Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson | SPECIAL SERIES ==> Followers Don't Matter Anymore! <== | BATHROOM Break #54 COLLAB: The Marketing Millennials + Do This, Not That"

Release Date: May 5, 2025
Host: Jay Schwedelson
Guest: Daniel Murray (Marketing Millennials Podcast)
Sponsor: Marigold

1. Introduction and Personal Anecdotes

[00:00] Daniel Murray:
Daniel kicks off the episode by introducing the "Bathroom Break" series—a playful take on squeezing in marketing tips during a short break. He humorously advises listeners against multitasking between listening and using the bathroom.

[00:19] Jay Schwedelson:
Jay welcomes Daniel Murray from the Marketing Millennials podcast, highlighting their collaboration to deliver quick, actionable marketing tips. He notes the fun dynamic of sharing insightful content during these "breaks."

[00:39] Daniel Murray:
Daniel shares a personal story about Jay's recent colonoscopy procedure, seamlessly tying it into their podcast theme. This sets a relatable and engaging tone for the episode.

[01:05] Jay Schwedelson:
Jay recounts his colonoscopy experience, emphasizing the importance of getting one. He shares a humorous and informative story about a fellow patient's misunderstanding regarding Ozempic medication and its impact on anesthesia.

Jay: "It's like someone kicking you incredibly hard in your nuts." [01:05]

[02:34] Daniel Murray:
Daniel uses Jay's experience as a public service announcement (PSA) about the dangers of not adhering to medical guidelines when on medications like Ozempic.

Daniel: "If you are on a zempic like you, you can have anesthesia because you could choke because..." [02:34]

2. The Evolution of Social Media Marketing in 2025

[03:08] Daniel Murray:
Daniel dives into the core topic: the transformation of social media marketing. He asserts that in 2025, the necessity of having a large following has diminished. Instead, the focus has shifted to leveraging algorithms that prioritize content based on user intent.

Daniel: "You don't need like the new strategy... the algorithm is everything." [05:03]

Key Points Discussed:

• Algorithm-Driven Content Distribution:
  The modern social media algorithms, especially on platforms like TikTok and Instagram Reels, now serve content based on user interests rather than follower counts. This democratizes content visibility, allowing even accounts with minimal followers to achieve high engagement if the content resonates.

• Investment in Creative Quality:
  Successful marketing now heavily relies on investing in high-quality, engaging creative content. Understanding and optimizing content hooks to retain viewer attention is paramount.

• Example of Jay's YouTube Channel:
  Jay shares his personal experiment with a new YouTube channel that, despite having only 10 subscribers, garnered over 1,500 views on initial videos purely due to the algorithm recognizing the content's appeal.

  Jay: "It's no longer about how big is your follower count and that's what's going to get you the circulation." [05:03]

• Boost Budgets and Alternative Platforms:
  Both hosts emphasize the importance of allocating budgets specifically for boosting successful organic content. They also highlight emerging platforms like Reddit and Pinterest, which offer cost-effective advertising opportunities compared to mainstream platforms like Meta and LinkedIn.

[07:38] Jay Schwedelson:
Jay introduces the concept of a "boost budget," a dedicated line item in marketing budgets aimed at amplifying high-performing organic content. He advocates for exploring alternative platforms to capture cheaper inventory and expand reach.

Jay: "If you're not boosting your best organic stuff, I think you're really missing the boat." [07:38]

[08:50] Daniel Murray:
Daniel underscores the necessity of allocating 10-20% of the marketing budget to testing new strategies and platforms. He advises that without a testing budget, marketers set themselves up for failure, as it limits the ability to discover and scale successful initiatives.

3. Strategic Approaches to Content Testing and Scaling

[09:51] Daniel Murray:
Daniel elaborates on the importance of a testing budget, suggesting that marketers should view 10-20% of their budget as experimental. This approach allows for the validation of new platforms or strategies before committing larger portions of the budget.

Daniel: "If you don't have 10 to 20% of your budget in testing, there's something wrong." [09:51]

[10:05] Jay Schwedelson:
Jay shares his experience with YouTube, illustrating how niche content can achieve significant visibility without a large subscriber base. He emphasizes the shift from follower-centric to algorithm-centric marketing, urging marketers to prioritize content quality and relevance.

Strategies Highlighted:

1. Repurposing Successful Content:

   • Organic Approach:
     Identify high-performing content and adapt it into various formats (e.g., static posts, videos) to maximize reach and engagement.
   • Ad Integration:
     Utilize chatbots like ChatGPT to create complementary content, such as images with quotes, to diversify content offerings.

2. Boosting High-Performing Content:

   • Allocate a portion of the budget specifically to amplify content that has already shown success organically. This not only increases visibility but also strengthens brand recognition and trust.

3. Expanding to Emerging Platforms:

   • Experiment with less saturated platforms like Reddit and Pinterest to capitalize on lower advertising costs and untapped audiences.

4. Message and Tone Consistency:

   • Ensure that successful messaging and creative elements are adapted appropriately across different ad platforms to maintain consistency and effectiveness.

4. The Importance of Allocating Budgets for Testing and Expansion

[07:38] Jay Schwedelson:
Jay emphasizes the strategic necessity of having a "boost budget" to maximize the potential of successful content. He also advocates for diversifying advertising efforts across alternative platforms to capture market share and reduce costs.

[08:50] Daniel Murray:
Daniel reinforces the idea that dedicating a portion of the budget to testing is crucial. He advises that proving the success of these tests can justify reallocating more funds into successful strategies.

5. Lighthearted Segment: Favorite TikTok Accounts

[09:51] Jay Schwedelson:
Before wrapping up, Jay shifts to a lighter topic, asking Daniel about his favorite TikTok accounts. This segment adds a personal touch and showcases the hosts' personalities outside of strict marketing discussions.

[10:05] Daniel Murray:
Daniel admits he doesn't actively follow specific TikTok accounts, letting the algorithm curate his feed based on his interests. He mentions enjoying content related to tennis and Formula 1.

[10:58] Jay Schwedelson:
Jay shares a humorous anecdote about a trend where he accidentally engaged in a TikTok challenge involving a fraternity brother, Steve Martyr. This story highlights the unpredictable nature of social media trends and the personal interactions they can provoke.

6. Conclusion and Call to Action

[12:17] Jay Schwedelson:
Jay encourages listeners to check out his "Do This, Not That" podcast for more marketing tips, emphasizing the value of actionable insights shared weekly.

[12:37] Daniel Murray:
Daniel invites listeners to follow the Marketing Millennials podcast and engage with the "Bathroom Break" series. He encourages feedback and topic suggestions via LinkedIn, fostering community interaction.

Key Takeaways

1. Algorithm-Centric Marketing:
   Modern social media algorithms prioritize content relevance over follower counts, enabling smaller accounts to achieve significant reach.

2. Creative Investment is Essential:
   High-quality, engaging content is crucial for success. Marketers should focus on creating compelling narratives and hooks to retain audience attention.

3. Dedicated Boost Budgets:
   Allocating specific funds to amplify successful organic content can exponentially increase visibility and brand recognition.

4. Diversify Advertising Platforms:
   Exploring platforms like Reddit and Pinterest can offer cost-effective advertising opportunities and access to untapped audiences.

5. Embrace a Testing Mindset:
   Consistently dedicating a portion of the marketing budget to testing new strategies and platforms is vital for sustained success and adaptation in a dynamic landscape.

6. Leverage Repurposed Content:
   Adapting high-performing content into various formats can maximize reach and engagement across different platforms.

Notable Quotes:

• Jay Schwedelson on Algorithms vs. Followers:
  "It's no longer about how big is your follower count and that's what's going to get you the circulation." [05:03]

• Daniel Murray on Budget Allocation:
  "If you don't have 10 to 20% of your budget in testing, there's something wrong." [09:51]

• Jamie Schwedelson on Boost Budgets:
  "If you're not boosting your best organic stuff, I think you're really missing the boat." [07:38]

Final Thoughts:

This episode of "Do This, NOT That" delivers insightful discussions on the evolving landscape of social media marketing. By emphasizing the importance of algorithms, creative investment, and strategic budget allocation, Jay Schwedelson and Daniel Murray provide valuable guidance for marketers aiming to thrive in 2025. Their blend of personal anecdotes and professional expertise makes the content both relatable and actionable, positioning listeners to enhance their marketing strategies effectively.