Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode 452 – What’s Up THIS WEEK: Why X Is Paying $1 Million For This One Thing 🔥
Date: January 27, 2026
Host: GURU Media Hub (Jay Schwedelson)
Episode Overview
This week’s “What’s Up THIS WEEK” episode is a rapid-fire breakdown of trending marketing tactics, digital platform shifts, and a few pop culture notes with Jay’s lively commentary. The highlight is X (formerly Twitter) offering a $1 million prize for an original long-form article—an initiative setting off wider discussions around content, platform priorities, and opportunities for marketers. Jay also analyzes new Super Bowl email strategies, offers data-backed tips, covers Meta’s Threads surpassing X in mobile usage, and touches on noteworthy tech and entertainment stories.
Key Discussion Points & Insights
1. X’s $1 Million Long-Form Contest and Platform Priorities
- [00:30] X’s Major Push for Long-Form Original Content:
- X is offering $1 million to the best 1,000-word article, judged by impressions.
- Purpose: Encourage long, original, non-AI content, mirroring LinkedIn’s shift to favoring longer posts.
- “Blogs basically now on social are a hot thing in this very moment.” (Jay, 02:05)
- Implication: Marketers should watch for a resurgence in long-form, blog-style content on social. Short-form isn’t dead, but long-form is in high demand.
2. Threads vs. X: Who’s Winning on Mobile?
- [03:00] Surprising Data from Similarweb:
- Threads (Meta’s X competitor) now has more daily active mobile users (141M) than X (125M).
- But X dominates in web usage.
- Jay’s take: “Every time I go on Threads… it’s almost like a ghost town to me. I know I must be missing something.” (03:20)
- Marketers should note shifting audiences and re-evaluate where their mobile content performs best.
3. Super Bowl Email Marketing Hacks
- [04:00] Subject Lines & Emojis to Boost Opens:
- Super Bowl is culturally universal—use it!
- Words to use at the start of subject lines the week prior: touchdown, big game, QB, super win, and MVP.
- “If you really want to lean in... the actual Super Bowl emoji…24 hours before or after, you’ll see a significant open rate lift. Over 20%.” (Jay, 05:13)
- Applies to all: B2B, B2C, non-profits.
4. Paid Boosts for Facebook Live
- [06:15] New Facebook Feature:
- Facebook Live can now be paid-boosted to targeted audiences (rolling out gradually).
- Potential for brands of all sizes to expand real-time engagement and build live audiences.
- “This is kind of huge…awesome way to build up a live audience.” (Jay, 06:30)
5. Entertainment and Unexpected Marketing Impacts
-
[07:00] Hockey Rivalry Show Changes Real-World Sales:
- HBO’s “Heated Rivalry” (about hockey rivalries) led to major increases in first-time hockey ticket sales on SeatGeek and StubHub.
- “They saw a significant boost directly tied to the Heated Rivalry show being aired on HBO Max.” (07:27)
- Direct connection: Pop culture directly influences purchasing—important for campaign timing and partnerships.
-
[08:00] Product Flop: Lululemon’s See-Through ‘Get Low’ Pants:
- New launch criticized because the pants are see-through when squatting.
- “How are we not testing that? You can’t have see through pants when you’re doing a squat.” (Jay, 08:40)
- Reminder: Test products in real-world scenarios before release!
6. Tech Industry Surprises
- [09:10] Edward Norton’s Ad Measurement Company Legal Trouble:
- Actor Edward Norton owns a digital ad measurement company (EDO), lost an $18.3 million lawsuit to competitor iSpot.
- “Who knew Edward Norton was in this world anyway? What else is going on? It’s totally ridiculous.” (Jay, 09:57)
- Takeaway: The digital marketing field draws talent—and drama—from unexpected places.
7. Pop Culture Notes
-
[11:10] Extreme Stunts: Tower Climb in Taipei:
- Alex Honnold’s tower climb went viral; Jay’s reaction is comedic and skeptical:
- “I couldn’t even watch…We’re watching to see if something bad happens. I don’t think that’s good.” (11:55)
- Key point: The psychology behind viral content often leans on risk and spectacle.
- Alex Honnold’s tower climb went viral; Jay’s reaction is comedic and skeptical:
-
[12:15] Bridgerton’s Return & Audience Anticipation:
- Jay admits he “just doesn’t care” about Bridgerton, despite its popularity.
- Premieres chopped into two parts (Jan 29, Feb 26).
- Reflects on personal media tastes vs. mass trends.
8. Giving Back: Book Announcement
- [13:00] Jay’s Upcoming Book for Charity:
- Title: "Stupider People Have Done It"
- All net proceeds go to the V Foundation for Cancer Research.
- “Let’s kick cancer’s butt…You can go to Amazon today and pre order it.” (Jay, 13:50)
- Motivational message to close out the episode.
Notable Quotes & Memorable Moments
-
On long-form content on X and LinkedIn:
“It’s almost like 10 years ago or 15 years ago, when blogs were the hot thing. Blogs basically now on social are a hot thing in this very moment.” (02:05) -
On Threads surpassing X on mobile:
“Every time I go on Threads… it’s almost like a ghost town to me. I know I must be missing something.” (03:20) -
On Super Bowl email tactics:
“If you really want to lean in… the actual Super Bowl emoji in your subject line 24 hours before or after the Super Bowl, you will see a significant open rate lift—over 20% just by using that.” (05:13) -
On Lululemon’s product failure:
“You can’t have see-through pants when you’re doing a squat. First of all, squats are terrible, but who wants to do that?” (08:42) -
On Edward Norton’s secret marketing life:
“Who knew Edward Norton was in this world anyway? What else is going on? It’s totally ridiculous.” (09:57) -
Pop culture commentary:
“I couldn’t even watch… We’re watching to see if something bad happens. I don’t think that’s good.” (11:55)
Noteworthy Timestamps
- 00:30 – 03:00: X’s $1M article contest & social platforms’ long-form content push
- 03:00 – 04:00: Threads’ growth outpaces X in mobile usage
- 04:00 – 05:30: Super Bowl email marketing subject line hacks (+ emoji tip)
- 06:15 – 07:00: Facebook Live’s new paid boosting option
- 07:00 – 07:50: ‘Heated Rivalry’ show boosts NHL ticket sales
- 08:00 – 09:00: Lululemon’s see-through pants fiasco
- 09:10 – 10:00: Edward Norton’s company loses lawsuit
- 11:10 – 12:10: Viral tower climb stunt analysis
- 12:15 – 13:20: Bridgerton’s upcoming release and Jay’s candid take
- 13:00 – 13:50: Book announcement for charity
Takeaways for Marketers
- Platforms are swinging back towards long-form, original content—pay attention and adapt.
- Trending cultural events (like the Super Bowl) present universal hooks for email and campaign opens—don’t shy away from them.
- Monitor mobile usage shifts—where your audience is most active now may be different than last quarter.
- Product testing and media synergy can have surprising, real-world impacts—learn from both success and public flops.
- Even celebrity ventures affect the marketing landscape—in sometimes unpredictable ways!
Jay’s sign-off:
“Go out there and crush it.” (14:30)
This episode provided a brisk, jargon-free download of what’s changing in marketing and where opportunistic brands can get ahead this week.
