Video isn’t just a flashy marketing tool—it’s the most effective tool for franchises looking to connect and engage on a deeper level. It’s about building trust and creating that “aha!” moment for both potential franchisees and customers, making complex ideas simple and memorable.
Trevor Rappleye, CEO of FranchiseFilming, understands this power firsthand. Starting his career at 13, he turned his passion for filming family events and over 300 weddings into a craft. By chance, a franchisor saw his work and asked him to make a brand video. Trevor’s style—authentic, emotional, and story-driven—hit home with the franchisor’s CEO, sparking a whole new approach to franchise video content. Now, Trevor helps brands forge authentic connections with prospective franchisees, transforming how stories are told in franchising.
In this article, we’ll dive into the transformative impact of video on franchise recruitment and marketing. From storytelling that resonates to building trust in ways that static content just can’t, video is the strategy franchises need to thrive.
The Power of Video in Marketing
Video has become the ultimate way to connect with audiences—especially for franchises needing to engage both customers and potential franchisees. Here’s how video is changing the game for franchise marketing:
Video’s Unstoppable Appeal
The stats say it all: over 90% of consumers watch videos online weekly, many daily. Video isn’t just eye-catching; it’s effortlessly accessible, making complex messages feel simple and relatable. For franchises, video offers a way to share brand values, communicate operational details, and make connections—all in seconds.
Driving Engagement and Expanding Reach
Video doesn’t just connect—it engages. Compared to text, video pulls in more shares, comments, and interactions, which means greater reach. Trevor Rappleye, CEO of FranchiseFilming, saw this firsthand at a franchise conference. He recalls, “At a major franchise event, it was clear that many brands weren’t fully utilizing video. Brands spent significant budgets on event booths but had minimal video presence on their websites, which left visitors without that critical first impression.” His experience shows the common pitfall: while brands often invest in physical presence, they overlook the lasting impact that video can have both online and in person.
Boosting SEO with Video
Beyond engagement, video boosts SEO. Search engines favor multimedia content, so adding video to a website can significantly improve visibility. Videos keep visitors on a page longer—a key factor search algorithms love—and offer opportunities for SEO through keywords, captions, and tags. With optimized videos, franchises can improve search rankings, drawing more organic traffic and connecting with customers and franchisees alike.
How Video Boosts Franchisee Recruitment
Video is a must-have tool for franchises recruiting new franchisees. By capturing brand personality, sharing success stories, and answering key questions, video brings trust, credibility, and clarity to the recruitment process like no other medium:
Showcasing Brand Personality and Culture
Choosing a franchise is a big decision, and trust is essential. Videos that highlight brand personality and culture help build this trust by showing prospective franchisees who’s behind the brand.
Trevor Rappleye, CEO of FranchiseFilming, captures the essence of this approach: “Authenticity is key; 99% of what FranchiseFilming creates is unscripted, often showing franchisees in real-world settings like family dinners and school drop-offs. This approach humanizes the brand and leadership, allowing franchisees to see the personal side of the brand.” Rather than presenting a polished front, videos reveal the people, values, and spirit of the franchise, making it feel genuine and approachable.
Highlighting Franchisee Success Stories
Video testimonials and case studies showcase how the brand has positively impacted franchisees’ lives, adding real credibility to brand claims. Watching franchisees discuss how the brand transformed their lives helps prospects envision their own success.
As Trevor Rappleye points out, nothing beats validation from others: “No one will fully believe what you say about yourself; it’s the voices of others—franchisees and customers—that offer the most compelling validation for the brand.” Third-party endorsements from real franchisees and customers reinforce the brand’s credibility, making the prospective franchisee feel more assured.
Addressing Common Questions and Concerns
Potential franchisees have questions, and videos in a Q&A or FAQ format are an effective way to address them. Covering topics like financing, training, and support through video makes it easy for prospects to get answers and feel more confident moving forward.
Trevor shares some impressive results: “A storytelling approach has enabled brands to connect more authentically with prospects, shortening sales cycles. For instance, a franchise sold 55 units in 11 months thanks to well-crafted video stories, and a different client improved their launch success rate from 35% to 95%.” These stats show just how impactful storytelling can be in franchise growth.
Video in Marketing for Franchisees
Video isn’t just for recruitment; it’s a powerhouse for franchisees to boost brand consistency, connect locally, and drive customer engagement. With the right video content, franchises can build a cohesive brand image while empowering each location to engage its community meaningfully.
Strengthening Brand Recognition and Consistency
A unified brand is essential for franchises, and video ensures each location tells the same story. High-quality, on-brand videos help maintain a consistent tone and style across locations, reinforcing the brand’s presence everywhere it’s seen. By giving franchisees ready-to-use videos or simple guidelines, franchisors equip each location to market effectively while creating a familiar experience that builds trust with customers, no matter where they go.
Localizing Video Content
Consistency is key, but local flavor matters too. Localized videos allow franchises to connect with specific audiences by highlighting local staff, customers, and community events. Trevor Rappleye, CEO of FranchiseFilming, emphasizes the impact of regional content: “Both franchisors and franchisees need video content. Videos help franchisees feel supported and empowered, and localizing videos can help franchises connect better with regional customers.” This local touch strengthens loyalty and makes customers feel like the brand is part of their community.
Driving Customer Engagement and Sales
Videos are perfect for showcasing products, promotions, and stories that resonate locally. Franchisees can highlight seasonal deals, feature happy customers, and celebrate in-store events, sparking engagement and encouraging visits. Beyond foot traffic, videos boost online interactions, deepening customer interest and loyalty with each view, like, or share. Consistent, engaging videos keep franchises top-of-mind for local audiences, fueling ongoing interest and interaction.
Practical Tips for Franchises Creating Video Content
Effective video content can elevate recruitment, local engagement, and brand strength for franchises. Here’s how to make every video count.
Start with Your Story
Your franchise’s story is your strongest asset. It’s what makes you different, and sharing it builds trust. Trevor Rappleye, CEO of FranchiseFilming, suggests starting with three key videos: the founder’s story, franchisee testimonials, and customer validation.
- The Founder’s Story: Share how the brand started, its mission, and the people behind it. It answers the big questions—Who are you? What values drive you? This personal touch transforms “corporate” into relatable.
- Franchisee Testimonials: Real experiences speak volumes. These stories bring the brand’s impact to life, showing the before and after of joining the franchise. Aim for 3-5 testimonial videos to showcase different success stories.
- Customer Validation: Let customers do the talking! Positive feedback from actual customers builds credibility and serves as social proof, making the brand feel trustworthy and appealing.
Engage Franchisees in Content Creation
Franchisees are your local heroes. Involving them in content creation brings a fresh, authentic perspective that corporate can’t achieve alone. From day-in-the-life videos to customer interactions, franchisee contributions add a personal touch and show prospects what joining the brand really looks like.
Optimize for Multiple Platforms
Different platforms, different styles. Tailor your videos to where they’ll live: short, catchy clips for Instagram and TikTok, and in-depth stories for YouTube or your website. Track metrics like views and shares to learn what resonates, adjusting content based on audience response to maximize return on investment.
Tip: You can create multiple versions of a video to live on different platforms. You shouldn’t only be using your video content in one place.
Conclusion
Video is a powerful way for franchises to share their culture, celebrate success stories, and build trust with customers—all while attracting the right franchisees. Trevor Rappleye, CEO of FranchiseFilming, highlights why early investment in video is key: “Waiting to invest in video until a franchise is well-established can mean missing out on valuable trust and validation at an early stage. By sharing authentic stories and offering social proof, even smaller franchises can build a compelling case for growth.”
For franchise owners and marketers, using video now can lay the groundwork for growth, connecting with franchisees and customers on a level that static content can’t reach. The right videos don’t just tell a story—they create lasting connections that fuel long-term success.