How to write and edit video for silent retail displays

Silent retail video should communicate the Product benefit without depending on a soundtrack. Show the relevant action early, use readable text and give Shoppers control over deeper demonstrations. Distinguish ambient attract content from deliberate audio demonstrations, where listening may be central to the Product Experience.

Separate attracting attention from answering a question

An attract loop makes the fixture understandable before anyone interacts. A selected demonstration answers a specific question after a Shopper chooses it. Brief these as separate assets instead of expecting one film to do both jobs.

Existing campaign footage can be useful when it shows the right detail and can be licensed and re-edited appropriately. Keep lifestyle context where it explains use or adds interest. Remove introductions that delay the answer, rather than banning a particular creative style.

Use this shot brief

| Asset | Job | Required shot or information | Text treatment | | --- | --- | --- | --- | | Attract loop | Show what is available to explore | Recognisable Product and relevant action | A concise invitation | | Feature demonstration | Answer one selected question | Actual mechanism, result or supported use | Short explanation and relevant qualification | | Practical detail | Resolve a buying concern | Dimensions, ports, cleaning or box contents | Accurate labels and units | | Onward step | Help someone continue | Product identification and relevant destination | Clear action wording |

Set duration after reviewing the action being demonstrated and testing comprehension. A short mechanism clip and a multi-step setup explanation need different lengths. Avoid cutting essential information simply to hit an arbitrary number of seconds.

Design text for real viewing conditions

Check copy on the installed screen and a representative phone under likely lighting. Use sufficient contrast and readable type, leaving room for controls and any physical bezel. Avoid covering the Product detail that the clip is meant to explain.

Provide captions for speech and meaningful sound in content that includes audio. Include a text description where the visual action carries information that is otherwise unavailable. Offer pause, replay and alternatives to timed reading. Do not use flashing or excessive movement to manufacture attention.

Keep localisation practical

Maintain clean source footage, approved text and language versions separately. Dynamic text can simplify updates where supported; burned-in copy can be appropriate for fixed playback assets. Choose deliberately and check that translated captions fit without shrinking them beyond readability.

Record the approved Product claim, usage rights, export settings, language and version for each asset. Confirm target screen orientation and actual viewport; do not stretch a portrait edit to fill landscape hardware.

Treat sound according to the Experience

For an ambient silent display, export and test the approved muted asset so unwanted sound does not play after a restart. For a Shopper-selected headphone or speaker demonstration, keep the sound pathway intentional, appropriately controlled and agreed with the Retailer. A silent explainer should remain available for people who do not listen.

Measure selected behaviour

Where available, track clip selections, supported playback milestones, replay and onward actions. Define whether completion means reaching the end of playback or a deliberate action. Automatic playback is not proof that someone watched or understood the film.

Compare versions using the same placement, period and reporting rules where practical. Record changes in promotion, stock or screen availability before attributing differences to an edit.

Video delivery checklist

• Separate briefs for attract content and selected demonstrations
• Approved Product evidence and footage rights
• Readable text, accessible playback and relevant captions
• Tested exports for each screen orientation and language
• Intentional sound behaviour after restart
• Named version owner and defined playback metrics

Use video within a useful Product Experience

MyPlayer can bring selected video into Stories and other interactive journeys. Scope the content and playback requirements with your creative team before preparing final exports. Discuss your retail video Experience.