How 2025 *REALLY* Went For Me

Key Concepts

• Partnerships/Brand Deals: Revenue generated through collaborations with brands, including speaking engagements.
• Creator Trifecta: A framework for diversifying income streams – courses, partnerships, and affiliate marketing.
• Imposter Syndrome: Feelings of self-doubt despite demonstrable success.
• Evergreen Content: Content that remains relevant and continues to generate revenue over time.
• Thought Leadership: Leveraging expertise and knowledge to create value beyond traditional influencer marketing.
• Studio Investment: The strategic decision to invest in a physical space for content creation and community building.
• Industry-Wide Trends: Observations on shifts in the creator economy, including a potential “trust recession” and a desire for in-person experiences.
• Personal Impact on Business: The influence of personal life events (divorce, personal growth) on business decisions and performance.

2025 Business & Personal Review: A Deep Dive

This video provides a detailed retrospective of the creator’s 2025, encompassing both business performance and personal experiences. The creator candidly discusses successes, failures, and lessons learned, offering actionable insights for fellow entrepreneurs.

I. Revenue Breakdown & Analysis

The creator’s revenue streams for 2025 were distributed as follows:

• Partnerships (44%): This represented the highest revenue source, a first for the creator. This included traditional brand deals and income from speaking engagements. The creator noted a shift in approach, moving away from agency representation due to a perceived lack of understanding of their niche and ability to effectively market their unique value proposition (which doesn’t rely on large follower counts).
• Courses (34%): Course revenue was down compared to the previous year, attributed to a “lazy” approach to marketing and a delayed launch of the YouTube Creator Accelerator. The creator acknowledged an industry-wide trend of declining course sales.
• Affiliate Income (13%): This revenue stream remained stable and was highlighted as a valuable, passive income source. The creator cited inspiration from learning about seven-figure affiliate earners on YouTube at a Google Shop Social Summit.
• Other (9-10%): This category included YouTube AdSense revenue (approximately $13,000, a decrease of $10,000 from the previous year), done-for-you projects, and coaching. The creator emphasized the importance of diversifying income, noting that reliance on any single stream could be precarious.

II. Strategic Shifts & Challenges

Several key strategic shifts and challenges were identified:

• Agency Departure: The decision to leave their agency stemmed from a mismatch in understanding of the creator’s niche and marketing approach. The creator emphasized the need for a sales strategy that doesn’t solely rely on follower count.
• Reduced Course Marketing: A self-described “lazy” year resulted in minimal marketing efforts for courses, contributing to the decline in revenue. This was framed not as a negative, but as a necessary period of rest and recalibration.
• Studio Investment: The creator invested in a physical studio space, motivated by a desire for community building and a shift towards in-person experiences. However, they acknowledged that converting online audiences to in-person customers proved challenging. The studio was financially viable due to existing revenue streams.
• Documentary Pause: Progress on a documentary project was temporarily halted due to economic uncertainty, shifting priorities of potential interviewees, and a need to reassess the project’s direction in light of evolving industry trends.
• Personal Life Impact: The creator openly discussed the impact of personal events (divorce, being dumped) on their business motivation and decision-making. They identified a tendency towards self-sabotage and a need to address feelings of resentment towards their success.

III. Month-by-Month Highlights (2025)

• January: Mastermind in New York, divorce finalized, personal upheaval. A “flop” month due to emotional distress.
• February: Soft launch of SMMA cohort, YouTube event in Detroit, studio acquisition.
• March: Collaborative webinar with Nina (Sidewalker Daily), Florida trip, eye health concerns.
• April: Batched content creation (podcast-style quickies), New York trip, studio setup.
• May: Primarily a “chill” month, Disney World trip, psychic reading.
• June: Speaking engagement at Build Expo (New York), client video shoot in Tampa.
• July: SMMA cohort, trip to New York for Google Shop Social Summit, meeting Elena.
• August: First studio booking, cruise to Ireland and Scotland.
• September: Atlanta trip for the Reales awards show (Metricool sponsorship), meeting Daab.
• October: SMMA cohort, launch of the YouTube Creator Accelerator.
• November: Songwriting course, The Gathering event in DC, Creator Con Detroit, volunteer work, Black Friday/Cyber Monday sales (coaching was the top seller).
• December: Speaking engagement with Metricool, signed contracts with large tech companies.

IV. 2026 Goals & Strategies

The creator outlined key priorities for 2026:

• Avoid Post-Break Slump: Maintain momentum after winter break and avoid repeating the “lazy” pattern of 2025.
• Address Personal Resentment: Work through feelings of resentment towards success and its perceived impact on personal relationships.
• Reduce Unpaid Networking: Limit time spent on unpaid networking and prioritize paid client work.
• Evolve Course Model: Explore a membership model for the YouTube Creator Accelerator to provide ongoing support and community.
• Re-engage with Talent Management: Maintain independent control over marketing and sales.
• Expand Coaching Offerings: Increase accessibility and visibility of one-on-one coaching services.
• Prioritize Experiential Brand Collaborations: Seek out partnerships that offer meaningful engagement and opportunities for in-person events.
• Pursue Master's Degree: Begin studies in psychology to enhance coaching skills and explore mental health applications.

V. Notable Quotes

• “I am a creator. Like I, I think sometimes I have this imposter syndrome somewhat of like. Yeah, but I'm a business owner who has a YouTube channel.”
• “You've gotta leverage your thought leadership. You've gotta leverage your ability to educate and to teach and to speak and all of that.”
• “I think I was lazy this year. I'm just gonna be honest. It was a very lazy year and I don't even say that negatively. I think it needed to be a lazy year.”
• “Love is all around, truly.”

VI. Conclusion

The creator’s 2025 review provides a transparent and insightful look into the realities of running a creator-led business. The year was marked by both financial success (driven by partnerships) and personal challenges. The creator’s commitment to diversification, self-awareness, and continuous learning positions them for continued growth and success in 2026. The emphasis on prioritizing personal well-being alongside business goals is a key takeaway for aspiring and established creators alike.