8 min read

Your network is losing 80% of its visibility. Here's why.

We analyzed the Facebook pages of over 50 franchise networks in France and internationally. The findings are brutal: nearly all of them make one of two mistakes that kill their reach.

This article is not an advertisement. It's the result of 25 years of experience in franchise network development and hundreds of hours analyzing social algorithms.

Two strategies. Two failures.

Mistake #1: The copy-paste syndrome

"We centralize everything at HQ"

We observed a global sports brand present in 140+ countries. Their strategy: HQ creates content, local pages republish it.

←

🔍 sportmax

Reels

Groupes

Pages

Évènements

SportMax · J'aime

Magasin de sport · Gran Via, Barcelone, Espagne

SportMax · J'aime

Magasin de sport · 74% recommandent · Munich, Allemagne

SportMax · J'aime

Magasin de sport · Pas encore évalué (2 avis) · Berlin

SportMax · J'aime

Magasin de sport · Pas encore évalué (1 avis) · Hambourg

SportMax · J'aime

Magasin de sport · 84% recommandent · Paris 15e

SportMax · J'aime

Magasin de sport · 66% recommandent · Lille

The result?

Same image on all pages
Same text, word for word
Same publication date

On paper, it's efficient. In reality, it's a disaster.

What the algorithm sees:

Budapest Page: "Push your limits. #JustMove" + [Image] Las Vegas Page: "Push your limits. #JustMove" + [Image] Paris Page: "Push your limits. #JustMove" + [Image] Munich Page: "Push your limits. #JustMove" + [Image] x 200 pages...

Algorithm: "Spam detected. Reach divided by 10."

SportMax

Budapest, Hongrie

Dépasse tes limites. #JustMove

🏃 Image campagne siège
(identique)

👍❤️ 3 054 574 partages

SportMax

Las Vegas, USA

Dépasse tes limites. #JustMove

🏃 Image campagne siège
(identique)

👍❤️ 3 054 574 partages

SportMax

Paris, France

Dépasse tes limites. #JustMove

🏃 Image campagne siège
(identique)

👍❤️ 3 054 574 partages

🚨 Algorithme Facebook : "Contenu dupliqué détecté sur 200+ pages. Reach divisé par 10."

We found local pages of this global brand with 66 followers and 0 reviews. A brand everyone knows, invisible locally.

JUST MOVE.

SportMax

66 J'aime · 68 followers

⚠️ Marque mondiale connue de tous.
Page locale invisible.

📁 Page · Entreprise locale

⭐ Pas encore évalué (0 avis)

Mistake #2: Creative chaos

"We let each store handle it"

On the opposite end, we analyzed a major French home improvement retailer. Their strategy: each store manages its own page.

The result?

One store films an employee in a Christmas hat with their smartphone
Another posts a perfect corporate video from HQ
A third improvises amateur content about local promotions

Three pages, three universes, zero consistency.

BricoMax

Le Havre

Pergola ODYSSEA 11,52 m² - Promo exceptionnelle !

🎬 Vidéo pro siège
(haute qualité)

👍❤️ 13 2 490 vues

BricoMax

Annemasse

Pour les bricoleurs du dimanche comme les plus aguerris...

🎅 Collaborateur DIY
(bonnet de Noël)

👍❤️ 8 373 vues

BricoMax

Martigues

💚 C'est La Fête des Projets chez BricoMax Martigues ! 💚

📱 Photo amateur
(qualité variable)

👍❤️ 7 292 vues

⚠️ Même enseigne, 3 univers différents. Expérience client incohérente. Impossible à piloter depuis le siège.

The insight: The problem isn't individual quality. It's the impossibility of scaling. No HQ can train 500 local community managers. And no algorithm rewards inconsistency.

What algorithms never told franchisors

Facebook, Instagram, TikTok: all algorithms share one common goal. Show unique and engaging content to each user.

When you post the same content on 200 pages:

The algorithm detects the duplicate
It chooses ONE page to favor (usually the largest)
The other 199 are penalized

Result: Your local Lyon page is competing with your own national page. And it loses. Always.

Le siège crée 1 post

Contenu de qualité, validé par le marketing

Copié sur 200 pages locales

Même image, même texte, même timing

Algorithme détecte le duplicate

"Ce contenu existe déjà sur 199 autres pages"

L'algorithme choisit 1 gagnant

Généralement la page avec le plus d'abonnés

÷10

Reach pages locales

×1

Reach page nationale

Le concurrent local qui poste du contenu unique vous dépasse

1 source content, hundreds of unique posts

The solution exists. It's mathematically simple. But operationally complex.

The principle:

HQ creates ONE piece of content (image, message, campaign)
This content is TRANSFORMED for each local page
Each page publishes a UNIQUE VERSION

The algorithm sees 200 different posts. It treats them as 200 original pieces of content.

✓ What should vary

The text (rephrasing, synonyms, structure)
Local variables (city, store name, hours)
Timing (not all at the same time)
Hashtags (local vs national)

✓ What stays consistent

Brand image/video
Key message
Tone of voice
Visual identity

Why doesn't anyone do this?

If the solution is known, why do 95% of networks keep losing?

time

Reason #1: Time

Creating 200 variations manually = 200 x 15 min = 50 hours of work per campaign.

tools

Reason #2: Tools

Hootsuite, Buffer, Sprout Social: all allow posting to multiple pages. None generate unique variations.

location

Reason #3: The field

Asking a store manager to customize and publish content? They have a business to run.

In the networks we worked with, the email distribution rate for HQ content was 10-15%. 85% of creative work went straight to the trash.

→ Calculate the impact on your network

What if the problem isn't the content?

For a long time, we believed the problem was creation. That networks needed better content, better design tools.

The reality: the content exists. It's often excellent. The problem is distribution.

Email as a distribution channel is dead. Franchisees don't open it. And when they do, they don't have time to adapt, customize, and publish.

The solution isn't a better creation tool. It's a better distribution channel.

→ Discover how nPosts.ai solves this problem

About this analysis

This article is based on the analysis of 50+ franchise networks between 2023 and 2025, covering retail, optical, home improvement, restaurant, and service sectors.

The brands mentioned are not named out of respect for their work. The goal is not to criticize, but to illustrate systemic patterns we observe in the industry.

- Franck-Olivier, Founder of nPosts.ai 25 years of experience in franchise network development