How can you use YouTube and LinkedIn to build your brand?

I sat down with Finn McKenty, a seasoned content creator with over 130 million views on YouTube, to discuss the potential of YouTube and LinkedIn for entrepreneurs. Finn, based in Seattle, Washington, shared his journey and provided actionable advice on how to leverage these platforms to grow a business. 

Finn McKenty is a YouTube content creator and marketing expert with a rich background in product design and marketing. Before venturing into YouTube at the age of 38, Finn worked with renowned brands like Nike, Nintendo, Red Bull, and Procter & Gamble. His experience spans across various roles, including a stint at Abercrombie & Fitch and a startup called Creative Live. Currently, he is a partner at URM Academy, an education company for music producers.

Age is Just a Number

Finn's journey into YouTube began at 38, debunking the myth that social media success is reserved for the young. He emphasized that people in their 40s, 50s, and even 60s are thriving on social platforms. His story serves as an inspiration for those who feel they might be too old to start.

Setting Specific Business Objectives

One of the first steps Finn advises is to set clear, specific business objectives. Simply wanting more visibility or importance in your industry is not enough. Define tangible goals, such as acquiring a certain number of clients per month or selling a specific number of products. This clarity will guide your creative strategy and determine the scope of your efforts.

Choosing the Right Platform: YouTube vs. LinkedIn

Finn highlighted the importance of choosing the right platform based on your business needs:

• LinkedIn: Ideal for B2B services and professional services where a small, highly qualified audience is sufficient. LinkedIn is particularly effective for building a personal brand and thought leadership.

• YouTube: Best suited for B2C businesses that require a large audience. With 2.7 billion monthly active users, YouTube's recommendation engine can drive significant traffic to your content.

The Power of a Personal Narrative

Creating a compelling personal narrative is crucial. Finn breaks it down into three steps:

1. Differentiated Point of View: State an undeniable truth about your industry. For example, Finn's point of view is that "opportunity goes to people who are visible, not necessarily people who deserve it."

2. Mindset Shift: Explain the mental shift needed to succeed given the truth you've stated. For Finn, this is the importance of building a personal brand.

3. Capability Shift: Show how to achieve the mindset shift. Finn believes LinkedIn and YouTube are the best platforms for building a personal brand.

Content Strategy for YouTube and LinkedIn

Finn shared specific strategies for both platforms:

• YouTube: Focus on broad, basic content that appeals to a wide audience. Use emotionally engaging thumbnails and titles to stop the scroll. For example, a video titled "95% of small businesses fail, this is why" with a thumbnail saying "They're invisible" can capture attention effectively.

• LinkedIn: Post three times a week with a mix of industry commentary, how-to tips, and personal stories. This approach helps build credibility and engagement.

Cost and Resources

Contrary to popular belief, building a successful presence on YouTube and LinkedIn doesn't require a massive budget. Finn's setup includes a $4 foam core background, a used Panasonic GH5 camera, and a microphone. He spends less than $2,000 a month on editing, proving that creativity and strategy are more important than expensive equipment.

Common Mistakes and Lessons Learned

Finn candidly shared a mistake from his early days on YouTube. Initially, he focused on entrepreneurship content without having established credibility in that area. He realized that forcing content on an audience without the necessary credibility doesn't work. Instead, he pivoted to music history, a field where he had more expertise.

Conclusion

Finn McKenty's insights offer a roadmap for entrepreneurs looking to leverage YouTube and LinkedIn to grow their businesses. By setting specific goals, choosing the right platform, crafting a compelling personal narrative, and executing a strategic content plan, entrepreneurs can significantly enhance their visibility and success. Remember, it's not about having the best equipment or the largest budget; it's about being strategic, consistent, and authentic in your approach.

Listen to the full show on the Apple or Spotify

Or watch the show on youtube.