Content Strategy

The Basics of Audience-Driven Digital Signage Content

Written by:
Lorna Campbell
Marketing Manager

Today we are covering digital signage content powered by your very own audience! This strategy’s strength is leaving a lasting impression on audiences and getting them actively engaged with screens. 

Audience-driven content has the power to cut through the noise and capture attention. Keep reading for a brief walkthrough of what tools are needed, examples, and what to consider when creating this type of content. 

Tools to Create Audience-Driven Content

You only need three things to get started: 

  1. Screenfeed Connect
  2. A tool or service that collects user feedback or submissions
  3. An audience ready to participate! 

1. Screenfeed Connect

Screenfeed Connect is a custom HTML content tool for creating data-driven digital signage content. Services like Jotform and Google Sheets can be added to Connect, and then that data can be used to populate content and update screens automatically.

2. A tool or service that collects user feedback or submissions

Jotform and Google Sheets are familiar to most people and easy to share, but other services are also fair game. QR codes can also be shown on screens that link right to the Jotform or Sheet, allowing people to engage right in front of the screen.

3. An audience willing to participate! 

Connect can update as frequently as every 5 minutes, so people can see feedback posted to screens in near-real time without content managers needing to lift a finger. 

Then, of course, the most important tool is your audience! There are a couple of examples below that provide fun content participation opportunities.

Shoutouts & Encouragement 

This first example shows screens displaying encouragement or inspiration that peers wrote about one another. It comes from Mission, a Minnesota-based club where high school softball athletes train and compete. 

Two screens are up in the training center to create a personalized, positive and motivating experience. Athletes could give kudos to their peers by simply answering a few Jotform questions on their phones.

This content actually worked a little too well at times - a coach noted that he could see the girls glancing at the screens instead of listening to the practice because they wanted to see what was posted! 

Sharing messages of encouragement also promoted a positive culture at the club

It’s also a breeze to maintain. The prompt can be changed as often as desired and athletes can weigh in like they did the week before.

Polls & Feedback

Another great use of audience-driven digital signage content are polls and feedback. Take March Madness for example! Millions of fans create brackets to guess which underdog is going to make it to the Sweet 16, Final Four or championship game. 

There are also tons of groups that participate: friends, families, co-workers, neighbors… even Screenfeed employees have filled out brackets in the past!

Fun topics like who might win it all in March Madness make participation easy because everyone has an opinion. This particular poll was created by simply passing around a Google Sheet where people could cast their votes. 

Fun fact: No one has predicted a perfect March Madness Bracket yet!

Things to Consider

If your content includes messages written by people, it’s wise to have someone moderate or review answers before they get posted. This may not be necessary depending on the nature of the group, but it’s the easiest way to avoid common content faux pas.

Try it Yourself!

Engagement and lasting impact have always been the names of the digital signage content game. Audience-driven content is an effective strategy that I hope to see around more often. If you’re ready to give it a shot, subscribe to Connect now.