BENCHMARK
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#28
social video poster
of 197 in Finance category
#14
social video poster
of 68 in Banks sub-category
37
/100
overall video usage on website benchmark score
U.S. Bank maintains an active social video presence, with brand-focused content forming the core of its strategy and insight-led videos providing a strong secondary pillar. Instagram is the company’s primary video channel, while YouTube and TikTok also receive meaningful attention, suggesting a platform mix built for both reach and deeper content engagement. Product, customer, event, and recruitment videos play supporting roles, creating a broader content mix beyond pure brand storytelling.
Metric
U.S. Bank
Banks sub-category
Finance category
Avg video posts/month
33.33
18.32
16.23
Product content
13.50%
16.25%
19.01%
Customer content
5.50%
4.87%
7.52%
Insight content
23.00%
24.70%
25.27%
Brand content
47.50%
39.14%
34.29%
Event content
5.50%
10.01%
8.32%
Recruitment content
5.00%
4.63%
4.83%
U.S. Bank posts video far more frequently than both banks and the wider finance category, with brand content making up a notably larger share of its output. It creates less product, insight and event content than its peers, suggesting its higher activity is driven primarily by brand storytelling.
Social video posts over time
Instagram is U.S. Bank’s most active video channel, consistently receiving the highest volume of posts across the period. TikTok and YouTube also show strong bursts of activity, while LinkedIn and Facebook play more supporting roles.
Compare with:
U.S. Bank’s video mix is led by brand content, followed by insight content, with product content a smaller part of the strategy. The emphasis on brand building is clear, though there may be room to test more product, customer and event videos alongside this strong brand focus.
Metric
U.S. Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
3.33
1.83
1.82
Avg YouTube video posts/month
6.17
3.95
3.80
Avg Facebook video posts/month
5.00
3.39
2.99
Avg Instagram video posts/month
13.83
6.50
5.26
Avg Tiktok video posts/month
5.00
2.65
2.36
U.S. Bank posts more video than both banks and the finance category across every channel, with Instagram showing the biggest difference. Its broad channel presence is a clear strength, but Instagram appears to be the central engine of its video strategy.
U.S. Bank website
Website video analysis
U.S. Bank’s video use is concentrated heavily in customer stories, where videos are consistently placed near the beginning and support the surrounding narrative. The homepage also features a visible sponsorship video, but its lower-page position means it does not lead the experience.
The rest of the reviewed site is largely static, including product, educational, contact-focused, and careers content. Adding targeted videos to these areas could make complex information easier to understand, strengthen trust before conversion, and give prospective employees a clearer sense of the company.
The rest of the reviewed site is largely static, including product, educational, contact-focused, and careers content. Adding targeted videos to these areas could make complex information easier to understand, strengthen trust before conversion, and give prospective employees a clearer sense of the company.
Strengths
Customer stories are the strongest part of U.S. Bank’s video strategy, with video used consistently across every reviewed story. The videos appear early in the narrative, making them easy to find and helping bring each customer experience to life. The homepage also includes a clearly presented video in its NFL sponsorship section, supported by a large play control and a transcript link.
Weaknesses
Video disappears outside the customer-story section, with none found on the reviewed product, resource, conversion, or careers pages. This leaves many important parts of the site dependent on static imagery and written information. The homepage video also sits lower on the page, so it does little to shape a visitor’s first impression.
Opportunities
U.S. Bank has a clear opportunity to add video to product and conversion journeys, helping visitors understand services and feel more confident before getting in touch. Educational videos could add depth to resource content that currently relies on text, imagery, and infographics. Recruitment and culture videos could also strengthen careers pages and complement the existing employee testimonial cards.
Key takeaway
U.S. Bank uses video effectively and consistently within customer stories, making that section the clear standout. Elsewhere, the video experience is limited and most key journeys remain static. Extending the customer-story approach into product and conversion pages would create a more useful and balanced experience across the site.
Video usage on key pages:
View methodology
U.S. Bank uses video most effectively in customer stories, where it appears consistently and early in the narrative, while the homepage includes a lower-page sponsorship video. Product, resource, conversion, and careers pages are entirely static, creating a clear opportunity to use video for education, trust-building, and decision support across key journeys.
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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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