A creator video does not have to die in the feed. In Spain, chains, department stores and independent shops have screens in the aisle, tablets at the counter and digital catalogues that need material, and almost nobody films with that in mind.
What changes when the video goes to an in store screen
There is no sound
The whole message has to work through image and caption.
The viewer is standing and passing by
You have four seconds, not thirty.
The format changes
Vertical for mobile, but many store screens are horizontal or square. Filming with the crop in mind avoids redoing it.
The content has to age well
A store screen is not updated every week, so avoid dates and promotions.
The formats that work at the point of sale
| 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. |
| How to use it | Especially useful in categories where a salesperson repeats the same explanation twenty times a day. |
That last point is the strongest commercial argument: a good screen video frees up shop floor time.
What to negotiate beforehand
Rights that expressly include point of sale and printed material, not only social. It is a different use and the creator should charge for it.
A clear duration, because a screen can keep the same video for two years.
And if the brand distributes through other chains, decide whether those chains may reuse the content, because they will ask.
How to produce it without doubling the cost
Film once and deliver four versions: vertical with voice, vertical without voice, square with caption, horizontal silent. That is half an hour more of editing and it multiplies the use of the same material.
Where to go next
The point of sale is the channel where UGC pays for itself twice. Our complete UGC guide for brands covers briefing, usage rights and process.
