Modern Creator
Jon Youshaei · YouTube

How Peter McKinnon Turned $0.55 Into A YouTube Empire (Interview)

Jon Youshaei sits down with Peter McKinnon and plays clips from his own archive back to him, tracing the exact decisions that took him from 55 cents of AdSense revenue to a multi-million-subscriber brand.

Posted
3 years ago
Duration
Format
Interview
sincere
Views
465.5K
14.5K likes
Big Idea

The argument in one line.

Peter McKinnon went full-time on YouTube not when the numbers justified it, but the moment he got undeniable proof the thing could ever work at all, then treated every career decision after as execution of steps he could already see.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…
  • You're working a day job while trying to build a creator or content business on the side and want permission to move before the numbers look safe.
  • You're a smaller creator trying to collaborate with bigger ones and keep sending cold pitches that go nowhere.
  • You do branded content and want a working model for making sponsor reads people actually enjoy.
SKIP IF…
  • You're looking for tactical YouTube SEO, algorithm, or thumbnail advice. This is a career-and-mindset interview, not a growth-hacking one.
TL;DR

The full version, fast.

Peter McKinnon didn't quit his job when the money got good. He quit the day his YouTube AdSense read 55 cents instead of zero, because that was proof the engine could ever turn on at all. He treats every career leap since as a staircase, not a jump: work a job slightly closer to the goal, learn what you can there, take the next step. The same logic shows up in how he handles brand deals (turn the pitch into a bit, like recurring character "Squarespace Pete," instead of reading a script) and collaborations (earn a real relationship before asking for anything, and go through the person who'll actually make it happen, not just the creator). The through-line: do the opposite of whatever's trendy, and let proof of concept, not scale, be the signal to commit.

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Chapters

Where the time goes.

00:00 – 01:03

01 · Intro

Youshaei frames the 55-cent AdSense story as the hook and previews the interview's structure of playing McKinnon's own archive clips back to him.

01:04 – 02:52

02 · Finding the right jobs as a creator

McKinnon recounts quitting a steakhouse job on the spot at midnight, then deliberately choosing each next job (camera shop, internship) to be one step closer to his real goal instead of waiting to 'become' a photographer overnight.

02:53 – 04:20

03 · When to leave your job

Contrast with other creators (Graham Stephan leaving at $1M): McKinnon's trigger was a 55-cent AdSense screenshot, proof of concept rather than a safe number, which he printed and framed.

04:21 – 06:29

04 · What Peter learned from Casey Neistat

The DM that led to a last-minute flight to Amsterdam, and the lesson from their first shoot together: always know exactly what you're filming before you show up, nothing wasted.

06:30 – 07:38

05 · Asking bigger creators to collab

McKinnon's rule: never cold-pitch a headline and thumbnail and wait. Build the relationship first, and if it's a business ask, go through the creator's manager, not the creator.

07:39 – 09:25

06 · Tips for better brand deals

Origin and mechanics of the recurring 'Squarespace Pete' bit; his rule that the moment a sponsor segment sounds like a script read is the moment it stops working, so build a visual bit or activity instead.

09:26 – 10:54

07 · Peter's thoughts on Zach King

Why McKinnon never moved into digital/TikTok-style magic despite his magic background: Zach King already owns that lane at a level McKinnon respects too much to compete with.

10:55 – 11:52

08 · Competing in a saturated genre

The gap McKinnon found entering photography YouTube wasn't technical, it was boredom; he added vlog-style humor and humanity to tutorials that felt like safety-training videos.

11:53 – 13:06

09 · Peter's sound effects

McKinnon's trademark mouth-foley sound effects, where the habit came from, and his approach to mimicking real-world sounds live.

13:07 – 14:16

10 · Thank you Stir

Scripted comedic sponsor segment for Stir, a creator financial/revenue-split tool, delivered as a bit rather than a straight read.

14:17 – 16:10

11 · How to keep improving

An old short film McKinnon made and lost track of; his wife's rule to keep shooting photos for no audience; closing line: if you're not learning, you're unlearning.

16:11 – 16:25

12 · Outro

Sign-off and thanks.

Atomic Insights

Lines worth screenshotting.

  • Peter McKinnon's full-time YouTube decision wasn't triggered by a big number, it was triggered by his AdSense balance reading 55 cents instead of zero, proof the engine could work at all.
  • He printed and framed that 55-cent screenshot rather than a subscriber milestone, because it marked the moment the idea stopped being hypothetical.
  • Before going full-time, McKinnon treated each job as a step closer to his goal: steakhouse, Home Depot, Apple training, then a camera shop, deliberately climbing toward relevance instead of waiting for permission.
  • His rule for collabs: never send a bigger creator a headline and thumbnail and wait for a reply. Build a real relationship first, because short-term it's slower but it produces friendships that last.
  • When approaching an established creator for business, go through their manager, not the creator directly. The manager is the one who gets things actually done.
  • Casey Neistat's lesson to McKinnon on their first shoot together: always know exactly what you're filming before you show up. Neistat had intros and locations mapped out in advance, nothing wasted.
  • McKinnon's brand-deal philosophy: the moment a sponsor segment sounds like an ad read is the moment it's least appealing, so give it a visual bit, a character, or an activity instead of reading a script straight.
  • His recurring "Squarespace Pete" bit worked so well that viewers now ask for it by name when a Squarespace integration drops, turning a sponsor segment into a recognizable feature.
  • McKinnon deliberately avoided competing with Zach King in digital magic, reasoning that being in someone else's lane at a lower level of mastery just puts you in their shadow instead of building your own.
  • He says the gap he found in YouTube photography content wasn't a technique gap, it was boredom: tutorials felt like mandatory safety-training videos, so he added humor and vlog-style humanity instead.
  • His personal operating principle: when he sees the whole industry trending one direction, he deliberately looks for what's not trendy.
  • His wife's standing rule for him: regularly go shoot photos for no one and nothing, not content, just practice, because skipping that erodes the craft that built the audience in the first place.
  • His closing framework for staying sharp: if you're not learning, you're unlearning, so deliberately picking up new skills is what keeps you able to inspire anyone else.
Takeaway

The number that should make you move isn't a big one, it's the first number that isn't zero, and the career moves that compound from there look like deliberate steps, not lucky jumps.

  • A single data point proving something CAN work is a more reliable signal to commit than waiting for a number that feels 'safe.'
  • When you can't take the big leap yet, pick the next job or project specifically because it's closer to the real goal, not because it's convenient.
  • Cold pitches to people above your level rarely work. Investing in a real relationship first costs more time but pays off longer.
  • If you need a decision-maker's attention for a business ask, the fastest path is often through the person who manages the details, not the name on the channel.
  • A sponsor read that sounds like a script is the first thing viewers tune out, so build an activity, bit, or character around the product instead of narrating it.
  • Staying out of a lane someone else already owns at a level you respect isn't losing, it's avoiding a fight you don't need to have to build your own thing.
  • Deliberately practicing your craft without an audience or a content purpose is what keeps the skills sharp enough to keep teaching others.
Glossary

Terms worth knowing.

AdSense
YouTube's built-in ad revenue program that pays creators a share of ad income earned on their videos.
Brand integration
A sponsored segment woven into a video's content or story, as opposed to a separate ad read inserted on its own.
Resources

Things they pointed at.

13:07productStir ↗
00:00productSquarespace
14:30toolvoices.com
Quotables

Lines you could clip.

03:18
“It was 55 cents. I was like, oh, that's real money. That 55 cents will turn into a dollar, maybe 10 bucks, maybe a hundred bucks, maybe enough to pay one bill.”
the whole episode's thesis in one self-contained story→ TikTok hook↗ Tweet quote
07:00
“I send a headline and a thumbnail to a creator that I want to collaborate with and wait for an answer... never do that.”
sharp, contrarian creator advice that stands alone→ IG reel cold open↗ Tweet quote
08:23
“When it sounds like an ad read is when it's the least appealing.”
tight, quotable rule for brand deals→ newsletter pull-quote↗ Tweet quote
10:25
“Why cook the meal when it's already being fed and it's delicious?”
memorable metaphor for staying in your lane→ TikTok hook↗ Tweet quote
16:00
“If you're not learning, you're unlearning.”
closing line, short and repeatable→ IG reel cold open↗ Tweet quote
The Script

Word for word.

Read-along

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55 cents is all Peter McKinnon made on YouTube when he decided to drop everything and become a full -time YouTuber. So how did he go from working at a restaurant to turning a few cents into a multi -million dollar YouTube empire? Oh, that's real money.
In this interview, Peter reveals how he did it by breaking every rule on YouTube. He didn't follow trends. What can I do that's not trendy?
He didn't change who he was for the algorithm. Love mimicking a sound.
And he gave five more unconventional tips if you're struggling to go from part -time to full -time YouTuber. And Peter broke down several clips I dug up from the start of his career till now so you learn exactly what happened. I'm John Ushai and you're watching Created.
You're very good at what you do.
Peter, welcome to the show, buddy. Thanks, man. My hope is to make this the most researched interview done.
I went through your Vimeo as well. Oh, yes. Rest in peace.
I'm telling you. Yeah, I wanted to... Well, we're going to bring you back to life.
You dug way deep, okay. Way deep. I got to do my research.
Okay, yeah, you went there. Yeah. I'm excited.
Let's start off with the first clip. I won't give much context. I will just let you go ahead and play this.
I'm now a full -time YouTuber, and it took me, if you think about it, 18 years to get here. It took me washing elephants. It took me getting fired from jobs.
It took me working at a steakhouse, Home Depot, going through training at Apple, trying to figure out what I wanted to do. Yep, yep, still think that. Take me through that journey of the jobs you had leading up to becoming a full -time creator and the day that you left those jobs behind.
I remember that was a big realization moment. It was the steakhouse. And I worked on the line.
And then when the shift ended, I was about to leave and they're like, you got to clean the kitchen still. I was like, it's midnight.
Like, well, now we got to clean for the prep people coming in tomorrow. And it was that moment. I was like, I just can't do this.
This isn't me. I can't do this stuff. And I went to the back and the manager was there.
I just said, hey, I think I'm done. I don't want to work here anymore. And she's like, well, can I, do you want like less hours?
I was like, I want no hours actually. Took off my apron and I walked back to my little protege and drove home. And it was at that moment I thought, I got to stop doing random jobs and at least start taking jobs, even if they're still retail or part -time, that are at least more tuned to what my interests were.
To kind of like, I can't just be a pro photographer tomorrow because I decided. I knew there was steps and processes that were going to come in between that. So I thought, if I get a job at a camera shop, it gets me that much closer.
I can learn cameras more. And then maybe I get an internship and I can intern with people who do it professionally and I can learn more. And it was those little steps along the way that eventually led to the big one, which was just, it's time now, dude.
You've been putting it off long enough. You've done all of the steps. You could just be doing them forever or you make the big jump instead of the step.
But I think one of the things I admire most about you, Peter, is that your turning point came when you only had 55 cents of AdSense revenue. And, you know, talking to a lot of creators, I was talking to Graham Stephanie like, yeah, I became a full -time creator when I had $1 million. And I was like, what?
And so I wanted to play this clip with that context. That's quite a contrast. I know.
I was like, okay. And get your thoughts on this. I remember this day.
This screenshot is from when I first started my YouTube account. I'll throw it on the screen here. 800 subscribers, 6 ,889 views, 1 ,600 watch time minutes.
my estimated revenue of 55 cents now this was the day this exact screenshot when i took this was the day that i decided to go as hard as i could with youtube being my full -time yeah that was uh i remember that vividly it was proof of concept to like oh i logged in one day and it was just not zero anymore it was 55 cents i was like oh that's real money that 55 cents will turn into a dollar maybe 10 bucks, maybe a hundred bucks, maybe enough to pay one bill, just one bill of mine.
And if I can pay one bill, I can pay all the bills. So it was the only spark that I needed to just set that fire. And yeah, that 55 cents, that screenshot, I think I printed it off, actually framed it and put it in my office.
Wow. Yeah. I wanted to talk about bromance that swept through YouTube and play this clip of, I think the first moment that Casey Neistat appeared in one of your videos.
Okay. Oh, this was good. Okay guys, so the thing is I get asked a lot like I see all kinds of comments of people saying like oh That's like Casey because you ride a booster board and to be honest like just because I ride a skateboard I don't think that makes me like the guy I don't know.
Does it bother you that I ride a booster board? No, but can you plug that into the charger when you're done with it? Yeah Looking at the stats at that point you had about 700 800 thousand subscribers.
Yeah, and he had about 8 million. Okay How did that initial relationship happen?
Did Casey Neistat DM you? Did you reach out to him? Well, I first met him at this little shop somewhere on, I don't know, somewhere in New York.
I didn't really say much because I didn't want to be the guy being like, hey, can we be friends or anything? So I just kind of hung out. And then I think it was like a few weeks later or a few months later, he DM'd me on Twitter and just said, let's make vids.
I was like, sure, when? He's like, come to Amsterdam. I was like, when?
He's like, tomorrow. I was like, okay. And I bought a ticket and flew to Amsterdam like within like 15 hours or something.
Which is really funny because I got back from that trip and then he was in Toronto like the next day. I was like, dude, we could have just done this here. So we hung out again there.
And then every time he called me, my heart would sink a little bit because he was always saying, hey, are you free on the weekend? I was like, oh, it's what now? He's like, let's go to Bermuda.
Like, oh, this guy. What did you learn from Casey Neistat in your first 24 hours with him? On that trip, one of the first things he said to me, which was interesting, which I learned, we were having breakfast.
And he says, so what do you want to film today? Like, do you have your ideas? Like, do you know what you want to do?
Like, can I help? I was like, yeah, I think, I don't know. Maybe, like, I don't really know what's in plan or what's in stories.
Like, I've got the whole thing mapped out. Like, my video is already done. It's like, oh yeah.
And he's like, oh bro, I've got this so streamlined. And we left and he went to an exact spot to do an intro that he already knew. And everything was very much mapped out in his mind.
And he was able to execute, finish film, do everything in that video. But with such, it was just so strategic. Like there was no time wasted.
Can you talk about when you get approached now from other creators, what advice would you give to make a good first impression? It seems to be most of the time like. let's collab or like i'd love to work for you or i can shoot this and it's always around the person you're meeting you don't know that person so right off the bat you're kind of like ah i don't really know who you are and i appreciate the help by being offered that i don't need but i there's other people and it's just kind of a weird situation maybe you want to have a business conversation approach the manager who's on the side he's the guy who's gonna get it done anyway yeah Might as well think about that.
Interesting. So takeaways for creators if you guys are listening. I feel like it's such a trend, Peter, with you.
I find creators do one thing. I've done a lot of interviews where a creator is like, yeah, I send a headline and a thumbnail to a creator that I want to collaborate with and wait for an answer. Oh, yeah.
Never do that. Yeah. You're all about relation and almost being the opposite in a way that, you know, in the short run may hurt you.
But in the long term, it seems like it's worked out. Yeah. Friendships might last longer.
Yeah, I'm just all about doing things differently. And if I see a herd going that way, I want to go the opposite way. And if a lot of videos are trendy, I'm like, what can I do that's not trendy?
Yeah, I think there's so many more interesting topics to dive into, especially with you. And one of the things that I want to ask you about is this. I'll let you play it.
I'll give you more context.
Can I do it now? Yeah, just do it. Do I sit beside you?
Just do it. Oh, wait.
Just from here? Yeah, go for it. Okay.
Hey, this video is brought to you by Squarespace. Does anyone at this point not know what Squarespace is? Who doesn't know?
That's true. So context for everyone, that was a Squarespace brand integration in one of your videos. But it was so freaking entertaining that I almost forgot.
And the reason why I want to give context is because, you know, there's so much humor into it. How do you think about a brand integration like that? So instead of speaking to you about Squarespace, I can speak to Squarespace Pete and we can speak to each other and just kind of have this fun banter that someone just gets to enjoy instead of being pitched to, right?
It's entertaining and it's fun. And now it's at the point where if I don't do it, people are like, bring back Squarespace Pete. And I've got so many ideas to take it so far.
When it sounds like an ad read is when it's the least appealing. So even if it's going to sound like it, can you do something visually that's going to change it up? Can there be an activity that you do that you can do with someone else?
Is there somewhere else you can shoot it? Is there a way that you can take one of your interests and provide me an example of what the brand is instead of just telling me about the brand? I don't care.
I don't want to hear it. If it's a brand about, like if we're talking about trimmers. Like do something funny with the trimmer.
Like what happens to the trimmer all the time? Do you cut yourself? Are the batteries dying?
Can we do a skit about the batteries dying? Or like give me some examples or just anything other than just sitting there reading a script. That's amazing, man.
It's such a trend I'm seeing here of like, you know, you're like zigging where the industry is zagging. And I found another area where you had a conversation with a fellow magician. Yeah, this is a good day.
i remember thinking a couple years ago um casey's the biggest it'll ever get or lele's the biggest sure what can get big logan paul's the biggest yeah i think that number of like how fast they're growing and their audience reach is going to like exponentially grow when we've seen it like ninja like just different people overnight yeah go from zero to like 15 million subs yeah and peter the thing i want to show with that are the statistics I pulled on the most viewed TikToks, which are all magic related.
And I was so curious to ask you because of your background in magic, right? And Zach King having some of the most viewed videos, why you didn't go into this digital form of magic when there's such an appetite for it? I think because I just, when I see a talent like Zach King and respect it at the level I do, I don't need to throw my hat in because I just don't personally feel like I could do better than what Zach is doing.
So it's not like if I got in there, there'd be too many cooks in the kitchen. It's quite the contrary. I wouldn't even know how to cook the meal.
Why cook the meal when it's already being fed and it's delicious? So I kind of just think that's his realm and he owns it so much at this point. Even if I did, it would just be in the shadow of someone who's doing it the best.
To be fair, though, there's so many photographers on YouTube when you entered this space. Yeah. What were some of the problems with, you know, the photography space that you tried to solve when you entered it?
Boredom. Just boredom. It was like orientation videos when you got a retail job and you had to sit down and watch all the safety.
procedures before you could put the uniform on and they're never good videos. And I thought, we've just got to have more fun. We've got to vlog and then show some real life examples and just have a bit of humanity in this.
Let's not take ourselves so seriously. It's just photography. How do we make this cool?
How do we make it actually cool? Like this dude who's got a beard and tattoos and a backwards hat who's out hanging out with a vlogger. Like this is not what photography space is used to.
But it's what would relate to people who are up and coming and starting in photography. So that's kind of was my mindset moving into it. It's speaking of bringing humanity to your videos I got one of the best ways that you do it and you've done it multiple times in this interview is adding sound effects.
Oh, yeah All right, so punch sounds like a fight scene. I'm rolling went deep. Okay I'm going to pass out.
I remember doing that, dude. Andrew was like, wow, that was actually awesome. I was like, yeah, that was pretty good, wasn't it?
I've always loved sound effects, man. Dude, I bought your sound pack. Oh, nice.
Love it. That's pretty amazing. Yeah, I remember that video.
What are your top three favorite sound effects? If you could do them live. I wouldn't say there's like a go -to.
I used to do like a helicopter a lot, like a... But I was like, you know when it's coming down I used to love that the punch sounds obviously always just Those are always really good. But yeah, I love mimicking a sound if I hear something I'll be like, oh that was good.
What was that? What was that or how would you make a sound if you were filling up a glass of water? like what would that sound like like Like with something like that, I don't know and I just I just try it guys I have to tell you about a huge problem get back to the video in just a second But basically you're gonna have a problem if you don't tell the people that this video is sponsored by stir Oh my God, it's my CFO.
What are you doing here? I'm shooting a video, you know. Yeah, but stay focused, John.
Tell the people about STIR's amazing features. Yes, yes, yes. But doesn't everybody already know that STIR is the financial studio for creators?
Yeah. But you could also tell them that STIR is a great tool to split your revenue, manage your money, your metrics, make instant payments, generate invoices, collab all in one place. John, we rehearsed all this.
I mean, dude, I'm just a creator. I just want to focus on making videos, not all that financial and business stuff. Come on, John.
Can you at least tell the people about a few features from STIR that you love? Okay, I do love splits. I mean, it's this feature from STIR that lets you instantly share revenue coming in from...
brand deals and platforms like YouTube with your team. Like you could give a percent of your YouTube AdSense to the editor who will help you make the video if you want. Hey, maybe you can even split it with your CFO or to your CFO.
And you know, I've known the team at Stirr for years now. I think what they're doing for their creator economy is awesome. So use that link in the description and let them know that John Ushai's CFO sent you and you can book a call with them.
They'll take care of you. And wait, if they do all of that, then what are you gonna do as my CFO? Pete, as we round the corner here on Memory Lane, the last clip is one that I dug deep for.
Oh, man. You know what this is? Of course I know, bro.
I remember where I shot this, too, on an ice rink at midnight because the lights were still on.
What defines a moment? Is it the people who surround us? Or is it simply our surroundings?
Maybe something we touch. I was trying to find this file legitimately a few months ago, and I couldn't find it anywhere. I don't know how you found it.
That's so impressive. Dude, we dug deep on this. Yeah, you did.
Can I be honest? Yeah. What what was the story tell you what was going?
It was so I couldn't believe that you made that given how good of a storyteller you are today Yeah, I made that ages ago camera contest or something and I never enter stuff and I was like I could bust out a short film like that in no time like it would take me like one night so I went out and just like compiled a bunch of clips and wrote something and Went to like voices .com found some guy sent in my script and everything and and I got disqualified for some reason I was like the winner, but it was something like I used a clip not in the time frame when we were supposed to shoot.
I used to do that all the time. My wife was always a huge advocate, still is, of practicing your craft. So if she sees me just pounding videos after videos after videos, she's like, when was the last time you went out and just took photos?
Not for Instagram. I was like, ah, you should probably do that. She's like, because as much as you're the teacher and as much as you're the guy inspiring everyone else to get out there and do it, you still need to follow the passion that got you here in the first place.
And if you're not, learning you're unlearning so you got to make sure you keep your skills sharp and you learn new things that you're inspired and that'll eventually trickle down to inspiring new things for new people it's like that's wise pete i just have to say thank you man i don't know if you have any final words of things dude no i'm already like i've i've been interviewed a lot and i was like it was a lot of fun thank you yeah thanks for thanks for all the effort you put into that because it made it quite memorable oh man that is a
The Hook

The bait, then the rug-pull.

Jon Youshaei opens with the number that makes the whole interview work: 55 cents. Not a viral hit, not a million-dollar payday, just a screenshot of AdSense revenue finally reading something other than zero. That screenshot is the hinge McKinnon's entire career turns on, and Youshaei spends the next sixteen minutes playing McKinnon's own old clips back to him to find out what actually happened in between.

Frameworks

Named ideas worth stealing.

02:30concept

Step-job ladder

  1. Quit the job that isn't you
  2. Take the next job that's closer to the goal, even part-time or retail
  3. Use each step to learn the next skill
  4. Make the full jump once the steps run out

McKinnon's method for getting from unrelated retail jobs to full-time creator: deliberately choose each interim job to be closer to the target skill set rather than waiting to leap directly.

Steal foranyone transitioning careers without savings or a safety net
08:23concept

Brand-deal bit test

  1. If it would sound like a script read, change the format
  2. Turn the brand into a character or bit
  3. Find a visual or activity instead of narration
  4. Keep doing it until the audience asks for it back

McKinnon's approach to sponsor segments: instead of reading copy straight, build a recurring bit (like 'Squarespace Pete') so the ad becomes a feature viewers look forward to.

Steal forcreators negotiating integrated sponsor segments
CTA Breakdown

How they asked for the click.

VERBAL ASK
13:07product
“use that link in the description and let them know that John Ushai's CFO sent you”

Sponsor CTA delivered inside a scripted comedic bit (McKinnon playing Youshaei's 'CFO') rather than a straight read, consistent with McKinnon's own stated brand-deal philosophy earlier in the interview.

MENTIONED ON CAMERA
13:07productStir ↗
Frame Gallery

Visual moments.

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