BENCHMARK
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#19
social video poster
of 197 in Finance category
#8
social video poster
of 68 in Banks sub-category
23
/100
overall video usage on website benchmark score
Wells Fargo maintains an active social video presence, with YouTube serving as its primary distribution channel and Facebook and Instagram close behind. Its mix leans most heavily toward product and brand storytelling, supported by insight-led, recruitment, event, and customer-focused content. This balanced approach suggests the brand uses video for both marketing and reputation-building, while also addressing education and talent objectives.
Metric
Wells Fargo
Banks sub-category
Finance category
Avg video posts/month
37.33
18.32
16.23
Product content
27.68%
16.25%
19.01%
Customer content
7.14%
4.87%
7.52%
Insight content
17.41%
24.70%
25.27%
Brand content
22.32%
39.14%
34.29%
Event content
10.71%
10.01%
8.32%
Recruitment content
14.73%
4.63%
4.83%
Wells Fargo posts video far more frequently than both banks and the wider finance category, with a notably stronger focus on product and recruitment content. Its customer and event mix is broadly in line with the industry, while brand and insight content make up a smaller share than peers.
Social video posts over time
Instagram, Facebook and YouTube are Wells Fargo's most active video channels, with activity varying between platforms from month to month. Instagram and Facebook show consistent strength, while YouTube appears to support larger bursts of publishing when needed.
Compare with:
Wells Fargo publishes a balanced mix led by product and brand video, with meaningful investment in insight and recruitment content. The relatively high recruitment focus stands out, while there may be room to test whether more customer-led content could complement its product-heavy mix.
Metric
Wells Fargo
Banks sub-category
Finance category
Avg LinkedIn video posts/month
4.67
1.83
1.82
Avg YouTube video posts/month
12.83
3.95
3.80
Avg Facebook video posts/month
10.50
3.39
2.99
Avg Instagram video posts/month
9.33
6.50
5.26
Avg Tiktok video posts/month
0.00
2.65
2.36
Wells Fargo posts more video than banks and the finance category across LinkedIn, YouTube, Facebook and Instagram, but does not use TikTok where peers are active. Its broad, high-volume channel mix creates strong reach, though TikTok is the clearest gap relative to the industry.
Wells Fargo website
Website video analysis
Video plays a very limited role across Wells Fargo’s reviewed website experience. The homepage, product pages, application-focused pages, and careers content all rely on static visuals instead of video.
The main exception is a homebuying resource page with a prominent educational player and supporting transcript. Although the video appears below the initial viewport, its placement near the start of the main content makes it useful for visitors seeking guidance.
Overall, Wells Fargo has a workable educational video model but has not extended it across the customer journey. Applying that approach to financial products, applications, and other high-visibility pages could make complex information clearer and give visitors more ways to engage.
The main exception is a homebuying resource page with a prominent educational player and supporting transcript. Although the video appears below the initial viewport, its placement near the start of the main content makes it useful for visitors seeking guidance.
Overall, Wells Fargo has a workable educational video model but has not extended it across the customer journey. Applying that approach to financial products, applications, and other high-visibility pages could make complex information clearer and give visitors more ways to engage.
Strengths
Wells Fargo’s strongest video use appears in its homebuying resource content, where a large, dedicated player supports the written explanation. The video is placed near the beginning of the main content, making it a clear option once visitors start exploring the page. A paired transcript also makes the material easier to access and reference.
Weaknesses
Video is absent from the homepage and all reviewed product, application-focused, and careers pages. As a result, visitors receive little video support while comparing financial products, preparing to apply, or exploring career opportunities. The site relies primarily on static promotional, product, and illustrative imagery across these experiences.
Opportunities
Wells Fargo could adapt the educational approach used on the homebuying resource page for product and application journeys. Short videos could clarify key decisions, explain complex financial topics, and guide visitors through next steps. Selective use on the homepage and careers pages could also create a more engaging introduction to the brand and employee experience.
Key takeaway
Wells Fargo has a solid example of educational video, but video is not yet a meaningful part of the broader website experience. Its use is concentrated in a single resource-page scenario rather than supporting visitors throughout their journey. Expanding that model into product and application content would address the most important gap.
Video usage on key pages:
View methodology
Wells Fargo uses video almost exclusively in its resource content, with a homebuying video that provides educational support and includes a transcript. Video is otherwise absent from the homepage, product, application, and careers journeys, creating a clear opportunity to use concise explainer content at key decision points.
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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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