Alexa Saarenoja Explains How to Make Money on YouTube Without Going Viral

Meet Alexa Saarenoja, YouTube strategist and business coach, as she breaks down how creators can turn YouTube into a lead-generating machine and build real businesses beyond views and AdSense.

If you’ve ever wondered how to use YouTube to attract clients, build authority, and grow a personal brand, this conversation offers a clear and practical perspective on what actually works today.

In this episode, Alexa shares how she transitioned from architecture into building a YouTube-driven business, and why focusing on strategy, audience understanding, and consistency matters far more than chasing the algorithm. We talk about how creators can monetize without going viral, why small channels can still generate significant income, and how to position yourself as the obvious choice in your niche.

Alexa also explains how she uses AI in her workflow, her approach to scripting and content creation, and the importance of authenticity when building a long-term brand. She dives into common mistakes creators make, how to stay consistent, and why YouTube is one of the most powerful platforms for reinvention.

Alexa Saarenoja helps coaches, consultants, and entrepreneurs grow their YouTube channels with a business-first approach, focusing on lead generation, authority building, and sustainable income. Through her content, coaching, and platform, she teaches creators how to turn their expertise into a scalable business using YouTube.

She’s also launching her new app, The Obvious Choice, designed to help coaches and consultants use YouTube to reach consistent five-figure months by becoming the authority in their niche.

Whether you're starting from scratch or looking to turn your channel into a real business, this episode is packed with actionable insights on how to grow with purpose and clarity.

Most creators think the way to make money on YouTube is views, but Alexa challenges this by explaining how creators can turn expertise into real online business ventures. She highlights the importance of authenticity over chasing the algorithm for successful monetization. This discussion offers valuable insights into effective content creation and how to monetize YouTube channel efforts genuinely.

Learn more about Alexa:
App (The Obvious Choice):
https://studio.com/apps/alexa/obviouschoice
YouTube:
@alexasaarenoja
Instagram:
https://instagram.com/alexasaarenoja
Online Course:
https://alexacreatorboost.systeme.io/youtubefreedomformulacourse

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https://www.linkedin.com/company/vidprosedits

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Transcript

SPEAKER_00 0:00

Most creators think the way to make money on YouTube is views. Alexa says that it's backwards. In this episode, she breaks down how creators turn expertise into real businesses and why authenticity beats chase in the algorithm. So Alexa, it's great to have you here. Thank you so much for doing this, for people discovering your work for the first time. How would you describe what you do today in the creator economy?

SPEAKER_01 0:22

Yeah, great. Thank you for having me. Yeah, I help. I've recently pivoted slightly. I've used to help YouTube growth only, like helping people to grow on YouTube. But now I've gone more into the direction of helping people grow their YouTube channels for businesses. So to get leads with YouTube, to create authority in their niche. And yeah, so that's what I'm doing now with YouTube. It's more business-driven focus and building a personal brand. So that's what I do. Yeah.

SPEAKER_00 0:51

And your background is actually in like architecture and design. So what led you from that world into building a YouTube business?

SPEAKER_01 0:59

Yeah, um, well, I got laid off from my I was teaching architecture at a school in the States while living in Finland. So I was teaching um remotely. And yeah, and I got laid off and I was had been doing design for uh over 15 years, and I think I was just kind of burnt out on it. I really wanted to do something else. Um, I was at a point in my life where you know I had young children, I kind of was just like worn out. I was like, I just needed something different. So, and it actually came like you know how like when you want something but you're not willing to take that leap, life kind of pushes you. And I think that was life pushing me. Like, we're gonna take this job away from you, so you have to do something else. Because I had tried YouTube a few times in the past, but I always had that job. So it was like, I don't need YouTube to succeed, you know, like I have income. Um, but then when I lost my job, I was just like, yeah, I want to do this. And I'm a teacher by nature, so like, and I was teaching remotely, so being on like camera, it was not odd for me, you know. I was used to seeing myself on camera, all of that stuff. So it was that hurdle wasn't there for me. Um, and I can really take complicated um concepts and make them simple and also speak to them from very different angles as being a teacher. So yeah, it was just kind of like the perfect thing. And I just got on YouTube and originally I wanted to do personal development. Um, but ironically, you do a lot of personal development with entrepreneurs and people wanting to grow on YouTube because it's like the best personal development tool getting on YouTube for yourself. Um, but yeah, uh so I lost my train of thought with that. But um yeah, I just yeah, so I I came to YouTube after design because I lost my design job basically. And I live in Finland and I don't speak the language, so trying to find an architecture job here proved very difficult. Um, so I just I just like, well, I'll just go online, go on YouTube.

SPEAKER_00 2:49

But is it something that you've always loved? Like, did you know enough about YouTube when you got into it?

SPEAKER_01 2:55

I I did know something because I had done it before. I had tried it before. Like I tried it also 15 or 12 years ago with architecture. I was for my students, I was doing videos for them on YouTube, and um then I tried again with personal development, like life coaching. I wanted to become a life coach, so I did it like about six years ago. Now I tried, but I had just given birth. Oh I started when I was pregnant and then I gave birth, and then I was like, okay, this is not gonna happen with another child in the house. And yeah, so I had I had taken like um Marie Forlio's course on course on how to build businesses. I took Sonny Leonardozi's course on like YouTube course, and so I had a little bit, but then when I lost my job and got on YouTube, I was like, okay, I took Sean Kinel's course, I just I didn't listen to anyone else, I just listened to him and I just did everything he said to do and it it worked. So it worked.

SPEAKER_00 3:43

Yeah, it really did. You are yeah, exactly. But what was the moment that you realized, like, hey, this is serious now? Like I made it.

SPEAKER_01 3:50

Yeah, you know, it was really early, actually. It was two months in, and people started asking in the comments, will you coach me? And I'll because I had just gotten, I got monetized at 10 weeks, and people were asking for coaching before I got monetized. But then once I got monetized, I don't know, I felt like this like something magical happened. So I was like, okay, maybe now I can coach people because I officially got monetized on YouTube with YouTube AdSense, uh, the part YouTube Partners program. But um yeah, so I was getting all these requests, and then I was like, I I still had my daughter home half the day, the youngest one. So she was only in daycare half the day. So I was like, okay, well, I'll open up my calendar for the four hours when she's at daycare, and I'll just see what happens. Like I'll put a countly link in my description, and it blew up. Like I was fully booked, and I was like, okay. And then I so I opened up more hours and I was fully booked, and opened up more hours, and I was like, okay, this is actually working. And that's when I had the moment of like this is working, now what?

SPEAKER_00 4:39

Yeah. This is actually awesome because uh one thing that uh a lot of people talk about is like, oh, never think about your your work as like an overnight success. But somehow I feel like there's a lot of work that goes into it. But when it comes to social media, there is a moment that it's kind of overnight. Yeah. Like you go to sleep, you wake up, you and one of your videos just like made it. Like, was there a day that you noticed that that like the channel changed completely in a day?

SPEAKER_01 5:07

Yes, it was in a day. And I remember it very, I definitely remember the moment because there was like so much um family drama at my house, at like um relative's drama, and like we were like basically fleeing our house and like going to the woods to go to a cabin to get away from all the drama. And when we were at the woods in the cabin, I didn't have much of reception, like really, really, because that's the whole point of going away to the cabin, right? To be away from and everything, like electronics and and screens and stuff. And my channel just started taking off. Like the video I posted, it like I had scheduled it so it went live while I was there. And then I just like when I got on my phone, I saw like we had some reception at some point, and I was like, oh my god. And it was like my channel was just blowing up, and I was like, oh my, this is now happening. And I was like, of course it's happening now, and when I can't actually like do anything about it, but it was really ironic and funny. But yeah, so I definitely remember that moment because it was like the worst day in my personal life and the best day in my business life.

SPEAKER_00 6:07

Were you scared? How how did you feel? Were you anxious? I know you had a lot going on already, but what was the feeling that you had?

SPEAKER_01 6:14

I was excited because I really wanted to do this full-time. Like I didn't want to have to find another job. You know, when I got laid off, it was such a like gut-wrenching thing because I had been devoted to that comp or not company, that school for like 10 years. I just never expected it. It came so suddenly. Um, so I just really wanted to build something on my own. And I had been an entrepreneur those years as well. And like teaching was part-time gig with my other business of like jewelry design and architecture and stuff, but like I never made so much money at it. I always like it just I don't know. So anyway, I just really wanted this to be my own thing that really I focused only on this because everything was always focused half on this, focused half on this, a little bit here, a little bit there. And yeah, so I was I was actually really excited when it happened because I was like, wow, maybe this could really work. But at that time, I also was so naive, I thought I could live off of AdSense, you know, and I I made like 500 bucks on AdSense or a thousand bucks on AdSense a month. It was like we was fluctuating. I could never survive on that with my family of five. But like I know some channels can if they're like more entertainment and they get tons of views, but um yeah, more of like the the small channel, small views, big money uh mindset. So, but yeah.

SPEAKER_00 7:25

Where do you think money really is on YouTube?

SPEAKER_01 7:28

I I think it's in well, one, if you want to do entertainment, there's a lot of money there with like ads and stuff, I assume, if you get millions and millions of views. Um, but I think that could also be taken away from you in a second, too. Like if something happens to the platform, algorithm changes, it just feels very unstable and and not yeah, very unstable, um, volatile. And so I feel like it's more like in the service industries. Like you can have a very tiny channel and offer a service like coaching or consulting and make very good money, solid money, and you control it because you control how much content you put out there and and you target your audience, and if that audience sees you and then they can book with you, I mean I think that's the fastest way to make money on YouTube and the the most stable way to make money. Of course, the platform could disappear, of course the algorithm could change, but I I feel like if with all things staying the same, you would that's one of the best ways to be successful with YouTube, um, financially speaking.

SPEAKER_00 8:24

Yeah, yeah, to actually make money on YouTube and make it on the platform. How much of it do you think is strategy? How much do you think is actually luck? Because I know from what you said, you came from a very strategic point, right?

SPEAKER_01 8:37

Yeah. I actually I'm not a I'm not a luck person. I'm a like work hard and it will inevitably happen. Like, I think for me, I went all in. Like, I there there was no plan B. There was no like, I'm gonna look for a job in Finland. I just like that wasn't an option for me. I yes, I could learn Finnish, I could do all that work. And my husband was like a fan of that idea, not a fan of YouTube at the time. Now he's a big fan of YouTube, but like so the the more responsible route might have been that way. Um, but I I feel like if if you want something and you go after it, you can get it. And I feel like with YouTube, if you are strategic, if you are like a lot of people, I feel like go on YouTube and they just kind of they think it's gonna be overnight, they think it's gonna happen. Oh, yeah, it can happen overnight, like we were talking about, but they think there's no real work involved. It's like, oh, just put up some videos and it'll be a, I'll, I'll be, have a, I'll have a career. And it's like it doesn't work that way. It's just like building a business in general. It's it's not like something you just randomly do. So if if you have focus and you have drive and you stay consistent, I think it's it's definitely inevitable that you will get there. I really do believe that. So um luck, I don't think, is much of it. Maybe maybe there is some element of luck, I guess, but I'm just not a luck person. So yeah.

SPEAKER_00 9:54

And you and yet you made it. So yeah. And it helped lots of other people to make it through.

SPEAKER_01 10:00

So I do know there's proof. It's like proof in the world.

SPEAKER_00 10:03

What was it like for you actually starting this and starting your own business, but actually raising kids at the same time? Was it like a difficult process?

SPEAKER_01 10:12

Um, difficult in that I was, you know, as a mom of young kids, you're just always exhausted. But it was also what I noticed once having children is that you know your time is limited. So the time you do have, that any moments of time you do have to do stuff that you want to do, you like fully take advantage of that time. Even if it's like 12 minutes, you're like, for these 12 minutes, I'm gonna write a script. You know, like and it's gonna be a damn good script because I only have 12 minutes, you know. Like so, I think with having children, I just it actually motivated me more because um one, I knew I had limited time, but two, like it was the one kind of uh what's it called, outlet where it was so fun for me. It was so create, it was just a different creative. Like I had been an architect in design for so long, but I had done that work for so long. This was like a new creative outlet, and I and it was just so energizing. So even though I was exhausted, every time I had the moment to do it, I was so excited to do it. So that's I think how I survived doing YouTube with children around. So yeah, and I took advantage of any moment, like if they were playing nice, if they were um eating snacks, napping, whatever, whatever moment I had. I did have to work a lot though, um, a lot of hours that were, you know, like evening hours after they went to bed, or like early morning. If like maybe a kid woke up in the middle of the night with a nightmare at three in the morning, I would just stay up and work until they woke up for school or daycare. So there was a lot of hours that I probably should have been sleeping that went to YouTube. But I feel like a lot of moms do that anyway, scrolling or dads, you know, like they they get it done, like their time becomes scrolling time. So at least I was productive. Yeah.

SPEAKER_00 11:46

How much time on average do you put daily on this?

SPEAKER_01 11:50

Well, I work a normal day. So I would say I would say about eight hours, but then sometimes like this, I'll do a podcast that'll be out of hours, out of working hours for me, or maybe at nighttime when I'm putting my kids to bed and I'm just kind of sitting in their room waiting for them to fall asleep. I might be responding to comments on YouTube, you know, because they just want me in the room, you know, while they fall asleep. Um, so yeah, I think I would say a normal day is about eight hours, but sometimes it goes to 10, sometimes it goes more than that. Or if I like wake up at 4 a.m. for some reason, then I just work. I don't know. So yeah.

SPEAKER_00 12:22

And it's interesting that you manage everything on your social media, right? From what you're saying. Like you respond to comments, you you create all the content. Like, is there anyone helping you with this?

SPEAKER_01 12:32

I have an editor. That's the only help I have. I need more help. I've just, and I've been saying that for like a year now, but I just haven't done it. I like a VA would be great, but I rely a lot on AI to help like do stuff for me. And or like, I don't know. I I I do use that a lot, so that speeds up some tasks. But all the like comments I I respond myself, I post, I've I was gonna say I I post on Instagram, but like I keep trying to post on Instagram, but it never happens. I do it for like a week and then I fall off. YouTube is like my my baby, that's where I focus mostly. Yeah.

SPEAKER_00 13:06

How much do you think AI actually helps? Because I I know that it it can go to an extreme and be like uh an AI slot type of content, but it can actually be very helpful and help you to organize your thoughts and actually structure everything. Yeah. What is it like for you um implementing AI into your workflow?

SPEAKER_01 13:26

Yeah, I use AI mainly for, like you said, organizing my thoughts. So I I love to use the app on my phone and just record myself saying, This is the video I want to do today, these are the main ideas, this is the point, here's a story I want to tell, and I tell the story, you know, and then I then I'll after that, I'll be like, Can you make an outline of a script for this? And then sometimes I'll say, This story I want to be told through the whole video, or I won't have multiple stories I want to share in the video. So like it helps to organize. So I think that in that respect, it speeds it up. I I don't ever say to you um YouTube, to AI, create a script about this, because if if I do that, it's just like ugh, it's it's like so, it's it's like empty, it's soulless, it's it's like that's not creative. And those videos don't do well either. Like if they're I I noticed that with a lot of my clients, like they'll they'll rely on AI so heavily, like ChatGPT, to write a script for them. And it's so it's so surface level, you know. And I think if you want to bring value to the world, you really have to bring your lived experience into it's like an art form, you know, it's like bringing your your yourself, your soul, your your experiences into your work, and that will attract people that appreciate that lived experience and that appreciate your personality because AI is not going to give you your personality, you need to be your personality, obviously, on camera. So I think it does help with like speeding things up, like organizing thoughts, or like I'll I'll you know, sometimes if I don't speak into my AI, then I will just type in Google Docs like a, you know, like a brain dump or a thought dump, and then I will put that into AI and say, like, clean this up. Like this is a mess, just clean it up. And then I'll go back and forth. But I spend a really long time on scripts. I would say I spend about six to eight hours on scripts sometimes. So it's it's a lot of back and forth, but I do use AI AI a lot to be like, you know, it'll get spit out a sentence to me and I'll be like, no, I want it to sound more like this. And it's it's it's like um kind of like working with a creative director. Like, here's my thing, what do you think? And then I'm like, no, I don't like that. It's like it's it's interesting. So that's how I use it. I don't I don't use it to like give me an idea and it gives me ideas. And a lot of my ideas just come from, not that you asked this, but I'm gonna give you the answer. They come from like comments, they come from like conversations with my clients. It's like everything people are saying, I'm like, oh, video about that, up video about that. And I always like if I'm responding to comments on my phone, I'll just screenshot the phone the comment where it says, like, you know, I'm struggling with this or struggling with that, and then I'll go through my photos later when I need ideas for videos and see those comments.

SPEAKER_00 15:55

Yeah. Do you actually um have a script that you read every single line from it from a teleprompter, or do you actually just create the topics and you let um thoughts come to your head and just say whatever you want and just like organize yourself with the with an outline? What is it, what is the process for you? Because I know for some people like they prefer to not have like a full-on script.

SPEAKER_01 16:17

Yeah, I I do everything. I do have done like off the cuff completely where I don't even don't even organize my thoughts. Those are usually like walk and talks in the woods. Um, I've done, you know, where I have thought about the plan, where I've written a script, but then I don't read the script. Like I writ write the script to like get everything clear, read it many times, get the thoughts really clear in my head, and then I just sit in front of the camera and say it. Those are usually more motivational, inspirational videos. And then the like more teaching videos, I use a teleprompter. So I feel like for different things I do different ways of working. Yeah.

SPEAKER_00 16:52

When you started, what what was like the biggest mistake that you made on your channel that now you look back and you're like, hey, I could have done this differently.

SPEAKER_01 17:00

Um I don't know if there was I wouldn't say any mistakes on the channel, but there were mistakes in the business. Like um, I took on way too many clients when I first started, like when I did my first uh program launch, I took on 22 clients at one time and like one-to-one clients, and that nearly killed me. That was just way too much. And I was working, yeah, I took like because a lot of my clients were US based and I'm Finland, so I'm seven hours seven hours ahead of East Coast time. So I was working eight to midnight, and it would just it was messing up my family life, it was messing up my sleep, it was messing up everything. Um, so that was I would say one of the biggest mistakes. With regards to YouTube, I think the only thing in the beginning, you know, I listened because you know, you have to learn the ways of YouTube before you can kind of like break the rules. And I kind of felt like that in architecture too. Like I had to learn how to do architecture before I could break the rules. And my architecture was always like very out there, very futuristic. So I really like to break the rules, but with um YouTube, I learned the rules, but then you know, a lot of the rules are like copy, like go find inspiration for someone else or what's trending, you know, use that on your channel. And I remember I made a video, I think I was like five weeks into YouTube. It's in my YouTube journey, and I was like, YouTube gives me the ick. And it was because I was trying to do the stuff that that wasn't authentic to me. So I think that was probably one of the mistakes I made is like if I ever got off my authentic path, that's when I felt like like bad. It didn't feel good if YouTube felt dark at those times for me, if I was not true to myself. And it'll mess with you. YouTube will mess with you because you know it's it's a it's a mind game. It really is, like with the views and the subs and stuff like that in the beginning, you know, it's it's almost like your worth is tied to that somehow. And to be able to disconnect from that and know that your worth isn't tied to that, and that you can, and now that I know you can make really good money with like low views and low subs, like I don't care anymore. But like at the time when you're growing, that's all that's in your head. You have to get to a thousand subs so you can get monetized, and like you have to grow your channel, you have to get views, all this stuff. So yeah, I think that that I would say that was the the lowest points on my journey is whenever I I was not true to myself and I tried things that didn't feel good, but now I know, like you would never know until you try. So it's like that's why I don't really feel like it's a mistake. It's like it's just part of the journey. So yeah.

SPEAKER_00 19:25

And you're also proof that YouTube actually um is a great way for uh it's a great platform for reinvention. And I know a lot of people they feel stuck in traditional careers, but they are actually curious about uh the creator economy. So, what makes YouTube such a powerful platform for reinvention?

SPEAKER_01 19:44

Oh, yeah. When I first started, I called it YouTube was the new midlife crisis for like midlifers. Um but yeah, it is an amazing place for reinvention because it's kind of like a blank slate. Like when I came to YouTube, I was not a designer, I was not a mom, I was not a wife, I was me, you know, and for once in my life, especially at that point in my life, when you're I had been a mom for like 10, 12 years by the time I started my YouTube channel. So I was like, like I almost feel like I'd lost my identity beyond, like I didn't know who I was anymore. It was like I knew I knew myself as an architect, I knew myself as a mom, I knew myself as a wife, but then my architecture was stripped from me, like when I lost my job. So like that identity went missing. And so when I came to YouTube, um, yeah, it's a it's a great place to reinvent yourself because you connect with people on what you're sharing, and then I don't know, it's just such a crazy it's an amazing experience because you get, like I said, you get to show up as you, you know, like you get to talk about what you want to talk about, you get to share things with people, you get to share your lived experiences, give advice, share what you know, and then you meet people that are similar to you, and then you start to get to know people in the comments, you start seeing people in your comments again and again, and then you get to know them, and and then I created a school community, so I really get to know the people that follow me in there. Like we have calls every week and I talk to them. So yeah, it's definitely a a great place for reinvention because you get to show up as whoever you want to show up as.

SPEAKER_00 21:11

Do you think we're actually entering a period where more professionals are actually going to become creators? Because I feel like everyone is a creator now. If you have a business, you're a creator in a way.

SPEAKER_01 21:20

Yeah, I think it's a um, I think it's a great way to connect with a global audience. So it seems like the smartest move if you are a business owner or if you are, you know, yeah, for whatever work, definitely I feel like it's a great place to come and just be yourself and then you attract more people to you. So yeah, I think yeah, most definitely. And I also think with all the AI stuff and with all the like um you know, faceless channels and all of that, I think that people really want to see real people and they want to know the the person behind the business too. And YouTube is such an amazing platform for that because the long format, you get to see how people think and what they believe, and and if they're brave enough. To say those things, you know, and you get to really see the person. So I think it allows you to really connect with them on a different level, which is incredible. And that of course makes it easier to sell whatever you want to sell too if you are in the industry. If you are interested in selling something. Yeah.

SPEAKER_00 22:15

What do you think is more valuable? Entertainment or expertise?

SPEAKER_01 22:20

Uh it just depends on how you uh want to utilize YouTube, I think. For if you're trying to build a business, I would say expertise. Um but if you want to just because there's some people that just want to get on YouTube and have fun and like like you said, like reinvent themselves and and have a creative space to express themselves. And if that's your if that's the case, then power to more power to do entertainment. But I think if you want to build a business, um for me, I think as a solopreneur, I think uh education and expertise is like the way to go for sure. Yeah.

SPEAKER_00 22:55

Why do you think so many talented people and like they hesitate to start creating content? They know it works, they know they it it could help their business, but yet they feel like I don't know if this is for me.

SPEAKER_01 23:08

Yeah, there's a lot of reasons. The ones I hear often enough are like, it's too much tech for me, too much to figure out, I don't know how to film, I don't know how to edit, I don't know how to do all that, and all of that stuff is figure outable. You can definitely learn, it's not hard. Um, a lot of people are afraid of like being seen, which is I I find that so interesting because we're seen every day outside our houses. So I like I know it's like it's captured and it lives on forever. But it's I think it's it's um yeah, a big part of it is people are afraid to be uh seen and be on camera and and and and know that it's gonna live in the digital realm. Um that seems to be a big hurdle for people. A lot of people don't like the way they look on camera because they're not used to seeing themselves or hearing their voice. And another thing with that, I remember Rob the Mary Timer said it best. He said that what you see on camera is how people see you in life. So it's like like that's how everyone's seeing you. So it might look weird to you, but that's how the world sees you. So um get used to it, basically. It's kind of like you know, like it's like that's how people see you every day. So it's not weird to them, it's just weird to you.

SPEAKER_00 24:14

So I actually needed to hear that because that was my insecurity this whole time.

SPEAKER_01 24:19

Yeah, being on camera.

SPEAKER_00 24:20

It's interesting to hear someone else putting it into words, and now I'm like, yeah, it makes a lot of sense, it's not that big of a deal.

SPEAKER_01 24:28

Yeah, because that's how everyone sees you. Yeah, it's like it's normal to them. To you, it's like, wait, what? Who is that? Why does it sound so weird? Why do I look so weird? Do I like I noticed I talked out of like one side of my mouth, and I was like, oh, I didn't know that. Yeah.

SPEAKER_00 24:44

One thing that you talk a lot about is authenticity over chasing trends. What does that actually mean in practice?

SPEAKER_01 24:52

Yeah, it means I'm actually leaning more now towards from authenticity to authority, or kind of merging those two because I feel like um it is important to be authentic. It is important to be who you are, but also that requires you to be almost uh standing in your own authority, like having enough trust in yourself that um to express yourself freely. So I guess that's what it is. It's like expressing yourself freely and not being ashamed of who you are and admitting if you make mistakes or just being a real human. I think a lot of people are afraid to be real humans because out this is the funny thing about YouTube. Out in the real world, if you're yourself, you you get kind of punished for it. But on YouTube, if you're yourself, you get rewarded for it. It's really interesting. You know, like if if I ever stray from being authentic, it's like I'm punished. My views go down, my everything goes down. But if I come back to myself, um, everything flies, like everything shoots to the moon. So it's really interesting. I feel like YouTube is one of the one places in life where you actually get rewarded for being yourself. You know, it's it almost seems more scary out in the real world because if you're yourself, people might not like you or might, but I don't know. It's it's interesting. And the great thing about it is that you get to do it in the privacy of your own home, even though it goes out to millions of people or however many people see your videos, psychologically, you're just in your home recording yourself, right? And so um, when you do that, you actually train yourself to be authentic because you're showing up authentically to your camera, and then it allows you to show up more authentically in your real life too. So, like I feel like YouTube has allowed me to grow even more into who I am and stand more tall when I'm out in the real world, too. It's really interesting because I I practice so much in front of the camera, being myself and and not being in the mode of mom, wife, architect, you know, I'm just in the mode of me presenting ideas. And then I feel like I've somehow it makes me more powerful outside of YouTube as well. It's really interesting. It like trains the mind to be comfortable in the nervous system with you being yourself.

SPEAKER_00 26:53

And also many creators are obsessed with algorithm tactics. How can you be obsessed with the algorithm but still be authentic? Like, will do you think this could hurt you long term if you're like too obsessed with it?

SPEAKER_01 27:07

With the algorithm, strategic.

SPEAKER_00 27:09

Yeah.

SPEAKER_01 27:09

Yeah. Um, yeah, I'm not an algorithm girl at all. I I I tend to do videos that I like, I'm very intuitive. So I do videos that I want to do that I feel like people are talking about, like like things people are struggling with that I'm noticing. So I I I pay more attention to that. And I also pay attention to like, is this providing value for my ideal audience? If yes, then I'm gonna post it. I don't care if it gets 20 views because those 20 views are people that like value that content. And you know, some of my videos that had the least amount of views had made have made me the most amount of money because they were so niched down to that very person. And that person was like, You read my mind, like, can I hire you? You know, so it's yeah. So I I think the algorithm is, I mean, of course you want to utilize the algorithm so your your content gets to the right people, but I think as long as you're you're staying, I'm a big niche-down girl, so I feel like as long as you stay in your niche, um you YouTube understands who your audience is. But like if you post a random video, it's not gonna necessarily, it's gonna, you know, put it to your audience first and then it's gonna confuse things. So I feel like if you stay in your niche, that's basically the only algorithm you need to really worry about. And then as long as uh I look more at like comments, like if I'm getting comments that are that have depth to them, that are like this really changed me, or they write paragraphs of like the telling me their story, um, if they share my content, if they like my content. That those alg algorithmic metrics matter more to me than views or subs, or retention is important, of course, like the retention time you want people obviously to stay in your videos. So that I think is an important metric to pay attention to. But I wouldn't get caught up in the like um, you know, these metrics are a sign of my self-worth. I think a lot of people get in that, and also it like kills their momentum. Like they're happy when they have lots of views, but then they're sad when they don't have lots of or low views, and so then their their consistency changes based on that. So I always tell my clients, like, just focus forward. Like you posted that video, awesome, we did what we could. You can try to change the thumbnail, you can try to change the title if you want to, but focus forward, like let it go. It'll it might pop off some other day, but right now let's just make another video that has value that works forward, you know? And I think that if you focus forward, then you don't get caught up in the numbers so much. And it because if you get caught up in the numbers, it really can kill your momentum.

SPEAKER_00 29:32

Yeah. What's a sign that you feel like that you can notice that people are trying too hard or over optimizing their content?

SPEAKER_01 29:40

Ooh, trying too hard. Excuse me. No worries. I would say I don't know, maybe when they're not being themselves. I've seen that a lot. Like people try to be, like I was working with some therapists and they they they tried like they I would talk to them on a Zoom call and they would be a completely different personality. But then when they get as soon as they got on the camera, they were like they felt like they had to be super professional. And um I was like, actually, maybe if you could like loot lower your guard, like relax a little bit, and um that actually helps them. So I think maybe people are when they are trying too hard, they're they're they're trying too hard to be too professional or too relaxed or too animated or too something that they're not. So I would say that that would be one of the things that might hold people back is like uh like people are like, I feel like I move my hands too much, or I feel like I don't nuke my hands enough, or I blink too much, or you know, and like if you're thinking about all these things, you're not you're not in the zone of like what you're presenting, you're in your head. And I think the best way to um not overcompensate or to not do those things is just to focus on your audience. Like, is this providing value? Like just always get it back to the audience, take it off you, take the focus off of you, and just think about them. Like, does this help them? What can I say to help them? If someone is struggling and I have something that I can help them with, what do I need to say to them right now to help them? And I think when you take it off of you and put it on them, it's it's very helpful for getting out of that like overcompensating or trying too hard zone. Maybe that's what I would say, yeah.

SPEAKER_00 31:11

But if you could give like one advice to someone who comes up to you and they're like, I'm an expert in my field, but I'm not a natural entertainer, what would you say? Like if you could summarize it in like one sentence for them.

SPEAKER_01 31:25

I would say it doesn't matter. You don't need to be an entertainer. Like I have listened to videos from like the 1960s of presentations that were like crackling and you can't even hear, but the value of what was in that video that saved that archive of that event or something was just so powerful that I was just like listening through the crackling. So I feel like you don't have to be an entertainer, you don't have to be more animated if you feel like you're a boring personality. You will find like people feel here's the thing: some people love people that are outgoing and crazy and wild, like they love that it energizes them. And some people that really stresses their nervous system, you know? And so some people love boring people. I'm not I don't want to say boring, but you know, like very calm or like monotone people. So I I would say, who cares about entertaining? You don't need to entertain, you just need to provide value. That's what I would say. Like if you can give, I've said value like 30 times on this podcast already, but if you can give someone something they need and they can take action on that and get to a better place than they are right now, you will your words are gold to them. So I wouldn't worry about the the packages coming in so much.

SPEAKER_00 32:33

And how should people actually use their knowledge to create content that make people want to watch? And where should they start?

SPEAKER_01 32:41

Yeah, I I would start with what you're passionate about, uh like something you you love, like you could talk about for days, something that if you got going on that topic, you just can't stop and you just really enjoy speaking about it. That's what I would say. Start there. Start with something you absolutely love to talk about, and that you have expertise in. Like the the famous thing is the three Ps, like profit, passion, and purpose. So, or no, sorry, not purpose, um uh proficiency. So, whatever you're proficient in, you have skills in, whatever you love, like purpose or passion, and then that you could, if you want to make this into a business, something that might be profitable has a market for it. So that's what I would say. Start with those where those overlap.

SPEAKER_00 33:24

What's your take on storytelling? How important it is for a business to include storytelling to their um content.

SPEAKER_01 33:31

I think it's really important. I I really do. I think because there's so much information out there. We could get information at our fingertips, you know, like Ask ChatGPT, Gemini, Perplexity. Like there's so much AI that we don't inflammate is everywhere, and storytelling allows that information to come to life and people to learn something. So I feel like storytelling is important, but it doesn't have to be like a grandiose story. It could just, you know, it could be a metaphor, it could be, you know, some sort of connection to just clarify an idea. It doesn't need to be like this long drawn-out story. You don't need to be a professional storyteller. Just somehow connect whatever you're teaching or showing to a story that someone can feel like they can step into. So they can I think it's a it's it's um we're wired to learn through storytelling. So I think that that's why it's really important to have it in your videos. But keep it simple, it's not like you have to do complicated things, yeah.

SPEAKER_00 34:26

Because a lot of creators they focus only on views too, and you talk about building a business. I want to go a little bit back to that because you said that you can make money and have low views. Yeah. What do you recommend people doing when they want to make money on YouTube? They don't really want to go viral, that's not their main goal.

SPEAKER_01 34:46

Yeah, I would say um one of my mentors, Sean Cannellowis, says, and I don't know if it's his quote or not, but I think it's someone else's quote, but the one who knows the audience the best wins. And I think that's really true. So as long as you really know your audience and what they need, that's that's where that's how you can build a business. So, like if you're speaking what they're thinking in their head in your videos, and they can see themselves in that, and then you show them the transformation of where they could be, you show them the future position, you know, in your videos, like you're here. I know what it's like to be there, I'm here now, you can come here now with me too. Then I think that's that's what I would recommend if you want to build a business, is really knowing your audience and speaking to their pain points, but also showing them a way forward, show them light at the end of the tunnel.

SPEAKER_00 35:34

Because a lot of people, when they start content, the first thing that they think is, I want to be monetized. I want this channel to be monetized. Should they worry about that? Is that even something that they should be focusing on?

SPEAKER_01 35:46

Yeah, not at all. Um, you know, and it's funny because when I started my YouTube channel, I was upset, I was like, I'm just gonna get monetized, I'm gonna live off the AdSense money. And and I remember whenever I saw um like creators talking about how they don't rely on AdSense and all that, I'm like, yeah, well, that's because they're huge, they don't care. And I was like, I know I'm gonna live off of AdSense. It's just like I totally didn't want to hear it. So it I know it's hard for people to hear, but I like I've made over a quarter of a million dollars in service industry, like with YouTube in the past 18 months. I mean, it's uh you do not need AdSense. I've made, I think, less than 20,000 with AdSense at like 18,000, I think, or something in the almost two years. So it's like it's it's just so incomparable. It's it's um, yeah, you can make so much money with offering a service, and you don't need like I had a client, 234 subscribers, I remember, because he he messaged me and he's like, I got my first client from YouTube. He had 234 subscribers, he had only had like a handful of videos. You know, you don't need much, you just need people to see your expertise and to relate to you and be like, wow, I really because I know myself, I've watched YouTube channels and I didn't even know that person that well. Like I'd only seen a handful of their videos of the time, like they know what they're talking about. I want their help. Like they obviously could help me. They're speaking, like I said, back to the like know your audience. If you're speaking their language, like you're saying what's in their head, their problems, and you're like, This is how you fix it. It's like, hello, sign me up. So yeah.

SPEAKER_00 37:19

I feel like it also comes from the fact that if you're putting yourself out there and putting your knowledge out there, I feel like whenever you're speaking, there's so much conviction that I feel like when people hear that, they kind of add value to what you're saying too.

SPEAKER_01 37:33

Yeah.

SPEAKER_00 37:33

Do you agree with that?

SPEAKER_01 37:34

Yeah, definitely. You mean if the person is speaking with conviction and is like, I know what I'm talking about? Yes.

SPEAKER_00 37:40

Because I feel like if you're putting yourself out there in front of the camera, you have to do that. And when people are watching this, they're like, Oh, if they were actually confident enough to put themselves out there out there, it's because they know what they're talking about.

SPEAKER_01 37:52

Yeah, exactly. Yeah, I agree.

SPEAKER_00 37:55

How how important do you feel like communities and memberships are on YouTube?

SPEAKER_01 38:00

I think that's huge. I I really do. Um, that's I think that is the one of the reasons I grew so fast is because I was so obsessed with the community because, like I said, I live in Finland, I don't speak the language, I don't really have so many people I talk to here. Um, and I was always talking baby talk with my life. And so like it was such an important part of like getting to know the people that were following me and and finding out how I could help them and all of those things. And um, yeah, I think that we we built such a community around my channel, and then I took it off platform to school to build it even more. And I really do think like if people feel like you see them and you're listening and you actually care, I think it helps to grow your channel much faster and it makes it more fun too, because we all love to be connected, you know. It's like that's life is like humans love connection. So, and also you you you it it gives to you too. Like, I'm on my channel and like helping people, they tell me how much I've helped them and how grateful they are, and that makes me feel good. So it's like it's a give and take, it's it works both ways, and it's I think it's like a beautiful synergy. I don't know how to describe it, but you know, like it's like you give and you get and you give and you get, and it's it's it's really cool. So I think yeah, community is huge. Yeah.

SPEAKER_00 39:17

How do you actually know when you just have an audience or you have a community? You've built a community.

SPEAKER_01 39:23

Yeah, I think it comes down to how you show up to YouTube. If you come to YouTube thinking, I want, I want, I want, I want this, I want money, I want this, I want, I want to grow, I want, you know, it's all about you, like what you want from the channel. I feel like you send such a different energy out to YouTube than if you come with the other way. Like, I want to help people. Like I really want to like help them. Like for me, my thing, my why is like I really want to help people to live their best life and to really enjoy what they do and get paid for it so that they will live better lives and treat people better so that my children will have a better world to live in. Like that's my main goal is like I want my kids to have a better world to live in than the one that I grew up in. And I think people treat people better when they're happier and when they're doing what they love. And there's a lot of people stuck in jobs they hate or working really hard and overstressed. And like, if you can come to YouTube, be creative, get paid for it, you know, be happy, connect with people. That I think that will just change the world. I totally forgot what your question was now because I went off on our hands on like world peace.

SPEAKER_00 40:27

But like But I love that. I'm going with it.

SPEAKER_01 40:32

Yeah.

SPEAKER_00 40:33

Yeah, I understand your point completely. It's um I mean it's the best way for sustainable growth, right? On YouTube. There's no and I feel like um I don't know, I I want your take on this, but do you think smaller creators sometimes have an advantage when it comes to community build-in? And do you think there's a wrong way of building a community?

SPEAKER_01 40:53

Yeah, I think they definitely have an advantage because they're still at the stage where they're small enough where they can respond to all the comments, where they can engage as soon as a video goes up and someone comments, they can respond. You know, like I feel like when you're smaller, you have that advantage. And also I think people know that when you're smaller, you will respond. Whereas if they put comments on a channel that's huge, they feel like their comments aren't going to get responded to or they just get lost in the noise, or it's just for them to voice. But yeah, so I think that um that yeah, if you're you you're definitely at an advantage when you're smaller to have to build community faster and to build a deeper community. Um is there a wrong way to build community? I think the I wouldn't say there's a wrong way, but I think that a lot of people don't build community because of what I was saying earlier, like they just want to make money, they want things from YouTube and they're not willing to give. And I think that when you show up with that giving energy, that's where I was going before I got off on world peace. If you show up with that giving energy, like you in it and if you say it, like I remember in my videos in the beginning, I was always saying, I'm here for you. If you have like, what do you want? If you want to learn something, let me know in the comments. I will happily make that video. Like, if I know the knowledge, I will share it with you. Like, I'm, you know, because I was taking courses, I had mentors, I was like, if they're telling me something, I will give it to you if there's something you need. So, like, actually speak to the people in the videos, you know, like act like they're there because they are there watching. And sometimes I feel like we forget that there's actually someone on the other side of the screen on the other side of the video, so or the camera, however you want to say it. So yeah, I think that's like the remember that and actually talk to those people in the video. Like, I'm here for you, like I'm doing this for you. So let me know what you want to see next and those types of things.

SPEAKER_00 42:27

Yeah, yeah. And if you feel like if someone comes up to you and they say, I want to start a YouTube channel today, what's the first thing that you tell them to focus on? And do you think niche is important in the beginning?

SPEAKER_01 42:41

Uh well, if you if you want to build a business, then I would say yes, niche is important, like definitely. If you don't really know what you want to do yet, then don't don't worry about niche, just get on YouTube, like get over the hurdles of learning YouTube, of being on camera. Because all of us, our first videos are always gonna be the worst videos, you know, and just like learning how to upload a video, learning how to put a title, learning how to do a thumbnail, like all of that stuff is stuff you the hurdles you have to go through anyway. So if you're just coming to YouTube, I would focus more on just getting stuff out there because when you put stuff out there, you also notice, and actually people give you feedback too that see your videos, but you notice what you enjoy talking about. You might think, oh, I want like um, oh, I can't remember her name. Vanessa Lau, I think, said she wanted to do when she got on, she was like, I want to do makeup tutorials. And then she said she did like her first makeup tutorial and realized she hated putting on makeup in front of a camera and like taking it off and putting it on. And she's like, I don't want to do this, you know, and but she had been planning for years to do that. So that's why I feel like just go, like just start and post videos, and then you'll learn what you really want to do. Because you'll, like I said, you'll be able to talk about certain topics forever, and other topics like you might not feel comfortable on camera talking about. So you learn really quickly by doing, I think. And I think that's where a lot of people struggle too is they plan, plan, plan, plan. plan and then they do it and they realize oh I don't even want to do this. So yeah, I would just say take some action first and don't worry so much in the beginning about what you want to do. Unless you have a business and you already know your specialty and you know what you want to do, then go with that niche and and go, of course. Yeah.

SPEAKER_00 44:16

What signals that tell you that a channel is on the right path? What's one thing that you notice that you're like, oh they have small views, but there's something there.

SPEAKER_01 44:24

Engagement. Like if people are commenting, if people are asking for like advice, uh that I would say is the biggest indication. And I do think growing is important like getting views, getting subs like it's increasing. It's like steadily, it could be slow, but as long as it's always going upwards, I think that's a good sign. And then if you're always steadily improving like uh especially with the retention because a lot of people struggle with retention in the beginning and just learning how to present your ideas in a clear manner and and have a pace that's quick so that people are will stay in your videos and stuff. But yeah I I think that the biggest indicator is like engagement people liking people commenting. Yeah.

SPEAKER_00 45:06

And what advice would you give someone who's been doing YouTube for a year but they haven't seen growth yet?

SPEAKER_01 45:13

Um one I would ask them have they been consistent? Like are they actually showing up? Are they starting and stopping based on views? Two like are they all over the place? Oftentimes I I see people that have been doing it for a year and they feel like why isn't this working? Is there just all over the place? Like and or they're just talking about themselves. They're not like thinking about helping others or um yeah I would say it's usually like they're just scattered. Like I'll go to whenever I do reviews for people that are stuck their channel I'm just like I have no idea what you offer you know and if they have one video take off and let's say it's about dog grooming or something but that's the only dog grooming video on their channel and the rest is like about eating out or their trips to Spain or or all these things then it's like if I was interested in that dog grooming content I'm not going to follow them because they don't have any other dog grooming content. You know so yeah I would say it's usually that it's like scattered ideas talking only about themselves or just um the press like the value isn't there. If if you're providing value you should be fine. Like people will come to your channel if you're providing value and they relate to you and they resonate with you. Yeah.

SPEAKER_00 46:25

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SPEAKER_01 47:24

Stop editing and start growing yeah and the YouTube space is evolving a lot lately what are the biggest shifts that are happening right now that you've noticed I would say well authenticity has has been growing for a while but I think also the like less editing is is again popular like the because I love that I think it's because of like we're so inundated with AI and perfection and all of that stuff that seeing real people and seeing them sneeze in their videos or like you know the less edited videos the real the realism of people so I think that we're going in that direction too and the more vlog style again and that that sort of thing. Yeah.

SPEAKER_00 48:10

What do you think the next generation of creator businesses will look like that's a good question.

SPEAKER_01 48:17

I think the ones that will succeed will be authentic like we were talking about but also um standing in their strength like not afraid to say their what they think not afraid to state contrarian viewpoints or have opinions or you know I think the people that get lost in the noise are the ones that are afraid to actually say what they believe. They're like this might work or you could do this. Like it's it's so it's like a I don't want to say weak but it's it's there's so much chaos in the world and there's so much uncertainty that it's nice and it's refreshing to watch people that have certainty you know that have like a sense of like I know who I am I know what I believe and I want to do good in the world I want to make a positive change or whatever they want to do. Yeah I think that I think that's really important for businesses moving forward is like and of course having a positive impact. Like I think that's really important too like there's so much chaos like I said in the world. So having seeing a person or a company or a business like wanting to change the world in a positive way I think is really important too for growth. That might just be in my world because that's my goal too but I I really do think people really just want the world to be a better place and to feel safer and um yeah so I think that that has a lot to do with like businesses being successful in the future. Yeah.

SPEAKER_00 49:38

It's caring caring really truly caring about people you know and if someone listening to this interview wants to start a business a business and build in a creator business tomorrow what's the first step that you usually tell them to take what should they do now if they're watching this?

SPEAKER_01 49:56

Yeah I would one figure out who you want to help what their biggest problem is and and pick one thing. I love the the 5-1 rule it's like do you know that rule it's like one platform one year one audience one problem one solution it's like all of that like just and and just go for one year on that trajectory and and that's like exactly what I did I took like one audience one problem and one platform and I went for a year and it like led to success. So I really feel like yeah that's what I would say focus like focus on one audience and a problem they have not a million problems they have in that audience that one problem that you know you can help them with that's what I would say if you're trying to build a business with YouTube focus and then you can always branch out but focus in the beginning hardcore yeah and talking about new business I know you have a new venture now that you're trying out um you have a new app coming out right what can you tell us about it when is it out what it is about yeah it's what can you like yes yeah it's it's called the obvious choice method well it's called the obvious choice is the app um and it's geared towards people coaches in particular or consultants that want to use YouTube to grow their business from four figure months to five figure months um and it's just helping them get more clarity around who they help why they help them and how to create content that's like what I was talking about like being authoritative being an authority in your field being like and that's why it's called the obvious choice to make yourself become the obvious choice in your niche. Like if someone has this particular problem you are the one they go to. So that's what the app is for uh or that's the reason I developed it was for people to kind of do the 5-1 rule to like get really focused and go after it and it it walks you through step by step like choosing who you're gonna what who the problem like who the audience is what the problem is what you help with creating funnels all of that stuff so yeah that's what and I it was really fun to create an app because AI does so much for you nowadays like you you don't have to be like a coder. It's incredible like what we can do these days. So it's did you do it yourself? I used um studio.com reached out to me they're doing a whole segment of creators and they were like do you want to build an app with us and I was like of course it sounds cool. I I hadn't planned on making an app but it but it makes so much sense because like I've made courses but what I've noticed with YouTube especially is the accountability and keeping the momentum and and a a course doesn't do that for you. Like that's why I think memberships are so important is like you have that accountability. You have buddies around you doing it and you're in that environment of other people struggling and and trying to do things and grow and staying with it and sticking with it. So with the app it's like it tracks it and it shows your progress so it kind of gamifies it and I think that that that'll allow people to to keep a momentum going with their YouTube journey and trying to build a business with YouTube because it is hard. It's very it's not an easy thing you know conceptually it's easy to do but it's it's hard emotionally physically mentally you know like all the mind games you have to get over all the evolutions of a human of yourself you have to like evolve into a new version like I feel like every month a new identity to survive so so yeah anyway that's the point of the app that I did you know I'm pretty sure you're very excited about this app. Is there anything else coming up this year that you're excited about what are your plans career wise yeah I that the app is the biggest one and I also was going to do an app for new youtuber growth just to like to just grow on YouTube if you just want to just do it for fun because I have so many people in my audience because that's where I started was like with new new youtuber growth and now I've switched to business growth. But um so I I don't want to like leave them behind so I want to create an app for them too. So that is in the works as well. But other than that I I really just want to kind of hunker down on because I offer high ticket coaching like one-to-one coaching and I just really want to master that so that's where I'm my biggest focus is and I have my group membership or sorry my membership community and it's free so I go in there every week so I I live I love doing that. So that's the only real big things I might write a book though. I I've written one book before and I might do another one because I think the YouTube I love that I think YouTube is such an interesting like personal development tool. So I want to write a book about how it could like like the whole like the new midlife crisis instead of buying a Corvette or like getting divorced you you get on YouTube and rediscover yourself.

SPEAKER_00 54:26

But yeah that could be the name of the new book the new midlife exactly with you awesome honestly Alexa thank you so much for doing this yeah thank you it's really fun we're so down to do this and you were so fast to respond which I love and is there anything you'd like to promote right now your socials just feel free to do that. Uh yeah no just my YouTube channel it's just my name but my name is hard to remember it's Alexa Saranoya but um yeah I'm sure it'll be linked with this so yeah yes just reach out with my channel is good thank you awesome thank you so much for doing this yeah thank you for having me the big takeaway from Alexa is simple you do not need millions of views to build a real business on YouTube you need the right audience real value and consistency subscribe drop a comment and we'll see you in the next episode bye