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Usually, franchisees think of video only as a tool for advertising or social media clips. But video can go much deeper – it can drive franchise development, support franchisees on the ground, and keep your brand consistent across locations. Here are four types of video that most franchises overlook, and skipping them could mean missing out on some serious growth opportunities.
Franchise development videos
When you're recruiting new franchisees, another polished pitch just won't cut it. What prospects really want to see are real success stories. This is where franchise development videos shine — focusing on the actual transformation.
Think about this: 92% of consumers prefer brands that make their ads feel like stories. Imagine a video where a franchisee shares their journey from feeling insecure to building a successful business, all with the support of your brand. Seeing real people on screen makes it relatable. Potential franchisees can imagine themselves in these stories, and this makes them more likely to trust and join your brand. Do you miss this kind of video? You could be missing out on a great chance to create an emotional connection with future franchises.
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Customer testimonials
Customer testimonials are gold for building trust, but many franchises aren't taking full advantage of them. Most franchisees do not have easy access to a library of these testimonials, which means they are missing out on a powerful tool to build credibility in their markets.
Here's the reality: 88% of consumers trust online reviews as much as a friend's recommendation (BrightLocal). Imagine if every franchise could share testimonials from real customers in their area. This is a game changer. New customers would be much more likely to choose your brand after seeing locals raving about it.
Without these videos, franchisees are missing out on a simple yet effective way to build credibility, keep brand messages consistent and increase sales.
Training video
One of the biggest challenges in franchising is keeping the brand experience consistent across all locations. Since each franchise runs things independently, a standardized training process is a game changer—and training videos make it happen.
Training videos create a unified way to onboard and educate teams. Instead of each franchise trying to find its own methods, a shared video library sets the standard for everything from operations to brand values.
Bypassing these? You're leaving franchisees to figure things out on their own, which leads to inconsistent customer experiences. With these videos, you save time, reduce training costs, and build a team that's in sync with brand standards—resulting in better customer experiences and a stronger brand overall.
Related: Learn the Secrets of Running 20+ Businesses as a Side Hustle — Find and Educate Your 'STIC People'
Check out the team's videos
Consumers today want authenticity. They want to feel connected to the people behind a brand. In fact, people are 2.4 times more likely to view user-generated content as authentic compared to brand-generated content (Stackla). Meet the team videos introduce real people to your business, helping to humanize the brand.
For franchisees, it builds a sense of community. They get to “meet” the management team and support staff, which creates a more personal connection. And for customers, knowing who's behind the brand builds trust, making them more likely to choose your business over a faceless competitor.
Without this personal touch, franchisees and customers may see the brand as just another corporate machine. Meet the Team videos help make your brand approachable and relatable—qualities that help you build loyal relationships over time.
Related: See the list of top franchise suppliers of Entrepreneur 2024
Why video matters for growing your franchise
Video doesn't just grab attention—it drives action. It's a big boost for franchise brands looking to attract new franchisees and local customers. Using the right types of videos makes your brand memorable, relatable and trustworthy in any location.
Brands embracing video aren't just “marketing” — they're connecting with people. From stories that attract franchises, to testimonials that build local trust, to training videos that ensure consistency, video can drive growth across the board. Don't miss these opportunities. Start creating story-driven content that connects, converts and helps your entire franchise network grow.
