How New York Times Best Selling Author Grows her Brand with YouTube! with Jennifer Scott: The YouTube Power Hour Podcast 368

“You can create whatever you want on YouTube, and I love that.”

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Jennifer L. Scott is the New York Times bestselling author of Lessons from Madame Chic, At Home with Madame Chic and Polish Your Poise with Madame Chic (Simon & Schuster), Mademoiselle Chic (Daiwa Shobo), and Connoisseur Kids (Chronicle Books). She is also the creator of the blog and YouTube channel, The Daily Connoisseur, where she explores the fine art of living. Jennifer has been featured on CNN, BBC, and CBS News, and in The New York Times, Vanity Fair, USA Today, Newsweek, and The Daily Mail. She and her husband, Ben, have four children and they divide their time between Southern California and the English countryside.

Jennifer has been on YouTube for 11 years! She started her channel in 2011, not because she had plans to be a YouTube star, or even knew that was possible, but because she had written her first book and wanted to market it. Even back then, Jennifer recognized that YouTube was a powerful marketing tool. She already enjoyed watching Youtube as a consumer and had a blog at the time, and she figured, why not add a visual component?

For the first 6 years, Jennifer stayed in the, “I’m an author, not a Youtuber, my channel is only for marketing my books” mindset and didn’t even so much as look at her analytics, but she was always consistent and posted at least once a week, and has continued to do so for the rest of her time on YouTube.

“I spent six years not knowing what I had.”

Taking her channel seriously

Around 2017, Jennifer realized that she wasn’t making anywhere near the amount of money she ought to be for the time and effort she put into her videos, and found herself at a crossroads: either go all in or quit. She decided to go all in, and began paying attention to her analytics, investing in editing, and improving the quality of her videos to improve her channel. She researched all the ways you can make money on YouTube and came to the conclusion that if she wanted to see returns, she needed to provide the best quality content she could. She needed people to watch her videos and feel excited about them, and the key to making money was to deliver high quality content. 

Seeing growth

Jennifer sees herself as more of a tortoise rather than a hare. She’s seen steady growth for the last 5 years since her mindset shift when she started paying attention to her channel. While her content itself hasn’t changed much in 11 years, the way it’s presented and packaged has. Some popular videos have given her a subscriber bump here and there, but for the most part, her growth has been steady. Even when she has a video that doesn’t do as well as the others, she never considers any video a true flop because there’s always someone somewhere who will appreciate it. 

Jennifer’s first book  was the first self-published book to be reviewed by the New York Times. It sold over a million copies and she credits that to her channel. Despite it being published over 10 years ago, it’s still selling well, because she is always getting new subscribers to her channel who find her and buy it. 

“I don’t want to waste people’s time. I want people to click on the video and have an amazing experience.”

Finding balance

Jennifer is a mother of 4, and she uploads three videos a week! Two of her videos are on her main channel, and the other is for her paid subscribers, who she calls the Chic Society, all while continuing her career as an author. How does she do it all? Well, her #1 struggle is finding the time to fit in everything that she needs to do, but with the help of having a regimented schedule, a homeschool tutor, a nanny, and an editor, she makes it all work. She films on Fridays and Saturdays, and spends the rest of her week doing everything else that she needs to do for content creation. She very rarely takes a day off! While she did have a time where she felt very burned out, she kept going, and she’s glad she did. It’s the connection to her audience that really helps her keep going.

Final thoughts

Jennifer is passionate about YouTube because it has given a voice and a platform to so many people who have been rejected by commercial enterprises. The beauty of YouTube is that it’s yours and you can create whatever you want! Though she wishes she had taken it seriously as a career and as an art way back 11 years ago when she started, she takes pride in helping women uncover parts about themselves that are hidden or that they would like to uncover, whether that’s expressing their style or even just helping them out of the drudgery of everyday life. 

Her advice? Put up a shield to protect yourself from the mean or aggressive comments, because that is your best line of defense. There will always be people who don’t want to see you succeed, so protect yourself from that. If you’re in it for the long haul, choose to create content about something you truly love, not something that is trendy right now. Remember, a niche doesn’t always have to be specifically the kind of videos you make, it can be more about what a demographic of people like, and Jennifer’s channel is a perfect example of this. Instead of creating all fashion videos or all etiquette videos, Jennifer creates a variety of videos for a very specific demographic of person to appeal to that specific person’s interest. 

“What do you absolutely love? Make content around that.”

Mentioned in the Episode:

3 Connoisseur Secrets | Nature Therapy, Manicures & Tea

The Chic Assignment / Seek out the Arts Series

Connect with Jennifer

The Daily Connoisseur on YouTube

JenniferLScott.com

Podcast Music Credit: Boop by x50 @x50music
Music provided by Free Music for Vlogs youtu.be/o52xQkQWzyU

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