A creator video can live far beyond the feed. In France, supermarket chains, specialist retailers and independent shops have screens in the aisle, kiosks and digital catalogues short of video content, and almost nobody films with that in mind.
What changes for an in store screen
There is no sound: everything has to work through image and caption.
The viewer is standing and passing by: four seconds, not thirty.
The format is not always vertical: many screens are horizontal or square.
The content has to age: a screen is not updated every week, so no dates and no expiring promotions.
The formats that work in the aisle
| Format | What it shows |
|---|---|
| The silent demonstration | Product in use, three shots, one caption. |
| Before and after | Understood without explanation. |
| The visual comparison | Two options, one clear difference. |
| The how to | Useful where a salesperson repeats the same explanation twenty times a day. |
That last point is the argument to bring to the meeting: a good aisle video frees up sales floor time, and that can be quantified.
What to negotiate
Rights explicitly covering point of sale and print, in addition to digital. It is a distinct use and it is chargeable.
A duration, because a screen can keep the same video for two years.
And the retailer case: if your products are resold by other chains, decide whether they may reuse the content, because they will ask.
Producing without doubling the cost
Film once, deliver four versions: vertical with voice, vertical without voice, square with caption, horizontal silent. Half an hour more editing, four channels covered.
Where to go next
The point of sale is the channel where the same video pays for itself twice. Our complete UGC guide for brands covers briefing, usage rights and process.
