What’s Up THIS WEEK?? Instagram Releases New App? 🧸 Toddler Influencer Kit No One Asked For PLUS ✈️ JetBlue Confirmed Incognito Trick Is REAL | 499

0:01Welcome to Do This, Not That, the podcast for marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short, like this intro. Let's check it out. We are back for what's up this week from the Do This, Not That podcast. This is our short episode where we break down what's going on this week in business and marketing and life. Well, that's it. I think it's all over for real. Why do I say that? because there's a toy company called Argos and they're getting a lot of heat because they released this toy kit and it's designed for kids that are two and over and all the pieces of the toy kit are just wooden stuff but it's basically an influencer toy kit what's in the toy kit is a tripod stand a miniature camera with this adjustable lens a fake smartphone a fake tablet a fake microphone and it's all, you know, pieces of wood basically, but it's part of their career series.

1:01Like this is a career you might pick. And I guess, you know, maybe I shouldn't put any hate on it because being a creator is a career for thousands and thousands of people. And so I don't know. I just feel like it puts this emphasis on all this stuff. And we're exposing kids at two years old to like, you should put a camera in front of your face. Anyway, they're getting a lot of heat from it from a lot of different parent groups. And I get it because it's kind of like, I don't know. I just feel like a big, I don't know about that one. Another one that I feel and I don't know about is, did you see Instagram is rolling out a new app that basically is going to try to go head to head with Snapchat and the old be real.

1:40So Instagram has actually started to release an app called Instance. Okay. Right now it's only available in Spain and Italy. But if you go on the app store right now and you, and you look for Instance, you will see it is there. And basically it's just like Snapchat where you can take a photo, you can't edit it and you can share with your friends and it disappears after 24 hours. Mark Zuckerberg has been annoyed with Snapchat ever since Snapchat wouldn't sell to Meta all those years ago. So we'll see what happens with Instance. They've been wanting to do this for a long time. So we'll see how far it rolls out to all the other countries around the world, but that is coming.

2:19I'll tell you another thing that's changed is evergreen content. Evergreen content continues its downward trajectory. So it used to be for years on all of our websites and all of the stuff that we would put out there, marketers would put out there, that evergreen content was the thing. And that's content that you could say, whether you're a consumer marketer, these are the best running shoes, or a business marketer, this is the best CRM software. And you could just have this evergreen content that was out there that you could promote. It would do really, really well. Well, new data from World Data Research, where they ran head-to-head tests using the same content, where they split website traffic, they split email send traffic, they split promotional social post traffic across 100 marketers.

3:03And they found that now when you do the head-to-head tests, including a recency signal is having a dramatic effect regardless of platform, whether it's on your website, in email, in social, anywhere. Having a recency signal is increasing engagement at least 20%. What does that mean? So basically, instead of having HR laws to know, the same piece of content would say HR laws to know April 2026. just by adding that recency signal in is increasing engagement everywhere. So the idea that things are evergreen really is not where it's at anymore. And you should be going back with your business market or consumer marketer and adding the month and the year to all of your content.

3:47And the other reason that you want to add the month in the year, okay, and this is huge, that content and offers that include a recency signal, some sort of recent date or time period in the title or offer have a 50 % higher likelihood of showing up in chat GPT and the other LLM results. Meaning that if you add recency signal to all that old content, all those old blog posts, all that old stuff, and you put that month and date in there, it is crushing it. Another thing going on Instagram, which I don't know how much I care about, do you know that it's officially passed Facebook as the top platform for marketers?

4:27So that's in the HubSpot state of marketing report. So for the first time ever, Instagram has passed Facebook as the most leveraged platform used by over 70 % of brands. And Facebook still sits at number two. And Instagram has also passed Facebook in ROI perception with 48 % of brands ranking in their top three versus only 42 % for Facebook. Well, great. Meta's still getting all the money. What's the difference? Other stuff that's going on, mildly interesting. Did you see this new data from Bain's research group? 60 % of searches on Google now, on any type of traditional search that you do, are ending without a click due to AI summaries.

5:09Now, and now we're seeing it from all sorts of other analyst groups, but multiple analysts now are predicting this idea of zero-click searches will continue rising towards 70 % of all queries by the end of 2026. So basically what this means, which we've been saying for a zillion years, your email list, your owned audiences are the most important thing in your business. You need to be growing your email list because all this other stuff, these AI tools, what everybody's doing, you got no chance of getting click-throughs, getting to wherever you want them to go. You need to be in charge of your own future.

5:44Let's talk about some nonsense news, all right? I saw this from JetBlue and now I'm really all all messed up. So JetBlue, first of all, the airline, they're in a lawsuit brought in by some dude in New York who's saying that his personal data was being tracked to adjust the fares that he was being shown on the website. But what happened was this week from JetBlue, somebody who ever runs social at JetBlue, I don't know if they screwed up or whatever, but literally some dude writes on JetBlue, you know, he tags JetBlue in a social post on X. And it says, I love flying JetBlue, but a$230 increase on my ticket after one day is crazy.

6:28I'm just making, it doesn't make any sense. And then JetBlue itself replied to this comment on X. And they wrote from their main account at JetBlue, they wrote, try clearing your cash and cookies or booking with an incognito window. We're sorry for your loss because he mentioned he was going to a funeral. So this is crazy because everybody has always said, if you go ahead and you book your travel in incognito window, you'll get a lower rate when you book any of your travel stuff because it's not going to look into all your cookies and all your stuff. And you should always be doing that with an incognito window.

7:11And I always thought that was like, really? You think they're really doing that and here jet blue is actually saying to do that oh my goodness what does that mean i don't know what that means um so what else is going on i don't know i just finished the uh i just finished watching beef on netflix that was great season two great strong recommend um you don't need to see season one of beef totally different situations kind of like white lotus um you by the way you see on white lotus season four coming out what's her name I know I'm gonna get her name wrong. Helena Bonham Carter. I always forget her name.

7:47She was in Fight Club. Anyway, she just pulled out of White Lotus season four. I don't know why. And the other thing I'm very excited about this week, which you don't care about, is the second episode, the two of the three-part episode series of The Real Housewife Beverly Hills reunion. The first episode of The Reunion was great. Kyle is totally wrong, so I can't wait for that. And the other thing that's coming up is Eventastic. We're only days away. You gotta go to eventastic.com. That is my giant, free, virtual conference, two-day conference that is coming up. You go to eventtastic.com. It's going to be wild.

8:22Two days, all things about events and webinars and in-person events and all this different stuff. It's going to be a lot of fun. Hope to see you there and have a great week. Later. Wait, I have two huge things to share with you. First, I have a book coming out. Stupider People Have Done It. It's coming out the first week of June and all net author proceeds are going to the V Foundation for Cancer Research. This book might be terrible, but who cares? When you buy this thing on Amazon or anywhere else, you are going to be helping to kick cancer's butt. Let's do that together. The second thing is you can go to jschwedelson.com.

9:01On the upper right-hand corner, there's this thing that says partner. My agency wants to help you. If you're a business marketer, consumer marketer, does it make a difference? I wanna help you drive net new sales, registrations, growth, change the design, all the stuff that you are doing. Hit me up there. Also, if you wanna do brand collabs, I wanna know about your brand. I wanna help you amplify that message. Go to jschwedelson.com, click on partner. Let's do stuff together. And the last thing is leave this show a review if it wasn't the absolute worst podcast you've ever heard. And you're awesome for being here.

9:35Later.