JeeIn Youn: Crafting My Unique Personal Brand to 100K Followers

Hey JeeIn! Who are you and what is your creator brand?

Hey everyone, I’m JeeIn Youn from Chicago, Illinois. For the past two and a half years, I've been juggling content creation alongside my full-time gig as a consultant.

My content revolves around consulting life - offering insights into everything from pre-work routines to career advice. But I also zoom out to showcase the broader lifestyle of a consultant or recent graduate navigating big city living.

While TikTok was my starting point and remains my primary platform, I've recently delved into Instagram more intensively, dedicating the past few months to growing my presence there.

How did you come up with your creator & content idea?

Becoming a creator wasn't initially on my radar, but two key events unfolded at the same time. Firstly, during my college years, I developed a keen interest in breaking into the consulting industry. However, finding relatable examples of the consultant lifestyle proved challenging.

Despite following a handful of consultant YouTubers and devouring their content, I always wanted more. This scarcity of content ignited a spark within me—I envisioned myself creating similar videos someday, enriching the digital landscape with insights into this career path.

At the same time, the emergence of TikTok during the COVID-19 era, coupled with the burgeoning creator economy of 2020, provided great inspiration for my goals. Seizing the opportune moment, I embarked on my content creation journey, giving rise to JeeIn Youn, the content creator.

My brand has since experienced steady and pretty consistent growth. Notably, I enjoyed an initial advantage with 4,000 followers, thanks to a viral dancing video from my college days. Despite this head start, I remained pretty quiet on TikTok for quite some time, merely observing like any other user.

However, those 4,000 followers served as a cornerstone for my growth. Acquiring the first 10,000 followers is often the most challenging phase for creators, yet my existing following lent me credibility from the beginning. As I ventured into posting content related to consulting, my pre-existing follower base heightened my brand, easing the path for others to join in. Since then, my growth has remained consistently upward.

What is your content creation process?

I meticulously plan all my JeeIn Youn brand content, down to the second, for the entire upcoming month. This strategic approach involves careful consideration of what I film and when it goes live.

For instance, if I share a day in the life of a consultant one week, I might switch to a workout routine the next, followed by a breakdown of living expenses in Chicago. I aim to maintain a balance between lifestyle and career content, while infusing humor, aesthetics, and informational value into each video.

Humor initially attracts the most followers, but it's the value-packed content that keeps them engaged. Aesthetics play a crucial role in making my content stand out amidst the sea of similar videos online. I strive for creativity and variety to ensure my audience doesn't encounter repetitive content.

“I’m a very strong believer in making everything as organic as possible. So all my followers, all my videos - nothing’s promoted or bought.”

To maintain originality, I avoid following influencers in my niche too closely. Instead, I draw inspiration from various sources while keeping my ideas organic. Music selection is pivotal in my creative process too, setting the tone and pace for each video. I meticulously sync visuals with the chosen soundtrack, shaping the narrative of the content.

Once I have a song, I meticulously plan the visuals and script using my notes app. For day in the life videos, which are more time-consuming, I allocate specific days every 2-3 weeks for filming and editing.

Time management is critical, especially balancing content creation with a full-time job. I dedicate around 15 hours a week to my brand, adjusting the content creation pace based on workloads for that week.

Emergency videos serve as a backup during busy weeks, allowing me to maintain consistency even when pressed for time. Occasionally, I use Paid Time Off to dedicate a full day to content creation, ensuring a steady stream of videos throughout the month.

Balancing both roles as a consultant and content creator is challenging but rewarding, as each role informs and complements the other.

What is your marketing & promotion strategy? How are you growing your brand?

I firmly believe in keeping everything as organic as possible. None of my followers or videos are promoted or bought. I trust that my content will speak for itself.

Growing organically may be slower, but it's more robust and stable in the long run. I've experienced steady growth because I believe in the authenticity of my personal brand, which should remain consistent over time.

While my content has remained relatively consistent, I acknowledge the need for change. I've been doing the same thing for a while now, and I understand that my audience craves something fresh.

Trends are evolving, and there's a shift towards more raw and long-form content. Adapting to these changes is crucial for staying relevant, even though I've been resistant to altering my content too much.

Currently, I manage all aspects of my JeeIn Youn brand independently. However, I realize I've reached a point where I need to delegate tasks to scale my brand further. I'm exploring partnerships with management teams to facilitate this transition.

“Don’t let perfection get in the way of your growth. I like to have everything as perfect as it can be... but I think that has actually stripped away a lot of my growth in my early stages.”

One fascinating aspect of being a creator is the opportunity to collaborate and network with others. There are events exclusively for creators held in various cities like Chicago, New York, or San Francisco.

For instance, when a new restaurant opens, they invite local creators to promote the opening on their social media platforms. These events are attended by a relatively small group of successful creators, fostering valuable connections and exposure.

Collaborating with fellow creators is essential. We share insights, opportunities, and resources. For example, if a brand reaches out to me with an offer that doesn't align with my niche but fits a friend's, I'll refer them.

Similarly, we assist each other in navigating the industry, whether it's determining sponsorship rates or optimizing content creation strategies. Having creator friends has been invaluable in my journey, helping me avoid pitfalls like undercharging for sponsorships.

In essence, being part of creator communities provides support, knowledge-sharing, and accountability, highlighting the importance of fostering these connections within the industry.

How do you engage with your audience?

My approach to content creation is rooted in the authenticity of sharing my life and skill set. I understand that what I have to offer may resonate with some and not with others, and that's okay. If they like the JeeIn Youn brand that’s awesome - and if not, that’s fine.

If someone finds my content interesting, they can reach out through DMs, email, or LinkedIn, especially since a lot of my content revolves around career topics, leading to many interactions on LinkedIn.

Unlike some creators who engage heavily with their followers through newsletters or regular Instagram updates, I prefer maintaining a degree of privacy. About 70% of my life remains private, and I share only about 30% of myself online.

This balance affords me a level of comfort, although occasionally, someone might recognize me as "the consultant" from TikTok, which I find quite amusing.

Working a 9-5 job, particularly in a field like consulting, requires a careful separation between what I share online and what I keep private. This delineation helps prevent conflicts between my personal and professional lives. If I were a full-time creator, I might share more openly, but given my circumstances, I have to be selective about what I disclose.

Fortunately, my audience has been largely positive and supportive. Given the professional nature of my content, I tend to attract mature viewers rather than internet trolls.

However, content related to finances often garners attention, both positive and negative. I've received some snarky comments on videos where I discuss my monthly budget, prompting me to space out such content to keep my audience guessing.

I firmly believe that receiving only positive reactions may indicate a lack of depth in content. As you gain success, encountering criticism becomes almost inevitable, whether it stems from envy or genuine disagreement. It's all part of the journey.

How have you monetized your business model?

Initially, creating content was just a fun hobby for me. But soon enough, I started receiving partnership requests. It began with offers like, "We'll gift you this item in exchange for XYZ." Now, it's major brands asking, "How much do you charge for an ad on your JeeIn Youn TikTok or Instagram page?"

The growth has been significant. From receiving free gifts and PR packages, which used to excite me, I now decline most of them to avoid clutter in my apartment. The focus has shifted towards paid ads, especially after reaching around 10,000 followers.

I had no idea how lucrative ads could be. Initially, I thought $300 would be fantastic, and I'd happily create five videos for that rate. However, my rates have substantially increased over time, influenced by discussions with fellow creators and understanding market norms and pricing strategies.

The most significant change in my monetization approach is being selective. Initially, I said yes to everything, but as demand grew, I gained the flexibility to decline offers. I now choose ads that align with my beliefs, brand, and niche, making them more authentic.

Currently, I'm taking each day as it comes regarding my career approach. I enjoy having two jobs—one more analytical, the other allowing creativity and risk-taking, while also building my own brand and being my own boss.

I love the creator's life, but it's risky. The creator economy is always evolving, with trends, influencers, and audience preferences constantly changing. Platforms and regulations shift too, making it volatile. For now, having a safety net with both jobs feels right.

What are your biggest lessons learned & challenges faced?

Creating content has taught me a lot - much more than I would’ve expected. Lately, I've experienced steady growth, although there are occasional months with no progress, followed by sudden spikes. It's a dynamic environment where change is constant and daily.

That's why maintaining focus is crucial, reminding myself to produce content my audience craves. Just because another creator gains 50,000 followers in a week by showcasing a story about a salad bowl doesn't mean I have to follow suit. It's about understanding what my audience desires.

The ability to stay in my own lane amidst the whirlwind of changes and fluctuations is a vital skill, not just in the creator industry but also in life.

One of the most surreal moments for me was realizing that people actually follow me. Standing in the Chicago Cubs stadium, with its 40,000 seats, I couldn't help but think, "Twice the number of people here watch my TikTok content? Twice the number of people here care what JeeIn Youn has to say?" It's mind-boggling.

In today's digital age, everyone has something to share, and there's an audience for every story. It's about storytelling and fearlessly putting yourself out there. I didn't anticipate that people would be interested in the daily life of a consultant like me, but there are over 100,000 who are. That realization opens up a world of possibilities—no matter your niche, there are followers out there.

What technology & tools do you use?

I'm not exactly a pro at this whole setup thing. It took me two years of content creation before I even got my hands on a ring light, and that was a Christmas gift. I do everything from shooting to editing on my trusty iPhone.

I remember splurging on the latest iPhone 12 or 13 right after graduating, despite having just $5,000 to my name. Dropping a grand on a phone when that's 20% of your savings is pretty wild, but I knew I needed it to step up my video quality, and thankfully, it paid off.

So yeah, it's pretty much just me and my iPhone. I edit everything on CapCut, which is what most other micro-influencers use. Sure, I've dabbled a bit on desktop editing, but that's mainly for testing purposes. I wish I could say I use more sophisticated tools, but it's just the phone and CapCut for me.

“Creating content has taught me so much about so many things... like the ability to stay in your own lane and stay super focused, and not be distracted by all the other crazy changes and ups and downs happening around.”

Starting out isn't as hard as you might think. Just whip out your phone and start shooting. The real challenge is mustering the courage to hit that post button. That's where most people stumble on their path to becoming a content creator — they get stuck in their own heads.

As for staying on top of the latest creator trends, I'm pretty conscious about what kind of content I consume. When I'm scrolling through TikTok, I pay attention to what other influencers are doing. If I spot someone with killer lighting, I'll check out their profile to see what they're using.

Being aware as both a viewer and a creator is key. Sure, I enjoy the content and have a good laugh, but I'm also analyzing and brainstorming ideas. It's like my brain switches to strategy mode. I stay updated pretty naturally through my feed, but having creator friends and following a couple of content creation specialists definitely helps too.

What future plans & goals do you have for your creator brand?

My personal social media serves as a reflection of my current endeavours. Right now, I'm immersed in consulting, so my content naturally revolves around that.

However, I anticipate that if I become a mom one day, my focus will naturally shift towards sharing aspects of that journey – from the products I use for my child to insights on parenting.

I believe a strong personal brand allows for fluidity in content while maintaining consistency. Regardless of the path I take, I aim to retain my JeeIn Youn fans by evolving my brand to encompass new aspects of my life gradually.

This year, my goal is to infuse more personality into my content. While I typically emphasize aesthetics, showcasing more of myself on camera is a challenge I'm eager to embrace.

What's intriguing about this industry is its analytical nature - probably a reason why I like it so much. Performance metrics like follower counts and engagement rates provide clear indicators of success.

I approach partnerships and growth targets with a focus on percentage increases, aiming to surpass milestones such as a 200% growth in ad partnerships last year and targeting similar achievements moving forward, including a 100% growth in follower count year over year.

What advice do you have for aspiring content creators?

I used to let perfectionism consume me, to the point where I'd redo an entire day in the life video just because the title was at a slightly off angle. It was a bit obsessive, to be honest. Looking back, I realize that this perfectionist mindset slowed down my growth. If I hadn't been so fixated on every tiny detail, I might have progressed much faster.

Nowadays, when I watch other people's content, I couldn't care less about perfect angles. What matters to me is the message they're sharing. So my advice to fellow creators is to not let perfectionism hinder you. Just get your content out there. You can always refine and improve as you go along.

As for the future of content creation, there's been a flood of creators in recent years. It seems like everyone wants to jump on the bandwagon and carve out their own niche. But I believe the industry will start to narrow down. The creators who will thrive are those who invest time in building authentic personal brands.

On the flip side, there will be those who merely follow trends without any real passion or identity. They might see someone else's success and try to replicate it, but that's not sustainable in the long run. Building a personal brand is crucial. In the coming years, it'll be more important than ever for creators to distinguish themselves and cultivate a genuine connection with their audience.

JeeIn Youn: Crafting My Unique Personal Brand to 100K Followers

Uncover JeeIn Youn’s story as she invites us into the dynamic world of her consultant and creator careers…

Creator Brand: JeeIn Youn

TikTok: 95K followers, 2.2 million likes

Instagram: 38.1K followers, 79 posts

YouTube: 137 subscribers, 1K views (beta mode)

Full time creator: No - consultant & part time creator

Hey JeeIn! Who are you and what is your creator brand?