5 Franchise Marketing Videos You Need

In the franchise world, creating a compelling narrative and training backbone is not just a marketing necessity, but a lifeline that connects your brand to franchisees and, eventually, to the customer. At FranchiseFilming , content is king, but not all types of content yield the same ROI. So, what are the most vital pieces of content that every franchise brand should focus on?

P.S. If you want some motivation, visit our portfolio page - and grab some popcorn!

87% of prospective franchise buyers expect to see testimonials and videos. (FranchiseIQ)

1. Brand Story Anthem Video

Your franchise's anthem video is the cornerstone of your brand's identity. It's not just a video; it’s a comprehensive encapsulation of your brand’s ethos, values, mission, and vision. This content should be emotionally engaging, but also clear enough to communicate what sets your brand apart in a crowded marketplace. It’s the first introduction that potential franchisees and customers will have to your brand, so make it count.

Key Features:

• High production value
• Short enough to keep attention (usually 2-5 minutes)
• A clear and compelling narrative
• Strong visuals that align with your brand
• Professional-grade audio quality
• Real interviews of your staff and franchisees

Stretch Zone

2. Testimonials of Current Happy Franchisees

Social proof is a powerful tool in decision-making, and testimonials from satisfied franchisees can go a long way. Not only do they provide validation, but they also offer real-world insights into what it’s like to be part of your franchise system. Happy franchisees can discuss the support and training they’ve received, the profitability of their franchise, and how being part of your brand has positively impacted them.

Key Features:

• Genuine experiences, not scripted
• Don't film at the HQ, go to various sites where the franchisees are
• Film them at home with their family - not just at the office
• Different perspectives (new franchisees, long-time franchisees, etc.)
• Focus on common concerns or objections and how they were overcome
• Professional but relatable tone

International Franchise Professionals Group - IFPG

International Franchise Association

3. Testimonials of Customers that are National but Can Be Localized

In today's world, localized content wins hearts. Customer testimonials that are national in scope but can be localized offer the best of both worlds: the credibility of a national brand and the relatability of local experiences. These testimonials should focus on how your brand has positively affected the lives of customers across different demographics and locations.

Key Features:

• Broad range of customer profiles
• Clips that can be customized for local markets
• Positive and authentic experiences
• Addresses common customer pain points and how your brand offers solutions
• Real customers - people can spot a fake from a mile away

Social proof drives 92% of sales. Prospects will trust a complete stranger on the internet before they trust a brand. (Nielsen)

Neighborly?

4. Training Videos

Training videos are often overlooked, but they are instrumental in ensuring that all franchisees offer the same high level of service and expertise. They should cover everything from operational procedures to customer service training . By making these resources readily available, you help standardize practices across all locations, ensuring consistent brand representation and quality.

Key Features:

• Clear, step-by-step instructions
• Visual aids to enhance understanding
• Availability in multiple formats for different learning styles
• Regular updates to reflect best practices and changes

Sierra WES Wall Systems, Inc

5. Leadership Videos

Leadership videos offer an invaluable channel for top-down communication within your franchise system. These videos can be a platform for executives to share insights, updates, or changes in strategic direction. They foster a sense of community and alignment among franchisees, building trust and ensuring that everyone is on the same page.

Key Features:

• Direct and candid communication from leadership
• Timely and relevant information
• Strong visuals and production value to maintain brand consistency
• A call to action or takeaways for franchisees

Empower Brands

Bumble Roofing

By focusing on these five types of content, franchise brands can not only attract potential franchisees and customers but also create an empowered and aligned network that thrives on shared values and goals. In a world where content is ubiquitous, make yours not just seen but felt, and not just consumed but acted upon.

If you want to learn more, visit FranchiseFilming.com or simply text the word VIDEO to 88500.

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