Lumen5 vs. the field, quantified
Lumen5 publishes with craft but is not yet being heard. Over 90 days it posted 29 times, and 31.0% of those posts carried video — ahead of Pictory (25.9%) and Vidyard (19.6%), behind only InVideo AI and HeyGen. Response is the weak point: 4.2 engagements per post, the lowest of every company that posted (HeyGen 69.9, InVideo AI 42.1), for 123 in total. Reach and discovery trail too, with 7,459 followers and 5,987 ranked keywords worldwide, the smallest figures in the set. Its best-received posts are the illustration Style Series and the Animated Explainer launch. The first move is to make those formats conversational, then add event-led posts: Pictory had 18 posts tagged as events, Lumen5 one.
These signals compare each company's posting volume, video share and event-led activity over the 90 days. Reposts count as posts in this report; Lumen5 published none, so all 29 of its posts are its own. Lumen5 is not plotted because it lists no marketing-titled staff, so per-marketer rates are not computed for it; its raw figures appear in the tables instead. Among the plotted rivals, Pictory posts most per marketer (9.0) and HeyGen least (0.51), yet HeyGen earns the most per post (69.9). Descript published no posts in the period.
Where Lumen5 stands
The efficiency quadrant
The quadrant plots posts per marketer against engagement per post. Lumen5 is not plotted because it lists no marketing-titled staff, so per-marketer rates are not computed; on raw figures its 4.2 engagements per post sit below every rival that posted. Descript appears at zero because it published no posts in the period, not because its posts underperformed. HeyGen is the efficiency outlier at 69.9 per post from 0.51 posts per marketer; Pictory is the volume outlier at 9.0 posts per marketer and 12.2 per post. InVideo AI pairs 92 marketers with 42.1 per post.
Core comparison table
| Company | Marketers | Posts | Videos | Video rate | Events | Engagement | Posts / mkt | Events / mkt | Eng. / post | Eng. / mkt | Followers |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Lumen5 | 0 | 29 | 9 | 31.0% | 1 | 123 | — | — | 4.2 | — | 7,459 |
| HeyGen | 65 | 33 | 19 | 57.6% | 0 | 2,307 | 0.5 | 0 | 69.9 | 35.5 | 84,291 |
| InVideo AI | 92 | 109 | 106 | 97.2% | 9 | 4,585 | 1.2 | 0.1 | 42.1 | 49.8 | 40,405 |
| Pictory | 9 | 81 | 21 | 25.9% | 18 | 990 | 9 | 2 | 12.2 | 110 | 35,886 |
| Vidyard | 7 | 46 | 9 | 19.6% | 10 | 521 | 6.6 | 1.4 | 11.3 | 74.4 | 44,615 |
| Descript | 13 | 0 | 0 | 0.0% | 0 | 0 | 0 | 0 | 0 | 0 | 36,612 |
On the core metrics Lumen5 sits near the foot of the table for volume and response: 29 posts, 123 total engagements and 4.2 per post, against InVideo AI's 109 posts and 4,585 engagements and Pictory's 81 posts and 990 engagements. Its relative strength is format — 31.0% video, third behind InVideo AI (97.2%) and HeyGen (57.6%). Descript published no posts in the period, so its posts, engagement and per-post figures show 0 for that reason. No company's totals are truncated.
Search visibility
Search visibility is measured worldwide: ranked keywords and organic visits are summed across every Google country index, and organic visits are a monthly figure; authority is a worldwide 0–1000 backlink rank. lumen5.com ranks for 5,987 keywords and draws 120,097 organic visits a month at authority 368 — the lowest in the set on all three. InVideo AI leads on keywords (121,376) and visits (6,914,615); Vidyard has the highest authority (473). Descript, silent on LinkedIn, still ranks for 100,034 keywords. The nearest realistic benchmark is Pictory: 16,525 keywords and 454,068 visits a month.
| Company | Ranked keywords | Est. organic visits / mo | Domain authority (0–1000) |
|---|---|---|---|
| Lumen5 | 5,987 | 120,097 | 368 |
| HeyGen | 62,802 | 2,800,228 | 431 |
| InVideo AI | 121,376 | 6,914,615 | 452 |
| Pictory | 16,525 | 454,068 | 443 |
| Vidyard | 23,271 | 695,706 | 473 |
| Descript | 100,034 | 642,614 | 431 |
Content mix
Keyword tags put 25 of Lumen5's 29 posts in thought leadership, 3 as feature posts and 1 tagged as customer proof; none is tagged as partner content. In the texts, three strands stand out: the weekly illustration Style Series (Quill, ClayMo, Bauz, Korb, Softouch), crisp product updates such as carousel downloads and the Hootsuite Media Library, and interview-led posts quoting marketers from Qualcomm, Deloitte, ABB Electrification and Vishay. Rivals lean on different engines: Pictory on its own usage research and webinars, InVideo AI on building a feature film in public, HeyGen on named customer stories from real estate and healthcare.
| Company | Thought leadership | Customer | Feature | Partner | Humor | Total |
|---|---|---|---|---|---|---|
| Lumen5 | 25 · 86% | 1 · 3% | 3 · 10% | 0 | 0 | 29 |
| HeyGen | 27 · 82% | 0 | 6 · 18% | 0 | 0 | 33 |
| InVideo AI | 92 · 84% | 0 | 16 · 15% | 1 · 1% | 0 | 109 |
| Pictory | 75 · 93% | 1 · 1% | 1 · 1% | 4 · 5% | 0 | 81 |
| Vidyard | 42 · 91% | 1 · 2% | 0 | 3 · 7% | 0 | 46 |
| Descript | 0 | 0 | 0 | 0 | 0 | 0 |
Three things that matter
The feed is polished but the audience is not replying
Lumen5 posts steadily and well, but 4.2 engagements per post is about 3× below Pictory (12.2) and Vidyard (11.3) and about 17× below HeyGen (69.9). Most of its posts drew no comments at all. With 7,459 followers — the smallest base in the set — the feed cannot rely on reach; each post has to invite a reply or be carried by the people it features.
Pictory's research-to-webinar loop
Pictory built its quarter around its own usage research: single-stat teaser posts, a live webinar fronted by its CEO and CMO, then a recap carousel. It had 18 posts tagged as events to Lumen5's one. Lumen5 already holds the raw material — Supercharge Marketing interviews with marketers at Qualcomm, Deloitte and ABB Electrification — but posts each as a one-off summary rather than a live moment with a date.
Search is slipping to younger rivals
lumen5.com has the lowest authority in the set (368) and the fewest ranked keywords worldwide (5,987). Descript published no posts in the period yet ranks for 100,034 keywords — about 17× Lumen5. Better LinkedIn engagement will not close that gap on its own; without dedicated search content, buyers looking for animated explainers will keep finding Pictory, HeyGen and InVideo AI first.
Gaps and targets
| Metric | Target now | Benchmark | Position | 90-day target |
|---|---|---|---|---|
| Engagement per post | 4.2 | 69.9 (HeyGen) | Behind | 8–12 |
| Posts (90 days) | 29 | 109 (InVideo AI) | Behind | 40–50 |
| Total engagement (90 days) | 123 | 990 (Pictory) | Behind | 350–550 |
| Video rate | 31.0% | 25.9% (Pictory) | Ahead | 40–50% |
| Event-led posts | 1 | 18 (Pictory) | Behind | 4–6 |
| Followers | 7,459 | 35,886 (Pictory) | Behind | 8,000–8,500 |
| Ranked keywords (lumen5.com) | 5,987 | 16,525 (Pictory) | Behind | 6,500–7,500 |
| Organic visits / mo (lumen5.com) | 120,097 | 454,068 (Pictory) | Behind | 130,000–150,000 |
Lumen5 is behind on seven of eight rows and ahead on one: video rate at 31.0%, above Pictory (25.9%) and Vidyard (19.6%). The widest gap is engagement per post — 4.2 against HeyGen's 69.9 — so targets are set against nearer benchmarks such as Pictory rather than the outliers. The ranges for the next 90 days assume the same team: roughly double engagement per post, add a monthly event, and grow the search footprint by about a tenth. Followers move slowly, so the aim there is steady net growth rather than catching rivals.
Improve. Infiltrate. Dominate.
Turn each Style Series drop into a conversation
- Action
- Publish every Style Series theme as a short native video ending in one question to the audience, and reply to every comment the same day, aiming to lift engagement per post from 4.2 to 8–12.
- Why
- The Style Series and the Animated Explainer launch are Lumen5's best-received posts, yet 4.2 per post is about 3× below Pictory and Vidyard.
- Metric
- Engagement per post and comments per post.
- Watch
- Reactions fading across successive Style Series drops; rotate the format if later themes keep drawing less.
- Next
- Re-cut the next four themes as 20–30-second videos and schedule them weekly.
Take the Supercharge Marketing interviews live
- Action
- Run a monthly live session with a guest from the interview series and support it with teaser, reminder and recap posts, moving from 1 event-tagged post to 4–6.
- Why
- Event-led posting powers rivals' volume — Pictory had 18 posts tagged as events and Vidyard 10 — and guests bring their own audiences into a 7,459-follower feed.
- Metric
- Posts tagged as events, registrations, and total engagement (target 350–550).
- Watch
- Guests not resharing; agree co-promotion when booking them.
- Next
- Book the first two guests from recent episodes and fix dates for the next two months.
Own animated explainers in search
- Action
- Build a searchable page for each Style Series theme and each explainer use case (onboarding, product walkthroughs, technical concepts), each with an embedded sample video, to take ranked keywords from 5,987 to 6,500–7,500 worldwide.
- Why
- lumen5.com has the lowest authority (368) and organic traffic (120,097 visits a month) in the set, while Pictory, the nearest benchmark, draws 454,068 visits a month.
- Metric
- Ranked keywords and organic visits / mo for lumen5.com, worldwide.
- Watch
- Thin, templated pages that rank briefly and drop; each needs a real example and distinct copy.
- Next
- Publish the first eight style pages and link each one from its Style Series post.