BENCHMARK
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#2
social video poster
of 197 in Finance category
#1
social video poster
of 68 in Banks sub-category
20
/100
overall video usage on website benchmark score
USAA Bank maintains a high-volume social video presence centered overwhelmingly on brand storytelling, with event and customer-focused content serving as meaningful supporting formats. Its distribution strategy prioritizes Instagram and Facebook, while YouTube also plays a substantial role in the mix; LinkedIn is used more selectively. Product, insight, and recruitment videos appear less central, suggesting the video program is designed more for brand affinity and community engagement than direct product education or hiring.
Metric
USAA Bank
Banks sub-category
Finance category
Avg video posts/month
106.17
18.11
16.00
Product content
0.63%
15.70%
19.10%
Customer content
8.48%
5.47%
7.80%
Insight content
2.83%
25.07%
25.38%
Brand content
76.77%
38.43%
33.85%
Event content
8.95%
10.27%
8.20%
Recruitment content
2.35%
4.63%
4.87%
USAA Bank publishes video far more frequently than both banks and the wider finance category, with an especially strong focus on brand content. Its mix is notably lighter on product and insight content than industry peers, while customer content is slightly higher.
Social video posts over time
Instagram is USAA Bank’s most active video channel, followed by Facebook and YouTube, with LinkedIn playing a much smaller role. Posting is consistently concentrated on these three consumer-facing channels, while TikTok is not currently part of the video mix.
Compare with:
USAA Bank’s video output is overwhelmingly centred on brand content, supported by smaller amounts of event and customer content. The limited product and insight content is a major contrast with banks and finance peers, suggesting an opportunity to balance brand-building with more practical or educational video.
Metric
USAA Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
4.00
2.00
2.06
Avg YouTube video posts/month
26.17
3.85
3.69
Avg Facebook video posts/month
33.83
3.25
2.84
Avg Instagram video posts/month
42.17
6.38
5.06
Avg Tiktok video posts/month
0.00
2.63
2.35
USAA Bank posts substantially more video than banks and finance peers across LinkedIn, YouTube, Facebook and Instagram, but does not post on TikTok despite industry activity there. Instagram is its largest video channel, while TikTok stands out as the clearest gap in an otherwise high-volume, multi-channel approach.
USAA Bank website
Website video analysis
Video use across USAA’s website is very limited and concentrated in one educational resource. That example is thoughtfully placed within the article and gives visitors a clear way to engage with the topic, though it does not appear at the start of the page.
The homepage and reviewed product, conversion, and careers pages rely on static content instead of video. Expanding the existing educational approach into these areas could strengthen product understanding, support important decisions, and make the overall experience more consistent.
The homepage and reviewed product, conversion, and careers pages rely on static content instead of video. Expanding the existing educational approach into these areas could strengthen product understanding, support important decisions, and make the overall experience more consistent.
Strengths
USAA’s strongest use of video is within an educational resource article. The large inline player fits naturally between the introduction and the more detailed content, making it feel like a useful part of the page rather than an add-on. A transcript link also gives visitors another way to access the information.
Weaknesses
Video is absent from the homepage and the reviewed product, conversion, and careers pages. As a result, it plays little role in introducing the brand, explaining products, supporting action-focused journeys, or presenting workplace culture. Even within the resource section, video is limited to a single reviewed article and appears after the opening content.
Opportunities
USAA could bring practical, informational videos to high-value product and conversion pages. These videos could help visitors understand banking, lending, insurance, and application options while they are evaluating their next step. The existing educational format could also be expanded across more advice content to create a more consistent experience.
Key takeaway
USAA has a solid example of an educational video that is clearly presented and supported by a transcript. However, video is not yet a meaningful part of the broader website experience. The biggest opportunity is to extend this useful approach into product and conversion journeys.
Video usage on key pages:
View methodology
USAA uses video sparingly, with its strongest presence in educational resource content, where a well-placed inline player supports the article experience. Video is absent from the homepage, product, conversion and careers pages, creating a clear opportunity to use it for product education, decision support and employer storytelling more consistently.
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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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