What’s Up THIS WEEK?! NEW!! Show Up IN AI? Reddit Ad News? 🏝️ LOVE ISLAND?🏝️ | Ep. 559

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, and there is stuff going on with Reddit and how to show up in AI and all sorts of things. So let's jump right into it. So there's some new data that's really important, some new stuff that came out about what you need to do to show up in AI when people are searching on Gemini or Claude or ChatGPT, it doesn't matter. So there's some new data that's out from Aerox that found that more than 70 % of pages cited by ChatGPT were updated in the last 12 months, right?

0:50So what does that really actually mean? That means no, you don't need to just change the code on your actual website or you don't need to redesign your actual website. What you need to do on your websites is update an old stat, add a new example, replace some outdated recommendations, add a new section. You got to update something because the study also said that pages that aren't regularly refreshed, like in the last 12 months, more than two times as likely to lose AI citation. So the key thing now is in order to show up, you need to make sure your websites, because they're looking at your websites, are actually being updated.

1:32They're not looking at sites that are just dormant there for three or four years. But then the other thing, which is so easy to do from World Data Research just came out with data, that in any of your content, any of your offers, business, consumer, nonprofit, doesn't matter. You need to be including a recency signal. This is new data that came out in your offers. So instead of something being called on your resources page, the state of HR laws, it needs to say the state of HR laws 2026 update or the state of HR laws September 2026. When you have the current year or month in the title of your offer, your blog title, your podcast title, your offer, your consumer offer title, there's a 62 % higher rate of appearing in the AI results when anybody asks AI a question.

2:22Right? So now it's not just, you know, if you're on your consumer website, the best weekend getaways. It's the best weekend getaways for winter 2026. It's not skincare trends. its skincare trends for September, 2026. And of course, on the B2B side, right? It's not, you know, the Q4, it's not just the outlook for the end of year. It's the Q4, 2026 outlook for end of year. Recency signals and making sure your site are updated are the secret sauce stuff to making sure that you're going to show up in those AI results because that's what really matters. Now, some other stuff that's going on, this is wild with Reddit.

3:03So not just Reddit, but also with X. When you're running paid ads on any social platform, what we have found, and we run thousands of campaigns for our clients, business, consumer, doesn't matter. The number one format of an ad unit, a paid ad unit on any social platform is to run a lead gen form, whether that's on LinkedIn or it's on X or meta or wherever, meaning that somebody's on Instagram, business, consumer, doesn't matter. And there's an ad there and you're like, oh, I'm interested in whatever it is they're promoting. You click on the thing. It opens up like two or three fields. You plug it in and you stay on platform.

3:42Lead gen forms on for social media campaigns. That is it. That's what you want to be running because it not only is the highest opt-in rate, nobody likes leaving the platform. And the craziest thing is Reddit, who's really upping their ad game. And I like running ads on Reddit, but this is so weird. Reddit had awesome lead gen form ads, but they just announced that at the end of September, they're shutting down their onsite lead forms. And now the ads you have to run have to all go off platform. this stinks so um it's hard actually to get your conversion numbers on reddit to really be awesome without those lead gen forms what's also interesting on the flip side though x just announced the exact opposite now maybe you've stopped advertising on x because of whatever but they used to back in the day have the best lead gen ad forms where it'd be a lead gen ad just like you do on instagram or wherever on LinkedIn and, you know, pops open the ad, you put in your fields and that's it.

4:44And you get the data directly from X, the opt-in data. They are bringing them back right now. So X is doing the exact opposite of what Reddit is doing. And I think a lot of marketers are going to be testing this on X. I think it's cool. All right. So what else is going on? Instagram, there's something on Instagram that's going on that I think is really, really important. So Adam Masseri is the head of Instagram. And when he comes out and tells people there's something specific that you should be doing in order to get higher organic reach. We all need to pay attention because organic reach is very hard on Instagram these days.

5:18It really, really is. What he said, okay, which is not shocking, but it's important. The number one thing to get organic reach on Instagram is the watch time that somebody does of your videos. Okay. It's the watch time. If somebody bails on your video in the first three or four seconds, that's a signal to Instagram to stop circulating your posts. So what he's recommending is you need to hook people in in the first few seconds. So what you want to stop doing is stop introducing yourself. Hey, I'm Jay and I'm going to tell you about who cares. Don't do that. You want to hook them in. And these right now are the top three hooks on Instagram to get people to increase their watch time.

5:59The first one is when you start your video with stop doing this. Stop doing this before you post your next reel. Stop doing this before you do your next campaign. Stop doing this before you buy that skincare product. Stop doing this is one of the best hooks. Another one is almost nobody knows this. You start out your video by saying almost nobody knows this, but blah, blah, blah. And the last one is I was wrong. I was wrong about blah, blah, blah. These three hooks are increasing watch time more than anything else. So I would be thinking about that when you're doing your Instagram reels and all that stuff.

6:36All right, before we get to the ridiculous portion of this podcast, I want to let you know that this podcast is exclusively presented by CallRail. I have no idea if everyone's ever sang them before. CallRail. Anyway, CallRail is awesome. Do you actually know which marketing is making you money? Do you? I bet you don't. And that's what CallRail does. It connects the dots between your forms and your calls and your texts and your chats and everything. If you've never tried CallRail, they have a free, no credit card offer for listeners of this thing. You go to callrail.com slash do this. Callrail.com slash do this.

7:13It is free. It is no credit card required. It is awesome. I use it for my business. Check it out. All right, let's get into the ridiculous portion of this podcast. What is going on out there. First off, I just need to say this because whatever. I have not seen the Love Island reunion. Okay. Do not ruin it for me. I'm going to be watching it. I have not seen it. And all I want to say, peace and love out there is I hope, desperately hope that Melanie and Sincere are not together anymore. I hope they're not together. I'm putting that into the universe. He is a strange dude and I don't care if they're in love.

7:48That's my hot take. Okay. What else going on. More importantly, I just saw that Ryan Gosling is going to be making a new live action Flintstones movie. I don't think we need this. I just don't. I saw the original live action Flintstone movie. It was some version of terrible, but I also thought Barbie was going to be terrible and that was a great movie that Ryan Gosling went in. So what do I know? Another thing that's coming out is a sequel to how to lose a guy in 10 days. Yes, Kate Hudson and Matthew McConaughey are going to return for a sequel. I think this is great. Another sequel that's coming out is Tom Cruise is doing a sequel to Days of Thunder and Anne Hathaway is in that.

8:30I think Anne Hathaway and Nicole Kidman are in every movie and TV show on the planet. Is there like seven of them? It's wild. Anyway, you're wild. Thank you for being here. Follow the show. Subscribe to the show. I I don't know. Leave the show a review, but it's not terrible. It helps to circulate. And we'll see you at 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.

9:06Now, 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.

9:45And then there's a button in the upper right-hand corner that says partner. Fill out that form. Let's work together. Let's do stuff. And if this wasn't the worst podcast you've ever heard, it would be amazing if you follow the show, if you leave a comment, if you tell your friends about it. I appreciate you and go out there and crush it.