If you’re looking for a quick spark for your marketing this week, this one’s packed with clever timing plays and wild cultural moments that Jay Schwedelson breaks down with zero fluff. From riding the wave of Spotify Wrapped to the bizarre reality of Brown Friday, he pulls out the stuff brands can actually use right now and the stuff that’s just too ridiculous not to mention.

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Best Moments:

(00:00) Why jumping on Spotify Wrapped is the smartest content move you can make this week

(01:45) The wild engagement bump brands get when they launch Wrapped style content

(04:09) The extremely real and extremely gross reason the day after Thanksgiving is called Brown Friday

(05:30) Why unsubscribe rates skyrocket this time of year and why it’s not your fault

(06:59) Jenna Bush Hager had 19 bridesmaids and Jay cannot process it

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Jay: we are back for what's up this week from the do this, not that podcast, this is our short episode where breakdown, what's going on this weekend, business and marketing and life, and then we still have our other episodes the rest of the week. So what is going on? So if there was one piece of content that I would be working on right now, whether I was a business marketer, a consumer marketer, or a nonprofit, whatever it is, it would be something to piggyback off of Spotify.

Jay: So Spotify wrapped is coming out. First of all, what is Spotify rap Spotify's the The platform you listen to music on podcast, whatever you use Spotify for as a zillion users and. Every year they come out with something called Spotify wrapped, and there's never a firm date, but generally it releases the last week of November, or in the first few weeks of December.

Jay: So it's coming out in the next few days. And so Spotify wrapped is this personalized year end recap that basically highlights. All the stuff you've been listening to, your most played music and whatever from the year, and it gives you all these really cool stats and it makes this social media post for you that you could share about what you've been listening to, and it gets shared.

Jay: Out of control. I don't work for Spotify. They didn't pay me to talk about this, but it's a marketing tactic that you can do no matter what your brand is, no matter how boring your brand is, that can piggyback off of this thing. And the reason you should is that according to Spotify, last year, for example, there were 435 million shares of wrapped content last year.

Jay: Now the key stat, and this one's from World Data Research, which is pretty wild. Is that business to business and consumer brands who created wrapped style content related to their own businesses. Forget about the music. Related to their own businesses last year, if they launched it within five days of Spotify dropping their wrapped, they saw a 50% increase in overall engagement levels.

Jay: So what does that look like? What does that feel like? How can you do that for your business? So let's say you are A, A, B2B, a business to business, like software platform or something, right? You can create a wrapped based on how people you personalize it, how different companies or people have been using your platform.

Jay: So it might be something like productivity wrapped Acme saved 127 hours this year, and you can personalize it down to the company and how they used your platform or Acme wrapped. Look at what you did, and then you take all the different hours they spend on your platform, maybe the emails they sent on your platform, maybe the people they hired using your HR platform, whatever it is, and you stick that in this thing that you send to them.

Jay: And what it really does, it shows that individual in that company the value of what they got out of your company. And then you're of the moment super shareable, something they share internally. Look how cool this is. And if you don't have time to create a personalized version, you can make a generic version. That's basically just talking about what your company did and not what the person got out of it. Because say, you know, this year we helped companies save. 1,000,427 minutes of time. Uh, we help companies save blah, blah, blah.

Jay: And there's nothing bigger. There's no content play. That's bigger to be of the moment than getting involved with the Spotify RAP for your brand, and you have now the next few weeks to figure it out. So that one's kind of fun. So I'll tell you what's not fun that I saw, which is kinda interesting that I didn't know.

Jay: So, you know, there's that, uh, that site, that service called Angie, a NGI, where they do like all the different home services, repairs and stuff. Like you can get any kinda like, I don't know, contractor or plumber or whatever, great service, whatever, who cares? Uh, but I didn't know that the day after Thanksgiving.

Jay: Okay? We know that to be Black Friday. But did you know that it has another name? I just learned this. This was just a news release I, I learned from this week. It is also named Brown Friday. Ooh, why? Because it happens to be the number one and this is real busiest plumbing day of the year. You know, post Turkey day.

Jay: 'cause everyone's disgusting. Everyone eats so much and they break their toilets. What a debacle. So Angie jumped on board this, I love it. And they created a hotline this year. A regular good old fashioned. You can call up hotline now. Talk to ai. You can talk to a person. They created this Ask Angie hotline where you can call up an ask one of their experts what you can do to deal with Brown Friday and your toilet being broken.

Jay: I don't know what we're talking about. What is going on? Uh, what else is going on? So. Something that marketers don't realize out there. And I just wanna put it in your brain so it's in there. You don't have to worry about it. And people forget about this, uh, this time of year, okay? From November 15th to about January 15th.

Jay: That 60 day period, it is the highest unsubscribe rate for email databases over any other 60 day period, uh, uh, throughout the year. And this core to subject line.com. For business to business brands, unsubscribe rates are over 200% higher during that 60 day period. And for consumer rent, it's over 190% higher than for any other.

Jay: Period. Now, why does that matter? What are we talking about? When you're doing all your marketing this holiday season, uh, to your email database, it doesn't matter a business or a consumer brand, you're gonna be getting a lot of people unsubscribing, removing themselves, and you're gonna say, uhoh, we're sending out too much email.

Jay: We're doing bad things. And I'm here to tell you you're not. The reason unsubscribed people removing themselves from your lists are so much higher is because as we head into the end of year, everybody's trying to get their act together for next year, personally, professionally, whatever. They're like, I'm gonna get to inbox zero.

Jay: I'm gonna clean up my life. I'm not gonna have all this garbage going on. And they take themselves off a load of different lists, consumer and B2B on the consumer side. A lot of times people just sign up for those temporary deals when they wanna buy something and then they unsubscribe. So I'm telling you this because don't change your marketing plans because you see unsubscribe rates go higher this time of year.

Jay: It's not related to what you're doing. It's related to the psyche of what people are dealing with right now. Alright, let's get into some nonsense. I saw this and I thought this was wild. So I was watching it today show, and Jenna Bush Hager, who I love, Jenna Bush Hager was on and they were talking about.

Jay: Her wedding, uh, 'cause they were talking about bridesmaids and then she talked about how many bridesmaids she had at her wedding. How many brides, bridesmaids do you think Jenna Bush Hager had at her wedding? This is ridiculous. She had 19 bridesmaids. 19. I mean, are you, first of all, I had to look it up.

Jay: What do you think the average number of bridesmaids are at a wedding? It's four. It's four. Okay. Like what if you were like one of Jenna Bush Hagers friends and you're, you're like the 20th friend. You're like, sorry, there wasn't room for you. What do you mean there wasn't room for me? You've included every person at this wedding.

Jay: Except for me. I mean, 19. I don't think I know 19 people, let alone 19 people that included my wedding party. Oh my. I, I would say I don't think I'm in real communication with 19 people on earth. I don't think I am. I don't wanna be, first of all, absolutely do not wanna be, but I don't think I am. That is ridiculous.

Jay: I love Jenna Bush Hager. But that, we gotta work on that. We gotta reign that in. What else is going on? So, wicked for Good. Basically the, the Wicked Part two, the movie's coming out this week. Uh, I'm an epic loser for many reasons, but I've not seen Wicked the first one. Oh, no. What am I gonna do? So here's the game.

Jay: I am, I feel like I'm gonna be pulled in to go see Wicked Two, but do I need to see Wicked One before I see Wicked Two? Do I have to commit like a lot of my time and energy over the next week to Wicked stuff? Uh, I don't know if I care. I know the music's good. I know all the things are good. I'm gonna paint my face green.

Jay: I don't know. I got, I, I, I gotta figure this out. I gotta figure it out. Anyway, I appreciate you being here and what you could do for me, you didn't ask, you leave this thing review because you're awesome and, uh, that would help out, gets this thing circulated and yeah, we'll catch you later.