SPECIAL LIMITED SERIES: ===> LINKEDIN Getting Rid of TOP VOICE BADGES 🚽 <=== | BATHROOM Break #25 (COLLAB: The Marketing Millennials + Do This, Not That)

0:28Welcome to a new special series called The Bathroom Break. okay we're back with another bathroom break i am daniel murray from the marketing millennials and i'm here with vj shreddelson from guru from do this do not that podcast to from every little thing i he literally has the most asterisks if you go see him at a conference i've never seen someone with most asterisks next week's name like subjectline.com google conference um alchimedia so he's very astric he doesn't have like phd like md all that next season working on it yeah um but he is going to be a professor soon so i am that's right okay actually you want to tell people about that you want to tell people oh my god what are you gonna look at so i went to the university of florida and in this spring believe it or not i'm going to be an adjunct professor i'm going to be teaching a class they hit me up to teach a real class we get credits for and it's gonna be about uh podcasting uh social media email marketing like marketing in general and like because i'm very lazy what i'm gonna do is and daniel he doesn't even know this yet but every week i'm just having a guest person come in and speak like you're gonna come and speak to the class and tell me what you do and it's just gonna be laughable when i see you teaching like students what to do because neither one of us should influence anyone ever no and also i was the most laziest person in college when it came to stuff um so i don't know how i like kept my gpa at like three above a three oh wait when you say lazy first of all daniel's a d1 football player university of nincinnati when you say lazy because like there was a lot of classes i just did not go to i know that's terrible but i graduated all went fine were you like lazy like that or were lazy like oh we couldn't do that because you were class checked um but i mean lazy in the sense that i would wait till like the last day or even the day off to study for anything oh yeah or did an essay like the last minute do you ever have nightmares i still i mean i graduated a zillion years ago there's still nightmares that i have a test the next day and i wake up like oh my god i didn't study or something i i dream that i i had this have this reoccurring dream that i have a like taking like 18 credits and i forget one of my classes for half the year that i didn't i'm just like terrible and i show up and i'm like they're like where have you been dude and so uh but i want to go into today's episode is what we're thinking about for 2025 um i'll let you kick it off.

3:09What are you, what are you, what is Jay thinking about for 2025? What are some new things coming down the pipe? Yeah, we're really, I mean, look, everyone's talking about video and video being so important and you see it, you know, a B2B, B2C videos, everything. So we're really trying to play with this idea of micro events, a 20 minute events, maximum 30 minute events. And we're definitely not calling them webinars. The more and more that we're seeing the data come in, the word webinar is a boat anchor when you're promoting anything. If you put in your subject line, you say, attend this webinar, it just depresses everything.

3:45So we're calling things, you know, live event or live micro event. We're going to be testing that out, going to Q1 a lot. We think that that's where a lot of things are headed. So we're, we're very, uh, uh, we're pumped on micro live events. What do you got? I think on that note, I've been thinking about this idea for B2B, but I haven't thought about how to execute this is doing live streaming and just random live streaming, popping onto LinkedIn and just doing a quick event that nobody knows about and getting people just going live and just chatting about marketing with someone. I think that would be really cool because you see it in e-commerce all the time.

4:28You see influencers doing it all the time. You see companies doing it all the time on TikTok and IG, but you don't really see it in B2B. So like doing these like random pop up educational, but ask me anything type things could be a really cool avenue to test out. I don't see many B2B people doing it. So I've been thinking about that a lot. Yeah, I mean, I see Neil Patel do that a ton on Instagram and it's really good. The thing that's interesting, I think for everybody listening, is if you do any live events like that, like just pop on live, don't expect big numbers of people to show up. But the people that do actually show up, that's pretty intentional.

5:12It's like very more mid-funnel than it is that people that just register for something that never even show up. So I think that's super cool. I also think that coming out of this Q4 Which is going to be a very bumpy ride Because of the presidential election I think Q1 There's going to be this kind of like Everyone's going to be able to take a deep breath And get back to normal a little bit In terms of consuming content I think we're about to This last period of the year Is going to be a very kind of bumpy ride Because everybody usually tunes out content As big elections occur So I'm excited to get past all this noise Yeah, I just remember last election, too, how hard it was also to just spend during that time on Facebook and Google because so much election budget is going to this type of stuff.

6:05So in the last, like even in this next month, I guarantee that it's going to cost way more to get attention. And that's something you got to think about. Like, is this a big month? Do we need to hit a target? Because this is going to cost more if you do that. I saw this last election when I was working at Service Tide. And so I've seen costs go up during election years. It's an excellent point. You know, and the data actually proves that out, that especially social paid social and paid search ad costs rise anywhere from 15 to 50 percent within like three weeks prior and three weeks after. actually two weeks after the election.

6:46And you want to be very careful. If you're out there and you have anything that's automatic, like you're automatically have certain ad buys going, you really got to look at that because your cost per acquisition is going to go through the roof unless you're really monitoring that big time. And the reason it goes up is that all the election, all the PACs and the different candidates and local and national, they're not just buying up politically related inventory. They're buying up all the inventory because they need eyeballs. So that's why B2B or B2C, it ratchets it all up. Let me ask you this.

7:18Do you think anything's going to fade out after this year? Do you think that TikTok's going to be any less than it is now? Or do you think that LinkedIn's going to be changing their algorithm in any way that's going to matter in a significant way? I always think that it's going to be harder to stand out with like LinkedIn, not putting a video and everything you just have the, the bar is way higher next year of what type of content you need to put out. You can like right now, people are just putting out videos on LinkedIn, but I think next year it's going to be like, if you don't have a good hook and you don't have a good, there's no value in the content or you aren't keeping people's attention for a long enough time.

8:09You're just going to blend in. When everything, anything starts, you get a lot of attention and then you blend in. I think we as consumers are just over inundated on content. And I do have a, I've said this before, but I really think that our intent, attention spans aren't shrinking as much as people think. I think our ability to filter out BS content is just way higher because we adapt as humans. Like we're just, we can't, we can't put it, register all this content. So we just, our minds are just seeking the best content. So whether it's long form, short form, we just trying to fight because people will go watch Golden Bachelor for an hour and not tune out.

8:56But they will skip a 10 second video. It's all relative of like what, what, if it's good content or bad content in your mind? You know, speaking of BS content that's being filtered out, which I think is a good thing is, I don't know if you saw, you know, LinkedIn has their, those yellow badges on profiles, like top content voice, top digital marketing voice, those yellow badges that you can earn. And they're phasing them out in the next few weeks. They're getting rid of those badges. And the, and the reason I say it's BS and I'm glad they're getting rid of them is the only way you get one of those badges that you see on people's profiles and makes them all look cool, like they're important, is by commenting on these AI-generated articles.

9:38If you comment on enough of these, what they call collaborative articles that are generated by LinkedIn using AI, then you automatically would get this top voice badge. And they're getting rid of it because LinkedIn knows it's total BS. You're commenting on stuff that's not even real, and that badge is not indicative of you being a top whatever voice. So I'm glad that the platforms are recognizing what's garbage and what's not. Are you sad that your yellow badge is going to go away? Are you like broken down? No, but I also do get annoyed that there's some arbitrary top voice that is actually a top voice given out for no apparent reason.

10:17And they're not giving out to people who have like been on the platform a long time that actually have been contributing for a long time. that annoys me too so i i get why they're phasing out those those were stupid like they could have like done top marketing voice for people who actually are a top marketing voice in in the industry but i think the biggest miss that linkedin has i think is that they do not care about influencers and the creators on the platform enough and they don't prioritize people enough. Like that's why YouTube is winning. That's why TikTok is winning. They care about the people who create content on the platform.

10:58So I don't think LinkedIn cares enough about those type of people. And that's just true. And I think they might change in the future, but they just don't. Yeah. Well, I'll tell you, if you want to stand out on LinkedIn, this is a real stat, 95 % of the people on LinkedIn don't post. Only 5 % of the people post. So if you want to have any presence, just post. It's really actually that easy. So, all right, before we wrap up here, Daniel, uh, we're recording this. It's kind of the weekend. What do you got? What's your plan for the weekend? You doing anything big going out party, man, what happens?

11:29Well, today it's actually my mom's birthday today, but she's on birthday to my mom. But I am just getting so excited. It's October 11 for guru conference in the next five days like stupid like a spam eating contest like who does it also like carrie bradshaw live like life like what the heck uh so it's actually i know jay is is wants to have a good weekend this weekend but he's gonna be sweating all week i already told my wife i will be locked in doing work stuff all week i'm a giant loser um so yeah but that's all right? Being a loser is fine. Being cool is very overrated. It really is. So if you're cool, screw off.

12:17Well, this has been another great episode. We appreciate you all. Toss Daniel a review on the Marking Millennials. Tell him how awesome he is on his pod. And appreciate you all. See you at the next one. I really need to catch up to Jay because he has like 580 ,000 reviews. I don't know how. His podcast is crazy. Leave Daniel some reviews. He wants some love. Come on. A little bit of love here, peeps. Later.

12:48Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast, Do This, Not That, for marketers. Each week, we share really quick tips on stuff that can improve your marketing. And I hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Market Millennials podcast, but also tune into the series. It's once a week, the bathroom break. We talk about marking tips that we just spew out. And it could be anything from email, subject line, to any marking tips in the world.

13:21We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.