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.

• [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.