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What’s Up THIS WEEK: Email EASY Win! AI Updates! 🫣 Stranger Things??👾 | Ep. 457

Michael GuinooDecember 2, 20251 min read

From under-16 social media bans in Australia to the sneaky reason your email should never go out exactly on the hour, this weekly rundown packs in plenty of usable takeaways and a little chaos. Jay Schwedelson connects policy shifts, inbox strategy, influencer math, and the latest AI land grab so you can keep your marketing sharp without living in a news feed. He even throws in some wild traffic stats and a Stranger Things rant that might make you question how old you feel right now.

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Best Moments:

(00:16) Jay riffs on Australia’s under 16 social media bans, Snapchat’s behavioral signals, and why age gating is about to spread to the EU and US.

(01:57) A dead-simple holiday email trick where not sending on the hour helps you dodge inbox clutter and lift open rates by around 15%.

(03:15) Holiday influencer rate reality check for micro creators and why follower count means nothing without real engagement.

(04:15) Jay makes the case for Team Gemini, breaking down fresh usage numbers and how it is catching up fast to ChatGPT.

(05:09) Wild traffic stats reveal Yahoo and even Bing pulling more visits than ChatGPT, leaving Jay stunned at what people still type into their browsers.

(06:34) From Wicked vs Zootopia 2 box office surprises to the very grown up Stranger Things cast still riding bikes, Jay wonders when nostalgia finally goes too far.

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Transcript

Jay: We are back for what's up this week from the do this, not that podcast. This is our short episode. We break down what's going on this week in marketing and business and life, and let's jump into it. There's a lot going on, so in Australia, and you're like, what Australia? Who cares? Well, first of all, if you're in Australia, you care, but in Australia, they've really started to push their.

Jay: Under 16 social media bans. So if you're not 16, you can't be on social media and Snapchat right now, this week rolled out telling 440,000 Australians that they need to prove that they're 16. And Snapchat's using behavioral signals to determine if somebody's 16 or not. Which makes me laugh, right? Because like behavioral signals on social media is like, oh, they watch Stranger things.

Jay: They play video games, they must be under 16 or they're 52 years old like everybody else. I mean, I, I, those behavioral signals are gonna be a little wonky. They also said though, if, if you wanna say, Hey, I really am over 16, you could use an ID and all this stuff, but why does this matter for marketing and all the different things?

Jay: Well, this is gonna go further. So the European Union. Is already far down the road of wanting to make this happen. Also, where they are banning people under the age of 16. So I think in the next year to 18 months, that's gonna happen in the eu and even here in the United States. A lot of states have tried to, uh, pass this social media age gating, Utah, Texas, Arkansas, Louisiana, among others.

Jay: Uh, it hasn't passed yet because there's all, you know, political divide. But we're heading in that direction. And by the way, I'm very pro because. You know, I think social media is the end of the universe. What are you gonna do? All right, so let's get into a useful tactic. So this came out from subject line.com.

Jay: So this time of year, not sure if you're aware, but there's a lot of email being sent out by business brands, consumer brands. It's outta control. So what's one little thing that you can do this time of year that actually may give you a little bit of a boost in terms of performance? Well, here it's, so when you set up your email campaign.

AM At:

Jay: In your inbox just by not sending your email campaign out on the hour, you'll see your email open rates rise by about 15% for business and consumer. All you're doing is instead of sending out 8:00 AM you're sending out 8:17 AM just by not sending on the hour. 'cause that way your emails are showing up with actually like real emails from somebody's aunt or friend or whatever it may be.

Jay: So testing, not sitting on the hour is a no. Brainer. So what else is going on around this holiday season? One of the other things is a lot of influencer marketing that's out there, and there's been a lot of new data out from research companies like four and a few others sharing what. Are influencers getting paid this holiday season to do a post?

Jay: So I thought this was pretty interesting. So micro influencers, those are influencers that have 10,000 to a hundred thousand followers. What do you think they're getting paid per post? Uh, on Instagram, on TikTok, whatever. So here's what they got right now. These micro influencers, 10,000, a hundred thousand followers.

Jay: On Instagram, I gained $200 to a thousand dollars a post on TikTok, $300 to $1,500, and on YouTube, $500 to $2,000. So if you're out there like, Ooh, I wanna be an influencer and I'm gonna really make a boatload of money, uh, it ain't that easy. 'cause you gotta do a lot of paid posts to make a living doing this stuff.

Jay: And by the way, followers, you could buy followers, so I wouldn't, even if you're gonna hire an influencer, you gotta look at the engagement. It's not about the followers ever. All right. What else is going on out there? Well, Gemini is really starting to kick, but I believe this, so in in the AI wars, in terms of cha PT and Claude and Gemini and who's, where's everybody going?

Jay: The latest update to Gemini is pretty awesome. It really is, and I'm not paid to say that it is really good. I find myself going to Gemini as much now as chat GPT and the data started to prove it out. So data that just came out, okay, data just came out and it shows that monthly active users. On chat GPT right now and as, as of November, so very recent data, okay?

Jay: Monthly active users are between 600 to 700 million monthly active users on chat GPT, but now on Gemini it's up to 400 million. That's a huge jump. So I'm on Team Gemini. I think it's gonna continue to gain ground. It is very awesome. Who cares? Um, by the way, super weird. We're talking about traffic, just 'cause I thought this was interesting.

Jay: I was surprised by this. So, social media today released some information on what are the most trafficked websites, what websites get the most traffic right now? Okay. Okay. Google is number one. YouTube is number two. Who cares? Whatever. But here's the stuff that blew my mind. Alright, Yahoo. I don't go to Yahoo.

Jay: Yahoo has twice the amount of traffic as chat t. And do you know it has more traffic than Yahoo, Microsoft, Bing. Who goes to Microsoft Bing. The only reason you go to Microsoft Bing is if you don't know how to change your browser setting and it automatically goes there. How does that have more traffic than chat GT?

Jay: That is wild. Oh, unbelievable. So another thing that blew my mind, here's some, here's a stat that nobody cares about about the movies. This is where you, the meaningless nonsense. So of course Wicked is Out and Zootopia is out. Zootopia two. I don't know a lot about Zootopia two. I'm not gonna lie. I know it involves the zoo and topia, whatever that means, but here's what I was surprised about.

Jay: Which movie do you think is doing better Money-Wise? So Wicked for Good. As of right now, worldwide has generated $393 million in sales. Wicked For Good, you know, all the promotion, everything going on. Zootopia two. Has generated $556 million in sales. That is wild. I mean, who, what's going on? This is wild.

Jay: Um, alright. What else is wild? So, of course the biggest, uh, pop culture thing going on right now is Stranger Things. That's out. Stranger Things five. I'll be very real. I was all in season one and two, halfway through three, and then I kind of gave up. Um, if you ever called me on my phone, and this is super embarrassing.

Jay: My ringtone is the song from Stranger Things. I don't know why it's been that since season one. I'm a loser. But putting that aside, I really don't know why I need to change that ringtone. That's very weird. I should be judged for that. But so I never saw a four. I should get into it. Who cares? But here's the funny thing about Stranger Things.

hings, season one. Was set in:

Jay: Caleb, whatever, Caleb, McLaughlin, whatever is 23. They can't be riding bicycles, looking for aliens. When you're 23 years old, it is, this is outta control. What's going on here? So that just makes me laugh. I like Stranger Things. It just went a little bit off the rails for me. I'll probably watch the very end to find out everything.

Jay: I don't know what's going on. Listen, I appreciate you. I hope you're having a great start to this holiday season. I hope you have decorations up and I hope all is going great out there. Hope you're not freezing your butt off. It was, uh, almost 80 degrees where I live this weekend. Ha ha ha ha ha. Um, and yeah, leave this thing a review.

Jay: Shoot me a note. DM me, go to jay schwa.com. Let's partner. Later.

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Transcript

Jay: We are back for what's up this week from the do this, not that podcast. This is our short episode. We break down what's going on this week in marketing and business and life, and let's jump into it. There's a lot going on, so in Australia, and you're like, what Australia? Who cares? Well, first of all, if you're in Australia, you care, but in Australia, they've really started to push their.

Jay: Under 16 social media bans. So if you're not 16, you can't be on social media and Snapchat right now, this week rolled out telling 440,000 Australians that they need to prove that they're 16. And Snapchat's using behavioral signals to determine if somebody's 16 or not. Which makes me laugh, right? Because like behavioral signals on social media is like, oh, they watch Stranger things.

Jay: They play video games, they must be under 16 or they're 52 years old like everybody else. I mean, I, I, those behavioral signals are gonna be a little wonky. They also said though, if, if you wanna say, Hey, I really am over 16, you could use an ID and all this stuff, but why does this matter for marketing and all the different things?

Jay: Well, this is gonna go further. So the European Union. Is already far down the road of wanting to make this happen. Also, where they are banning people under the age of 16. So I think in the next year to 18 months, that's gonna happen in the eu and even here in the United States. A lot of states have tried to, uh, pass this social media age gating, Utah, Texas, Arkansas, Louisiana, among others.

Jay: Uh, it hasn't passed yet because there's all, you know, political divide. But we're heading in that direction. And by the way, I'm very pro because. You know, I think social media is the end of the universe. What are you gonna do? All right, so let's get into a useful tactic. So this came out from subject line.com.

Jay: So this time of year, not sure if you're aware, but there's a lot of email being sent out by business brands, consumer brands. It's outta control. So what's one little thing that you can do this time of year that actually may give you a little bit of a boost in terms of performance? Well, here it's, so when you set up your email campaign.

AM At:

Jay: In your inbox just by not sending your email campaign out on the hour, you'll see your email open rates rise by about 15% for business and consumer. All you're doing is instead of sending out 8:00 AM you're sending out 8:17 AM just by not sending on the hour. 'cause that way your emails are showing up with actually like real emails from somebody's aunt or friend or whatever it may be.

Jay: So testing, not sitting on the hour is a no. Brainer. So what else is going on around this holiday season? One of the other things is a lot of influencer marketing that's out there, and there's been a lot of new data out from research companies like four and a few others sharing what. Are influencers getting paid this holiday season to do a post?

Jay: So I thought this was pretty interesting. So micro influencers, those are influencers that have 10,000 to a hundred thousand followers. What do you think they're getting paid per post? Uh, on Instagram, on TikTok, whatever. So here's what they got right now. These micro influencers, 10,000, a hundred thousand followers.

Jay: On Instagram, I gained $200 to a thousand dollars a post on TikTok, $300 to $1,500, and on YouTube, $500 to $2,000. So if you're out there like, Ooh, I wanna be an influencer and I'm gonna really make a boatload of money, uh, it ain't that easy. 'cause you gotta do a lot of paid posts to make a living doing this stuff.

Jay: And by the way, followers, you could buy followers, so I wouldn't, even if you're gonna hire an influencer, you gotta look at the engagement. It's not about the followers ever. All right. What else is going on out there? Well, Gemini is really starting to kick, but I believe this, so in in the AI wars, in terms of cha PT and Claude and Gemini and who's, where's everybody going?

Jay: The latest update to Gemini is pretty awesome. It really is, and I'm not paid to say that it is really good. I find myself going to Gemini as much now as chat GPT and the data started to prove it out. So data that just came out, okay, data just came out and it shows that monthly active users. On chat GPT right now and as, as of November, so very recent data, okay?

Jay: Monthly active users are between 600 to 700 million monthly active users on chat GPT, but now on Gemini it's up to 400 million. That's a huge jump. So I'm on Team Gemini. I think it's gonna continue to gain ground. It is very awesome. Who cares? Um, by the way, super weird. We're talking about traffic, just 'cause I thought this was interesting.

Jay: I was surprised by this. So, social media today released some information on what are the most trafficked websites, what websites get the most traffic right now? Okay. Okay. Google is number one. YouTube is number two. Who cares? Whatever. But here's the stuff that blew my mind. Alright, Yahoo. I don't go to Yahoo.

Jay: Yahoo has twice the amount of traffic as chat t. And do you know it has more traffic than Yahoo, Microsoft, Bing. Who goes to Microsoft Bing. The only reason you go to Microsoft Bing is if you don't know how to change your browser setting and it automatically goes there. How does that have more traffic than chat GT?

Jay: That is wild. Oh, unbelievable. So another thing that blew my mind, here's some, here's a stat that nobody cares about about the movies. This is where you, the meaningless nonsense. So of course Wicked is Out and Zootopia is out. Zootopia two. I don't know a lot about Zootopia two. I'm not gonna lie. I know it involves the zoo and topia, whatever that means, but here's what I was surprised about.

Jay: Which movie do you think is doing better Money-Wise? So Wicked for Good. As of right now, worldwide has generated $393 million in sales. Wicked For Good, you know, all the promotion, everything going on. Zootopia two. Has generated $556 million in sales. That is wild. I mean, who, what's going on? This is wild.

Jay: Um, alright. What else is wild? So, of course the biggest, uh, pop culture thing going on right now is Stranger Things. That's out. Stranger Things five. I'll be very real. I was all in season one and two, halfway through three, and then I kind of gave up. Um, if you ever called me on my phone, and this is super embarrassing.

Jay: My ringtone is the song from Stranger Things. I don't know why it's been that since season one. I'm a loser. But putting that aside, I really don't know why I need to change that ringtone. That's very weird. I should be judged for that. But so I never saw a four. I should get into it. Who cares? But here's the funny thing about Stranger Things.

hings, season one. Was set in:

Jay: Caleb, whatever, Caleb, McLaughlin, whatever is 23. They can't be riding bicycles, looking for aliens. When you're 23 years old, it is, this is outta control. What's going on here? So that just makes me laugh. I like Stranger Things. It just went a little bit off the rails for me. I'll probably watch the very end to find out everything.

Jay: I don't know what's going on. Listen, I appreciate you. I hope you're having a great start to this holiday season. I hope you have decorations up and I hope all is going great out there. Hope you're not freezing your butt off. It was, uh, almost 80 degrees where I live this weekend. Ha ha ha ha ha. Um, and yeah, leave this thing a review.

Jay: Shoot me a note. DM me, go to jay schwa.com. Let's partner. Later.