10 types of videos you can use in your franchise marketing strategy

Videos matter. And they should for your franchise business as well.

In fact, about 93 percent of video marketers say video is an important part of their overall marketing strategy, and 91 percent of businesses now use video as a marketing tool.

See our five reasons why your franchise should create more videos.

If you're just getting into video creation for your franchise business, it might be a little overwhelming to know where to start.

And if your franchisor doesn't have franchise videos for you to use, the following are 10 types of videos that you can use in your digital marketing campaigns.

Educational videos

Here's a fun fact. "How-to" searches are among the most popular of searches on YouTube (the world's second-largest search engine), which makes educational videos a strategic opportunity.

This type provides information about a topic that helps the viewer become more knowledgeable about the subject.

This is a common approach in video marketing. A hair salon might post about how to do a French braid, for example. What can your franchise educate internet users about?

Product videos

This type is all about showing off your product to potential customers.

What does the product look like?

How does it work?

What are the benefits and features?

Of course, this can segue into product sneak peeks and so on to generate excitement with your franchise's target audience.

Short-form vertical video

If you only add one new video type to your franchise strategy this year, this is it. About 73 percent of marketers say short-form video will dominate content strategy in 2026, and most consumers say they'd rather watch a short vertical video than any other content format when scrolling on their phones.

This covers TikTok, Instagram Reels and YouTube Shorts specifically, quick, vertically-shot videos usually under a minute that prioritize a fast hook and native, unpolished style over production value.

The good news for franchises: this is also the lowest-cost, lowest-barrier video type on this list. A phone and a genuine moment (a quick tip, a behind-the-counter clip, a before-and-after) will often outperform something heavily produced. See our 15 tips to market your brand on TikTok and seven best practices for Instagram and Facebook Reels.

Franchise-culture videos

This type is similar to your franchise brand film, but it is specifically used to attract potential employees to your business.

Company-culture videos offer more information about your franchise, what it's like to work there and who else works there (and how they like it).

It's definitely an ideal type to create for your franchise's LinkedIn presence.

Testimonial videos

Testimonials are a go-to for any savvy business, but while many feature written testimonials from happy customers, imagine their power on video.

Customer testimonial videos feature satisfied customers sharing their experience with your service or product and why they recommend it for others. Who are your most loyal franchise customers? Start with them. Just keep in mind the same rules that apply to written testimonials still apply on video. See our four legal considerations for testimonial advertising before you publish.

FAQs

These are very similar to educational approaches in the sense that you are, in fact, educating.

However, FAQs specifically address the most commonly asked questions people have for your franchise business.

This type enables you to get ahead of the questions and address any potential objections in an engaging way.

Brand videos

Intended for awareness, brand videos strive to inform about the nature of your franchise.

Often used in ads, this type strives to tell the overall story behind your franchise business and what you're all about. The intent is to make people care about you and your message. Grounding your brand video in a clear sense of your franchise voice will help it feel consistent with everything else you publish.

Instructional videos

Also similar to educational videos, going instructional with videos gears toward more of a specific step-by-step approach.

Think written instructions to start using your product, but in a visual form. You may already have written instructions that you regularly share as part of your franchise business. Now, it's just about converting that to an engaging video format.

Live-stream recordings

We shouldn't be the first to tell you the value of live-streaming, especially on social media.

(Just in case you're new to live-streaming, check out our 12 tips to look as professional as possible.)

What's great about going live is that the recording can be repurposed elsewhere in your franchise marketing, even if it's as simple as an "in case you missed it" email to your database, or trimmed into a few short-form clips for social.

Vlogs

Vlogs are simply video blogs (or video logs, depending on who you talk to).

Often, a vlog consists of someone shooting himself or herself talking about a subject or reviewing a product, service and/or event.

This type can be very personal and earns points for its authenticity. It's a common tactic for some online influencers and can create a trusted connection with audiences.

In conclusion

As you look over your upcoming marketing campaigns and overall strategy, decide what type is the "low-hanging fruit" for your franchise. Which makes the most sense to start with? Begin there, and remember that you can slowly integrate video into your franchise digital marketing more and more over time as you get more comfortable.

See what video platform is best for marketers, and check out these video-editing apps you should know about, many of which now include AI-assisted captioning and editing tools that make short-form video even faster to produce.