Franchise Video Is the Secret Weapon You’re Not Using (Yet)

How Franchise Video Fuels Brand Growth

Let’s cut to the chase: If you’re not leveraging franchise video content, you’re missing your most powerful tool for attracting new franchisees and building serious brand love.

In today’s content-saturated world, video is a must-have to stand out from the crowd. Static logos and sales brochures won’t cut it anymore. Entrepreneurs want to see the full picture of what they’re signing up for: the energy, the people, the story. And nothing brings that to life faster or more effectively than video.

At Thunderly, we produce a high volume of video content for franchise clients across every industry, and the results speak for themselves. Whether you’re in food, home services, wellness, or pet care, video is one of the most effective ways to inspire entrepreneurs, elevate your brand story, and drive franchise development.

This isn’t about one-off content that checks a box. This is about building a franchise video strategy that speaks directly to the heart of your ideal owner. Here’s how to use video content to stand out—and why it’s one of the most powerful tools in your franchise marketing strategy.

Why Video Matters in Franchise Marketing

Hear from Thunderly Creative Director Dan Wiley on the power of video.

Here’s the reality: attention spans are short, and skepticism is high. Entrepreneurs are being pitched a new “opportunity” every day. They can smell canned messaging and stock footage from a mile away. The only way to break through? Show them real people doing real things inside your brand.

Franchise video works because it’s immediate, emotional, and immersive. A two-minute video can communicate what a ten-page brochure never will. It shows the faces behind your brand. It captures the energy of your culture. It tells the story of someone who took the leap and never looked back. That’s the stuff that resonates.

Franchise buyers aren’t just investing in a business model—they’re buying into a vision for their future. And nothing brings that vision to life like video. Here’s why:

Video builds trust

Entrepreneurs want to see real people living real lives inside your brand. The most compelling franchise video content is the kind that feels honest and unscripted. Forget the polished, corporate vibe. Your future franchisees want to be inspired by real stories.

We always encourage franchisors to start with the people inside their system. Your franchisees are your best salespeople. They can speak to the experience in a way no corporate copy ever could. Show what makes them tick. Highlight their community. Let them share what’s changed in their lives since joining the brand. Their story is the hook—you just need the right lens.

Check out this franchisee testimonial for Blue Kangaroo Packoutz.

Video is the top-performing content format

On social media, in email, on your franchise development site—video gets more engagement, more time spent watching, and more conversions. According to Sprout Social, users will retain 95% of a message when watched on video versus only 10% when read in text.

So, what does this mean for franchisors? That your most important messages—your “why us,” your franchisee success stories, your training and support differentiators—should be in video. Period. Drop the stock photos and static testimonials and replace them with 60-second clips of a franchisee talking about how their business changed their life, or a behind-the-scenes reel of your annual conference. Give people something to watch, not just something to read.

Case in point: When The Joint Chiropractic partnered with Thunderly, we didn’t just talk about the power of video—we used it to drive real results. By building a strategy around personal branding and short-form video ads, we helped them generate high-quality franchise leads across multiple platforms, including LinkedIn, YouTube, Instagram Shorts, Facebook, and TikTok. Each channel served a different purpose, but the core idea stayed the same: real people, real stories, real moments. The videos didn’t just promote the opportunity, but made it feel relatable and attainable.

[Want to see what that kind of traction looks like? Read our case study for the full story.]

Video is sharable, scalable, and emotional

It’s not just about showing what you do, but about making people feel something. That emotional connection is what drives inquiries and closes deals.

When someone watches a franchisee tear up while talking about buying their kids’ first car with business profits, or the moment they hired their 10th employee, it creates a visceral reaction. That’s not something a brochure or blog post can replicate. Emotion travels faster through video. And the best part? You can repurpose one shoot a hundred different ways: Instagram Reels, YouTube Shorts, email snippets, TikToks, ad cutdowns, and even internal team training. One story, infinite impact.

Watch this TeamLogic IT franchisee talk about running a business as a family.

Capture the Moments That Matter

Contrary to popular belief, you don’t need a massive production crew or a million-dollar budget to make powerful franchise video content. Some of the most compelling stories happen when your people are already gathered—at conferences, award ceremonies, onboarding sessions, or even an average Tuesday at a franchise location. These are the moments that show the heartbeat of your brand.

The relationships between your franchisees, the support they get from your corporate team, the energy in the room when a top performer gets recognized—that’s what entrepreneurs are drawn to. They don’t just want to know what your brand does, but what it feels like to be a part of it.

Listen to franchisees speak during Sport Clips’ National Huddle.

And that’s where the power of video really shows up. Because great video isn’t just about slick editing or pretty b-roll, but about storytelling. At Thunderly, every franchise video we produce is built around a real, human story.

Choose the Right Format for the Story

Whether you’re working with a quick testimonial or a full day-in-the-life shoot, start by choosing the story you want to tell. Let that guide the format—not the other way around.

You don’t have to pick just one type of video. In fact, the most effective strategies use both long-form and short-form video.

Short-form video (15 seconds to 2 minutes) is perfect for social media. Use it for emotional snippets, quick testimonials, franchisee tips, or awareness-level brand content that stops the scroll.

Want to see this in action? Check out this post from Huntington Learning Center on LinkedIn.

Long-form video (2+ minutes) gives you space to go deeper. Use it for founder stories, full franchisee features, explainer videos, or behind-the-scenes looks at onboarding and training. These help build understanding, credibility, and connection at key decision-making points.

Hot tip: Day-in-the-Life Videos are some of the most popular ones we do. Check out this example from TeamLogic IT!

Here are a few proven formats we use across every franchise industry:

Brand Story Video – your “why us” in action
Franchisee Testimonial – real stories, real results
Day-in-the-Life Video – show the rhythm of franchise ownership
Training or Explainer Video – great for onboarding and setting expectations
Animated Explainers – simplify complex processes
Short-Form Social Clips – made for virality and shareability
Event Highlight Video – capture the energy of your internal culture

No matter which format you choose, the golden rule is this: make it mean something. If you’re not telling a story that makes someone feel something, it’s just another video. When you lead with meaning, emotion, and real people, you create content that converts.

Getting Started with Franchise Video Content

The most important thing is to start producing content now. All you need to start is a plan, a story, and a team who knows how to make it shine.

We recommend mixing both short-form and long-form video into your strategy. Use quick, punchy clips for social media. Use longer-form documentaries for your development site and email outreach. Show off your culture, your franchisee wins, and the support structure that sets you apart.

Let’s break it down:

Audit your existing content. What video assets do you already have? Where are the gaps?
Map your goals. Do you need more franchise leads? Better social engagement? Stronger brand storytelling?
Build a content calendar. Align your video strategy with key dates (franchisee milestones, brand announcements, industry events, and seasonal calendar moments).
Start small, but start. Even one powerful testimonial or day-in-the-life video can move the needle.
Work with pros. Don’t leave your brand in the hands of amateurs. We’ve seen brands waste time and money on underwhelming footage that never gets used. (Spoiler: That’s not the Thunderly way.)

Video isn’t optional anymore—it’s your most powerful tool for turning interest into action. The time to start creating content that actually moves the needle is now.

Do It Frequently. Do It Professionally. Do It Thunderly.

Video content is one of the best investments you can make in your franchise brand—and the ROI is real. When done with authenticity, intention, and strategy, video doesn’t just tell your story; It sells it.

Let’s make some noise. If you’re ready to level up your video marketing and bring your franchise brand to life on screen, Thunderly’s got you covered. Contact Thunderly today or email jmonson@thunderlymarketing.com for more information.