BENCHMARK
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#6
social video poster
of 197 in Finance category
#3
social video poster
of 68 in Banks sub-category
40
/100
overall video usage on website benchmark score
SoFi Bank maintains a high-volume social video program, with educational and insight-led content forming the core of its approach. Its distribution is concentrated on TikTok, Facebook, and YouTube, suggesting a strategy built around reach, discoverability, and platform-native engagement. Brand storytelling and product-focused videos also play meaningful supporting roles, while customer stories, event coverage, and recruitment content are used more selectively.
Metric
SoFi Bank
Banks sub-category
Finance category
Avg video posts/month
62.17
18.32
16.23
Product content
14.21%
16.25%
19.01%
Customer content
2.14%
4.87%
7.52%
Insight content
45.31%
24.70%
25.27%
Brand content
27.08%
39.14%
34.29%
Event content
10.99%
10.01%
8.32%
Recruitment content
0.27%
4.63%
4.83%
SoFi Bank posts video far more frequently than both banks and the wider finance category, with a much stronger focus on insight content. It creates less product, customer, brand and recruitment content than industry peers, while event content is broadly in line with banks.
Social video posts over time
TikTok and Facebook appear to be SoFi Bank’s key video channels, with YouTube also receiving a consistently high level of activity. Instagram has surged recently after several inactive months, while LinkedIn is used more selectively.
Compare with:
SoFi Bank’s video output is led by insight content, supported by a meaningful mix of brand and product content. Customer and recruitment videos are barely used, which may be an opportunity if the brand wants to add more proof points and employer storytelling to its mix.
Metric
SoFi Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
4.33
1.83
1.82
Avg YouTube video posts/month
16.33
3.95
3.80
Avg Facebook video posts/month
17.83
3.39
2.99
Avg Instagram video posts/month
5.00
6.50
5.26
Avg Tiktok video posts/month
18.67
2.65
2.36
SoFi Bank posts more video than both banks and the wider finance category on LinkedIn, YouTube, Facebook and TikTok, while Instagram is lower than the banking average. Its especially strong use of TikTok, Facebook and YouTube suggests it is prioritising broad-reach, video-first channels rather than relying heavily on Instagram.
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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