TikTok for Franchises: Is it worth the Hype?

Turning Scrolls Into Sales: Why Franchises Are Embracing TikTok

If you’ve scrolled through TikTok lately, you’ve probably seen everything from trending dances to #SmallBusinessTips and viral menu hacks. But what you might not realize is that franchises are getting in on the action too—and some are seeing serious results.

So the question is: Should your franchise brand be on TikTok? Is it just a trend, or a real marketing channel with staying power?

Let’s break down what TikTok offers franchises, what’s working, and whether it’s worth the hype for your brand.

Why TikTok Matters Right Now

TikTok isn’t just a platform for Gen Z. As of 2025, TikTok generates 170 million monthly active users in the United States, with usage expanding across generations and industries.

What makes it different from other platforms?

• Insane reach potential (even for new accounts)
• Hyper-engaged audiences
• Discovery-first algorithm
• Short-form video that rewards creativity over polish

For franchise brands, that means more visibility, stronger community connections, and even increased foot traffic—often without heavy ad spend.

Franchises That Are Winning on TikTok

Dunkin’: Partnered with influencer Charli D’Amelio and launched a drink in her name, resulting in a 57% increase in app downloads and massive buzz.

Crumbl Cookies: Uses behind-the-scenes baking videos, grand opening clips, and customer reactions to fuel their TikTok growth. Their low-budget, high-consistency approach is paying off.

Jersey Mike’s: Combines humor, staff cameos, and skits to show off brand personality and appeal to younger viewers.

What Works on TikTok for Franchises

Authenticity Over Perfection

TikTok rewards real content. Smartphone videos from your staff, funny moments, or quick challenges often outperform high-production ads.

Local Flavor Wins

Empower franchisees to showcase their locations, staff, and community involvement. It makes content feel more personal and relatable.

Jump on Trends—Fast

TikTok is trend-driven. Encourage locations to hop on trends within 24–48 hours using trending sounds or hashtags for max exposure.

Educate + Entertain

Use short how-tos, behind-the-scenes videos, or day-in-the-life content to inform while keeping things fun. Humor and personality go a long way.

How to Get Started (Without Overthinking It)

• Claim your TikTok handle (corporate + key local accounts)
• Start with 2–3 posts per week
• Empower franchisees with templates and brand guidance
• Use CapCut or TikTok’s in-app tools for fast edits
• Track what performs and double down on winning content

If you’re a franchisor, consider offering a “TikTok Toolkit” with suggested prompts, trending audio, brand do’s & don’ts, and example content ideas.

Is It Worth It? Let’s Weigh the Pros and Cons

Final Thoughts

So, is TikTok worth the hype for franchises?

If your brand is ready to show up authentically, empower franchisees creatively, and lean into a bit of fun—absolutely.

Because TikTok isn’t just about trends—it’s about connection, visibility, and giving your brand a human face.