What’s Up THIS WEEK?! NEW: LinkedIn DON’T DO!🛑 Facebook wants Vertical Video? Netflix Documentaries are WILD!!| Ep. 544

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 in marketing, in business, and in life. So let's jump right into it. So let's talk about some LinkedIn stuff that came out this week. I think it's really important. There's some things that we need to be changing and what we're putting out there on our personal pages, on our company pages.

0:35So Pangram, which is the AI detection company, they came out with some new data this week that showed that 41 % of long-form content on LinkedIn now includes some form of AI generation. That's ridiculous. That's a lot. And we all see it, you know, the three things every marketer needs to know, or I've been reflecting on this in my journey. It's all AI garbage. And so the game is, it used to be about let's just post advice. That's what people want. No, what people want is something super usable and something that's super, not just something that AI could just shove in there. So what we are seeing actually, and this is pretty wild from our world data research group, that stealable content is actually generating a 40 % higher engagement.

1:31Okay, that is something that you just can't find everywhere. And what people want is not just this generic, you know, garbage that's out there. They want stuff that they can immediately use. So for example, what's stealable content? We say stealable content is doing 40 % better. Those are templates. Those are AI prompts. Those are, this is the actual email I sent out. Here's a screenshot. Here's the checklist of the thing that you need to do based on what we just did. Here's the exact wording. It is something somebody can steal from you. And the ultimate non-AI content that crushes it so that way you don't just feel like AI slop and sameness is real, actual opinions, okay?

2:16Sharing a mistake that you made. A real customer conversation, a real screenshot, real data from something that you tried, realness works. Okay. And if you even bring this over, forget about LinkedIn. If you bring this over to email, for example, and people will say, oh, that's a bad word to use. That's garbage. If you put the word steal, for example, at the start of your subject line, on the business side, it lifts email open rates by over 25%. On the consumer side, it lifts email open rates by over 28%. You know, steal these latest deals, steal this new content piece, steal this whatever. Because what does steal mean to us?

2:53Oh, we're getting something that we shouldn't have access to. You're like, well, I can't say that. That's off-brand. That's garbage. We're not telling you to actually go to a store and steal something. Don't be ridiculous. Come on. What are we doing, people? All right. The next thing is the influencer world is flipping upside down. And this is so cool. And this is something every brand should think about doing in their business. business, consumer, nonprofit. So the Wall Street Journal, can I say that better? The Wall Street Journal. The Wall Street Journal came out this week and they shared all this data about not just micro influencers, but this idea of nano influencers, creating group of people that have 500 followers, even less than 500 followers on any platform and turning them into a giant marketing engine.

3:39So first of all, the stat that they came out with is that 45 % of the US influencer marketing spend is expected to go to creators with fewer than 20 ,000 followers in 2026. 45%. That is bonkers. All right. And so here's an example of what Target just did. And then let's talk about how you bring this into your own business. So Target launched something called Club Target. And you can apply, okay, to being Club Target as an influencer of theirs. And all you need is just 500 followers and they already have 15 ,000 creators or people in the program. And what they're doing is with these 15 ,000 people, they're giving their, these, these, these people in the club weekly challenges, okay.

4:27Weekly challenges to create certain kinds of content and then post it. And then they earn points if they can get engagement and they can move up different levels depending on the engagement that they can get, right? It's basically turning loyalty marketing into influencer marketing. And this is a home run because, you know, you can then see, you can bubble up to the top, who are these, you know, people in your micro influencers, your nano influencers that are actually generating engagement and yeah, give them a 50 buck thing here, a hundred buck thing there, whatever. But in the world of business to business.

5:02You might, well, I can't do that. I'm not, I'm not target, but you can do that. All right. You can create a program. Okay. Then the 90 day customer creator club or whatever you could say, you know, to, to the 50 people that may be interested in this, share one thing you've learned from us, share us how you use this feature, share one industry rule. You completely disagree with us on make a 32nd video showing how you solve the problem. And then if they do that, they can earn points. They could earn swag. They could earn gift cards. They can earn early access to platform features. Okay. You don't need to be target to bring this idea of nano influencers into your business.

5:42You could be in a boring B2B industry, a regulated industry. I don't care. But this idea of nano influencers is absolute gold because we buy into what other people say. And I think that we're sleeping on this too much, right we're just sleeping on it too much so what else is going on out there so did you see this thing from Hanes I'm not on board with this Hanes the underwear brand this week they came out with a new campaign called get comfortable and one of the things in the campaign the big lead in the campaign is this they have this viral video going on out there showing a dude playing pool you know with the stick and getting pantsed you know somebody comes up behind him and pulls his shorts down, you get to see his underwear.

6:24And it's the idea of getting comfortable. Let me tell you why I'm not on board. There's like everybody I'm seeing writing about this, this campaign is like, you know, this is great. It's breaking through. You're not going to forget that. Okay. I'm not on board. Let me tell you about the single most scarring thing that you could do to a kid. Okay. Who do you think gets pantsed in school? It's not the cool dude or the dudette. It's the kid that's struggling to make it through the day, right? That that's, you know, maybe, you know people don't say the nicest thing to that kid right and this idea of of creating making pants be something that we should be doing to each other i'm not on board this i am taking a firm position against getting pants maybe i have btsd from getting pants when i was a kid but i don't think a campaign around pants is good for society we don't need to be pantsing each other it needs to stop and i'm going to start a petition no more no more getting pantsed enough with this Um, another thing that's going on out there is meta.

7:23Okay. Meta. And you haven't seen this, but they're testing it to a number of their users. They're treating, uh, within Facebook itself, they have been changing the feed for some of their users and they're testing a feed that looks much more like Tik TOK. Whereas that one giant vertical video, that's full screen that you kind of flip up and whatever. And this was reported by the verge. Why does this matter? Because in some way, shape or form, everything is becoming a version of Tik TOK with just some other lipstick on it. And Facebook's the same thing. And why it matters to us as marketers, what we need to be thinking about doing like yesterday, okay, is we have to stop creating content for Facebook.

8:02In general, we need to create vertical, personality-driven, standalone content. I know I released this thing horizontally, but all my other videos are vertical, short-form videos because you can do it on every platform. It's what's coming to Facebook. that's what we need to be doing period end of story all right before we get to the ridiculous portion of this podcast i need to let you know that knack is the sponsor of this thing why because i use knack to build my marketing campaigns to create brand permissions to personalize our content you're like what's a knack k-n-a-k if you do anything with email with landing pages if your brand has a hard time organizing stuff if you want to use ai know the latest stuff you got to go to knack and you don't need to do anything it's the easiest demo to get you go to knak.com slash demo check out knack all right let's get into pop culture pop culture what's going on this isn't really pop culture this is just i i am i cannot get enough of netflix documentaries i didn't realize it until last night when i started watching the new one a toxic love story which is on netflix and so far it's good i'm only halfway through but then the other day i watched shipwreck a nightmare at sea and if you haven't seen this documentary on netflix about the concordia disaster which is very sad people died terrible and the ship that went down you're never going to want to go on another cruise again but the the documentaries on netflix are out of control i watched maternal instinct this woman was terrible but i it's i mean anytime they put it down i'm watching it and i cannot believe these stories are real i don't know how they keep pumping them out like what do they do do people make the documentaries and then they buy them and they stick them on netflix i have no idea but it is the number one form of content that i'm consuming i'm a horrible person i don't know why i watch all this stuff but it's wild one thing if you have any goal in life here's the one goal you should have for your life do not ever become the focus of a netflix documentary that's it if everybody had that one goal and we all accomplished that goal, the world will be a much better place.

10:08That's it. Hard stop. End of story. Listen, I appreciate you being here. It would mean everything. If you follow the show, you subscribe to the show, you leave the show a review. It helps us circulate it with the algorithm, all that stuff. Connect with me on LinkedIn. I'm on Instagram at Jay Schwettleson, my full long name. I share horrible garbage there. Let's hang out. Let's do stuff. And we'll check out the next one later. Wait, don't go anywhere. There's two really important things I want to tell you. First off, My book is out. Stupider people have done it. And I don't know how, but this book has made it to the USA Today bestseller list, one of the top books in the entire country.

10:44Now, all net author proceeds are going to the V Foundation for Cancer Research. And between this book and things that we're doing, we've now donated$130 ,000 in the fight against cancer. If you buy this book, if you buy the Kindle, the audio on Amazon, on Barnes and Noble, anywhere, money is going to fight cancer. We need your help. Please grab a copy of Stupider People Have Done It. The second thing is I want to work with you. I want to amplify your brand. I want my agency to help you get more customers, more subscribers, more whatever. I want to partner with you in so many different ways. All you got to do is go to jschwedelson.com, jschwedelson.com, and then there's a button in the upper right-hand corner that says partner.

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