
Opinions expressed by Entrepreneur contributors are their own.
Franchising marketing it's more than just showing a business model — it's about capturing real human stories that inspire others to join your brand. The best franchise video don't just inform, they connect emotionally. To capture those stories, you need to do more than just scripted interviews and staged office photos.
Let's dive into how you can create exclusive video content that leaves a lasting impression and truly converts interest into action.
Planning is key
Creating a compelling exclusive video doesn't start when the camera rolls—it starts with careful planning. Authentic moments don't happen when you're in a hurry. To capture meaningful footage, you need to determine the day. Start by scheduling sit-down interviews for the morning and leave the afternoon for b-roll—those candid shots of the franchise in their element, at work or with their family.
I've found that when we take our time, we catch something real. One of the most powerful stories I filmed was about Glory Days Grill. The franchisee had been homeless but now owns five locations. We let her tell her story at her own pace and the raw emotion came through. She cried on the spot and I'll admit it – I teared up too. It was an incredibly moving experience. This kind of genuine emotion cannot be rushed or scripted.
Related: See the list of top franchise suppliers of Entrepreneur 2024
Capture their life
Very much franchise videos are stuck in a board or office environment. That's good for a corporate feel, but it's not how you show the real life of a franchise. If you want to inspire people, you need to show potential franchisees what running a business is really like.
Get them out of the office and film them where they are most comfortable – interacting with clients, working hands-on or spending time with their family. There you will find the essence of the story. I remember filming for Link of the hand of the hand — the franchisee, a combat veteran, shared how being part of the franchise allowed him to spend more time with his family. He is now the number one franchisee for the brand and broke down in tears as he spoke about how much happier he is now. That moment would not have been as powerful if we had stayed locked in an office.
When you catch the authentic ones, daily interactions, you show not only the business, but also the lifestyle – and that's what sells a franchise.
Skip the script
People can tell when something is scripted and that's the last thing you want in an exclusive video. You want authenticity – the franchisee's real words, their real emotions. I've learned that when you let people speak for themselves, the stories that emerge are much more powerful.
For example, when we shot a video for Batteries Plus, THE franchise he had just lost his father and was now running the business in his honor. The room was silent for a long time as he reflected on what his father would say to him. That silence allowed for a deeply emotional moment—there wasn't a dry eye in the room. That's the kind of real connection you can't get from a script.
Instead of feeding the franchisee lines, ask open-ended questions that invite them to share their journey. Ask things like, “What made you choose this franchise?” or “How has it changed your life?” Give them the space to open up. That's where the real magic happens.
Related: Your franchise marketing needs this secret weapon to captivate and convert
Spend a whole day filming
You can't rush a great story. If you want to create a really convincing video franchiseallow a whole day for filming. Trying to squeeze everything into a few hours means you're likely to miss the moments that matter.
Start with sit-down interviews in the morning, giving the franchise enough time to share their story. These conversations form the emotional backbone of your video. In the afternoon, catch b-roll – the franchise interacting with customers, working with their team, or spending time with their family.
These candid moments add layers to the story and show potential franchisees what a day in the life looks like. When I spend a full day on set, I always find unexpected, unscripted moments that do video feel real. It's in those unscripted moments that history comes alive – and taking the time to capture them is always worth it.
Create multiple short videos
One of the best things about a full day of filming is that you walk away with more than enough content for just one video. You can easily create at least five 60-90 seconds video from that single day of filming. These short videos are perfect for social media, your website or email campaigns.
Each video can show a different part of it History. One can focus on why the franchisee chose the brand, another on the balance they have achieved between work and family. This keeps your marketing fresh and engaging without having to repeat the same story over and over.
Related: I Built a $1 Million Business While Overcoming a Disability – Here's How I Did It
The power of authenticity
Ultimately, creating exclusive videos that inspire and convert is about capturing reality, unwritten moments that reveal the true heart of the franchise. By planning carefully, getting out of the office, letting people speak in their own words, and dedicating enough time to the process, you'll end up with powerful stories that connect with potential franchisees.
The stories I've captured — like the Glory Days Grill franchisee who went from being homeless to owning five locations, or the Handyman Connection veteran who found more time with his family — are real and raw. This is what makes them powerful. It's not about great lighting or a perfect script – it's about telling the stories that make people want to be part of something bigger. When you capture this, you're not just selling a franchise, you're offering a life-changing opportunity.
Related: How immigrating from Argentina to the Bronx at age 11 prepared him for life as a franchise