SPECIAL SERIES ==> Followers Don't Matter Anymore! <== | BATHROOM Break #54 COLLAB: The Marketing Millennials + Do This, Not That

Summary

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

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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]

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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.

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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.

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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.

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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.

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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.

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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.

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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]

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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.

Transcript

[Daniel Murray]

Foreign. Welcome 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.

[Jay Schwedelson]

This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials, and me, Jay Schwedelson 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 top topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.

[Daniel Murray]

We are back with another episode of the Bathroom Break. I'm here with the Jay Schwedelson of Do this, not that Podcast and Guru Events. And I'm Daniel Murray of the Marking Millennials podcast. And I want to start off because Jay had a procedure this week, and I want to ask how he's feeling. That's actually a good. Like, this procedure ties into our podcast.

[Jay Schwedelson]

Yeah, no, it does, because I had a colonoscopy, which is the ultimate bathroom break. So first off, psa. Everyone get one. It's not a big deal. But the funniest thing happened, it was yesterday. So I'm in the bed thing, the gurney thing, and there's like that. That sheet thing that separates you from the person next to you before you go in for the procedure. And I overhear the doctor walks over to the dude next to me, and they go, we understand you're taking Ozempic. And the guy's like, yeah, I am. And they said to him, but didn't you read all the stuff that you need to stop ozempic like 10 days prior or else it's a problem? He goes, no, I missed all that. And the doctor goes, well, here's the story. We can still do the colonoscopy, but we can't give you anesthesia. And the guy's like, what are you talking about? You gave me anesthesia? He's like, yeah, you can't do it if you're on Ozempic or any of those things. And the guy's like, so what do you. What does that mean? He's like, you know, you could do what we do for some people because, you know, they don't like anesthesia. Whatever. And the guy's like, what? Like, is that. Is that okay? Is it hurt? And the doctor goes, it's like someone kicking you incredibly hard in your nuts. That's what he said. I'm saying they're losing it. And the guy goes, all right, scale 1 to 10, how much does it hurt? He's like a 4. And the guy just goes, let's do it, let's roll. I got this. So then I go into recovery afterwards and the guy comes out, he's like sitting next to me. I'm like, how was it? He goes, that was not a party. And I was like, I love this guy.

[Daniel Murray]

Oh, my goodness.

[Jay Schwedelson]

It was amazing. Best thing.

[Daniel Murray]

Yeah, actually that's a good psa. If you are on a zempic like you, you can have anesthesia because you could choke because.

[Jay Schwedelson]

Yeah, yeah. They actually said we're having this problem. People are coming in after their prep like so much now and they don't know about it. I'm like, why don't they call everybody and confirm it like two weeks prior? Because a lot of people are on this stuff anyway.

[Daniel Murray]

Exactly.

[Jay Schwedelson]

That was amazing. I don't know what we're talking about, but we're going to get into this episode which is all about this idea of putting garbage out on social and what's the best way to run paid social and all of it. So, Daniel, what do you think about social media these days?

[Daniel Murray]

The biggest thing is I think people are still sleeping on social media in 2025. We're in a era where you don't need a following to grow on social media. And that's one of the biggest shifts that happened in social media. So if you post things most algorithms now TikTok IG reels are intent algorithm so they, they will serve people content that they will like. So if they're tennis, they like tennis, they'll say tennis content. If you're marketing, they'll serve marketing content. So if you're not investing budget on putting out good creative on social media, you are going to lose in the long run because people who are doing this can now put paid dollars around something that they know works in the algorithm. So it's basically a. A double bonus that you're boosting something that you know people will like and you're putting it in the algorithm. So I wanted to start kicking off there that you don't need like the new strategy. People are going out on social media right now and you, you see some brands do this, ClickUp's doing this. Lot of brands are doing this where they have multiple social media accounts now on TikTok multiple on IG because they know that, that they could put a video on a 0:10 person following account and it will go viral because the algorithm doesn't the Algorithm just wants to serve content to people who will stay on the platform. So that's where the biggest thing is, that you don't need a following. But where I'm going through this is you need to invest in creative that is successful and learn algorithms and learn how to make creative that has a hook that tells a story that keeps people on the platform. But I wanted to start off with that and then Jay, you can add on to it.

[Jay Schwedelson]

Yeah, I think it's really important. I would not be surprised in the years to come if actually some of the platforms even eliminate showing follower counts because to Daniel's point, the algorithm is everything. I'll give you a real time example. So I just started a YouTube channel, I've told nobody about it, I have like 10 subscribers. But we're going to make it big or whatever. So we put out our first few videos and each of our first few videos got over, got like 1500 views. Now that's not a lot, but when you have 10 followers, that's a ridiculous amount. And it's only because the algorithm picked up on the content. It's no longer about how big is your follower count and that's what's going to get you the circulation. So what you really need to be thinking about is spending some money on your creative, putting out really good content. And then Daniel, what, what would you do? So you put out IG reels, you put out LinkedIn posts, you put out stuff on TikTok and then you see some that are starting to pick up the pace, are starting to do well. What do you do with the ones that are doing well?

[Daniel Murray]

Yeah, so there's a couple of things I do. One, I'll go the organic route first. The organic route is, One is you see the things that are working, making them another format. So now that AI is here, you can go to ChatGPT and make an image and with a quote of what you just said, you can remix it into a static post, you can make a video about it. So whatever content you see is picking up in the algorithm, double down on that. Two, this is a strategy I heard from my friend who he owns a hat company for called dad Gang and what he does to boosts the most successful posts that he sees on ig. So what he'll do is just put ad dollars to optimize for profile visits because he knows if he builds these falling of intent for people who care about his content, he will. One, it's good social proof and two, he's getting more and more eyeballs on his name and his product. So that's the third thing. Fourth thing is I will, I would figure out how to make that into the messaging, the same type of video into creative for your paid ads. So your meta ads, your Pinterest ads, your TikTok ads, take the winning creatives, learn what the platform like likes in formatting. But if the messaging and the tone and the pain point works, it's gonna work on ads more than just putting out random creative and just guessing and just spending money to guess that this messaging is going to work.

[Jay Schwedelson]

You know, and something we're doing with our agency clients, we're doing two things. One is with almost every client that we have now, we're having them have a boost budget, like a weekly boost budget, which means that there's a line item now in their marketing budget just for boosting successful organic contact, the content that's being posted on the different platforms. And I think more and more companies should be having a boost budget because boosting of successful paid boosting of successful organic content is the absolute best way to really have things take off. So if you're not boosting your best organic stuff, I think you're really missing the boat. And then the other thing is having budget for alternative platforms. And they're not even alternative, but we are seeing a lot of success with Reddit ads and with Pinterest ads. And the reason that we're seeing so much success and that's for business marketers and consumer marketers, even on Pinterest Businesses working B2B, believe it or not, but especially on Reddit, the ad cost there is a fraction of meta, it's a fraction of LinkedIn, it's a fraction of everything else. Because they're trying desperately to get market share as they're trying to ramp up. If you're not doing stuff on Reddit and Pinterest, you're not testing. I think you're missing the boat on some of the cheapest inventory that exists.

[Daniel Murray]

Yeah. And going on that point is, I think every single marketer, if you don't have 10 to 20% of your budget in testing, there's something wrong. Like you're, you're going to, it's, you're going to fail. Because even with the, if you go to finance and say, hey, 10% of my marking budget or 20% of my marking budget is testing budget, they're going to consider it testing budget. And if, if you say 100% of my budget's going to meta, they going to expect that to perform so you could take. Once you see testing budget is successful, then you could start moving it into like that, at that 80% budget, like testing Pinterest, testing Reddit, if it's going to work. If it starts being successful, then you could start putting more ad dollars because you prove that the test has worked. Finance likes when you prove a test works and then you move it into your 80% of your budget that you have for marketing.

[Jay Schwedelson]

All right, before we wrap up here, I want to ask you randomness. So you're on TikTok more than I am because I'm an old loser. Give us some TikTok accounts that you like to follow, that are fun to follow, that are whatever. It can be random. I want to know the Daniel Murray Favorite TikTok accounts.

[Daniel Murray]

This is a bad answer because I don't. TikTok has such an intent. And this is actually. You set this question up. Well, because TikTok is such a tent based platform that I watch the content for whatever is on my algorithm. I'm. I'm watching. I don't go and look and say this person, I need to go see what they're. They're following. I forget who I'm looking at. And I bet most of you forget if you're on Tick Tock, who the actual account was. Unless it's like Alex Earl or something like that. You probably are forgetting that that's account. But I do get fed a lot of like tennis channel, like Wimbledon, F1, like those accounts. I do get fed, fed those. And I'll go scroll on like. But I don't look at who I'm following on TikTok. I just wait for the algorithm to.

[Jay Schwedelson]

Only time I really am on TikTok when there are stupid trends, like, I'm so hungry I could eat Jon Hamm. You know that trend where I'm so hungry, I like going whenever there's something really stupid, I like going on and watching all the videos. And then I got lost. I get sucked in and I wait.

[Daniel Murray]

Wait, wait, wait, wait, wait. You got to tell the story about what your daughter did to you.

[Jay Schwedelson]

Oh, yeah, my daughter walks into the room. I didn't know about this I'm so hungry trend. And she walks in with my wife and she goes, oh, you know what? What's for dinner? I'm so hungry I could eat Steve Martyr. And Steve Martyr is like a fraternity brother of mine from a gazillion years ago. If you're out there, Steve, what up, my guy? And I was like, what the. What the f Are you talking about like. Like what? What? And she's like, videoing the whole thing. She goes, yeah, Steve Martyr. I'm so hungry I could eat him. I'm like, what? Like, what actually just came out of your mouth? And I. I had no idea. I was so confused. And that's why I love that trend is so.

[Daniel Murray]

And then he tried to pull it on me. Like, I didn't know. And then I was like. I was like, I know the trend. And he said, a random person. We both know I'm not going to mention it on here, but yeah. Well, thank you for listening to our ridiculous show. I really appreciate it. And please, if you like this show, go tag us on Instagram and we'll share it. Or go give Jay do this, not that podcast a review. And this is going well.

[Jay Schwedelson]

Later, Daniel. Come on, man. I gotta 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.

[Daniel Murray]

Back from my bathroom break. This is Daniel. Go follow the Market Millennials 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 marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out.

[Jay Schwedelson]

Later.