Strategy for creating effective content for Digital Signage

25 May 2023

For the success of a visual communication project on digital displays or totems, the right digital signage software is not enough; it is also necessary to correctly define the content strategy.
Implementing an effective Digital Signage strategy requires creating engaging and targeted content that captures the audience’s attention and delivers the desired message.

In this article we share some tips for creating successful content for Digital Signage:

    1. Know your audience: Before creating content for digital signage, it is essential to understand who your target audience is. Collect information on the demographic characteristics, interests and needs of the public who frequent your location or store. This data will help you create relevant and targeted content.
    2. Define the objectives: Before creating the contents, establish the objectives you want to achieve with your Digital Signage. Whether it’s promoting a product, informing about offers or improving the customer experience, having clear goals will help you create targeted content and measure the success of your campaigns.
    3. Keep it short and effective: Keep in mind that visitors walking past your Digital Signage screens will only have a few seconds to catch your message. So, make your content short, clear, and effective. Use concise text, eye-catching images, and impactful visuals to grab your audience’s attention in seconds.
    4. Use quality images and videos: Images and videos have more visual impact than simple text. Make sure you’re using high-quality images and videos that are in line with your brand and grab your audience’s attention. Choose images and videos that are relevant to the message you want to communicate.
    5. Create dynamic and interactive content: To keep your audience’s attention, consider using dynamic and interactive content. You can include animations, smooth transitions, gamification elements or interactive polls to actively engage your audience and encourage interaction with your digital signage.
    6. Leverage the power of design: Design is key to creating engaging content. It uses an attractive color scheme, well-structured layout, and legible fonts to ensure a good viewing experience. Make sure the design is consistent with your brand image and style.
    7. Update Content Regularly: To keep your audience interested and engaged, it’s important to update the content on your digital display network regularly. Create a calendar of updates and schedule content rotation based on promotions, events or seasons.
    8. Test and measure the results: Once you’ve created the content, test it and measure the results. Monitor audience engagement, attention span, and other key metrics to gauge the effectiveness of your content. Use this information to make any improvements and optimize your future campaigns. There are sensors that can capture this information. It may require a minimal additional cost, but the availability of data to analyze can make all the difference.
    9. Be consistent with your brand: Make sure your Digital Signage content is consistent with your brand image and style. Use your logo, corporate colors and branding messages to create a visual and communicative continuity that helps strengthen your brand identity.
    10. Monitor and adapt: Keep constant track of the results obtained with your digital signage and adapt the content strategy based on feedback and audience reactions. Be ready to experiment and continually improve your content to maximize the impact of your digital signage.

By following these tips, you will be able to create engaging and targeted content for your Digital Signage, improving the audience experience and achieving your communication and marketing goals.

Obviously, for the purpose of efficiently organizing the work of a content creator, planning and the editorial calendar are extremely important. Like any good communication activity, well-structured planning helps you organize your content effectively.
You can establish a consistent distribution strategy and ensure your messages are timely and relevant.
This allows you to avoid having to deal with improvisation or running out of content to show.

Thanks to a well-structured editorial calendar, you can plan thematic and event-related or season-related content, which helps you distribute your content in a balanced way over time. You can schedule how often certain types of content show, and balance promoting your newest work with other types of posts, like video excerpts or social media posts. This ensures variety of content and maintains long-term audience interest.



Differences between content creation for social channels and for digital signage networks

While the business of creating solo content and digital signage may seem quite similar at first glance, there are some key differences to consider.

Let’s see some of them.

  1. Content format and duration: In social channels, content can be short and immediate, such as short-lived posts, images or videos. On the other hand, for digital signage networks, there is a need to create content that is more suitable for viewing on larger screens and can be viewed for longer periods. Videos and images for digital signage networks tend to be longer lasting and require more attention to display and visual impact.
  2. Context and viewing environment: In social channels, content is viewed primarily on mobile devices or social media feeds. Users can quickly scroll through content or interact with it in a personal environment. In the case of digital signage networks, content is displayed on screens in public or corporate locations, where the audience may be in motion or exposed to external distractions. Therefore, content for digital signage networks must be designed to capture the audience’s attention and communicate the message effectively even in a more challenging environment.
  3. Obiettivi di comunicazione: Nei canali social, gli obiettivi di comunicazione possono essere vari, come l’informazione, l’interazione, la promozione di prodotti o servizi e la creazione di coinvolgimento degli utenti. For digital signage networks, communication goals often focus on promotion, advertising, information sharing or entertainment. The main objective is to capture the audience’s attention and create visual impact.
  4. Scheduling and distribution: For social channels, it is common to schedule a set of content that is published over a specific period of time. You can schedule posts and use scheduling tools for automatic posting. For digital signage networks, it is necessary to create a content distribution calendar, considering the duration of the display and the strategic placement of messages on different screens.
  5. Interactivity: In social channels, there is often the possibility of interacting directly with content via likes, comments or shares. For digital signage networks, interactivity may be limited, but calls to action such as QR codes can be included for further information or promotions.



Don’t have a content creator?

If your company does not have an internal content creator or the resources to independently manage its digital signage, it can request this managed service directly from Kiosk
Kiosk is able to support you with our content creation proposal, which among the various advantages offers:

    1. Professional content, captivating and able to engage the audience.
    2. Simplified management: we’ll take care of the technical management of your digital signage system. This allows you to focus on your core business without having to deal with the complexity of specialist management.
    3. Remote Updates: Updates and changes to your content remotely. Format creation and adaptation can be carried out by our internal team. So your displays can always show fresh and updated content.
    4. Monitoring and Reporting: Kiosk has monitoring and reporting tools to evaluate the performance of your content. You will be able to obtain data on the number of views, interactions and other key metrics to measure the effectiveness of your communication.
    5. Technical assistance: In case of technical problems, Kiosk has the necessary technical support to help you solve any problems.



Kiosk consultant
Do you want to start off on the right foot? Set up a call.

Talk to one of our digital signage experts today and transform your communication in an innovative and engaging way.
Make the most of the potential of Digital Signage.

Fissa una call

Kiosk consultant
Do you want to start off on the right foot? Set up a call.

Talk to one of our digital signage experts today and transform your communication in an innovative and engaging way.
Make the most of the potential of Digital Signage.

Fissa una call