BENCHMARK
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#27
social video poster
of 197 in Finance category
#13
social video poster
of 68 in Banks sub-category
37
/100
overall video usage on website benchmark score
TD Bank maintains an active social video presence, with content distributed primarily across Facebook, Instagram, and YouTube. Its strategy is led by insight-driven videos, supported by a strong mix of brand storytelling and product-focused content. Customer, recruitment, and event videos play a more selective supporting role, while LinkedIn is used only minimally and there is no activity reflected on X or TikTok.
Metric
TD Bank
Banks sub-category
Finance category
Avg video posts/month
33.67
18.32
16.23
Product content
12.38%
16.25%
19.01%
Customer content
6.44%
4.87%
7.52%
Insight content
50.00%
24.70%
25.27%
Brand content
24.75%
39.14%
34.29%
Event content
2.97%
10.01%
8.32%
Recruitment content
3.47%
4.63%
4.83%
TD Bank posts video far more frequently than both banks and the wider finance category, with a particularly strong focus on insight content. This comes at the expense of brand, product and event content, making its video mix notably more education- and advice-led than the industry.
Social video posts over time
Facebook and Instagram are TD Bank’s leading video channels, with consistently high activity and closely matched posting levels. YouTube is also an important part of the mix, with output varying more month to month and peaking well above its usual level in one month.
Compare with:
TD Bank’s video strategy is led by insight content, supported by a meaningful share of brand video. Product, customer, event and recruitment content play much smaller roles, suggesting an opportunity to test whether a broader mix could support more specific business goals.
Metric
TD Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
0.33
1.83
1.82
Avg YouTube video posts/month
10.83
3.95
3.80
Avg Facebook video posts/month
11.33
3.39
2.99
Avg Instagram video posts/month
11.17
6.50
5.26
Avg Tiktok video posts/month
0.00
2.65
2.36
TD Bank posts substantially more video on YouTube, Facebook and Instagram than both peer groups, while posting less on LinkedIn and not using TikTok. Its high-output, consumer-facing channel mix appears to be a major driver of its overall video volume, though TikTok is a clear gap versus the industry.
TD Bank website
Website video analysis
TD Bank uses video selectively rather than as a consistent part of the website experience. The careers page is the standout example, featuring a prominent hero video focused on the employee experience, while the personal-loan page includes a supporting explainer deeper in the content.
Elsewhere, the homepage, customer stories, resource pages and contact journey do not use video in the pages reviewed. This leaves key educational, trust-building and conversion moments dependent on text and static visuals.
A more consistent video strategy could build on what already works in careers and personal lending. Concise homepage messaging, product explainers, customer stories and educational videos could create a more engaging and useful journey without replacing the site’s existing content.
Elsewhere, the homepage, customer stories, resource pages and contact journey do not use video in the pages reviewed. This leaves key educational, trust-building and conversion moments dependent on text and static visuals.
A more consistent video strategy could build on what already works in careers and personal lending. Concise homepage messaging, product explainers, customer stories and educational videos could create a more engaging and useful journey without replacing the site’s existing content.
Strengths
The careers experience uses video especially well, placing an employee-focused piece prominently in the hero so visitors see it right away. This gives the page an engaging, people-centered introduction. The personal-loan page also offers a useful example of video supporting product explanation within the broader page content.
Weaknesses
Video coverage is limited across most of the site, including the homepage and the majority of product pages reviewed. Customer stories, educational resources and the contact journey rely entirely on static content. As a result, video is missing from several important paths where it could help inform, reassure or engage visitors.
Opportunities
TD Bank could bring video into high-value areas where it is currently absent, starting with the homepage and contact experience. Short, focused explainers could also be used more consistently across product pages to simplify key offerings. Adding video to educational resources and customer stories would make those sections less dependent on text, illustrations and static imagery.
Key takeaway
TD Bank has a strong careers video and a helpful personal-loan explainer, but these examples are isolated. Most of the website experience is still carried by static content. The clearest next step is to apply the same purposeful approach to video across the homepage, product journey, educational content and conversion paths.
Video usage on key pages:
View methodology
TD Bank uses video most effectively on its careers page, where a prominent hero video creates an engaging first impression, with a more limited supporting explainer on the personal-loan page. Video is otherwise largely absent from the homepage, customer stories, resources and conversion journey, creating a clear opportunity for more consistent explainers, trust-building stories and educational content across key visitor paths.
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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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