Which insurance brand’s purpose videos perform best?

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Purpose and people are two key drivers of brand communications, and video is perfect for both. This makes purpose videos a good way to see how different brands perform, and understand why some films outperform others.

In this article, we outline how you can analyse industry sector data to identify which brand video strategies are generating the best audience engagement. For this analysis, we looked at UK insurance brands, but the same process works for any sector or group of brands.

Setting a benchmark

As a benchmark, we reviewed every video published on LinkedIn by five UK insurance companies in January-March 2021, a dataset of 91 films.

Account

Total

Mean reactions

Median reactions

Mean views

Median views

admiral-group-plc

9

50

35

1,721

1,228

aviva-plc

32

158

87

7,036

2,727

bupa

24

130

90

3,989

3,326

legal-&-general

22

39

32

1,521

1,096

rsa

4

62

64

1,906

1,906

Mean reactions (our preferred engagement metric) reveal two clusters. Aviva and BUPA generated 2-3 times more reactions per film than Admiral, RSA and Legal & General. The same is true of the number of views, so Aviva and BUPA are clearly doing something right.

Purpose and people videos

Narrowing down to purpose/people campaigns, we looked at five comparable films in more detail.

Title

Brand

Followers

Duration (seconds)

Reactions

Reactions per 1,000 followers

Equal parental leave

Aviva

196,613

140

341

1.73

Equal parental leave – one year on

Aviva

60

330

1.68

Aviva

60

306

1.56

Mid-life MOT

Aviva

75

42

0.21

This is our story (Actions and ideas)

Legal and General

76,846

94

79

1.03

People who like what they do

Admiral

28,763

70

104

3.62

Belief

Bupa

182,634

157

97

0.53

Experiencing change

HSBC

2,595,049

59

725

0.28

Aviva’s Equal Parental Leave stands out for consistent engagement, with over 300 reactions for each one of three films spread over two years. HSBC’s Experiencing change performs well at the headline level, but this is largely driven by the account’s large following of 2.6m. Admiral’s People who like what they do gets the most engagement per follower.

Image from Aviva Equal parental leave one year one
Click image to play Aviva’s ‘Equal Parental leave – one year on’

So what is it about Equal Parental Leave that generates a strong continuous response? The script presents an attractive solution to a pressing problem of parenthood, while also resonating with Aviva’s brand values. Interviews with real people create a sense of authenticity, and production values are high.

Image from 'People who like what they do' video for Admiral
Click to play ‘People who like what they do’ – Admiral

Admiral’s People who like what they do was published around the same time as Aviva launched the Equal Parental Leave campaign.  The title refers to Admiral’s defining principle and uses a pacey, drum-based audio track to drive video sequences of people at work. It’s energetic and fun.

These films use different creative approaches to achieve similar goals. The key point is that they express the brand’s core values through a perfect balance of production style, script and authenticity. The audience responds positively to video content that feels right for message.

How do I set my benchmark?

This type of analysis yields valuable insights into successful strategies that any brand can use for better engagement through video. When insights are fed back into campaign planning, brands will see engagement improve over time.

Targeted benchmarking allows brands and producers to set achievable KPIs for engagement with video. But it can be time-consuming to build an accurate benchmark for an industry sector.

The Benchmark, the Moving Image report tracking UK brand video performance on LinkedIn and Instagram, makes it easy to measure the effectiveness of your brand’s video strategy.

Click here for The Benchmark