions or through an external link, which makes it easy to miss.
Opportunities
Santander has a clear opportunity to add video to prominent homepage and product-page experiences. Short explainers could make accounts, savings, mortgages, credit cards and personal loans easier to understand and compare. Existing onboarding guides could also be surfaced more clearly, while video-led customer perspectives could make case studies more engaging and credible.
Key takeaway
Santander’s use of video is currently narrow and mainly focused on optional educational support within one onboarding journey. That practical approach is useful, but it is not yet carried through to the site’s most visible and commercially important pages. Expanding it across the homepage, product content and customer stories would make video a more consistent part of the overall experience.
Video usage on key pages:
View methodology
Santander UK uses video mainly as supporting guidance within its onboarding journey, with only limited, low-profile use in resources and no video across the homepage, core product pages or customer stories. The available videos appear practical and educational, but their placement in lower-page accordions and external links makes video feel inconsistent and secondary rather than a core part of the customer experience.
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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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