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#1
social video poster
of 197 in Finance category
#1
social video poster
of 55 in Insurance sub-category
27
/100
overall video usage on website benchmark score
State Farm maintains a high-volume social video presence, with brand storytelling serving as the clear centerpiece of its content strategy. Its distribution is concentrated across Instagram, TikTok, YouTube, and Facebook, suggesting a strong emphasis on reaching audiences through visually native, platform-specific channels. Product and event videos play supporting roles, while customer stories, insights, and recruitment content appear less central to the mix.
Metric
State Farm
Insurance sub-category
Finance category
Avg video posts/month
130.17
19.98
15.75
Product content
10.76%
17.00%
19.03%
Customer content
1.02%
7.61%
7.79%
Insight content
2.30%
27.35%
25.72%
Brand content
70.04%
36.51%
33.59%
Event content
7.81%
5.37%
7.87%
Recruitment content
1.41%
4.84%
5.15%
State Farm posts video far more frequently than both the Insurance sub-category and Finance category, with a much stronger emphasis on brand content. Its product, customer, insight and recruitment content all sit below industry benchmarks, making its mix notably less educational and customer-led than peers.
Social video posts over time
Instagram and TikTok appear to be State Farm’s most important video channels, with YouTube, Facebook and LinkedIn playing smaller roles. Posting volumes vary sharply by month, but TikTok and Instagram lead in the busiest periods, indicating these are likely central to its always-on social video activity.
Compare with:
State Farm’s video output is dominated by brand content, supported by a smaller amount of product and event content. The limited customer, insight and recruitment mix raises an opportunity to test more practical insurance education and real customer stories alongside its brand-led approach.
Metric
State Farm
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
2.33
2.30
2.20
Avg YouTube video posts/month
31.50
4.61
3.55
Avg Facebook video posts/month
25.33
3.83
2.68
Avg Instagram video posts/month
36.17
5.58
4.96
Avg Tiktok video posts/month
34.83
3.66
2.35
State Farm matches the industry closely on LinkedIn but posts substantially more video across YouTube, Facebook, Instagram and TikTok than both Insurance and Finance peers. Its scale is especially concentrated on Instagram, TikTok and YouTube, suggesting a broad consumer-video strategy rather than a LinkedIn-led financial services approach.
State Farm website
Website video analysis
State Farm’s website uses video in a very concentrated way. The strongest example appears on the customer service careers page, where a prominent, dedicated player helps visitors understand what working at the company may be like.
Elsewhere, video has little presence. The homepage and the reviewed product, resource, quote, and contact pages rely on static imagery and written content, leaving video absent from both early exploration and action-oriented stages.
The clearest next step is to extend purposeful video into insurance education and conversion journeys. Product explainers, supporting resource videos, and guidance around quotes or contacting an agent could create a more consistent and useful experience.
Elsewhere, video has little presence. The homepage and the reviewed product, resource, quote, and contact pages rely on static imagery and written content, leaving video absent from both early exploration and action-oriented stages.
The clearest next step is to extend purposeful video into insurance education and conversion journeys. Product explainers, supporting resource videos, and guidance around quotes or contacting an agent could create a more consistent and useful experience.
Strengths
State Farm uses video effectively on its customer service careers page, where a large, dedicated player supports the recruitment message. Its mid-page placement makes it a noticeable part of the experience instead of a minor supporting element. The video also gives prospective employees a more realistic view of working at the company.
Weaknesses
Video is absent from the homepage and the reviewed product, resource, and conversion pages. This means it does not help shape visitors’ first impressions or explain insurance options as they explore the site. It also plays little role when visitors are reading guidance, requesting a quote, or looking to contact an agent.
Opportunities
State Farm could bring video into product pages to support key insurance information alongside the existing static content. Quote and contact pages are another opportunity to use video to clarify next steps during action-oriented moments. Resource articles could also include relevant videos that complement their written guidance and static visuals.
Key takeaway
State Farm has a purposeful example of video use in its careers content, but video is not yet a broad part of the website experience. Most major visitor journeys still rely on static imagery and written content. Applying the careers approach to product, resource, and conversion pages would make video more useful while visitors are learning and taking action.
Video usage on key pages:
View methodology
State Farm uses video primarily on its careers experience, where a prominent player helps bring the customer service role to life. Video is absent from the homepage, product, resource, and conversion pages, creating a clear opportunity to add helpful explainers and guidance throughout the insurance journey.
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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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