YouTube for Business: Why Most Entrepreneurs Are Missing Out on This Untapped Opportunity
A conversation with Justin Brown of Primal Video about building sustainable business growth through YouTube
When I told my sons that today’s podcast guest might be the most successful entrepreneur I’ve ever interviewed, I wasn’t exaggerating. Justin Brown, co-founder of Primal Video, has built a seven-figure business entirely through organic YouTube content—no paid ads, no complicated funnels, just consistent value delivered to the right audience.
And here’s what surprised me most: he’s been publishing just one video per week for 11 years and has never missed a single week.
The Overcrowded Myth
If you’re a coach, consultant, or small business owner primarily focused on LinkedIn (like I am), you’ve probably never seriously considered YouTube. Maybe you’ve heard it’s “too crowded” or thought “that ship has sailed.”
I used to think the same thing—until I dug into the numbers on my own channel and had this conversation with Justin.
The reality? YouTube isn’t overcrowded at all. In fact, Justin argues it’s one of the best opportunities available right now, especially as AI-generated content floods other platforms. Why? Because people crave authentic human connection more than ever.
Why YouTube Works Differently Than Social Media
Here’s the game-changer that most people don’t understand: 96% of Justin’s 2.2 million monthly views come from people who aren’t even subscribed to his channel.
When I saw similar stats on my own channel (high 90s percentage of new viewers), I freaked out. Turns out, this is perfectly normal—and actually a massive advantage.
On LinkedIn or Instagram, your content disappears within days. But Justin has videos that are nearly 11 years old still getting views, still generating leads, and still bringing in revenue. One video he initially didn’t want to make—”How to Make a YouTube Channel”—has now generated close to 10 million views and over $150,000 in revenue.
Think about that: one video, working for you for years.
The Business Model That Changed Everything
Justin’s approach to YouTube completely flipped my understanding of content marketing. Instead of spending money on ads, YouTube essentially pays him (through ad revenue) to create content that generates leads for his business.
But here’s where it gets interesting. Ad revenue isn’t even his biggest income source from YouTube. Affiliate marketing has become his largest revenue stream—and it’s as close to passive income as you can get.
His strategy is simple: create genuinely helpful content, mention tools he actually uses and loves, include affiliate links in the description, and get paid when people buy through those links.
No hard sells. No complicated pitches. Just authentic recommendations that serve his audience.
The Beginner Content Paradox
Justin shared something that every business owner needs to hear: the content he procrastinated making because he thought it was “too beginner” became his biggest video ever.
Sound familiar? My biggest videos are “How to Upload Your Resume to LinkedIn” and “How to Post on LinkedIn”—topics I initially thought were too basic to bother with.
But here’s the insight: going after beginners isn’t just about helping people who are just starting out. It’s about meeting people where they are, building trust, and naturally filtering them toward your more advanced offerings. Even experienced users want to make sure they’re doing things correctly.
The further back you go in addressing foundational questions, the larger your potential audience—and the more opportunities you create for deeper engagement.
The Content Strategy That Actually Works
Justin’s approach to YouTube is refreshingly simple:
1. Solve Problems People Are Already Searching For
Don’t think about direct sales yet. Think about what people are Googling before they even know your product exists. Answer their questions. Solve their problems. Build that know-like-trust factor.
2. Create Every Video as if It’s Someone’s First Time Seeing You
Since 96% of your viewers are new, don’t assume prior knowledge. Make each video self-contained. This also means you’re constantly attracting new people into your world.
3. Be Strategic About Calls-to-Action
Justin only mentions lead magnets or offers when they’re the logical next step for that specific video topic. Otherwise, YouTube sees you’re just driving traffic off the platform and may suppress your content.
Instead, use your video description as a resource page—that’s where you list courses, books, affiliate links, and related videos. People who expand the description are actively looking for more, so give it to them.
4. Batch Your Content Creation
Justin never sits down to create just one video. His minimum is two to three videos per session, with all the planning done beforehand. This isn’t about scripting everything word-for-word—just having bullet points, knowing the title, and understanding who you’re talking to.
The AI Conversation We Need to Have
We ventured into discussing AI in video creation, and Justin’s perspective was nuanced. He’s all for using AI as a tool—for research, planning, even editing (he uses Descript, which uses AI extensively).
But he draws a hard line at AI-generated presenters or “soulless content.” As he put it: “If a business is willing to cut corners on their front-facing connection piece, where else are they going to cut corners in how you work with them?”
I completely agree. The moment I hear an AI voice in a video, I switch off. I want to hear a real person’s thoughts and opinions based on their actual experience.
Starting Your YouTube Journey
If you’re considering YouTube for your business, here’s Justin’s advice:
Start with your frequently asked questions. What do new clients or leads always ask you? Those are your first videos. Not only will this help potential customers find you, but you’ll also get your time back by directing people to these resources.
Pick one platform and go all in. Yes, you could be everywhere, but you’ll likely burn out. Better to master one platform (YouTube) than to be mediocre on five.
Think long-term. Justin’s first videos didn’t take off immediately. But 11 years of consistent weekly content has built an asset that generates millions of views and multiple revenue streams without paid advertising.
The Bottom Line
YouTube isn’t just another social media platform to add to your already overwhelming content calendar. It’s a search engine, a lead generation machine, and a long-term business asset that compounds over time.
While everyone else is chasing the latest social media trend or spending thousands on ads, you could be building a library of content that works for you 24/7, for years to come.
The question isn’t whether YouTube is overcrowded. The question is: can you afford not to be there?
Want to learn more from Justin? Check out his YouTube channel, Primal Video, where he shares frameworks and strategies for growing your business through video.
What’s holding you back from starting on YouTube? Reply and let me know—I’d love to hear your thoughts.