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.
I just released my conversation with Rick Lee, who transformed his production company background into a thriving real estate business and generates inbound leads for free through strategic content creation.
How Rick transformed his video production experience into a real estate content strategy
Why simple green screen videos outperform highly-produced content for engagement
The shocking reality that a $5 Google lead converted into an $8.65 million purchase
His 5 AM content creation routine allows him to film daily before most wake up
The "three content buckets" approach that drives shares, comments, and direct messages
Why hyper-local content about neighborhood developments create more conversations than listing videos
How he maintains authenticity while overcoming imposter syndrome in real estate
The surprising revelation that door-knocking was harder than creating content
His controversial choice between UFC production work and real estate
The three lead sources every agent needs to balance for consistent business
If you're a real estate agent struggling with social media or questioning your content strategy, this episode reveals how consistency, local expertise, and delivering genuine value can generate leads without paid advertising.
Search 'Instagram Growth Machine: How This Agent Got 5,000 Followers in 30 Days | Rick Lee' on YouTube or your favorite podcast app to watch or listen to the full episode now!
Ryan Sneddon's story will inspire you: he grew Naptown Scoop from just 70 subscribers to a thriving community of 21,000+ readers in Annapolis, Maryland.
In this playbook, Ryan shares the real journey behind his success:
You'll learn the content strategy that genuinely connected with locals (and can work in your city too!)
He'll walk you through his path from zero to 10,000+ subscribers, sharing both the stumbles and wins along the way
You'll see exactly how he built multiple revenue streams beyond traditional ads to create a sustainable business
Plus, his practical approach to building a team without breaking the bank
If you dream of creating a local media business with real impact in small or mid-sized cities, this is your chance.
Packaging (Topic + Title + Thumbnails) of the Week
9.6x - {CITY/AREA} is GROWING and Here’s Where They’re All Moving
27x - 20 BIG Things Coming To {CITY/AREA} in {YEAR}!
2.2x - {MONTH} {YEAR} {CITY/AREA} Real Estate Market Update - Prices & Sales DROP
3.2x - These Are The Developments That Will RESHAPE {CITY/AREA}
2x - If You Are Retiring In {CITY/AREA} in {YEAR}… WATCH This
4.6x - A New Low | {CITY/AREA} Real Estate Market Update
53x - You Won't Believe These Japanese Designed Homes In {NEIGHBORHOOD/AREA}!
5.4x - How To Buy Your FIRST Home in {YEAR}
3.6x - {CITY/AREA}’s BEST & WORST Suburbs Ranked
3.7x - {CITY/AREA} Locals Spill The TRUTH On Living Here!
1.8x - MAJOR SHIFT in the {CITY/AREA} Real Estate MarketI hope these help inspire your next video!
6.8x - I Explored 100+ {Neighborhoods}, These 3 Are the Best for Investment
Rapid Fire For Your Consumption:
Blanking out every time you film? Try this technique and start shooting videos without wasting time - Instagram
Heard of this new trend? Don’t run out of carousel ideas—use this strategy and keep the content flowing - Instagram
This lead-gen technique blew my mind. Did you know you can collect emails easily and fast?- Instagram
Have you turned on “AI Mode” yet? Google’s rolling it out to all users in the U.S. Get ready, this changes the game. - Instagram
These 3 email marketing rules are essential to make your strategy work and truly connect with your audience - Instagram
Midjourney just dropped their people cloning feature—and yeah, it’s just as wild as it sounds - Midjourney
Google denies the drop in search traffic from Apple devices, despite it being the first decline in 22 years reported on Safari - iclarified
Which content did you like BEST?
Here’s to a strong summer. Let’s keep building!
I appreciate you reading,
Andrew Bayon
P.S. Want more profit and leverage from your marketing? Find out how we help agents attract “come list me” sellers & “ready to transact” buyers with YouTube.
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