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AFMR Highlights How Franchises Are Using Social Media for Advertising and Marketing

Marketing Byte: AFMR Highlights How Franchises Are Using Social Media for Advertising and Marketing

The increasing use of social media has become a preferred way for people to consume information on a daily basis. Therefore, it is essential for franchises to share company news, advertisements or marketing messages with their target audiences via social media.

2023 Franchise Marketing Annual Report Data (AFMR) shows that franchises use a wide variety of social media channels for consumer marketing and advertising. Facebook and Instagram are the main communication channels, and also the outlets on which franchises spend the most money and make the most sales.

98% of survey respondents reported using social media for consumer marketing. Many franchisors use multiple social media channels for marketing, with nine different channels listed. These included Tik Tok, Snapchat, Twitter, and Pinterest, among others. The highest numbers of responses were for Facebook (97%), Instagram (73%), LinkedIn (67%), and YouTube (60%).

Franchisors cited the same sources of information when asked about social media as part of their marketing activities. Facebook received the highest number of responses at 87%, followed by Instagram at 49%. YouTube (38%) and LinkedIn (32%) received the highest percentage of responses.

Unsurprisingly, franchises spend the most money and make the most sales through Facebook and Instagram. 85% of respondents said they spend the most money on Facebook, followed by 36% on Instagram. LinkedIn came in second with just 7% of responses.

Spending the most money on a social network has a corresponding impact on sales. Seventy-eight percent of respondents said Facebook was the network that generated the most sales, followed by Instagram with 33 percent of responses. YouTube (14 percent) and LinkedIn (10 percent) were the only other networks to have an impact on sales.

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