BENCHMARK
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#60
social video poster
of 197 in Finance category
#21
social video poster
of 55 in Insurance sub-category
73
/100
overall video usage on website benchmark score
Zurich maintains a consistent social video presence, with content weighted toward insight-led videos and supported by product-focused storytelling. LinkedIn is its most active channel, while Facebook, Instagram, and TikTok play meaningful supporting roles in distribution. Customer and brand videos appear less frequently, suggesting the strategy is primarily geared toward educating audiences and communicating product value rather than community-led storytelling.
Metric
Zurich
Insurance sub-category
Finance category
Avg video posts/month
19.33
19.98
15.75
Product content
34.48%
17.00%
19.03%
Customer content
8.62%
7.61%
7.79%
Insight content
43.97%
27.35%
25.72%
Brand content
12.93%
36.51%
33.59%
Event content
0.00%
5.37%
7.87%
Recruitment content
0.00%
4.84%
5.15%
Zurich posts video at a similar rate to the insurance sub-category, but more frequently than the wider finance category. Its mix is much more heavily weighted towards insight and product content, while brand, event and recruitment content are notably less prominent than industry peers.
Social video posts over time
LinkedIn is Zurich’s most important video channel overall, with Facebook and Instagram also playing strong supporting roles and TikTok used consistently. Activity varies considerably month to month, while YouTube is not part of the video strategy at all.
Compare with:
Zurich’s video output is led by insight content, followed by product content, with smaller amounts of brand and customer content. The focus on insight and product video is clear, though there may be room to test event or recruitment content to create a broader mix.
Metric
Zurich
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
6.33
2.30
2.20
Avg YouTube video posts/month
0.00
4.61
3.55
Avg Facebook video posts/month
4.67
3.83
2.68
Avg Instagram video posts/month
4.67
5.58
4.96
Avg Tiktok video posts/month
3.67
3.66
2.35
Zurich posts more video on LinkedIn and Facebook than both insurance and finance peers, while its Instagram and TikTok activity is broadly in line with insurance; it does not use YouTube at all. LinkedIn appears to be its standout channel, but YouTube is the clearest gap versus both comparison groups.
Zurich website
Website video analysis
Video has a clear role in Zurich’s website experience, especially on the homepage, customer stories and careers content. These areas use it to create a strong first impression, add authenticity and communicate the company’s culture and values.
Product video is more selective, but the pages that use it make it highly visible through hero visuals and additional supporting content. Resource pages use video less consistently, with the experience concentrated on a limited part of the section.
The main gap is the conversion journey, where the reviewed contact page relies entirely on static content. Bringing helpful video into that stage, while expanding successful product and resource formats, would make the overall experience more consistent.
Product video is more selective, but the pages that use it make it highly visible through hero visuals and additional supporting content. Resource pages use video less consistently, with the experience concentrated on a limited part of the section.
The main gap is the conversion journey, where the reviewed contact page relies entirely on static content. Bringing helpful video into that stage, while expanding successful product and resource formats, would make the overall experience more consistent.
Strengths
Zurich makes video a strong part of the first impression, with a large autoplaying visual featured prominently on the homepage. Product pages that include video also give it high visibility through hero treatments and supporting explainer content. Customer stories consistently use video to bring real experiences to life, while careers pages use it effectively to communicate workplace values, culture and early-career opportunities.
Weaknesses
Video coverage is uneven across product and resource content, creating an inconsistent experience as visitors move between pages. Some product pages make excellent use of video, but others do not use it at all. Resource video is similarly concentrated rather than integrated throughout the section, and the contact journey has no video support at the point of conversion.
Opportunities
Zurich could add video to conversion-focused pages, especially the contact journey, to explain next steps, address common questions or reinforce available support. It could also apply the successful hero and explainer approach from its strongest product pages across more of the product portfolio. Expanding video throughout the resource section would create a more engaging and consistent informational experience.
Key takeaway
Zurich uses video particularly well for brand storytelling, workplace culture and customer stories. Its strongest executions are prominent, purposeful and closely tied to the page message. The next step is to extend that quality more consistently across informational and conversion-focused pages, where video currently has a much smaller role.
Video usage on key pages:
View methodology
Zurich makes video a standout feature on its homepage, customer stories and careers content, using prominent hero treatments and embedded storytelling to strengthen brand, culture and recruitment messaging. Video use becomes less consistent across product and resource pages and disappears on the contact journey, creating a clear opportunity to extend its strongest formats into more informational and conversion-focused experiences.
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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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