The Secret Sauce for Franchise Sales Success in 2023: User-Generated Content on TikTok
If you are paying attention to how to market your franchise in 2023, look at short-form videos. Short-form videos refer to videos that are shorter in length, typically lasting less than a minute. These videos are often used on social media platforms such as TikTok, Instagram, YouTube Shorts, and Vine. (RIP VINE 2016, you were one of the greats.) These videos get higher engagement than their longer counterparts, like long-form videos on YouTube.
Short-form videos (SFVs) are famous for their ability to quickly convey a message or tell a story. SFVs are used for various purposes, including entertainment (people sometimes being weird), education (you can learn anything on these platforms, and of course, advertising. We will mainly talk about TikTok today, and you may say, Ingrid, TikTok is for KIDS, and I say, au contraire.
Here are the stats for TikTok. (Which I LOVINGLY call the Clock App.)
The percentage of U.S.-based TikTok users by age:
10-19 – 32.5%
20-29 – 29.5%
30-39 – 16.4%,
40-49 – 13.9%
50+ – 7.1%.
This data means that the TikTok user base is aging and growing, so again, like my info on AI, adapt, or be left behind. 60% of TikTok users are GenZers. GenZers are trendsetters. Next year, 74 million people in the U.S. will be part of Gen Z, making it your largest generation and base to draw franchisees.
Okay, so where am I going with this? Franchise development — specifically user-generated content UGC — specifically in the short-form video? Stay with me.
What is UGC? I am so glad you asked. It stands for user-generated content and refers to any content created by users or customers, such as text, images, videos, and reviews, that is posted on social media to build a brand’s reputation, showcase products, and potentially sell a franchise. It can be paid or unpaid.
Selling Franchises on TikTok with UGC
How the heck am I going to sell franchises on TikTok? With UGC!
To sell franchises using UGC, your franchise can use the content created by its current franchisees to showcase the success of your business model. Think of short testimonials. This can also include pictures and videos of your franchisees’ stores or businesses and reviews from satisfied customers.
Your brand can also encourage current franchisees to share their experiences and successes in a short video and use those posts in their/your marketing efforts. By highlighting their positive experiences as existing franchisees, the company can attract potential franchisees who are more likely to see the opportunity as viable. The algorithm works. People are using TikTok like a search engine. When I want to find a new restaurant, I go to TikTok. I just went to Salt Lake City for a quick trip and found the best taco of my life. (I said it.) Where did I find it? TikTok. (DM me if you want to know the restaurant.) Also, if I am searching for new business opportunities, your franchise could come up if you have done the work. (Love the algorithm.)
Using Short-Form Videos and User-Generated Content
Additionally, your franchise can use UGC to demonstrate the level of support and resources that it provides to its franchisees. Have your franchisees show how they are supported! By showcasing the training, marketing materials, and other resources your franchise offers, you can give potential investors what to expect if they invest in your franchise. Show them what sets a franchise apart from starting a small business. Educate people. Show them the community that comes when you are a part of your brand. Before I was in franchising, I didn’t know how much support and friendship happens in a franchise; it’s magic that needs to be showcased. Educate, educate, and educate people about your business, brand, and franchise. Use your contact info correctly, build your platform, and spread your wings!
Short-form videos will be a powerful tool for franchise development marketing in 2023. I can’t wait to see what brands do it well. There are a lot of franchisors succeeding at advertising their own brands but not selling franchises.
TikTok: Not Just For Kids
TikTok, in particular, is a platform that should not be overlooked, as its user base is aging up, and its algorithm works like a search engine. Using UGC, your franchise can showcase the success of your business model and demonstrate the level of support and resources provided to franchisees. Take advantage of the opportunity to reach a wider audience and attract potential franchisees. If you want to keep up with the trends and stay ahead, embrace short-form videos and add UGC to your franchise marketing strategy. And remember, TikTok is not just for kids; it’s for anyone who wants to find a good taco or maybe their next franchise opportunity.