Visual content in a franchise’s marketing and, specifically, social media is becoming a vital part of an engaging post or ad and helps to get those few valuable seconds with your target audience. From head office-approved assets to location-targeted timely content, it’s more important than ever to choose imagery that will help your brand stand out. Brands who isolate tools that can schedule instagram posts will also likely reap benefits, as they can target their audience based on time as some audiences will be more active and engaged at certain times of the day.
For clickable content, the video or images need to be compelling and draw attention to your message. According to communication experts, 93% of all communication is nonverbal. Our brain processes visual information 60,000 times faster than text; explaining why we are drawn into a social media post with images over words, and why we connect the dots much quicker when visuals are used to illustrate a point.
If a post has no image or video, it is more likely to be scrolled through and not capture the audience’s attention.
Graphics can be original pictures or videos created by head office, in-house, or images your franchise has outsourced the creation of for your campaigns (either to an agency or individual franchisees). Original pictures work best when trying to add a personal touch to your campaigns. Graphics and videos are key to increasing the Click Through Rate from your audience online. People remember only a fraction of the information that they receive verbally and tend to retain more information if accompanied by a related image.
When looking to add images to approved posts for your franchisees to distribute, consider adding multiple images to create a collage effect. According to Convince and Convert, Facebook posts with more than one image received 1290% more clicks than posts with only a single image! Multi-image collages are a great engagement builder and powerful way to increase your CTR on social media.
Selecting images for your franchise’s articles, blog posts or social media posts should be done with careful consideration. A lot of thought goes into your contextual pieces, give the same amount of effort to the accompanying image as well. For this, it’s important to know your niche; for example, if you run a bridal franchise then you could learn about a wedding dress franchise when considering what you should post. Remember that these images will be approved for distribution across many different franchisee locations, and they must be applicable, or you’ll need to choose more than one option for different branches to choose from. You don’t need to be a graphic designer or spend a lot of money for images. There are many free image and editing websites that you can explore.
All consumers are visual first, and this includes your franchise’s customers. Before they jump into reading an article, they are drawn in through single images, multiple images or videos. It’s important for a franchise’s head office marketing team to carefully select graphics in order to catch your audience’s attention, before publishing your content and distributing it to the franchisees.