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What’s Up THIS WEEK?! GOOGLE Social Post Tracking? WEBINARS are a Bad Word? 🎥🎬 Odyssey is 3 HOURS😬| Ep. 538

Episode 538 • 14th July 2026 • Do This, NOT That: Marketing Tips with Jay Schwedelson • GURU Media Hub

Jay Schwedelson: We are back for What's Up This Week from the Do This, Not That podcast. This is where we rip through some important marketing and advertising and brand stories and other ridiculous pop culture things. So let's get into it. There is something that Google just rolled out that I don't know why people aren't talking about more, 'cause it's massive.

Jay Schwedelson: So for the first time ever, and Google just released this, within their Search Console, it is now allowing for you to see reporting on social posts, individual social posts. What? What does that mean? So let's say you put out posts, you know, the three best recipes for lasagna, or you put out a social post, your company does, right?

Jay Schwedelson: The five best solutions for CRM or whatever. Doesn't matter, business, consumer, nonprofit, you're putting out posts all the time. And then you see traffic to these posts and you're like, "Where is this coming from?" Because up until now, you couldn't, within the Google Search Console, see at an individual post level, at an individual platform level, where this traffic was coming from.

Jay Schwedelson: But now you can act- actually authorize your Google Search platform, uh, console, to connect directly with TikTok and X and Instagram and YouTube, right? And then you'll actually be able to see your clicks and impressions and all this stuff when somebody goes out there and searches a particular topic and your company posts are coming up, and then they're clicking through.

Jay Schwedelson: Why does this matter? Because we wanna... Everyone's going to social first now. They're going to social first to search for things. But of course, they're still going to regular search, and you wanna say to yourself, "What can I do to have my content show up as search results?" So when you go to Google and you search something and it brings up a social post that you then click on, and that is the result in the Google search, how do you get your social posts, your company's social posts, okay, to show up there?

Jay Schwedelson: So the easiest thing that you can do now, all right, is you go to Gemini. You do it in Gemini 'cause this is Google's AI tool, and you say to G- Gemini, "You are a Google search engineer responsible for deciding which social posts appear in Google search. Analyze this post and tell me exactly what I should change, increase its chances of showing up in Google search over the next 12 months."

Jay Schwedelson: And if you wanna go further, you could say, "Rewrite the headline, rewrite the caption on image text," whatever. But we really wanna be thinking about now that we can track it- How to optimize our social posts, our company social posts, to show up at, in Google Search results. This is new. This just came out now.

Jay Schwedelson: The other thing that just came out now also is from my own research group, Worldata Research. We constantly are analyzing the word webinar. Listen, everybody puts on webinars. It's a great content format. It really figures out for you who is gonna go to pipeline, who's interested. It, it builds, uh, uh, brand awareness, thought leadership, all the things.

Jay Schwedelson: But the word webinar is, is like a toilet bowl. Nobody ever wakes up in the morning and sees on their calendar that they're gonna be attending a webinar, and they're like, "Yes, this is awesome." Nobody feels that way. Now, webinar really is just the category of, of what it is. It's the format. But what we don't wanna be doing is calling something a webinar.

Jay Schwedelson: So in the last 90 days, Worldata Research analyzed over 1,000 event regist- registration pages for webinars, and what they found is pretty wild. By calling it something other than a webinar, okay, we are seeing a massive increase in registration rate. So for example, the new ones that are really trending, instead of calling your webinar a webinar, you can call it first look.

Jay Schwedelson: When you call it first look, head-to-head against webinar for the exact same content, exact same everything, exact same speakers, we see a 20% lift in registrations by calling it first look as opposed to a webinar. Another one is behind the scenes. As opposed to calling it a webinar, behind the scenes with blah, blah, blah.

Jay Schwedelson: We're seeing that be a 32% lift in registrations, okay? And then the last one that has been holding steady as the number one option for now almost a year is insider session. Insider session, instead of saying the word webinar, but head-to-head, insider session is lifting registration rates by about 35%, which is wild.

Jay Schwedelson: So when you're putting out your webinar, don't call it a webinar. Call it anything other than that. And it's a great AB test to try because why not? The other big marketing advertising news this week is from ChatGPT. So we all probably know at this point that ChatGPT is allowing ads, right? It's allowing ads.

Jay Schwedelson: If you haven't beta tested with ChatGPT ads, it's very easy to do. There's like no minimum to try the ads, and they're very basic, kind of like text-based ads. But one of the things that's going on that we all have to get ready for, there's not really a lot to do right now, is so OpenAI put out a bunch of these job posts, and they're trying to hire people, and they're trying to hire people for their ads group, right?

Jay Schwedelson: And what they're talking about in the a- in the, in the, uh, job application thing is video ads, okay? And native ads and all these other ad formats. So ChatGPT is gonna be turning into like a giant billboard. Get ready for it. It's just gonna be like every other platform out there in terms of the ads. So it is coming big time.

Jay Schwedelson: All right. The... Before we get to the ridiculous portion of this podcast, I wanna let you know, okay, that this episode is sponsored by Knak, K-N-A-K. Knak is incredible. It's not just about organizing your team's ability to design emails, to design landing pages, but it's about using the latest AI in your marketing operations and bring everything together.

Jay Schwedelson: It is not easy to get this stuff out the door, your emails, your landing pages, all your stuff. But Knak is incredible. If you wanna check them out, it's an, a wild platform. Go to Knak.com/demo. Okay, Knak.com/demo. I've been using Knak for years. Incredible stuff. All right, let's get into the ridiculous portion of this podcast since you didn't ask.

Jay Schwedelson: So The Odyssey is coming out this week. I'm very into this movie. Christopher Nolan is making this movie, um, and everything you read about this movie is like, it's gonna be the greatest thing of all time. Now, first of all, the weirdest thing is I took Greek and Roman mythology in high school. Not high school, in college.

Jay Schwedelson: I took it in college, Greek and Roman mythology. I have retained zero information. Zero. I don't remember anything, so I'm gonna be going to this thing as if I have no idea what's going on. Probably you as well. And the problem though, here's the problem The movie is three hours long. And I usually live by a rule, I don't go see a movie in the theaters that's more than two and a half hours, because what happens is, first of all, I'm a slob, I run out of food.

Jay Schwedelson: I run out of my popcorn, which I don't like running out of, and then invariably I have to go to the bathroom. That's not good. I can't pause the, the movie on the thing. People around me annoy me. But the worst thing is it's very hard to sit on your butt for three hours and stare at a screen. I have a hard time doing this.

Jay Schwedelson: Does anybody else have this problem or is that a me problem? I don't know. And then you have the previews, and me and my wife always battle on this. She doesn't care about the previews. I love the previews. But the previews are another 25 minutes, so now we're three and a half hours in. I mean, you literally have to be like, "Okay, what do you wanna do this weekend?

Jay Schwedelson: I wanna see The Odyssey. That's what I'm doing the entire weekend. That is it. I'm dedicating my weekend to this movie," 'cause that's how long it is. What do people think about these long movies? I don't know. And I know I'm supposed to give my hot take on, uh, Love Island. I will just say that, um, I'm very frustrated.

Jay Schwedelson: I don't wanna ruin it for anybody. Everything is very frustrating to me, how it all went down. But I will li- It wasn't even about the finale. It's more about who made it to the finale than anything else. So I'm not gonna ruin it for everybody. I now have to get fully invested in The Real Housewives of Orange County.

Jay Schwedelson: I have to get fully invested in Big Brother. I need to move on. It's time to move on. That's what's going on. Listen, I appreciate you. If you've not grabbed my book, Stupider People Have Done It. We became a USA Today bestseller. All net author proceeds are going to The V Foundation for Cancer Research. Uh, it'll be amazing.

Jay Schwedelson: Check out Stupider People Have Done It, and we'll see you next week

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538. What’s Up THIS WEEK?! GOOGLE Social Post Tracking? WEBINARS are a Bad Word? 🎥🎬 Odyssey is 3 HOURS😬| Ep. 538