Social media can be the secret weapon behind every grand opening success...but only if you know how to use it.
In part three of our Grand Opening Blog Series, we’re getting into the good stuff: content, connections, and the strategies that make social media a true game-changer for your franchise brand.
If you’ve ever wondered how to turn followers into fans and posts into packed grand openings, you’re in the right place.
Welcome to Part 3 of our Grand Opening Blog Series!
In Part 1, we broke down pre-sales and how they set the stage for profitability before you even open. In Part 2, we got up close and personal with community marketing (spoiler: it’s all about boots on the ground). And now, it’s time to talk social media.
So grab a coffee, find a comfy spot, and let’s do this.
The Real Talk About Social Media
Social media isn’t pretty pictures and captions anymore. For your grand opening, it’s your megaphone, your handshake, and your storybook…all rolled into one.
The goal of each franchise locations’ social media is to use the platforms to educate, engage, and excite your audience.
But before we dive into what to post and how often, we need to tackle one big question: What’s your structure?
Because let me tell you, even the best social content falls flat without clarity on who’s doing what.
The Most Common Social Media Structures in Franchising
1. The “Here’s the Playbook, Good Luck!” Approach
In this setup, franchisors hand franchisees a playbook, a few tools, and maybe some light training, then let them take the reins. Franchisees are responsible for creating, posting, and managing engagement on their own.
The Pros:
Easy to scale across multiple locations with minimal oversight
Franchisees can create highly localized content that speaks directly to their market
The Cons:
Inconsistent brand representation, as franchisees may have varying levels of social media expertise
Franchisees might feel overwhelmed or give up if results aren’t immediate, leading to lost opportunities
2. The “We’ll Help, But You’ll Do Most of the Heavy Lifting” Model
Here, franchisors strike a balance by providing resources like branded templates, visual assets, sample captions, and guidelines. Franchisees are still responsible for posting and engagement, but they have more tools and support.
The Pros:
Franchisors maintain some control, ensuring consistent brand representation
Franchisees have a safety net, making it easier for them to stay consistent
The Cons:
Scaling the support can become difficult as the franchise grows
Some franchisees may still feel unsupported, resulting in uneven social media quality
3. The “We’ll Take It from Here” Strategy
This model puts the franchisor fully in charge of social media for all locations. The franchisor’s team creates content, posts regularly, and handles engagement, freeing franchisees to focus on operations.
The Pros:
Consistent, high-quality content and messaging across all locations
Franchisees can concentrate on running their business without the added pressure of managing social media
The Cons:
Higher costs and time investment for the franchisor
Limited opportunity for hyper-localized content tailored to individual markets
Choosing the Right Approach
The best structure depends on your franchise’s size, budget, and how much support your franchisees need.
No matter which route you choose, the key to success lies in clarity—franchisees need to know exactly what’s expected of them and have the tools to deliver.
Three Pillars of a Winning Social Media Strategy
Content That Converts
Showcase your pre-opening journey: share behind-the-scenes peeks, construction updates, and team introductions.
Highlight what makes your brand unique. Does your franchise have a fun, quirky vibe? A luxury edge? Show it off.
Lean into user-generated content by encouraging your audience to tag you in posts or stories.
The best tool to convert followers into leads is ManyChat. We LOVE this tool for franchisors and franchisees to build a guest list on social media.
Posting Frequency That Builds Buzz
In the 90 days leading up to the grand opening, aim for at least 3-5 posts per week on your main platforms (think Instagram, TikTok and Facebook).
Mix up the formats: reels, carousels, and stories keep the content dynamic and engaging.
Engagement That Creates Fans for Life
Respond to every comment and DM—quickly. Building relationships starts here.
Run giveaways to grow your audience and collect leads. For example: “Tag 3 friends who would love to come to our Grand Opening for a chance to win!”
Use polls and Q&As to get your community involved and excited.
The best tool to convert followers into leads is ManyChat.
How the Grand Opening Bundle Helps
Feeling overwhelmed? Don’t worry, we’ve got you. The Grand Opening Bundle is packed with tools to take your social media from chaos to clarity.
Here’s how we help:
Direction on crafting a custom content calendar tailored to your audience
Recommendations for branded visuals, sample captions, and engagement strategies
Suggestions for teaching franchisees how to post and engage consistently
You’ll also get:
Four, 1-hour strategy calls with our team to nail your social media plan
A 40-page guide with sections dedicated to social media structures and goals
A New Store Opening Checklist template to keep every opening on track
An Implementation Checklist with the exact steps you need to take to get these tools implemented with your franchisees
From Likes to Loyalty: Your Grand Opening Success Starts Here
If you’re an ultra-emerging franchise brand with five or fewer locations, the Grand Opening Bundle was made for you. It’s the perfect way to set your franchisees up for success with proven strategies and actionable tools.
📧 Reach out to me at Halle@themomentumbrands.com to set up a quick call and learn more.
And if you’re ready to ramp up your entire franchise system with comprehensive consumer marketing, franchise development, local store marketing, and grand opening strategies, our Fractional CMO partnerships are the solution you’ve been looking for.
Let’s grow your brand together! Halle
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