How Nikolai Aksenov Gained 1 Million+ Followers by Rating Cars

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

Hey everyone, I'm Nikolai Aksenov, and I am a student at the University of Georgia. My creator brand revolves around interviewing folks about their cars and asking them to rate their cars. It's been quite a journey since I kicked off my YouTube venture back in 2015, when I was just 13.

Believe it or not, but the idea of creating content had been floating in my mind since I was only 11 years old, but it took a bit of nudging from my mom to finally take the plunge. So, armed with nothing more than my phone, I started creating content from home. Slowly but surely, I shifted gears to featuring real cars, and well, here we are today.

As for my platforms, you can find me as Nikolai Aksenov on YouTube, Facebook, Instagram, Snapchat, and of course, TikTok.

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

I started back in June of 2015 when I was just 13 years old, barely old enough to even think about driving a real car. So, I turned to what I had - my RC cars. I figured, why not share my passion for those? And to my surprise, people liked it. It took me around seven years to hit 1,000 subscribers, but that struggle was worth it.

As I got older and I could finally hit the roads with a real car, I started focusing on content related to that. But I obviously wasn't cruising around in supercars at 15, so I started with simple stuff like car cleaning tutorials and how-to videos, which gained even further traction, with one video even hitting half a million views.

But I wanted to expand beyond just tutorials - I wanted to get into car reviews. Now, I didn't have access to fancy cars, so I thought, why not interview the people who own them? It was a decent idea, but it felt like I was just following the crowd. So, I kept searching for something unique.

Then, the short-form content trend caught my eye. I tried adapting my long-form videos, but that didn't quite click. So, I started interviewing people about cars, and that's when I stumbled upon the question, "What do you rate your car?" It was a bit of a shot in the dark, but that first video blew up, hitting 5 million views in a day. That's when I knew I was onto something.

Now, as for why that “what do you rate your car” question specifically? Well, I noticed similar interview-style videos, but none were specifically focused on cars. So, I decided to make it my own niche, putting a fresh spin on familiar trends. And it just stuck. Plus, I've been a car enthusiast since I was practically in diapers, always tinkering with model cars and RC cars. So, I guess it was just natural for me to gravitate towards this content.

Nikolai Aksenov with one of his cars at an early age — **Nikolai Aksenov has always had a lifelong passion for cars**

What is your content creation process?

The content creation process for my Nikolai Aksenov brand is actually pretty straightforward. My weekends are dedicated solely to attending car shows, where I gather as much footage as possible that serves as the backbone for my content. With car shows typically clustered around Friday through Sunday, you can be sure to know my weekends are spent shooting content.

What sets my approach apart is the efficiency in content generation. Attending just one car show yields a ton of material, often spanning a week or more. This means that a single day's worth of filming can translate into multiple videos, allowing me to maintain a consistent posting schedule of once a day across platforms like TikTok, Instagram, Facebook, and YouTube.

To maximize the reach and engagement of my content, I repurpose my footage strategically. A one-minute video on TikTok is sliced into shorter segments for platforms like Instagram, Facebook, and YouTube, ensuring that the essence of the content remains intact while adapting to each of the different platforms.

“It’s not really about the money for me. I’m in it because I genuinely love creating content.”

Essentially, my content is like a never-ending, infinite video, continuously evolving yet seamlessly interconnected. By sticking to this cycle of filming, editing, and posting, I avoid the need to brainstorm new ideas constantly. Instead, I rely on the rhythm of the car show circuit, allowing me to capture, create, and share content in a streamlined manner.

Initially, I was dedicating a significant chunk of my time to editing videos, about three hours per video. But recently, I've enlisted the help of an editor, which has been a game-changer. Having someone else handle the editing allows me to focus more on other aspects of my life, including school.

At first, I hesitated to hand over the reins of editing, afraid that nobody could match my style. But I quickly realized the benefit of having someone who not only meets my expectations but even surpasses them. It's all about efficiency. I can now attend car shows, gather content, and simply pass it on to my editor. They understand my style, so there's minimal back-and-forth, which I greatly appreciate.

Overall, my content creation process is a well-oiled machine, fueled by car shows and using the strategic recycling of footage across various platforms. It's a system that ensures consistent output while minimizing the need for brainstorming ideas, resulting in content that flows effortlessly and clicks deeply with my audience.

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

In terms of my marketing and promotion strategy, I take a rather unconventional approach. I don't rely on traditional ads or news articles to spread the word about my content. Instead, I focus heavily on the content itself. I've found that making my content highly repeatable has been key.

You see, I want people to remember me for something specific. When they come across my work, I want them to say, "Hey, aren't you Nikolai - the guy from TikTok who asks people to rate their cars?" It's like giving them a hook, a memorable aspect that sticks with them.

I've noticed that by honing in on this one specific thing, it helps people recognize and remember me more easily. It's all about creating a distinct identity for yourself in a crowded space. If someone mentions me, and the other person doesn't know who I am, they can say, "Oh, he's the guy who does those car rating videos." It gives them a clear picture of what I do and what to expect from my content.

By staying focused on this one aspect, I ensure that my content remains consistent and aligned with what my audience expects. If someone likes one of my videos and checks out my profile, they'll find more of the same kind of content, which increases the likelihood of them following me. It's all about managing expectations and delivering what people want.

Overall, my marketing strategy revolves around defining who I am and what I do, and then doubling down on that. Instead of trying to appeal to everyone, I target a specific set of people who resonate with my niche. As the saying goes, "If you try to reach everyone, you'll reach no one." But if you focus on reaching the right people, you'll make a much stronger connection. So, that's how I approach growing my Nikolai Aksenov brand—by being laser-focused on what makes me unique and memorable.

How do you engage with your audience?

Engaging with my audience is all about fostering a sense of community and connection. While cars are the main aspect of my content, I see them more as a conduit for bringing like-minded individuals together. Whether it's through responding to comments, answering DMs, or even meeting fans in real life, I strive to be respectful and approachable.

It's truly an incredible feeling to connect with someone who watches my content and shares that passion for cars and community. What's fascinating is the positivity that runs through the comments section. Even when opinions don’t align, there's a mutual respect and appreciation for each other's viewpoints. I make it a priority to keep the conversation constructive and uplifting, never aiming to look down on anyone.

Some of the most memorable interactions for me is when people approach me in person to express their appreciation for the content. It serves as a reminder that what I create actually resonates with others and has an impact beyond the digital realm.

Overall, the interactions have been overwhelmingly positive, reinforcing the idea that my content is not just about cars, but about forging connections and fostering a supportive community.

How have you monetized your business model?

When I first started out my earnings were pretty humble. My first Nikolai Aksenov YouTube paycheck came in at a whopping $0.30 for the month.

Sounds laughable, but honestly, it was a big deal for me. It made everything feel real - Seeing actual money coming in for something I love doing was just incredible.

Nowadays, things have picked up a bit, thankfully. But in terms of monetization, I haven't gone heavy on brand deals. I've only done a couple last year, though I'm open to more collaborations because I see the value in them. Most of my revenue comes from the platforms themselves, paying out through their creator systems.

But to be honest, it's not really about the money for me. I'm in it because I genuinely love creating content. Sure, the occasional brand deal is nice, especially if it's with a brand I'm genuinely excited about. But at the core, it's all about the passion.

I remember trying to take a break once, just attending a car show without filming, and I couldn't do it. I realized then how much I enjoy what I do. It's not just about making videos; it's about the connection with the audience, the positive feedback, and the joy of knowing I'm making someone's day a little brighter with my content. That's what keeps me going.

What are your biggest lessons learned & challenges faced?

Well, reflecting on my journey, I've undergone significant personal growth, particularly in becoming more outgoing. However, one of the major challenges I've faced is dealing with anxiety, especially when approaching people. Despite having interacted with thousands of people through my YouTube series, the apprehension remains, particularly with strangers at car shows.

It's a constant battle to overcome, but I'm gradually improving. The key takeaway from this struggle is the importance of embracing discomfort and pushing boundaries. Stepping out of my comfort zone has been pivotal for me, although it's still a work in progress.

Another hurdle I've navigated is handling hate comments, which surprisingly haven't affected me as much as anticipated. Focusing on positive feedback while disregarding negativity has been my strategy.

I owe a great deal of my progress to my supportive network of friends and fellow content creators. Their mentorship, advice, and collaborative efforts have been invaluable.

Sharing experiences, bouncing ideas off each other, and providing mutual support have been crucial in navigating the challenges of content creation. It's a mutual relationship that fosters growth and creativity within the community.

Overall I’d say embracing discomfort, focusing on positivity, and surrounding oneself with a supportive network are the biggest lessons I've learned and continue to apply in my journey as a content creator, and for myself.

What technology & tools do you use?

So, when it comes to the technology and tools I use for content creation, I've come to realize that it's not about having the fanciest gear. Sure, at first, like many others, I thought having the best camera and computer was crucial. But over time, I've learned that what truly matters is the message of your video and how relatable or engaging it is.

Personally, I've found that starting with just my phone is the way to go. It's convenient and gets the job done. I used to have a nice camera, but honestly, it ended up collecting dust because using it was just more hassle than it was worth. With my phone, I can film, edit, and share content seamlessly without the need for extra steps like transferring files to my computer.

So, my setup is pretty straightforward: just my iPhone, my computer for editing (though you can definitely edit on your phone too), and my microphones for better audio quality. That's really all I need to create the content I want to share. So, if you're just starting out, I'd recommend focusing on your message rather than getting caught up in having the latest tech gear.

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

My future plans and goals for my Nikolai Aksenov creator brand are pretty clear-cut. With graduation around the corner, I'm gearing up to dive headfirst into full-time content creation. Right now, my TikTok channel is my bread and butter, and I plan to keep it that way. If something's working, why fix it, right?

However, I've been dabbling in skits lately, which I find incredibly enjoyable because it allows me to collaborate with friends and expand my channel's reach.

One thing I've noticed is that while my content revolves around cars, I rarely showcase my own vehicles. Once I have more space post-college, I'd love to set up my own garage for car mods and maintenance. Documenting these projects and perhaps even hosting events where I work on viewers' cars could be a great addition to my content lineup.

Also, I'm keen on exploring the racing scene more. Track day videos and perhaps even drifting content really intrigue me, despite their potential for lower viewership compared to other content types. But I'm all about pushing boundaries and exploring new avenues within my niche.

So, in a nutshell, expanding into racing, skits, continuing with my current style of TikTok videos, and delving into more hands-on car content post-college are my main goals. And of course, collaborating with more brands and creators (like my friend Andrew McKenna) to keep growing and expanding my reach is always on the agenda.

Just like Doug Demuro, who's built an empire from reviewing cars, I'm aiming to carve out my own space in the automotive content world, even if it means filming with just my trusty iPhone – because sometimes, simplicity is key, and relatability goes a long way in connecting with my audience.

What advice do you have for aspiring content creators?

My biggest advice for aspiring content creators is to not overthink it and to avoid trying to do everything at once. Instead, focus on experimenting and trying new things to see what resonates with your audience. When you find something that works, run with it.

For me, that breakthrough came with my "rate your car" video, which performed well right from the start. I decided to capitalize on its success and continue producing similar content.

In the beginning, I experimented a lot and worked tirelessly to understand the nuances of content creation, including algorithms, audience retention rates, and thumbnail click-through rates. This learning process was crucial and required dedication, but it ultimately laid the foundation for my success.

“It’s truly an incredible feeling to connect with someone who watches my content and shares that passion for cars and community.”

Another key piece of advice is to stick to one niche or topic that you're passionate about. For me, it's cars, and I've committed to producing content solely related to that subject. By focusing on your niche, you can build a loyal audience and establish yourself as an authority in your field.

Overall, my advice is to keep experimenting, stay focused on your niche, and don't be afraid to learn as you go. Trust in the process and enjoy the journey of creating content that resonates with both you and your audience.

In terms of where I see the future of content creation heading, I believe we're on a trajectory that's somewhat similar to where we started. Think back to the early days of YouTube when content was raw and simple—just regular folks posting homemade videos. Then came the era of vlogs, longer and more laid-back. Fast forward to the COVID era, roughly from 2019 to 2023, where content became hyperactive, almost frantic, bombarding viewers with sensory overload.

But now, it seems we're returning to a more relaxed, minimalist approach. Personally, I've stripped my Nikolai Aksenov videos of flashy zooms and busy effects, opting for a straightforward, almost static presentation. It's all about the message and the content itself, rather than trying to dazzle or overwhelm audiences.

Looking ahead, I see a future filled with collaborative efforts and longer, more immersive content. People crave substance they can sink into, rather than being bombarded with rapid-fire stimuli. Platforms may come and go, but I'm confident in YouTube's enduring presence.

Ultimately, success in content creation hinges on authenticity and dedication. Build a brand that resonates with your audience, and stay true to your vision. With persistence and passion, the future of content creation holds endless possibilities for those willing to jump on them.

How Nikolai Aksenov Gained 1 Million+ Followers by Rating Cars

Discover how Nikolai Aksenov’s passion for cars drives his success in the world of online content creation…

Creator Brand: Nikolai Aksenov

TikTok: 722K followers, 50 million likes

Instagram: 134K followers, 1,021 posts

YouTube: 234K subscribers, 255 million views

Snapchat: 20.2K subscribers, 30 episodes

Facebook: 60K followers

Full time creator: No - student & part time creator

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