The 2024 Annual Franchise Marketing Report (AFMR) offers a comprehensive look at the evolving landscape of franchise marketing, highlighting the pivotal role of social media in reaching consumers. As the digital transformation accelerates, franchise marketing leaders are adapting their strategies to leverage social platforms effectively.
Insights from the 2024 AFMR
The AFMR, compiled from detailed questionnaires completed by franchise CMOs, CEOs, VPs, directors of marketing, and other senior-level marketing leaders, provides valuable insights into marketing practices, budgets, and strategies across various franchise sectors. As these leaders navigate industry shifts, the report underscores the importance of data-driven insights in elevating marketing efforts.
The Rise of Social Media Advertising
In 2025, social media has emerged as the primary channel for consumer engagement. The AFMR reveals that a multi-platform approach is essential for reaching target audiences effectively. Franchise marketing executives reported using a wide range of social media channels for consumer advertising, reflecting diverse strategies tailored to different audience preferences.
Key Social Media Platforms
The report identifies nine key social media channels utilized by franchises for consumer marketing:
– Facebook (88%) : Dominates as the top platform for consumer engagement.
– Instagram (85%) : Closely follows Facebook, emphasizing visual storytelling.
– LinkedIn (75%) : Highlights professional networking and B2B opportunities.
– YouTube (56%) : Stresses the importance of video content.
– TikTok (44%) : Captures younger audiences with short-form videos.
– Company Blog (38%) : Offers a platform for in-depth content.
– X (35%) : Engages users with real-time updates.
This diverse usage underscores the importance of multi-channel marketing strategies. Facebook and Instagram emerged as the most popular platforms, with LinkedIn and YouTube following closely.
Strategic Spending on Social Media
Franchises are strategically allocating their marketing budgets across social media platforms. According to the report:
– Facebook (81%) : Receives the highest marketing spend, reflecting its effectiveness in reaching consumers.
– Instagram (69%) : Attracts significant investment for its visual appeal and engagement potential.
– LinkedIn (42%) and YouTube (27%) : Also command substantial marketing dollars.
This strategic spending aligns with the platforms that franchises trust to deliver the best results.
Facebook Leads in Sales Generation
The report confirms that the platforms receiving the most investment also yield the highest sales. Facebook leads with 74% of franchises reporting it as the top sales-generating platform. Instagram and LinkedIn follow, each cited by 26% of respondents as effective in driving sales.
Conclusion
As franchises continue to navigate the digital landscape, the insights from the 2024 AFMR highlight the critical role of social media in consumer advertising. By strategically leveraging multiple platforms, franchises can maximize their reach and impact. To stay updated with the latest marketing trends, follow martechtrend.com.
Note: This article is inspired by content from https://www.franchising.com/articles/20250429_marketing_byte_how_franchises_use_social_media_for_consumer_advertising.html?ref. It has been rephrased for originality. Images are credited to the original source.