Ep. 295- What's Up THIS WEEK: LinkedIn Video LEAVING?😧Ruby Franke!🫣Good American Family! Google 'Short Videos' Tab?

Summary

Podcast Summary: Ep. 295 - What's Up THIS WEEK: LinkedIn Video LEAVING?😧Ruby Franke!🫣Good American Family! Google 'Short Videos' Tab?

Published on March 25, 2025, by GURU Media Hub

In Episode 295 of "Do This, NOT That: Marketing Tips with Jay Schwedelson," hosted by GURU Media Hub and presented by Marigold, Jay Schwedelson delves into a variety of pressing topics in the realms of business, marketing, and pop culture. This episode offers marketers actionable insights, critical updates, and thought-provoking discussions to enhance their strategic approaches. Below is a detailed breakdown of the key segments covered in this episode.

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1. The Rise of Short-Form Videos: Google’s New “Short Videos” Tab

One of the episode's primary focuses is the burgeoning significance of short-form video content in the marketing landscape. Jay highlights a groundbreaking update from Google:

Jay Schwedelson [00:39]: “When you click on the short videos tab on google.com, you will see all these TikTok videos and other all these other short form videos. This is a very, very big deal for Google to give real estate like that to short videos.”

Google has officially launched the "Short Videos" tab, transitioning from its beta phase to a full-scale rollout. This strategic move underscores Google’s acknowledgment of the exponential growth and effectiveness of short-form video content. Jay emphasizes the importance for brands and personal marketers alike to integrate short videos into their content strategies promptly.

He further connects this development to TikTok's impending deal with Oracle, projecting TikTok’s continued and enhanced presence in the U.S. market:

Jay Schwedelson [02:10]: “And if you're not doing short form videos for your brand accounts, you need to get on that train like yesterday.”

This segment serves as a robust call to action for marketers to prioritize short-form video content to stay competitive and relevant.

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2. LinkedIn’s Evolving Video Strategy and the Removal of the Video Tab

Switching focus to professional networking, Jay discusses LinkedIn’s recent changes concerning video content accessibility on mobile devices. LinkedIn has removed the dedicated video tab from its mobile interface, sparking concerns about the platform’s commitment to video content.

To address these concerns, Jay references a statement from Gyanda Saikdeva, LinkedIn’s Vice President of Product Management:

Jay Schwedelson [03:30]: “Gyanda Saikdeva... said, 'We've seen a 36% year over year increase in watch time and video creation and it's going twice as fast as any other format.'”

Despite the removal of the video tab, LinkedIn remains committed to enhancing video content features. The platform is experimenting with integrating videos more seamlessly into users’ feeds to improve discoverability and user engagement. Jay reassures listeners that this move does not signify a retreat from video content but rather an adjustment in how it's presented and accessed.

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3. 23andMe Files for Bankruptcy: A Cautionary Tale

In a surprising turn of events, Jay reports that 23andMe, the renowned DNA testing company, has filed for bankruptcy. He reflects on the company's pioneering efforts in the direct-to-consumer genetic testing space and speculates on the reasons behind its downfall:

Jay Schwedelson [04:30]: “23andMe was a little bit ahead of their time... it felt really weird. I didn't want to find out I had siblings I never knew about.”

Jay likens 23andMe's trajectory to Blockbuster’s initial dominance followed by Netflix-induced disruption, suggesting that while 23andMe was innovative, it perhaps overextended or mismanaged its growth in the face of emerging market dynamics. This segment serves as a sobering reminder of the volatility and unpredictability inherent in tech-driven industries.

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4. Misrepresentation of Women in Advertising: A Critical Analysis

Addressing social issues within marketing, Jay voices his frustration over a recent study by Creative X, a prominent measurement platform, which revealed troubling trends in the portrayal of women in advertisements:

Jay Schwedelson [05:45]: “71% of women in advertisements are shown domestically or in family roles, and only with only 20% shown in professional or leadership settings.”

He highlights the regression in the representation of women over the past year, where professional portrayals decreased from 27% to 20%, while domestic depictions slightly increased. Jay underscores the importance of this issue by citing future economic impacts:

Jay Schwedelson [06:30]: “By 2028, women are expected to control over 75% of all discretionary spending.”

This statistic emphasizes the critical need for advertisers to authentically and accurately represent women in diverse and empowered roles to resonate with a significant and influential consumer base. Jay calls for the advertising community to reevaluate and improve their portrayal of women, moving beyond stereotypes to reflect their true societal roles and contributions.

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5. Disturbing Content on Hulu: “American Family” and “Devil in the Family”

In a departure from marketing topics, Jay shares his recent experience with Hulu's new content offerings, specifically highlighting two unsettling series:

1. "American Family" with Ellen Pompeo

   Jay recounts watching this adoption story, which left him deeply disturbed:

   Jay Schwedelson [07:00]: “I had to shut it off after the second episode. It was so disturbing.”

   The series explores the complex and emotional journey of Natalia Grace, an adoption story that unfolds with intense and often unsettling narrative developments.

2. "Devil in the Family: The Fall of Ruby Franke"

   This miniseries delves into the dramatic decline of Ruby Franke, a YouTuber known for her wholesome family vlogs:

   Jay Schwedelson [07:45]: “In three episodes, it takes you down this wild roller coaster ride of the complete demise of the situation.”

   The portrayal of the family's unraveling captivated Jay, though he found the content deeply upsetting.

These discussions illustrate Jay’s willingness to engage with diverse content, even those outside the strict confines of marketing, offering listeners a glimpse into the broader cultural landscape that marketers navigate.

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6. Announcement: Guru Conference – A Free Virtual Email Marketing Event

Concluding the episode on an exciting note, Jay announces the upcoming Guru Conference, a free virtual event focusing on email marketing:

Jay Schwedelson [08:00]: “This Thursday we are opening up registration for Guru Conference... It's going to be bonkers.”

He highlights the event's appeal by mentioning the previous year's impressive attendance of 24,000 people and notable figures such as Sarah Jessica Parker. This year promises to be even more dynamic, offering attendees the chance to connect with top marketers and receive exclusive swag for early registrants.

Listeners are encouraged to keep an eye out for the registration announcement and participate in this valuable opportunity to enhance their marketing skills and network with industry leaders.

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Conclusion

Episode 295 of "Do This, NOT That" provides a comprehensive overview of significant developments affecting marketers today. From the strategic shift towards short-form video content and the evolving dynamics of LinkedIn’s video features to critical reflections on corporate failures and representation in advertising, Jay Schwedelson delivers insightful commentary that is both informative and actionable. Additionally, his candid discussion of unsettling media content and the enthusiastic announcement of the Guru Conference add layers of depth and engagement to the episode.

For marketers seeking to stay ahead of trends, address social responsibilities, and enhance their strategic toolkit, this episode offers a wealth of knowledge and inspiration. Tune in to "Do This, NOT That" to harness these insights and elevate your marketing endeavors.

Transcript

[A]

Welcome to do this not that, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins and pitfalls to avoid. Also dig into life, pop culture and the chaos that is our everyday. I'm Jay Schwedelson. Let's do this, not that.

[B]

We are back for what's up this week from the do this not that podcast presented by Marigold. This is our super short episode to break down what's going on this week in business, marketing and life. Let's get into it. There's a lot that's been going on with video, short form video on the different platforms. A lot of changes and I want to share with you what's rolling out this week. So some of you may have noticed that when you go to google.com now there is a tab at the top where all the other tabs are and it says short videos. This short videos tab was in beta for a long time, but now it's rolling out to everybody. And when you click on the short videos tab on google.com, you will see all these TikTok videos and other all these other short form videos. This is a very, very big deal for Google to give real estate like that to short videos. And it's not going anywhere. And the reason it's not going anywhere is that YouTube is exploding. Okay? And if it's, if you're not doing short form videos for your brand accounts, you need to get on that train like yesterday. And for your personal brand as well. This is critically important. And the other reason it's exploding and it's going to explode even more is that the TikTok deal is about to be done. I'm taking a victory lap. Nobody's going to care except for me, basically. But a year ago I said the only company that would get a deal done with TikTok is Oracle. And that Oracle deal for them to remain in the US is basically almost done. And that means that not only is TikTok not going anywhere, it's going to get bigger in the United States than ever. So short form video for your brand and your personal brand is the most important content creation element that you should be working on this year for sure. The other thing is on LinkedIn, LinkedIn has done something really wild. They actually removed the video tab on your Apple and Android device for a lot of people. Hasn't rolled out yet, but starting to roll out this week they actually removed it. So does that mean that LinkedIn is done with short form video? It's actually the opposite. So Gyanda Saikdeva, who heads UP product at LinkedIn, she's the Vice President, Product Management, LinkedIn. She said, We've seen a 36% year over year increase in watch time and video creation and it's going twice as fast as any other format. To support this growth, we've been testing more ways to surface relevant video content to you, including the video tab and videos for you in the feed. Over the next few months, we'll keep improving our video features, making it easier to discover and connect with the right content. Basically, the video tab is awkward. Okay. It's in a weird spot. Nobody really likes interacting with it there. And LinkedIn just needs to figure out where they can shove this video in into our feed. So similar to what, you know, TikTok and Google and all the other platforms, short form video is going to be at the core and that's why LinkedIn keeps testing where to stick it. So don't think that because they're removing that video tab that that means anything in terms of them not being super into what's going on. What else going on this week? Well, sadly, did you see 23andMe filed for bankruptcy? Yeah, they're going out of business. You know, 15 million people gave their DNA or whatever, 23andMe. And I just think 23andMe was a little bit ahead of their time. I really do. I never did it. I wasn't a big fan of just giving all my DNA there. I'm not like some sort of scared of privacy stuff. I don't know, it just felt really weird. I didn't want to find out. I had three brothers and sisters that I didn't know about. I don't know, that's just me. So. But in a weird way, it's almost like, you know, Blockbuster being the first one out there as video and then Netflix coming along and, and changing it all around. I feel like that's the vibe on 23andMe that, you know, there's a lot more to come in that space. So they went out of business. Too bad for them. This next piece of research really makes me angry. I have a wife and I have a daughter. I also have a son. But I'm very pro women on all fronts and I don't like the way some of this research is, is some of the data that's coming out here. There's new research on the topic from Creative X. They're a big measurement platform, and they were measuring women in ads gender in the advertisements that we see. And this is really annoying to me. Women in ads are overwhelmingly portrayed through stereotypes. And what I mean by that is that 71% of women in advertisements are shown domestically or in family roles, and only with only 20% shown in professional or leadership settings. And the thing that really stinks is that just a year ago it was at 67%. So it went from 67% to 71%. And a year ago it was 27% were in professional roles, and now they're being shown only 20% in professional roles. That's garbage. Everybody in the advertising community needs to do a better job. And here's a stat of the reason we all need to do a better job by 2028, from the same report, women are expected to control over 75% of all discretionary spending. So everyone needs to get their heads out of their butts, okay? And start positioning women, not just in the home doing domestic stuff. Very annoying to me. What else is annoying to me? Not annoying really, but it freaks me out a little bit. This is useless information. I don't know why, but this past weekend I went deep on watching content on Hulu. Hulu is putting out some wild shows. I mean, really wild shows. So what did I just watch? I am not recommending either one of these because they were very upsetting. The first one is is good. American Family with Ellen Pompeo. This is the adoption story of Natalia Grace. Now, I didn't know anything about Natalia Grace. Zero going into this. My wife goes, you want to watch this show with Ellen Pompeo? I go, okay, that is what I knew. And we start watching this thing. If you don't know the story of this adoption story, it is wild. It is. I don't even want to ruin it for everybody, but it is a roller coaster of a ride. I had to shut it off after the second episode. It was so disturbing. What was going on. So good. American Family. I give it a. I give it. I have no idea what I give it because it freaked me out. The other one that I watched, the entire thing of it was only three episodes. Brand new. It's called Devil in the Family. The fall of Ruby Frankie. Again, I knew nothing. Ruby Frankie is a YouTuber who lives out in Utah, and she would for years put out daily videos of her and her family and her kids growing up. She had like six kids, seven kids. I don't know what, however many kids. And they would post videos every day. With this great family. Great family, Great family, whatever. Well, she lost her mind and she started doing really horrible, horrible things to her family and to whatever. And I knew nothing. And the thing is, three episodes and it takes you down this wild roller coaster ride of the complete demise of the situation. So that one was. I don't want to say it was good because you saw a family completely fall apart. I was riveted. I couldn't turn it off. That was Devil in the Family. So I don't know why. I spent my weekend watching some really weird things. What am I doing? I don't know what's going on. Listen, you're awesome. Get excited. I'm excited because this Thursday we are opening up registration for Guru Conference. That is our free virtual email marketing event that's happening in November. Registration is not open yet. It's opening up Thursday. It is going to be bonkers. The first people that register are going to be getting free swag. So you're going to want to look for the announcement on Thursday. This year is going to be wild. Last year we had 24,000 people. We had Sarah Jessica Parker. We had all sorts of stuff, believe it or not. This year is going to be more wild, more amazing, more bonkers. Hope you can check it out. You check it [e-mail] on Thursday. You all are awesome. Keep it real. You did it.

[A]

You made it to the end. Nice. But the party's not over.

[B]

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[A]

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