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 has a high-volume social video strategy centered overwhelmingly on brand storytelling, supported by event coverage and customer-focused content. Instagram is its primary distribution channel, with Facebook and YouTube also playing major roles, suggesting a broad visual and video-led approach across established social platforms. Product, insight, and recruitment videos appear in the mix but play a much smaller role, indicating that social is used more to build affinity and reinforce the brand than to drive direct product education.
Metric
USAA Bank
Banks sub-category
Finance category
Avg video posts/month
103.50
17.97
15.75
Product content
0.97%
15.49%
19.03%
Customer content
8.53%
5.26%
7.79%
Insight content
3.22%
25.67%
25.72%
Brand content
74.72%
38.00%
33.59%
Event content
9.66%
10.23%
7.87%
Recruitment content
2.90%
4.90%
5.15%
USAA Bank posts videos far more frequently than both banks and the wider finance category, with an especially strong focus on brand content. This comes at the expense of product and insight content, which make up a much smaller share of its output than industry peers, while customer content is slightly higher.
Social video posts over time
Instagram is USAA Bank's leading video channel, closely followed by Facebook and YouTube, with output consistently high across the six months. LinkedIn plays a much smaller role and TikTok is unused, so the brand's video strategy appears built around established visual and video-first platforms rather than short-form TikTok distribution.
Compare with:
USAA Bank's video output is overwhelmingly brand-led, with customer and event content forming a smaller secondary layer. There is very little product, insight or recruitment content, raising the question of whether a broader content mix could better support education, consideration and hiring goals.
Metric
USAA Bank
Banks sub-category
Finance category
Avg LinkedIn video posts/month
4.33
2.12
2.20
Avg YouTube video posts/month
27.50
3.71
3.55
Avg Facebook video posts/month
31.00
3.07
2.68
Avg Instagram video posts/month
40.67
6.33
4.96
Avg Tiktok video posts/month
0.00
2.75
2.35
USAA Bank posts substantially more video than banks and the finance category across LinkedIn, YouTube, Facebook and Instagram, but does not post on TikTok despite peers using it. Its scale on Instagram, Facebook and YouTube is particularly pronounced, making TikTok the clearest gap in an otherwise broad channel mix.
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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