BENCHMARK
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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-led content forming the clear foundation of its strategy. Its distribution is concentrated on Instagram, YouTube, and TikTok, while Facebook also plays a meaningful supporting role. Event and product videos add variety to the mix, but customer, insight, and recruitment storytelling appear to be used more selectively.
Metric
State Farm
Insurance sub-category
Finance category
Avg video posts/month
110.33
20.82
16.23
Product content
9.52%
16.68%
19.01%
Customer content
1.21%
7.13%
7.52%
Insight content
2.27%
28.08%
25.27%
Brand content
67.98%
36.18%
34.29%
Event content
12.24%
6.64%
8.32%
Recruitment content
1.36%
4.27%
4.83%
State Farm publishes video far more frequently than both the insurance sub-category and the wider finance category. Its output is much more heavily weighted toward brand and event content, while product, customer, insight and recruitment videos all make up a smaller share than industry benchmarks.
Social video posts over time
Instagram and TikTok appear to be State Farm’s most important video channels, with consistently high posting activity and a particularly strong recent uplift on TikTok. YouTube is also a major part of the mix, though its volume fluctuates more month to month, while LinkedIn receives minimal attention.
Compare with:
State Farm primarily posts brand videos, supported by a meaningful share of event content. The low share of product, customer, insight and recruitment content suggests an opportunity to test whether a more balanced mix could add practical value and credibility alongside brand-building.
Metric
State Farm
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
1.83
1.85
1.82
Avg YouTube video posts/month
29.50
4.90
3.80
Avg Facebook video posts/month
20.33
4.25
2.99
Avg Instagram video posts/month
30.67
5.98
5.26
Avg Tiktok video posts/month
28.00
3.83
2.36
State Farm’s LinkedIn activity broadly matches the insurance and finance averages, but it posts substantially more video on YouTube, Facebook, Instagram and TikTok. Its scale across consumer-facing channels points to a broad-reach video strategy, while LinkedIn appears to be a secondary channel.
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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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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