BENCHMARK
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#63
social video poster
of 197 in Finance category
#22
social video poster
of 55 in Insurance sub-category
73
/100
overall video usage on website benchmark score
Zurich maintains an active social video presence, with insight-led content forming the core of its approach and product videos also playing a major role. Its publishing is distributed across Facebook, Instagram, LinkedIn, and TikTok, giving it a balanced presence across both professional and consumer-facing platforms. Customer and brand storytelling appear as supporting formats, while event and recruitment content are not part of the visible video mix.
Metric
Zurich
Insurance sub-category
Finance category
Avg video posts/month
18.60
21.57
14.11
Product content
31.18%
16.84%
19.11%
Customer content
6.45%
7.13%
7.53%
Insight content
52.69%
27.63%
25.07%
Brand content
9.68%
36.24%
34.31%
Event content
0.00%
6.57%
8.23%
Recruitment content
0.00%
4.45%
4.93%
Zurich posts video slightly less often than the insurance sub-category but more often than Finance overall, with a much heavier focus on insight and product content. It creates far less brand content than either benchmark and no event or recruitment videos, making its mix notably more practical and educational.
Social video posts over time
LinkedIn, Facebook and Instagram are Zurich’s key video channels, with LinkedIn showing the biggest swings and strongest bursts of activity. Facebook and Instagram are used consistently and at the same volume, while TikTok provides a steady secondary presence and YouTube is unused.
Compare with:
Zurich’s video output is led by insight content, followed by a substantial amount of product content. This focus suits an insurance brand’s need to educate audiences, though there may be room to test more brand, customer, event or recruitment storytelling for a broader mix.
Metric
Zurich
Insurance sub-category
Finance category
Avg LinkedIn video posts/month
5.00
2.11
1.70
Avg YouTube video posts/month
0.00
5.01
3.26
Avg Facebook video posts/month
5.00
4.36
2.56
Avg Instagram video posts/month
5.00
6.13
4.54
Avg Tiktok video posts/month
3.60
3.96
2.06
Zurich posts more video on LinkedIn and Facebook than both Insurance and Finance, while Instagram and TikTok are broadly in line; it does not use YouTube, unlike both benchmarks. YouTube is the clearest gap in its channel mix, especially given the company’s otherwise strong video activity across the other platforms.
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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