The 2024 Annual Franchise Marketing Report (AFMR) has provided a comprehensive analysis of the evolving strategies and practices among franchise brands, highlighting the pivotal role of social media in consumer advertising. As the franchise sector continues to adapt to the digital transformation, insights from senior marketing leaders reveal how social media platforms are being utilized to reach target audiences effectively.
Social Media: The Cornerstone of Franchise Advertising
In 2025, social media remains the dominant channel for franchises to convey their brand messages. The AFMR emphasizes the necessity of broadcasting messages across various platforms to ensure consistent engagement with diverse audience segments. By leveraging social media, franchise marketers can achieve repeated exposure, catering to consumer preferences and enhancing brand visibility.
Insights from Franchise Marketing Executives
The AFMR gathered data from franchise marketing executives, including CMOs, CEOs, and directors of marketing, to understand their approaches to consumer advertising via social media. This year’s findings highlight a wide spectrum of platforms utilized by franchises, offering a glimpse into spending patterns and sales outcomes.
Primary Channels for Social Media Advertising
The report identified nine different social media channels employed by franchises for consumer marketing. The platforms with the highest usage rates include:
– Facebook: 88% of respondents indicated using Facebook, making it the top choice for franchises.
– Instagram: 85% of franchises reported utilizing Instagram, underscoring its importance in visual marketing.
– LinkedIn: With 75% usage, LinkedIn remains a key platform for professional and B2B engagement.
– YouTube: The platform’s focus on video content attracted 56% of franchises.
– TikTok: Despite being a relatively new player, 44% of franchises are tapping into TikTok’s youthful audience.
– Company Blog and X: Used by 38% and 35% respectively, these platforms continue to support brand storytelling and engagement.
Spending and Results: Facebook Leads the Way
When examining where franchises allocate their social media budgets, Facebook emerges as the clear leader. A significant 80% of marketing executives reported spending the most on Facebook advertising, showcasing the platform’s perceived ROI and reliability. Instagram (48%) and LinkedIn (20%) also received notable investment, reflecting their strategic importance in reaching different audience demographics.
In alignment with spending patterns, Facebook was also identified as the top source of sales, with 74% of franchise executives acknowledging its effectiveness. Instagram and LinkedIn each contributed to 26% of sales, illustrating the value of a multi-platform approach in driving consumer engagement and conversions.
Strategic Implications for Franchise Marketers
The insights from the AFMR suggest several strategies for franchise marketers aiming to optimize their social media efforts:
– Diversify Platforms: Engaging consumers across multiple platforms can maximize reach and enhance brand recognition.
– Leverage Video Content: With platforms like YouTube and TikTok gaining traction, investing in video content can capture attention and drive engagement.
– Allocate Resources Wisely: Understanding which platforms deliver the highest ROI can inform budget allocation and strategic planning.
As the franchise landscape continues to evolve, the AFMR provides valuable guidance for marketers seeking to refine their strategies and leverage social media effectively. For the latest updates and insights on marketing trends, visit 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. It has been rephrased for originality. Images are credited to the original source.