The digital signage market size is expected to grow from USD $20.74 billion in 2017 to USD $31.62 billion by 2023. No marketer can ignore this game-changing trend, and the real power of digital signage is video.

High definition, colorful, and interesting marketing videos captivate and stir emotions in viewers. If you can utilize signage videos effectively you can easily get ahead of your competition. 

Here we’ll discuss the most compelling tips on how you can use video in your signage like a pro.

Video Relevance

Think of your signage video as if you’re hosting a television show. Even though you have plenty of options in video marketing, make sure your content is relevant. Though obvious, many marketers have wasted money and time showing promotional videos that are irrelevant to the viewers.

For instance, while waiting at the vet, you wouldn’t expect car maintenance videos playing on the signage. But a video about grooming or pet food makes more sense.

Think about the location, audience, and purpose of the video. This ensures the creation of relevant content. A large corporation might play a welcome video, while a dentists’ office or hair salons might play a collage of clips.

You can also play training or safety videos in offices. These considerably reduce training time. And of course, videos at shopping malls are perfect for promoting your services and products.

“Video is the next best thing to being there in person, and it’s proving itself to be a powerful and highly accessible weapon throughout the selling process.” - Vala Afshar, Salesforce

Video Length

Shorter videos perform better than longer ones. Videos under one-minute tend to have an 80-percent viewer retention up to the 30-second mark. Go beyond one minute and the retention drops to 60%. 

Better stick to shorter videos.

If you create your own videos put the most important information in the beginning. This pays off in high traffic areas. Not everyone gets to see the entire video. The initial part of your video is prime time, so be strategic about this slot.

Tell a Story with your Video 

Video is an extremely effective tool for communication. Think of the colors and visuals as a means to attract attention but then tell a compelling story with your content. No one likes to watch boring videos or something similar to what they’ve seen before.

Do in-depth market research before putting together your video. Study the demographics. Think of the setting, the characters, and the plot. It’s an art to communicate with visuals without using words. Your video should be unique, yet relatable.    

Use the Power of Social Media

The cool thing about video signage is that you don’t have to remain confined to the signage board, you can spread it across multiple platforms. Create a short video that invites people to your social media page, website or YouTube channel. 

If the traffic to your website or video views increase after showing it on digital signage, immediately know the impact of your effort.

Captivating your audience is half the battle won, your video should influence them too. Keep the end goal (call to action) in mind.  

Creatively combine video and digital signage, and you have a powerful marketing weapon in your hand. The visual and auditory nature of videos makes them easier for viewers to digest and remember. 

Master video in signage and you will permanently position your business for success.