Podcast Summary

Social Media Marketing Podcast

Episode: How to Establish Thought Leadership on YouTube
Host: Michael Stelzner (Social Media Examiner)
Guest: Amy Landino (@AmyTV)
Date: November 6, 2025

Episode Overview

This episode explores how marketers and business professionals can establish themselves as thought leaders using YouTube. Michael Stelzner interviews Amy Landino, business coach, author, and creator of AmyTV, who unveils her proven strategy—the "Four P’s"—to create impactful, search-friendly YouTube content that builds trust and authority. Amy shares personal stories, actionable tips, and specific examples to help listeners break through overwhelm and use YouTube strategically for lasting influence.

Key Discussion Points & Insights

1. Amy Landino’s YouTube Journey & The Power of Long-Form Video

• Amy’s background:
  • Began on YouTube in 2007; first book "Vlog Like a Boss" in 2018
  • Saw explosive growth by shifting content to address audience needs (e.g., from video how-tos to time management/morning routines)
  • Personal and global changes (pandemic, motherhood) led to business reinventions
• Why YouTube for thought leadership?
  • YouTube is unrivalled for long-form, discoverable video content with years-long relevance
  • Long-form enables deeper connection and trust than short content (like Reels/TikTok)
  • Videos continue to surface and attract audiences years later
• Quote:

  “There is just no other platform, period, that wins with long form video the way that YouTube does… No competition with, ‘I can upload a video of any length…’” —Amy (06:41)

2. The Daunting Nature of YouTube & Mindset Shift

• YouTube can be intimidating: Many feel overwhelmed by production, camera presence, or YouTube’s evolving landscape
• Biggest advice:
  • Don’t view the camera as ‘the audience’ or a void; imagine speaking to one ‘perfect viewer’ (Amy calls hers “Charlotte”)
  • Think of the lens as a friend or client who needs your help—“It’s like you’re sitting down for coffee…” (12:51)
• Pro Tip: Visualize your ideal audience persona each time you hit record for a stronger, more authentic message.

3. The Four P’s Formula for Thought Leadership Content

1) Problem

• Define the specific pain point of your ideal viewer.
  • Use their words, not jargon.
  • Meet viewers at their current stage, not where you are now.
• “Broccoli in the Cake” (17:35) – Present essentials ("broccoli") within irresistible topics ("cake").
• Example:
  • Gina’s curly hair channel: Cake is “frizz-free curls by tomorrow”; broccoli is the discipline and long-term care needed for real results.
• Quote:

  “We just want to take our clients and shake them and be like, ‘It's a you thing! You’re screwing this up!’ But they don't care—that’s not the problem they want to rectify now.” —Amy (17:42)

2) Package

• Clarify the arc from current problem to desired state.
  • Package is the journey you guide them on—from “no clients except referrals” to “clients lined up at your door.”
• Ask real people how they define their problems and desires for messaging that resonates.
• Quote:

  “If you talk to people who are your potential client all the time… you can have content for days just within that.” —Amy (27:19)

3) Promise

• Your title is a clear, compelling promise of what viewers will gain.
  • Obvious over clever.
  • It’s not about being clickbaity—it’s about clarity and delivering on your word.
• Amy’s examples:
  • “The Ultimate Morning Routine Transformation [90 Day Challenge]”
  • “How I Schedule My Week as a Mom and CEO”
• Process: Start with the title/promise before recording; keep it front of mind while creating content.
• Quote:

  “If you are waiting until after the video is done to come up with your title… it’s amateur hour.” —Amy (36:28)

4) Process (Thumbnail)

• Thumbnails should visualize the value or method, adding intrigue.
  • Use faces for authenticity and connection, especially as a thought leader
  • Sometimes use “flat lay” shots (e.g., hands over a journal) to indicate interactive or practical content
  • Written thumbnail text should hint at the method/process (“Morning Routine Master Plan”), not repeat the title
• Quote:

  “You have a promise in the title, but now… they need something that’s going to make them go, ‘Ooh, that’s interesting—maybe I don’t have all the answers…’” —Amy (43:09)

4. Tactical YouTube & AI Tips

• Crafting titles with AI:
  • Use AI tools like ChatGPT—prompt them as you would a collaborator (“I want a high-performing YouTube video—how do I formulate a title…?”)
  • Test multiple options using YouTube’s split/AB testing
  • Keep important terms early; avoid long ellipses; focus on what your “Charlotte” would search for
• Example Prompt Offer:
  • Amy offers to DM her YouTube title AI prompt—DM her “psheets” on Instagram (39:21)
• Common pitfalls: Don’t stuff titles with series names or episode numbers; focus on the promise
• Quote:

  “If you don’t keep that promise at the forefront… you will lose people.” —Amy (38:30)

5. Personalization & Evolving Your Brand

• Amy’s story of balancing business and motherhood:
  • Success redefined: “Success looks like not being the expert at everything, but having someone better than me do it—so I get to spend more time with my kids.” (31:18)
  • Structure your business to reflect your life’s priorities, then share that journey as part of your brand’s package.

Notable Quotes & Memorable Moments

• On YouTube’s evergreen power:

  “My most popular video for years was one I filmed… in 2011. It just kept showing up in search… [until] that software became irrelevant, it continued to work.” —Amy (11:13)

• On addressing problems authentically:

  “Talking about someone’s problem is extremely powerful because it makes them go—wait, what? That’s a problem? That’s not normal?” —Amy (29:18)

• On creative process:

  “Most creators… come up with the title and thumbnail first. Then, how do we make it happen? That’s what the top of the top creators are doing.” —Amy (36:28)

• On using her Four P’s:

  “You’ve got a promise for your title… but in my thumbnails, I always put a piece of the process.” —Amy (43:09)
  “If you are a thought leader… faces are powerful in thumbnails. It shares authenticity, transparency.” —Amy (46:50)

Timestamps: Important Segments

• [03:27] Amy’s personal/professional journey & YouTube growth
• [06:41] Why YouTube remains essential for thought leadership
• [11:13] The evergreen nature of YouTube content
• [12:51] Overcoming the intimidation factor: persona-based communication
• [16:19] Introducing the Four P’s framework (Problem)
• [17:35] “Broccoli in the Cake” explained
• [24:37] Packaging problems & desired outcomes
• [32:58] The Promise—crafting effective YouTube titles
• [36:28] Content begins with the promise/title
• [39:21] Using AI to craft/tweak powerful titles (plus, Amy’s prompt offer)
• [43:09] Thumbnails as visual process—with examples
• [46:50] Thumbnails: using your face and flat lays
• [49:05] Where to find Amy Landino and access her resources

Actionable Takeaways

• Start content creation with a clear promise—the transformation or result your viewer will achieve.
• Always keep your ideal viewer in mind. Personalize messages to match their language and stage, not yours.
• Use YouTube’s unique strengths: long-form, evergreen content, discoverability, AB testing for titles.
• Employ the Four P’s: Problem, Package (desired outcome), Promise (title), and Process (thumbnail).
• Use AI tools to brainstorm and test titles; always keep main keywords early.
• Show your face and process in thumbnails to boost authenticity and intrigue.

Connect with Amy Landino

• Website: amylandino.com
• YouTube: AmyTV
• Instagram: @amylandino (DM "psheets" for her AI YouTube title prompt)

Summary prepared for marketers and creators looking to establish enduring thought leadership and audience trust on YouTube through strategic, authentic, and irresistible content.