New LinkedIn and Instagram Features You Need to Use Now | Bathroom Break #106

0:07Welcome to a new special series called The Bathroom Break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back with another bathroom break.

0:42I'm here with the Jace Wharelson. And I have a serious question for you because I want to know when the weather starts heating up, what are some like tactics you do during summer to make sure that you stay cool you make sure you don't get too sunburned to like what are some tactics because it's starting to get hot in florida if you didn't know that people and i know some i'm trying to brag because it's also this is like the bad weather time so i want to know jay's tactics for hot weather people well well so so in my home first of all my wife being a dermatologist the sun is like our the evil empire that we're always fighting So the amount I put, I have to put on sunscreen, and this has been the case for 22 years of my marriage, whether or not I'm going outside.

1:30Okay. So I wear sunscreen every day and especially in the summer. But I will tell you, we didn't talk about this before. My car, not a fancy car or anything like that, but the number one car feature that I look for in any car, and I have it in my car, is when it could blow air conditioning up your butt. So I have like the seat, you know, a lot of people have seat warmers, but I have the seat thing where like you can click the button and it blows air up your butt. I don't know why that's a feature you like, but I'm not going to ask. It's not just up your butt, it's your whole seat, but it makes your legs and your butt cool.

2:08Have you ever used it? No, because I don't have that feature and I don't look for that. I think the first time I've heard anybody look for that feature, the number one feature is blowing air. Oh my goodness. I don't know what it's called, but it's air conditioning for my seat. And I love it. So find that in your next car. This is some great tips we're giving. But there's some great tips we're giving as well. And I know you being the event guy you are and you put on a lot of events, there's a big change in LinkedIn. So you want to talk about what happened on LinkedIn recently? Yeah. So this week there was a big change on LinkedIn and a big change on Instagram.

2:42And Daniel's going to break down the Instagram one. But on LinkedIn, if anybody out there puts on any kind of event, You put on a big event, you put on a webinar, anything, okay? Up until literally now, you would have to, on LinkedIn, if you wanted to run a promo on LinkedIn, you would have to create an event page on LinkedIn and then drive people to an event page on LinkedIn and then try to pull out those registrations and then stick them into your webinar reg file outside of LinkedIn. The whole thing was so, it was such a cluster. Finally, literally today, it goes live May 6th, but they announced it today.

3:19You are now going to be able to run off-platform event ads without having an event page on LinkedIn. And if you don't know what any of this means, it's a big deal because you're using LinkedIn to drive webinar registrations or registrations for any kind of event. Being able to run off-platform event-specific ads on LinkedIn is something that, frankly, I've been waiting for for like two years. This is a game changer. It's going to bring down the cost for driving webinar registration. So that's a big change from LinkedIn this week. Daniel, what do you got on Instagram? So Instagram basically did two things.

3:53They put share and skip rate front and center. And they made it easy to see these metrics. But they also added a new metric, which is skip rate. Let's go to the first part, the share feature. Instagram is prioritizing this. They want you to get your videos shared and sent to other people. So when someone's doing this, you have to optimize to get your videos shared in the DM, shared off platform, shared in Slack. So shareability is becoming a better thing. But I want to go to skip rate because this is a new feature. They added skip rate. And what this means, you need to audit your first two seconds, not even your first three seconds.

4:32So like either the thumbnail, the text overlay, because people aren't interested in those first two seconds. And so it's something that you're doing with text overlay or the first thumbnail, let's see, they don't care about it. So some ways you could do an audit. Some things I could do, you could do is take your first two seconds or your script or image and say, act like a video social marketing expert, audit this for skip rate. what could I change to do at a better skip overlay or I mean the text overlay or the first two seconds to get someone to listen and could be my energy it could be something else but all of these first two seconds because if your skip rate is 70 % 80 % you could have a great video but those first two seconds are flopping and nobody's seeing it's like we talk about all the time with subject lines and headlines on your blog this is your headline for your video so skip rate will tell you if you're doing that wrong.

5:30And you know, something, Daniel, I learned from you that everybody should really think about is, you know, when LinkedIn announces, okay, we have these new off-platform, you know, event ads you can run. When Instagram rolls out, which they literally just did this week, that they're now able to show you in your metrics, you know, skip rate and some of these other metrics. What I learned from Daniel is that when the platforms announce this stuff, they double down on people that then try to do those things. So if you lean into the LinkedIn off-platform events ads, if you really try to optimize for skip rate, the platforms are going to circulate your stuff that much more because when they are trying to get the word out there, they're trying to prioritize it, they're actually amplifying anything that is being focused on with the new stuff that they are pushing.

6:15So the more you stay up to date with what the platforms are trying to put out there and then you jump on that in that moment, you could ride the wave that these platforms are doing. I would also add the events feature that they're adding. That means that it's signaling that a lot of people want to market events right now. And if you're early, you can get the cheaper CPM or the cheaper registration cost because you're early to the platform. Because more and more people will catch on to that you can do this and price will go up because you're competing against more people. And they're not going to share like 50 events in your feed.

6:53So they wanted to share it. So when you see a feature like this in ads or in organic, that means like more people are going to catch on. So do it early so you can be early in the trend so you can get the cheaper cost or like views quicker. I want to ask you something stupid. Everything I ask you is stupid. So this is now your second summer in Florida. You pretty much only wear shorts. So like now, like when the summer's coming around here, are you going to go to like a Speedo? like how much how much more comfortable can you get when it gets really hot out no speedo for me i'm not european no speedos for me but i do and that's the only problem with heat i say it's like like cold you can layer on like what is like the but i do think like i'm my indoor rate starts creeping up how do you have a metric my indoor rate well the funniest thing ever when i first met Ari, her Instagram buyer said, I love exploring the great indoors.

7:58That's amazing. You should actually have a percentage of time that you're indoors like over the summer and you should like be tracking it. And like, I swear in summer, it's like an 80, 80 to 90 % clip. Yeah. I come indoors. I'm trying to get to air conditioning as fast as possible. You have a skip rate for outside. Exactly. If I see it's hot, like humidity is like two percentages higher than I want, the skip rate is very high for heat. Well, hopefully there's another skip rate on this episode. There probably will be. Listen, everybody go and leave Daniel a review of the Marking Millennials. And if you're really bored, you can do it on Do This, Not That.

8:37And we'll see you at the next one. Daniel, 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 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 Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out and it could be anything from email, subject line to any marketing tips in the world.

9:14We'll talk about it. Just give us a shout on LinkedIn in and tell us what you want to hear. Peace out. Later.