← Do This, NOT That: Marketing Tips with Jay Schwedelson
Do This, NOT That: Marketing Tips with Jay Schwedelson
What’s Up THIS WEEK! 🛑 STOP Editing Your Videos Right Now ➕ Google’s New AI Ranking Trick 📈 | Ep. 468
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Welcome to do this not that, the podcast from marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short like this intro. Let's check it out. We are back for what's up this week from the do this not that podcast. This is our short episode of breakdown what's going on in business and marketing and life. And then we still have our other episodes later in the week. So what is going on? Well, one simple change to have your stuff show up in AI is really coming to the forefront. Is that what you say? I don't know. Whatever. The bottom line is this. Everybody knows now that recency signals in your content, your consumer offers your business to business content recency signals where it's not just some evergreen thing that says, you know, the HR guide to whatever, it's the HR guide to whatever 2026 or it's not the best running shoes, it's the best running shoes 2026. Everybody knows now that having recency signal is really important to have any of your stuff to show up on any of the AI platforms. But now there is new data that actually came out from Google's central documentation and my team actually verified it with a bunch of tests which is showing that having the month plus the year is way more important than just having the year in the name of your content, your offers and what's on your website. So the stat is website pages displaying a visible month plus year versus year only were 42% more likely to appear in AI generated commercial recommendations. What does that mean? That means that instead of going out there with on the, on the business to business side saying best CRM platforms 2026, it now needs to say best CRM platforms March 2026. Or instead of best protein powder 2026, best protein powder March 2026. These are the ways that you win in marketing these little things. All the AI platforms want to find the most recent stuff, verified stuff. So when you actually throw the month plus the year into whatever it is you're promoting, you are getting a really, really cool advantage. Let's talk about something that's not cool. I saw that ebay unfortunately had 800 jobs that they eliminated, which really stinks. But something that they did do that was cool was they bought Depop. They bought Depop from FC, from Etsy for $1.2 billion. Now I got teenage kids, so I know what Depop is. I'm going to tell you right now, if you don't know depop. D, D, E P O P. You need to, you need to get all in on depop. This is where Gen Z is living. This is where they're buying and doing stuff. It is this whole commerce platform for, you know, used clothing, vintage clothing, whatever. And every young person I know is all in on depop. So from a marketing perspective, it's, it's just really interesting to see this thing have evolved so virally. So ebay was super smart to buy Depop, in my opinion. What else is going on out there that's somewhat interesting is Adam Mosseri, the head of Instagram, comes out every single week and he basically has been saying the same thing he just did again this week. Every single week, this dude is saying the exact same thing. And I don't think enough of us are listening, which is basically saying AI slop on the different AI garbage that's out there. Nobody's paying attention to it on our feeds. And he's basically saying all you need to do is to be real. And the funny new thing that is trending or the key tactic that we're all supposed to be doing, according to Adam Mosseri, the head of Instagram, is do not edit it out. Show proof of life. Background noise is now a strategy. Cars going by making noise, dogs barking, you hiccuping, you stumbling over your words. Don't edit it out. It's actually doing better when you have this totally imperfect version of whatever you're doing than if you show the perfect version of what you're doing. Humanity is winning. We are winning. And our imperfections are actually the thing that's allowing us to get more organic reach, according to the head of Instagram. So good news for everybody out there who screws up a lot like me, by the way. I do this podcast in one take. Here we go. What happens? I don't know. Whatever I say comes out of my mouth, there it is. Because, hey, that's the way of the world now, you know, and some of these brands don't get it. I don't know if you saw this, but just as we Gucci facing crazy backlash because it's Milan Fashion Week. Why am I not there? I should be invited to that. I have no fashion. I wear jeans and a long sleeve shirt and that's it. That's what I wear every day. Not very fashionable, but Gucci did this whole AI generated thingamabob and they're getting crushed for it, which really is ridiculous. The whole point of Fashion Week is say, look what we designed look what these human beings designed and look at. Isn't it nice? You don't need AI stuff to do that. What is the. What are we doing? Why do we need AI to do any of this anyway? So they screwed up and they got a lot of heat for that. So what's going on besides for all that? Well, TV wise, let's see. I'm all in on Love is Blind. Don't tell me what's going on. A little behind. I'm all in on Love Story, the JFK thing. I'm watching that. What else am I watching? I don't know. But I will tell you something I'm trying to do, which is not going well. So my wife and kids are like, you don't make time to try to connect with friends. You never do. You think about work. You just don't want to make time with friends. So, like, you need to try to make plans with friends. So I said, okay, I'll do it. So they go, make like a coffee with somebody that you're friends with like once a week. I said, okay, hopefully this person's not listening. So this past week I hit up this dude and we went out, we met for coffee, and it was fine. But I don't know how to function as a human. Because whenever I'm with somebody, I don't know, maybe anyone else feels this, like, if they're in the marketing services world. But like. Like, I just feel like I'm always on. Like I have to, like, keep the conversation going. Like I'm the one interviewing the person. I don't know how to just be a normal, functional human and just not, like, I don't know. I don't know how to turn it off. So these coffees, I don't know, they're not doing it for me. I need to figure out a way to just be normal. And that's not. I don't even know, maybe you have recommendations for me. I got to go to these meetings with people, friends, and just listen and not try to. I don't even know what I'm talking about. But it's not going well. I'll let you know how it goes next week. Anyway, hope you have a great week. Check you later. Wait, the party is not over. Go to jschweddelson.com because I want to do stuff with you. I want to partner with you. When you click on the button, partner with Jay, you let me know what you got going on. Work with my agency. Work with me directly. Get access to all of my free resources@jschwedelson.com and and I got a book coming out this April. It's called Stupider People have Done it, and all of the net proceeds are going to the V Foundation for Cancer Research. Go on Amazon, buy Stupider People have Done It. That way you can help kick cancer's butt with me. And if this podcast wasn't the worst podcast you've ever listened to, it might have been. Leave it a review. Follow the show. You are awesome. Go out there and crush it.