Welcome back to what's up this week from Do This Not That.

This is our short episode.

We break down what is going on this week.

And then we still have our ask us anything later in the week.

And at the end of the week, we have our longer episode of breakdown tactics and tips. So thanks for being here. So what is going on this week?

Of course, I have to mention the TikTok ban, which is everywhere, just went through Congress.

And it's going to be a long haul before it gets banned, if it gets banned at all.

I don't think the news is doing a good job of sharing really what's going to happen, which is after it goes through Senate and the president's desk, bite dance, the Chinese company that owns TikTok, has got six

months to figure itself out to sell it, to partner, to do something. And then they've already

said they're going to take it to the courts. And that's going to go on for a really long time.

So it's going to be a very long haul before anything significant really happens to TikTok. But what's happening right now is certain companies are benefiting already,

and it's interesting to see. So Google and YouTube shorts is benefiting massively in the last few

weeks. Meta and Instagram Reels, the same thing. And the last thing that's benefiting is email. If you've seen a lot of

the creators on TikTok, there has been a surge in the creators trying to push people to join their

email lists, to join their email newsletters. And it's always laughable to me that the world always

comes back to email to the real estate that marketers can own and not rent, which is the

social media platform, it's really rented land.

So we'll see what happens there, but I don't think it's going to be the end of the world for

TikTok.

And if it is, it's not going to be for a really long time.

So other things going on this week that I thought were interesting, collabs.

Collaborations are exploding in terms of marketing,

...