Hey there!

Hannah Naylor just told me something shocking on our podcast last week.

"I deleted 3 YouTube videos I spent 18 hours creating last month"

After 600+ videos, she discovered a counterintuitive truth:

Her 45-second Instagram Reel about decorative throw blankets hit 9.4M views while YouTube was delivering diminishing returns.

The result? She now works just 3 days a week and earns more from affiliate links than she ever did from YouTube AdSense.

Today, you'll discover her exact POV content formula and why she's going against the YouTube trend in 2025.

Let's dive in...

— Andrew

THE PLATFORM SHIFT PLAYBOOK

"I've been on YouTube for almost 6 years.

I've uploaded 600+ videos, and I feel that people don't have the attention span anymore for watching long-form content."

While most creators are trying to break into YouTube, Hannah is making the opposite move after discovering viewers drop off after just 2.5 minutes.

The demographics have shifted too; YouTube now skews older in 2025.

“YouTube takes a lot longer. There's a lot more to it. That's where the burnout is coming.

I can produce 5 videos over 1 video on Instagram versus YouTube."

THE CROSS-PLATFORM INCOME STRATEGY

Hannah has built a sophisticated monetization system that works across multiple platforms:

"Looking at the pie as far as financials, YouTube is about 25% of my income."

Her income breakdown:

• Affiliate Marketing (Primary): LTK links in video descriptions and Instagram

• YouTube AdSense: 25% of total revenue

• Brand Partnerships: Selective collaborations with Wayfair and Amazon

• Instagram/TikTok: Driving traffic to affiliate links

The passive income breakthrough:

"Most of my income comes from Like To Know It. Every time someone clicks that link, I'm making income from it. It's very passive, which I love. I'm able to travel and be present with my family and still be making an income."

Her Instagram strategy is particularly clever:

"With Instagram, you do a reel and say, 'Hey, you want to shop this product, comment SHOP,' and that affiliate link is sent directly to that person's DMs."

Hannah's Instagram growth comes from tapping into what's dominating the platform in 2025.

"What I've noticed working on Instagram is people want to laugh. Relatability is what's doing really well."

WHAT'S ACTUALLY WORKING ON INSTAGRAM

Her highest-performing content offers valuable lessons for real estate agents:

1) POV Videos With Shareability

POV videos showing relatable real estate scenarios are driving massive engagement:

• "POV: When your client falls in love with a house $100K over their budget"

• "POV: When buyers ask if you can 'just show one more house' after seeing 15 properties"

REAL ESTATE TIP: Create 2-3 relatable POV videos about common client situations. Focus on pain points your target market experiences (first-time buyers, luxury sellers, investors). The more specific to your niche, the better they'll perform.

"Most people are going to share relatable content with friends who've been through the same experience, which bumps you up in the algorithm. Relatability, shareability – that's what's doing really well."

2) The Consistent Series Approach

"I have something called Funny Reel Fridays where I do a different skit each week. People love to tune in every single Friday."

REAL ESTATE TIP: Create your own weekly series like "Market Monday" (market updates), "Walkthrough Wednesday" (property features), or "Financing Friday" (mortgage tips). Consistency creates anticipation and trains your audience to expect—and look for—your content.

This approach creates audience anticipation and builds authority – properly executed series content can achieve engagement rates 7× higher than one-off posts.

"People don't care about generic listing photos. Really, they don't. Content that solves a problem or creates an emotional connection is doing really well."

BUILDING RELATIONSHIPS THROUGH CONTENT

What truly sets Hannah apart isn't just her content strategy – it's her approach to building genuine connections:

"I've had people with me since I first started my channel. That's huge to be able to have someone stay with me that long because people drop off all the time. It's that relationship building."

This relationship focus creates a powerful cycle where trust drives affiliate clicks, successful purchases strengthen loyalty, and loyal followers share content, expanding reach to new audiences.

"I've created so many relationships all over the world and connections."

NEW INCOME OPPORTUNITIES BEYOND SOCIAL MEDIA

Hannah is strategically expanding beyond traditional content creation:

"I get questions all the time about 'Do you offer design help? Do you offer online help for designing a space?'"

She's exploring several new revenue streams:

• Virtual Design Services: One-on-one design consultations at affordable pricing

• Subscription Community: A platform called "Skool" for more personalized guidance

"A lot of designers out there cost a lot of money, and for the average person, they can't afford a $15,000 designer. It's just not feasible. So keeping it affordable, but also being able to offer a service virtually."

THE 3-DAY CONTENT SYSTEM

Hannah has developed a streamlined system that preserves family time:

"I do content 3 days a week and then 2 days with my youngest, who's three."

She batches 4-5 reels in a single day for the upcoming week and maintains "staple" content series like monthly HomeGoods videos.

"I try to backlog all of my stuff and really take my time. But that's kind of what a day is – bulk filming."

THE BOTTOM LINE

Hannah's pivot from YouTube to Instagram isn't just about following trends; it's a strategic business decision based on audience behavior, platform economics, and work-life balance.

By understanding what's actually working on Instagram in 2025, building genuine relationships with her audience, and diversifying her income beyond traditional content, she's created a sustainable business that thrives even as platforms evolve.

"Being able to work from home, being my boss, going on vacation, and still making money. Passive income is where it's at."

If Hannah can pivot her entire business model while maintaining her values and creating space for family...

What's your excuse? Watch the conversation with Hannah now to get her complete playbook.