That Lot’s David Schneider and David Levin on The Art of Platform Specificity -

That Lot’s David Schneider and David Levin on The Art of Platform Specificity

Credit: socialmediaweek.org

  • Sep 14 2017 07:43About: 2 months ago
  • 10 views

To succeed on social, you need to understand platforms. If anyone knows platforms its David Schneider and David Levin. They are the Creative Directors of That Lot, a social creative agency with clients such as Channel 4, B&Q, and Nando’s.

Platform specificity and native innovation are absolutely crucial in the work that they do for their clients and it was the subject of their Stage One session at Social Media Week London.

In their hilarious and informative talk, they showed examples of numerous platform-led brands and broadcasters who are crushing it on social and offered tips and for tackling specific platforms in creative and engaging ways.

Social Platforms By The Numbers

Why does the team at That Lot create content specifically for the various social platforms?

  • The average person thumbs through 300 feet of content each day on their social platforms.
  • In the UK, the average person spends 1 hour and 16 minutes on social platforms.

Schneider explains that you have to create content specifically for each platform to stop the thumbs from scrolling.

Facebook

“500 million people are watching on Facebook every day which is the roughly same amount of people who attended Donald Trump’s presidential inauguration,” joked Schneider.

Levin went on to show examples of what to consider when you are creating content for Facebook.

  • Create more (and more) video
  • The length of the video matters
  • Sound also matters
  • Be relatable

Levin explained how That Lot packages their Facebook content by showing some examples including letterboxed video, creative and eye-catching copy, supercuts, and remixing content. When creating videos for Facebook, Levin recommends designing for sound off and delighting with sound on.

“That’s my first tip. I never tell them I am not David Schwimmer because every follower counts.” – David Schneider

If you want to experiment with Facebook Live and 360º video, Schneider walked through some examples of ways to create that content that is aimed to engage. Use different camera angles, give viewers a prompt, create an interactive poll, or create an immersive Facebook canvas.

Instagram

250 million Instagram users use Stories every day and the number of Instagram videos produced per day has increased 4x year on year. Levin describes Instagram as a place where businesses can post content and it feels like more like a user is posting it making it more organic and feel less like branded content.

Levin also talks about creating content on Instagram using the Carousel feature, which offers different opportunities for brands to tell a story. While Instagrid makes your profile stand out by creating one large image.

Twitter

Twitter’s UK user base has grown 11% in the last 18 months to 23.4 million and Schneider spoke at length about the platform that brought he and Levin together in the first place. He explained that tone is crucial when tweeting and it’s important to have a distinct voice and to produce quality material when engaging with your audience.

Keep your content short. Tweets that are under 100 characters statistically have better engagement. If your brand fits in the conversation, join in. Live tweet big events and create content before the event to be used during.

Further analysis and commentary from ‘Creating Social Gold: The Art of Platform Specificity’ session:

Related stories with That Lot’s David Schneider and David Levin on The Art of Platform Specificity

Ex-pharma CEO Martin Shkreli jailed after posting online bounty for Hilary Clinton's hair -World News
Ex-pharma CEO Martin Shkreli jailed after posting online bounty for Hilary Clinton's hair 2 months ago
A US judge on Wednesday ordered Martin Shkreli to be jailed while he awaits sentencing for securities fraud, citing a Facebook post in which the former drug company executive offered a $5,000 reward for a strand of Hillary Clinton’s hair.
The most exhausting thing in life is to Be unfairly against others -World News
The most exhausting thing in life is to Be unfairly against others 2 months ago
The most exhausting thing in life is to Be unfairly against others. Everyone would be satisfied with an honest and competen
Record rain as typhoon batters southern Japanese islands -World News
Record rain as typhoon batters southern Japanese islands 2 months ago
A strong typhoon lashed islands in southern Japan Thursday, packing gusts of up to 252 kilometres an hour and leaving thousands without power as it headed towards the…
Future of oldest tree species on Earth in peril -World News
Future of oldest tree species on Earth in peril 2 months ago
The bristlecone pine tree, famous for its wind-beaten, gnarly limbs and having the longest life span on Earth, is losing a race to the top ...
French court bans couple from using Breton letter in baby's name -World News
French court bans couple from using Breton letter in baby's name 2 months ago
A French court on Wednesday banned a couple from giving their baby a name containing a tilde, ruling that the "n with a squiggle over it" was incompatible with national law.
Paris 2024 Olympics: A 'victory for France', says Macron -World News
Paris 2024 Olympics: A 'victory for France', says Macron 2 months ago
President Emmanuel Macron on Wednesday hailed the decision to award the 2024 Olympics to Paris as a 'victory for France'.
Splatoon is a multiplayer shooter for introverts and I love it -World News
Splatoon is a multiplayer shooter for introverts and I love it 2 months ago
I read a wonderful thing once about ants, and it made me love them more than I did already - and I already really loved ants. This thing I read - I cannot remember the source or the specifics - talked about how ants construct their nests, how they achieve
Constitutional reform in Togo 'urgent': parliament head -World News
Constitutional reform in Togo 'urgent': parliament head 2 months ago
Lawmakers in Togo will begin to look at a constitutional reform bill from as soon as the end of this week, the head of the National Assembly says.
Lawyer sentenced to 18 months in jail for defrauding NFL players including Adalius Thomas, Ray Lewis -World News
Lawyer sentenced to 18 months in jail for defrauding NFL players including Adalius Thomas, Ray Lewis 2 months ago
Former New England Patriots and Baltimore Ravens linebacker Adalius Thomas was one of several people defrauded by Chicago lawyer Gary Stern in a tax credits scheme. According to Jason Meisner of the Chicago Tribune, Stern was sentenced to 18 months in pri
Samsung invests in autonomous driving -World News
Samsung invests in autonomous driving 2 months ago
Samsung Electronics Co. says it will spend 75 million euro ($89 million) in TTTech, a Vienna, Austria-based company that provides technologies for auto networks and safety controls to Audi cars and others.
One dead, 20 wounded in southern Thailand ambush -World News
One dead, 20 wounded in southern Thailand ambush 2 months ago
September 14, 2017 2:24 PMBANGKOK (AFP) - One soldier died and 20 other people were wounded, including two civilians, as suspected rebels ambushed an army patrol in Thailand's violence-stricken deep south, officials said Thursday (Sept 14).
China and Brunei pledge closer cooperation in infrastructure, health and defence -World News
China and Brunei pledge closer cooperation in infrastructure, health and defence 2 months ago
September 14, 2017 2:24 PMBEIJING (CHINA DAILY/ASIA NEWS NETWORK) - Infrastructure, health and defence affairs are among highlights of the cooperative documents signed following the meeting between Chinese President Xi Jinping and Brunei's visiting Sultan