BENCHMARK
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#4
social video poster
of 197 in Finance category
#2
social video poster
of 68 in Banks sub-category
40
/100
overall video usage on website benchmark score
SoFi Bank maintains a highly active social video presence, with insight-led content forming the core of its strategy and brand storytelling providing another major pillar. Its distribution is concentrated on TikTok, Facebook, and YouTube, suggesting a focus on broad reach and platform-native engagement, while Instagram and LinkedIn play supporting roles. Product and event videos add practical and timely content to the mix, though customer stories and recruiting content appear to be used more selectively.
Metric
SoFi Bank
Banks sub-category
Finance category
Avg video posts/month
70.50
17.94
15.85
Product content
11.82%
15.74%
19.14%
Customer content
1.89%
5.42%
7.68%
Insight content
46.57%
25.00%
25.36%
Brand content
24.59%
38.41%
33.90%
Event content
14.89%
10.34%
8.23%
Recruitment content
0.24%
4.66%
4.89%
SoFi Bank posts video far more frequently than both banks and the wider finance category, with a clear emphasis on insight content and a higher share of event content. It creates less product, customer, brand and recruitment content than industry peers, making its mix notably more education- and information-led.
Social video posts over time
Facebook and TikTok are SoFi Bank's most consistently active video channels, while Instagram has become much more active in the most recent months. Posting is strong across all major channels, but the recent rise on Instagram could signal that it is becoming a more important part of the video mix.
Compare with:
SoFi Bank mainly posts insight content, supported by brand and event videos, while product and customer content make up a much smaller share. This insight-heavy approach is well suited to financial education, though there may be room to use more customer and product stories to connect that education more directly to its offering.
Metric
SoFi Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
4.50
1.97
2.04
Avg YouTube video posts/month
17.00
3.81
3.64
Avg Facebook video posts/month
19.17
3.23
2.82
Avg Instagram video posts/month
9.67
6.34
5.02
Avg Tiktok video posts/month
20.17
2.60
2.33
SoFi Bank posts more video than both banks and finance overall across every channel, with particularly strong use of TikTok, Facebook and YouTube. Its broad, high-volume channel strategy suggests it is prioritising reach across both short-form social platforms and longer-form video rather than relying on a single core channel.
SoFi Bank website
Website video analysis
SoFi currently uses video in a few supporting roles rather than as a consistent part of the website experience. The careers page stands out with a prominent culture-focused player, while the mortgage page and an investing resource use video to educate visitors farther down the page.
The homepage, customer stories, and signup experience rely on static imagery or written content instead of video. Expanding video into these areas, as well as more product and resource pages, could help SoFi explain complex topics, build trust, and support visitors throughout their journey.
The homepage, customer stories, and signup experience rely on static imagery or written content instead of video. Expanding video into these areas, as well as more product and resource pages, could help SoFi explain complex topics, build trust, and support visitors throughout their journey.
Strengths
The careers page uses a large, prominent video to bring SoFi’s culture and “The SoFi Way” to life. This is the strongest example of video playing a meaningful role on the site. Elsewhere, video serves a clear educational purpose by supporting mortgage guidance and investing content.
Weaknesses
Video use is limited across the main product and resource pages reviewed. It is also absent from the homepage, customer stories, and signup journey, leaving several important touchpoints dependent on text and static imagery. When video does appear, it generally sits farther down the page rather than shaping the initial experience.
Opportunities
SoFi could use video more consistently across key product pages to simplify financial topics and explain product journeys. Adding video to the homepage could create a stronger first impression, while customer story videos could make real experiences feel more personal. Video in the signup experience could also provide timely reassurance or guidance at a conversion-focused moment.
Key takeaway
Video works best on SoFi’s careers page, where it is prominent and closely tied to the culture story. It also adds value as an educational tool on a small selection of product and resource content. The larger opportunity is to expand that approach into high-visibility and conversion-focused parts of the site.
Video usage on key pages:
View methodology
SoFi uses video most effectively on its careers page, with smaller educational placements on mortgage and investing content, but it is largely absent from the homepage, customer stories, signup flow, and most product pages. The existing videos appear purposeful but sit mainly below the fold, creating a clear opportunity to use video more consistently in high-visibility and conversion-focused experiences.
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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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