---
title: "Annual Franchise Marketing Report: Where Do You Advertise on Social Media?"
url: https://burnaze.com/article/4adf98ec-70f4-4601-91f8-694d3c476f97
source: "Franchising.com"
original_url: https://www.franchising.com/articles/annual_franchise_marketing_report_where_do_you_advertise_on_social_media.html
author: "Eddy Goldberg"
category: "Suppliers"
industry: "Franchise Industry"
segment: "Suppliers"
topics: ["Finance & M&A","Marketing"]
published: 2020-01-13T07:00:00.000Z
modified: 2026-11-01T04:09:54.305Z
image: https://imgs.franchising.com/art/articles/5066_plate.jpg
---

# Annual Franchise Marketing Report: Where Do You Advertise on Social Media?

**TL;DR:** The Annual Franchise Marketing Report provides data and analysis for franchise consumer marketers to benchmark performance and improve marketing efforts. The report found that 86% of respondents named Facebook as their primary platform for marketing spend, while 59% used Instagram for advertising.

*By Eddy Goldberg, originally published in Franchising.com on 2020-01-13. [Read the original](https://www.franchising.com/articles/annual_franchise_marketing_report_where_do_you_advertise_on_social_media.html).*

## Story

This new annual report provides franchise consumer marketers with invaluable data and analysis they can use to benchmark their performance against other brands, within both franchising and their industry sector - a resource they can use to improve the effectiveness and ROI of their marketing efforts. Franchising's increasingly competitive landscape has strengthened the need for marketers to better understand how their brand measures up against the competition and is performing in the wider marketplace. The AFMR is intended to help franchise consumer marketers understand how their team compares with their peers and, more importantly, help them allocate their limited resources to the most effective channels for achieving their system-wide goals.

Brands participating in the first AFMR represented more than 13,000 locations, $8.3 billion in annual revenue, and $131 million in annual marketing budgets. Diane Phibbs, EVP and chief content officer at Franchise Update Media, presented highlights from the report this past June at the 2019 Franchise Marketing Leadership Conference.

Participants consisted of franchise marketing leaders who completed an in-depth questionnaire online. Responses were aggregated and analyzed to produce a detailed look into the marketing practices, budgets, and strategies of a wide cross-section of franchise brands and sectors. The data and accompanying commentary and analysis provide the basis of the 2019 AFMR.

Where do you advertise on social media? Social media has become known as a cost-efficient way to engage customers in conversations with your brand. It's no surprise respondents named Facebook as their primary platform for marketing spend (86%) and for driving revenue (83%).

One surprising statistic was the use of Instagram for advertising (59%), yet only 13% said it was driving revenue for them. This is something we'll track in the coming years as social media marketing choices by franchisors continue to evolve in response to changing consumer preferences. Phibbs emphasized the importance of ensuring that your social media vehicle of choice is a match with your target audience.

## Entities

- Franchising.com (publication)
- Franchise Industry (sector)
- Facebook (company)
- Eddy Goldberg (person)
- franchise marketing (topic)
- Instagram (company)
- social media (topic)
- Diane Phibbs (person)
- AFMR (company)
- annual report (topic)
- marketing budget (topic)

---
Originally reported by Eddy Goldberg, Franchising.com (https://www.franchising.com/articles/annual_franchise_marketing_report_where_do_you_advertise_on_social_media.html). Summarized by Burnaze (https://burnaze.com/article/4adf98ec-70f4-4601-91f8-694d3c476f97).