11 Best Tips for Creating Effective Digital Signage Content

August 21, 2019 at 9:31 AM / by Todd Rickenbach

Todd Rickenbach

It is important that you consider some essential tips when creating an effective digital signage campaign. Digital signage can only be attractive, unique and a success if the display can capture the attention of people. In doing so, your amazing content will definitely draw more people to your business. Here are 11 tips to create effective digital signage content:

Effective Digital Signage Content Render Impact


1. Acknowledge your audience

It is easy to customize and edit digital signage by its very nature.  Carefully craft your content to acknowledge your audience. This is a useful asset in digital signage as not all potential target audiences react the same way to content. Also, you may need different content for different groups of people you are targeting. 

2. Get facts

Content displayed on the digital screen must be factual because it has the ability to convince people who see the content. Take time to carry out market research to obtain the right particulars as market research gives you information regarding the markets and traits of the targeted audience. This tip will allow you to create effective digital signage content.

3. Define your goals

It is important to have a clear set of goals that are directed to what you want to achieve. Your goals should be obvious to the audience you are targeting. You should be aware of what you intend to pass on to them, and you should know why you are creating digital signage content. You must first determine your goals and objectives in order to develop a strong digital signage content strategy. What is your end goal and what do you want to accomplish?

You May Also Like: Are You Still Using Static Graphics on your Digital Signage?

4. Demand

Ensure you understand the current market demand in your industry. Consumers might be in need of a particular product or service. Displaying the product or service on a digital sign for that target audience will increase its value and demand for that product.

5. Engage the customer

Some of the most effective digital signage content includes a call to action.  A call to action (CTA) tells the viewers what you would like them to do after they have viewed the message (content) on your digital displays. For example, a CTA could tell them how to participate in a promotion, where to go or how to purchase tickets. Also, you can inform your customers via the digital display screen about further information available on your website or social media sites after displaying eye-catching content which will trigger them to shop again.

6. Promote legibility

Viewers must be able to grab information displayed at a glance or it will not be effective. This means the font sizes, background and foreground colors, icons, charts, and other content items should be visually clear in the environment in which the screens exist. Never put too much information on the screen as breaking up information into multiple screens which can be rotated through a sequence is ideal.

7. Employ professional marketers

Various marketing agencies provide solutions to companies that need assistance in promoting their products. These companies have engaged knowledgeable and skillful experts. These experts are highly creative, and they tend to know what their clients might require. Seeking the aid of these experts to market your product or service is a good idea and they will ensure your marketing plans work. A skilled motion graphics agency or designer can then bring the marketing collateral to life and optimize for your digital displays.



Render Impact Sizzle Reel - Motion Graphics 3D Animation from Render Impact by SPI on Vimeo.

8. Freshen it up

If you don’t refresh your content frequently, customers will eventually stop paying attention to your digital signs. However, you don’t have to start from scratch every time. You can simply swap new stock images into your existing content, change the layout of an existing message or change the way the  content animates. 

9. Remember design principles

It’s time for a crash-course in the principles of digital signage design! Your goal is maximizing visual appeal and ease of reading. If your business does not have skilled designers on staff, you could outsource to a digital signage content design agency. With outsourced services, a business will be dealing with experts - people who have skills and experience in dealing with digital content design and production, such as motion graphics and animation to make your content more effective. You will be tapping into the knowledge and skills of people who do this as their core competency. 

You might also like: Content Design Tips for Brand Continuity

10. Feedback mechanism

The feedback system will give the customers an opportunity to share what they feel about the content as their ideas and sentiments will enable you to make the necessary changes. The changes will make the content better for the clients. This will improve its value and usefulness to the business.

11. Try new approaches

Marketing only operates on the platform of ideas. Using the ideas of other people shows a lack of creativity which can cause a loss of various clients in the process. Do not be afraid to try new ideas. However, after releasing the digital signage content with new ideas, you should immediately seek the response of customers and measure the results. 


In conclusion, your digital signage network is only as effective as the content you display on it. Content creation can be intimidating to a non-designer but there are options to outsource content in order to achieve ROI on your digital signage investment.  It is totally possible to give your audience visually appealing and engaging information, as long as you follow the above tips.

Subscribe to Blog Updates


Topics: Digital Signage, Digital Signage Content, video content

Todd Rickenbach

Written by Todd Rickenbach