Franchising Today - Winter 2017 - 17

THE VIDEO GAME

past two years with Facebook Live
attracting significant attention. Going "live" on Facebook creates a raw
video that captures the moment and
has the ability to present a message
without the hassle of editing and uploading. These videos are real and in
the moment, and when done properly
will attract significant attention.
At the time this article was written,
live posts were still being favored by
Facebook, meaning that they were
pushed to more people. More eyes
means more awareness and potential.
From a live video perspective, Instagram (also owned by Facebook) offers live posting. Twitter's Periscope,
which was first on the live video scene,
has continued to be a platform of interest and is more easily accessible today directly through the Twitter app
than it was when initially launched as
a separate app.

Live video has been a game-changer
by allowing content to be directly fed
to social media sites and giving audiences real-time engagement opportunities. For those unfamiliar with doing
or being on live video, it's is a bit like
walking a tightrope without a safety
net. However, the authenticity of these
kinds of videos is often unmatched.
The fact is that video makes a product or service, an individual (a franchise or team members), organizations (individual franchise units and
franchise companies) and locations
(specific stores) more interesting
than images and text alone. The key
to success in today's fast-paced world
is grabbing - and keeping - attention.
The time that an audience gives to you
is valuable and you have to regularly
fight for it.
Every moment that members of
your target audience are watching and

listening to your message they are not
dedicating time to a competitor. The
fact is that we are all competing against
each other for attention, one of the
most valuable commodities of all.

Where Do They FinD iT?
While franchisors adopted the use of
video many years ago, they now must
adapt and make certain that their
video content is easily found and easily viewable on mobile devices. Mobile websites and social media must
prominently present video content,
while remembering the challenge of
keeping this content focused for segmented audiences of consumers, prospective clients, employees, potential
employees, franchisees owners and
prospective franchise purchasers.
Simply having videos is not the answer; they must be well positioned
and prominent.

Not every video will go viral, but video
content is preferred and will attract
attention and keep consumers watching.

WINTER 2017

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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
Franchising Today - Winter 2017 - 5
Franchising Today - Winter 2017 - 6
Franchising Today - Winter 2017 - 7
Franchising Today - Winter 2017 - 8
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Franchising Today - Winter 2017 - 11
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Franchising Today - Winter 2017 - 15
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Franchising Today - Winter 2017 - 17
Franchising Today - Winter 2017 - 18
Franchising Today - Winter 2017 - 19
Franchising Today - Winter 2017 - 20
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Franchising Today - Winter 2017 - 28
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Franchising Today - Winter 2017 - 30
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Franchising Today - Winter 2017 - 38
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Franchising Today - Winter 2017 - 40
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Franchising Today - Winter 2017 - 49
Franchising Today - Winter 2017 - 50
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Franchising Today - Winter 2017 - 57
Franchising Today - Winter 2017 - 58
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Franchising Today - Winter 2017 - 60
Franchising Today - Winter 2017 - 61
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4b
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017fall
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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