Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"
Episode: Ep. 259 – What's Up THIS WEEK
Release Date: January 21, 2025

1. TikTok Ban Developments and Market Implications

Current Status of TikTok: The episode begins with a discussion on the ongoing turmoil surrounding a potential TikTok ban. Although fears of a complete prohibition have yet to materialize, TikTok currently faces significant challenges as it remains absent from major app stores. This absence means the platform isn't receiving essential security updates, posing risks that could escalate in the coming weeks if unresolved.

Perplexity AI's Bid to Partner with ByteDance: Jay Schwedelson highlights a strategic move by Perplexity AI, an advanced AI tool akin to ChatGPT but lauded for its superior data sourcing capabilities. According to CNBC, Perplexity has officially bid to partner with ByteDance, TikTok's parent company, aiming to acquire a portion of TikTok's ownership. However, Schwedelson remains skeptical about Perplexity's chances, suggesting that Oracle, with its substantial resources and existing partnerships, is more likely to secure the deal.

Notable Quote:

Jay Schwedelson [02:30]: "I still believe it's going to be Oracle because they have the money, they have the resources, and it's a decent alignment because they already partner on stuff."

2. Instagram Reels Extension: A New Opportunity for Marketers

Meta's Announcement: In response to the TikTok uncertainties, Meta (the parent company of Facebook, WhatsApp, and Instagram) unveiled a significant update for Instagram Reels. Previously capped at 90 seconds, Reels can now extend up to three minutes. This change is a direct response to creator feedback, addressing the limitations that hindered more in-depth content.

Impact on Business-to-Business (B2B) Marketing: Schwedelson anticipates a surge in B2B marketing activity on Instagram. The extended duration allows marketers to convey more comprehensive and intelligent messages, fostering deeper engagement and showcasing expertise.

Notable Quote:

Jay Schwedelson [04:50]: "The three-minute reels allow you to really get across some information of intelligent thought. So I think you're gonna see more business to business reels on Instagram."

Contradictory Statements from Instagram: Interestingly, Instagram had previously discouraged long-form videos, citing algorithmic preferences for short content. This apparent shift underscores the fluid nature of platform strategies and the importance for marketers to stay adaptable.

Notable Quote:

Jay Schwedelson [06:15]: "Nobody cares. Everyone just says whatever they want to say. Nothing matters. It's all totally ridiculous."

3. The Crucial Role of Email Lists in a Shifting Social Landscape

Owned vs. Rented Land: Amidst the chaos of potential platform bans and algorithm changes, Schwedelson emphasizes the importance of cultivating an email list. Unlike social media followers, which are considered "rented land" and subject to platform volatility, an email list represents "owned land" where marketers have direct control and ownership.

Optimal Timing for List-Building Content: January and February emerge as prime months for promoting list-related content. Data from World Data Research indicates a 25% higher download rate for list-based content during these months compared to others. This period is ideal for marketers to drive audiences from social platforms to their email lists.

Content Strategies: Schwedelson provides actionable ideas for list-building content, such as:

• Health Marketers: "The five morning rituals to boost your energy all day."
• CRM Platforms: "The top eight CRM secrets that will transform your business."
• Customer Follow-Ups: "The seven game-changing tricks to automate your customer follow-ups."

These simple, digestible lists can be formatted as one-page PDFs and promoted via social channels to encourage downloads and email sign-ups.

Notable Quote:

Jay Schwedelson [08:10]: "Your email list is something you own. That is your owned land, not your rented land."

4. FDA's Red 3 Dye Ban: Implications for Food Brands

Regulatory Changes: The U.S. Food and Drug Administration (FDA) has announced a ban on the artificial food dye Red 3, requiring affected food brands to reformulate their products within a two-year window. This decision stems from health concerns associated with Red 3 consumption.

Affected Brands and Products: Schwedelson lists several well-known brands impacted by the ban:

• YooHo: Their strawberry drink will need reformulation.
• Toll House: Funfetti cookie dough must eliminate the use of Red 3.
• Del Monte: Fruit cups will undergo reformulation to remove the banned dye.
• Dunkin Donuts: Vegetarian bacon products containing Red 3 will no longer be permissible.

Market Reactions: While some reformulations, like YooHo's strawberry drink, seemed logical due to the product's artificial nature, others raised eyebrows. For instance, the inclusion of Red 3 in Del Monte's fruit cups sparked concern over unnecessary additives in ostensibly natural products. Similarly, Dunkin Donuts' use of the dye in vegetarian bacon was criticized for prioritizing appearance over health.

Notable Quote:

Jay Schwedelson [09:50]: "Is that a spokesperson from Dunkin Donuts confirmed that some of its vegetarian bacon products contain the dye. So wait a minute. Dunkin Donuts is selling vegetarian bacon and they're using food dye to make it look like bacon? Straight up. Gross."

5. Personal Anecdote: The Bachelor Marathon

Engaging with Pop Culture: In a lighter segment, Schwedelson shares a humorous personal experience involving his extensive viewing of "The Bachelor" franchise. Utilizing ChatGPT, he discovered that he's spent approximately 75,840 minutes (over 52 days) binge-watching the series. Instead of feeling remorse, he expresses pride in dedicating his time to something he enjoys, turning a seemingly negative statistic into a positive reflection on personal preferences.

Notable Quote:

Jay Schwedelson [09:30]: "My real emotion is hearing that I'm proud. I don't know why, but that's. I get a sense of pride when I know that 53 days of my life have been spent watching the Bachelor because I know I've spent 53 days doing stuff I really don't like doing. So at least I did something I like doing anyway."

Conclusion

Episode 259 of "Do This, NOT That" offers a comprehensive look into the current state of social media dynamics, emphasizing strategic shifts in marketing practices amidst potential platform upheavals. From adapting to Instagram's extended Reels feature to fortifying email marketing strategies, listeners are equipped with actionable insights to navigate the ever-evolving marketing landscape. Additionally, the episode underscores the importance of regulatory awareness with the FDA's Red 3 dye ban, urging brands to prioritize health-conscious reformulations. Balancing serious industry discussions with personal anecdotes, Jay Schwedelson ensures a well-rounded and engaging listening experience.

Note: For more actionable marketing tips and insights, subscribe to "Do This, NOT That" on your preferred podcast platform and stay ahead in the competitive marketing arena.