Almost all creator content is produced for the feed and switches off when the campaign ends. The point of sale is where that same material can keep working, and it is the use fewest brands exploit.

Screens in store

Many shops have a screen looping catalogue photos. A thirty second video showing the product in use, muted and with large captions, performs far better. It is the same file you already paid for, in a different crop.

The code on the shelf

A code on the packaging or the display leading to a short video settles the doubt exactly when the person is holding the product. It works especially well in categories where the label is not enough: cosmetics, food that needs preparation, hardware, technology.

Material for distributors and resellers

If you sell through third parties, your resellers need content and almost never have any. Giving them ready videos, with subtitles and no commercial condition burned in, makes them sell you better than the competitor who gave them nothing. It is one of the highest return applications.

What to plan for in the brief

A horizontal or square version alongside the vertical, no burned in subtitles, no music, and a clean product shot of at least three seconds. Asked for at filming, it costs almost nothing. Asked for later, it means shooting again.

The rights have to cover it

A video meant for social does not automatically include use on in store screens, in distributor material or in support. If you plan to use it that way, it has to be in the agreement from the start, with defined channels and duration.

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Frequently asked questions

Can the same video work in store?

Yes, in a different crop and muted.

Which categories gain most from codes?

Cosmetics, food, hardware and technology.

What do I give my resellers?

Ready videos with no commercial condition.

Do the rights cover it?

Only if written in from the start.