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 uses video at a high volume across its social presence, with brand-led content making up the clear majority of its output. Its distribution is concentrated on Instagram, TikTok, YouTube, and Facebook, suggesting a broad, platform-native approach built around reach and brand visibility. Product and event videos also play meaningful supporting roles, while customer, insight, and recruitment content appear to be used more selectively.
Metric
State Farm
Insurance sub-category
Finance category
Avg video posts/month
120.83
20.50
16.00
Product content
10.90%
17.10%
19.10%
Customer content
1.10%
7.45%
7.80%
Insight content
2.48%
27.68%
25.38%
Brand content
68.28%
36.00%
33.85%
Event content
9.52%
6.22%
8.20%
Recruitment content
1.52%
4.36%
4.87%
State Farm posts video far more frequently than both the Insurance sub-category and Finance overall, with a much heavier emphasis on brand and event content. Its mix includes notably less product, customer, insight and recruitment content than either benchmark, making brand building the clear priority.
Social video posts over time
Instagram, TikTok, YouTube and Facebook are State Farm’s key video channels, while LinkedIn receives comparatively little activity. TikTok and Instagram appear to be the most consistently high-volume channels, although YouTube can become the leading channel in some months.
Compare with:
State Farm primarily posts brand video, supported by a smaller share of event and product content. The limited use of customer, insight and recruitment video suggests an opportunity to test whether a broader content mix could complement its strong brand focus.
Metric
State Farm
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
2.33
2.15
2.06
Avg YouTube video posts/month
30.50
4.78
3.69
Avg Facebook video posts/month
23.00
4.03
2.84
Avg Instagram video posts/month
33.33
5.73
5.06
Avg Tiktok video posts/month
31.67
3.81
2.35
State Farm exceeds the Insurance and Finance benchmarks on every channel, with Instagram, TikTok, YouTube and Facebook all carrying far more video activity while LinkedIn is only slightly higher. Its scale is concentrated on consumer-facing platforms, suggesting LinkedIn plays a supporting role rather than being a core video distribution 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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