Daniel Murray: Welcome to a new special series called The Bathroom Break,

Jay Schwedelson: that extra 10 minutes, you either have

Daniel Murray: to listen to marking tips or use the bathroom or both, but I don't recommend. But that's your choice. This

Jay Schwedelson: collab

is

Jay Schwedelson: gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schon from the Do This Not That podcast and subject line.com.

Jay Schwedelson: Each episode in this series, we are gonna go over quick tips about different marketing 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 bathroom break. I'm here with the J Swen and. I have a serious question for you because.

Daniel Murray: I want to know when the weather starts heating up. Like what, what are some like tactics you do during summer to make sure that you stay cool? You make sure you don't get too sunburned to like, what, what are some tactics? 'cause it's, it's starting to get hot in Florida. If you didn't know that people, and I know some, and I'm trying to brag because it's also, this is like the bad weather time, so I wanna know Jay's tactics for hot weather people.

Jay Schwedelson: Well, well, so, so in my home, first of all, my wife being a dermatologist, the sun is like our, the evil empire that we're always fighting. So the amount I put, I have to put on sunscreen, and this has been the case for 22 years of my marriage. Whether or not I'm going outside. Okay, so I wear sunscreen every day and especially in the summer.

Jay Schwedelson: But I will tell you, uh, we didn't talk about this before. My car, not a fancy car or anything like that, but the number one car feature that I look for in any car, and I have it in my car, is when it could blow air conditioning up your. Your butt. So I have like the seat, you know, a lot of people have seat warmers, but I have the seat thing where like you could click the the button and it blows air up up your butt.

Daniel Murray: I don't know why that's a feature you like, but I'm not gonna ask.

Jay Schwedelson: It's not just up your butt, it's your whole seat. But it is, it makes your whole, it makes your legs and your butt cool. Have you ever used it?

Daniel Murray: No. 'cause I don't have that feature and I don't look for that. I think the person, I've, anybody look for that feature?

Daniel Murray: The number one feature is blowing air out my, oh my goodness.

Jay Schwedelson: I don't know what it's called, but it's air conditioning for my seat and I love it. So find that in your next car,

Daniel Murray: that that's, this is some great tips we're giving, but there's some great tips we're giving as well. And I know. You being the vent guy you are and you put on a lot of events.

Daniel Murray: Yeah. There's a big change on LinkedIn. So you wanna talk about what happened on LinkedIn recently?

Jay Schwedelson: Yeah, so this week there was a big change on LinkedIn and a big change on Instagram and Daniel's gonna break down the Instagram one, but on LinkedIn. Um, if anybody out there puts on any kind of event, you put on a big event, you put on a webinar, anything, okay?

Jay Schwedelson: Up until literally now, you would have to, on LinkedIn, if you wanted to run a promo on LinkedIn, you would've to create an event page. On LinkedIn and then drive people to an event page on LinkedIn and then try to pull out those registrations and then stick 'em into your webinar reg file outside of LinkedIn.

Jay Schwedelson: The whole thing was so it was such a cluster. Finally, literally today it goes live May 6th, but they announced it today. You are now gonna be able to run off platform event ads. Without having an event page on LinkedIn. And if you don't know what any of this means, it's a big deal 'cause you're using LinkedIn to drive webinar registrations or registrations for any kind of event.

Jay Schwedelson: Being able to run off platform event specific ads on LinkedIn is something that frankly I've been waiting for for like two years. This is a game changer. It's gonna bring down the cost for driving webinar registration, so that's a big change from LinkedIn this week. Daniel, what do you got on Instagram?

Daniel Murray: Um, so Instagram. Basically did two things. They put share and skip rate front and center. Um, and they made it easy to see these metrics, but they also added a new, um, metric, which is skip rate. Let's go the first part. Um, the share feature Instagram is prioritizing this, so they want you to get your videos shared and sent to other people.

Daniel Murray: So when someone's doing this, you have to optimize to get your videos. Shared in, in the dms, shared off platform, shared in Slack. So shareability is becoming a better thing. But I want to go to skip rate because this is a new feature. They added skip rate and what this means, you need to audit your first two seconds, not even your first three seconds.

Daniel Murray: So like either the thumbnail, the, the, the text overlay. Um, 'cause people aren't interested in those first two seconds, so it's something that you're doing with text overlay or the first, um, thumbnail. SE they don't, they don't care about it. So, some ways you could do an audit, I, some things I could do, you could do is take your first two seconds or your script or a image and say, um, act like a video social marketing expert.

Daniel Murray: Audit this for skip rate. Um, what could I change to do, add a, a better skip overlay or I mean a text overlay or, um, the first two seconds to get someone to listen. And it could be my energy, it could be something else. But audit these first two seconds. 'cause it, your skip rate is 70%, 80%. Um, you could have a grade video, but those first two seconds are flopping and nobody's seeing it.

Daniel Murray: It's like we talk about all the time with subject lines and headlines on your blog. This is your headline for your video. So skip rate will tell you. Um, if you're doing that wrong,

Jay Schwedelson: and you know, something Daniel I learned from you that everybody should really think about is, you know, when LinkedIn announces, okay, we have these new off platform, you know, uh, event ads you can run when Instagram rolls out, which they literally just did this week, that they're now able to show you in your metrics, you know, skip rate and some of these other metrics.

Jay Schwedelson: What I learned from Daniel is that when the platforms announced this stuff, they doubled down on people that then try to do those things. So if you lean into the LinkedIn off platform events, ads, if you really try to optimize for skip rate, the platforms are going to circulate your stuff that much more because when they are trying to get the word out there, they're trying to prioritize it.

Jay Schwedelson: They're actually amplifying. Anything that is being focused on with the new stuff that they are pushing. So if you, the more you stay up to date with what the platforms are trying to put out there, and then you, you jump on that, in that moment, you could ride the wave that these platforms are doing.

Daniel Murray: I would also add like the, the events feature that they're adding.

Daniel Murray: That means that it's signaling that a lot of people want to market events right now. And if you're early, you can get. The, the cheaper CPM or the cheaper registration cost because you're early to the platform. 'cause more and more people will catch on to that. You can do this and price will go up 'cause you're competing against more people and they're not gonna share like 50 events in your feed.

Daniel Murray: So they want to share. So when you see a feature like this in ads or in organic, that means like more people are gonna catch on. So do it early. So you can be early in the, the trend so you can be in, get into the cheaper. Cost or like views quicker.

Jay Schwedelson: I wanna ask you something stupid. Um, everything I ask you is stupid.

Jay Schwedelson: So this is now your second summer in Florida, you pretty much only wear shorts. So like now, like when the summer's coming around here, are you gonna go to like a Speedo? Like how much, how much more comfortable can you get when it gets really hot out?

Daniel Murray: No Speedo for me. I'm, I'm not European. No Speedos of me.

Daniel Murray: But I do, and that's the only problem with heat I say is like, like cold. You can layer on like what is like the, but I do think like I am, my indoor rate starts creeping up. And how do you

Jay Schwedelson: have a metric? My indoor rate?

Daniel Murray: Well, I, the funniest thing ever when I first met Ari. Her Instagram buyer said, I love exploring the great indoors.

Jay Schwedelson: That's amazing. You should actually have a percentage of time that you're indoors, like over the summer, and you should like be tracking it and like it

Daniel Murray: goes. Yeah. I, I, I swear in summer it's like an 80 per 80 to 90% clap. Wow. Like, yeah, like come indoors. I'm trying to get to air conditioning as fast as possible.

Jay Schwedelson: Yours, you have a skip rate for outside.

Daniel Murray: Exactly. I'm, if I see it's hot, like. Humidity's. The one like two percentage is higher than, well, the skip rate is very high for, for heat, so

Jay Schwedelson: well hopefully there's not skip rate on this episode. There probably will be. Uh, listen, everybody go and leave Daniel a review the marking millennials, and if you're really bored, you could do it on do this, not that.

Jay Schwedelson: And we'll see if the next one. 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 I hope you give it a try.

Jay Schwedelson: Oh, here's Daniel. He's finally out

Daniel Murray: back from my bathroom break. This is Daniel. Go follow the Marketing Millennial 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 marketing tips in the world.

Daniel Murray: We'll talk about it. Just give us a, a shout on LinkedIn and tell us what you want to hear.

Jay Schwedelson: Peace out later.