Franchise Brands Urged to Prioritize Engagement Over Sales on Social Media

In today's digital landscape, franchise brands are being advised to shift their social media strategies from sales-driven content to fostering genuine engagement and brand awareness. David Hennessey, Digital Marketing Manager at CertaPro Painters, warns against the pitfalls of overly promotional content and the lack of interaction with the audience. He advocates for a more 'social' approach, encouraging brands to actively engage with customers and other businesses to build a loyal community.

Hennessey also highlights the effectiveness of local content and authenticity, suggesting that high production values are not necessary for creating content that resonates with local audiences. A notable example includes collaborating with influencers to authentically represent services, which has proven to significantly increase engagement and follower growth. Looking forward, Hennessey recommends the use of social media management tools such as Rallio for efficient content management and stresses the importance of educating franchisees on the value of locally relevant content over generic corporate messages.