Digital signage videos are a powerful medium for communicating messages effectively in retail, restaurants, events, and more. Designing high-quality videos tailored to digital signage may seem daunting for beginners, but this guide breaks it down into manageable steps.

By following this, you’ll be able to create professional, engaging videos for your digital signage setup.

Step 1: Understand the Basics of Digital Signage Videos

1. Aspect Ratios:
   • Identify the screen’s orientation:
     • Horizontal screens typically use a 16:9 aspect ratio (1920×1080 pixels).
     • Vertical screens often use a 9:16 aspect ratio (1080×1920 pixels).
   • Always match your video dimensions to the screen’s specifications to prevent distortion.
2. File Formats:
   • Most digital signage platforms, including PosterBooking, support formats like MP4 (recommended), AVI, and MOV.
   • Use the H.264 codec for compatibility and smooth playback.
3. Duration:
   • Keep videos short and impactful, typically between 10 to 30 seconds.
   • For looping videos, ensure a seamless transition between the end and the beginning.

Step 2: Plan Your Content

1. Define the Goal:
   • What do you want the video to achieve? Examples:
     • Promote a sale: “50% Off This Weekend!”
     • Showcase a product: Highlight features and benefits.
     • Share information: “Store Hours for the Holiday Season.”
2. Know Your Audience:
   • Tailor the tone, visuals, and messaging to your target demographic.
3. Create a Storyboard:
   • Sketch out the sequence of the video to visualize how the message will flow.
   • Example: Start with an eye-catching graphic → introduce the product → end with a call-to-action.

Step 3: Gather Tools for Video Creation

1. Free and Paid Tools:
   • Canva (Beginner-Friendly): Offers templates for digital signage with customization options.
   • Adobe Premiere Pro (Professional): For advanced editing and effects.
   • Final Cut Pro: Ideal for Mac users.
   • iMovie or Windows Video Editor: Free, basic options for beginners.
2. Stock Resources:
   • Use free or paid stock footage and images from platforms like Pexels, Unsplash, or Shutterstock.
   • Add licensed music for audio tracks via Epidemic Sound or Artlist.

Step 4: Design Your Video

1. Start with a Template:
   • Platforms like Canva and PosterMyWall provide ready-to-use templates designed for digital signage dimensions.
2. Incorporate Branding:
   • Add your logo, brand colors, and fonts for consistency.
   • Ensure branding is subtle and doesn’t overwhelm the content.
3. Use High-Impact Visuals:
   • Opt for bold text, vibrant colors, and high-quality images or animations.
   • Ensure the text is legible from a distance by using large fonts and contrasting colors.
4. Add Motion and Animation:
   • Introduce subtle animations like text sliding in, products spinning, or transitions between scenes.
   • Avoid overcomplicating with excessive effects, as simplicity often works best.

For example, you can use a fade-in effect to reveal “Holiday Sale” text followed by an image of discounted products.

Step 5: Edit and Finalize

1. Cut Unnecessary Elements:
   • Keep the focus on the core message by removing any distractions.
   • Shorten clips that don’t contribute directly to the goal.
2. Optimize for Digital Screens:
   • Reduce file size without compromising quality using tools like HandBrake.
   • Ensure the video’s brightness and contrast are balanced for visibility in various lighting conditions.
3. Test the Loop:
   • For continuous playback, ensure the video’s end transitions seamlessly to the start.

Step 6: Upload to Your Digital Signage Platform

1. Log into Your Platform:
   • For PosterBooking, go to the Content section and upload your video.
2. Assign the Video to a Playlist:
   • Create a new playlist or add the video to an existing one.
3. Preview on the Screen:
   • Check how the video appears on your digital signage to ensure proper alignment and visibility.

Step 7: Analyze and Iterate

1. Monitor Performance:
   • Gather feedback on the video’s effectiveness from customers or staff.
   • Check engagement levels, such as foot traffic near displays.
2. Update Regularly:
   • Refresh content frequently to keep it relevant, especially for seasonal promotions or events.

Tips for Creating Engaging Digital Signage Videos

1. Incorporate a Strong Call-to-Action (CTA)

Every digital signage video should guide the viewer toward a specific action. A clear and concise CTA helps achieve this goal.

• Placement: Position the CTA prominently at the end or center of your video for maximum visibility.
• Examples:
  • “Order Now” for retail or restaurant videos.
  • “Scan to Learn More” with a visible QR code for promotions.
  • “Visit Us Today” for event-related signage.
• Design Tip: Use bold, contrasting text for the CTA to make it stand out against the background.

2. Optimize for Muted Playback

Many digital signage screens operate in environments where audio is muted. Your videos should be designed to remain impactful without sound.

• Visual Cues: Use text overlays, subtitles, or captions to convey the message clearly.
• Animations: Incorporate motion graphics, such as sliding text or zooming images, to keep the video dynamic and engaging.
• Silent Storytelling: Structure the video to tell a story visually, ensuring the message is communicated effectively through imagery alone.

3. Use Contrast for Legibility

Videos displayed on digital signage screens must be readable from a distance, especially in bright or crowded environments.

• High Contrast Colors: Pair dark backgrounds with bright text (e.g., black with white or gold) for better visibility.
• Bold Fonts: Choose large, sans-serif fonts for readability. Avoid overly decorative fonts that may appear cluttered.
• Testing: Always preview your video on a screen to ensure the text is legible from at least 10 feet away.

4. Maintain a Clear Focus

Digital signage viewers often have only a few seconds to absorb your message. Avoid cluttering the video with unnecessary elements.

• Single Message: Focus on one core idea or promotion per video.
• Visual Hierarchy: Arrange elements so that the most critical information (e.g., discount percentage or event date) appears first.
• Background Design: Use simple, clean backgrounds to keep attention on the key content.

5. Incorporate High-Quality Imagery and Video

Low-resolution images or pixelated videos can diminish the professionalism of your signage.

• Resolution: Use Full HD (1920×1080) or 4K resolution to match modern display capabilities.
• Stock Resources: Utilize platforms like Pexels, Unsplash, or Shutterstock for high-quality images and videos.
• Product Shots: When showcasing items, use professionally lit and edited product photos for a polished look.

Final Thoughts

Creating videos for digital signage is straightforward with the right tools and approach. By understanding the technical requirements, planning effectively, and designing with impact, even beginners can produce stunning videos that elevate digital signage displays. Keep experimenting and refining your skills to deliver content that captivates your audience.