Trav4oilers: Growing to 96K YouTube Subscribers by Talking Hockey

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

Hey everyone, I'm Travis Ridgen, a 27-year-old from Winnipeg, Manitoba, Canada. I'm a professional hockey player, podcaster, vlogger, YouTuber, and TikToker, all under my Trav4oilers brand. I wear a lot of hats, but I'll admit, I'm better at some than others.

One of my proudest projects is my podcast, Slangin' the Bizkit. I pour a lot of love into that show. My YouTube vlog, also under the Trav4oilers banner, has been a long-running project where I document my life, especially my experiences in minor pro hockey.

I cover everything in my vlogs - from the grind of the hockey season to road trips across the country, even moments like recovering from hip surgery or capturing the beauty of Vancouver's skyline with my drone. It's a mix of storytelling and cinematography, with a laid-back vibe that's less about being in your face and more about just being myself.

So, that's me in a nutshell - just a regular guy doing my thing, not a guy disguised as a dude playing another dude. Kind of like Robert Downey Jr. in Tropic Thunder. Dude.

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

Trav4oilers began in 2011 when I was still living with my parents. Initially, I couldn't find NHL montages of goalies I loved with the right music, so I started making my own on my parents' computer. However, space was limited, so I turned to YouTube for storage, slowly gaining traction with 7,000-8,000 subscribers in three years.

Wanting to create something original, I noticed a gap in the goalie market for equipment reviews and discussion. Transitioning from montages to voiceovers, then incorporating my face and on-ice footage, I eventually began micing myself up. This led to a blend of reviews, tutorials, vlogs, and more over four years.

During COVID, with free time abound, I launched the Slangin’ the Bizkit podcast with Pat Shea, a former ECHL hockey pro turned comedian. Despite our efforts, it struggled to gain traction, prompting me to rethink and ultimately part ways with Pat.

Rebranding the show, I connected with my current co-host, Dave Wheeler, and together we found success. Now, we're the #1 most listened-to hockey podcast not under a network, poised to join a major network in 2024—a goal I've long aimed for. While the vlog has taken a back seat, the podcast has become my primary focus.

What is your content creation process?

Storytelling reigns supreme, especially evident in the comments section where people follow my journey, even if they don't always like me. Their investment in Trav4oilers is what matters, and I appreciate their engagement.

My vlog creation process is simple: film anything and everything, then craft the story in editing. I incorporate live stream clips, drone footage, and time lapses to enhance the narrative.

When editing, I assess my footage and ask myself what story I can tell with it. Gear reviews are straightforward; I gather gear and share my thoughts, addressing what viewers want to know.

“It’s kind of a storytelling meets cinematography meets running gun vlog style with less in your face aggressiveness. ”

More intensive storytelling, like documenting my hip surgery, involves filming with a purpose. I capture the after-effects and share insights into my recovery journey.

While I avoid idea-based videos due to their complexity, my process entails filming everything and spending hours editing, involving scriptwriting, voiceovers, and meticulous adjustments.

Despite its simplicity, each video takes 8 to 10 hours to produce, with about an hour and a half of editing per minute of footage. Podcast editing is simpler; I aim for unedited storytelling, leveraging my YouTube following's preference for video content. Integrating vlog clips into extended podcast formats has boosted its popularity.

I'm self-taught in everything, learning through YouTube tutorials and practice. Motion graphics remain a challenge, and I use outdated software and hardware. Outside of some university marketing courses, I rely on self-education and hands-on experience.

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

IIn terms of growing Trav4oilers and promoting my content, I focus on cross-utilizing across different platforms. The challenge lies in transitioning viewers from platforms like TikTok and Instagram to YouTube.

These platforms have shortened attention spans; people are constantly scrolling, giving only a few seconds to each post. Asking them to invest time in an eight-minute YouTube vlog or an hour-long podcast is a significant ask.

I've noticed some conversion from TikTok to the podcast, although even successful podcasts on TikTok struggle to transition to YouTube. Take, for example, the "Unhinged Podcast" with about 100,000 TikTok followers; their clips garner millions of views, but their YouTube podcast episodes only get around 200 listens. It demonstrates the difficulty of converting to long-form video. That's why I prioritize sharing podcast clips for better overall conversion.

Ultimately, it boils down to creating compelling content that keeps people coming back. Storytelling is crucial, and I rely on the YouTube algorithm, even if it hasn't always favored my brand lately.

In terms of marketing, I emphasize my storytelling abilities. While drone shots and slow-motion videos are visually appealing, storytelling reigns supreme. I don't have any exceptional skills or attributes, so my story is what resonates with people and keeps them engaged, along with word of mouth. Authenticity has proven to be my most effective marketing strategy.

How do you engage with your audience?

I used to make it a point to respond to every single Trav4oilers YouTube comment, DM, and Instagram message. It got to the stage where most of my day was consumed by replying. But now, I prioritize responding to messages that truly warrant a reply, which means not everyone gets one.

Since being traded from my hockey team two months ago, my Instagram inbox has been inundated with hate, so I've made a conscious effort to ignore those messages.

Back in August, while having dinner with Matt Murray, the former goalie for the Pittsburgh Penguins, he shared with me his approach to social media: he doesn't have any. He focuses on his messages, his friends, and the stock market on his phone.

He avoids any news media about himself, positive or negative, to prevent it from influencing his opinion. At first, I thought it was important to stay connected, but now I see the wisdom in his approach. I believe my storytelling and my journey are compelling enough to resonate with people, and if they don't, then so be it.

There was a time when my mom would jump into online arguments in the comment section. I literally had to tell her to stop engaging because she was getting so fired up. As a content creator, you're constantly putting out fires, and sometimes it's best to let them burn out on their own. Besides, I've noticed that hate usually comes from a place of insecurity or unhappiness.

These days, I look for constructive feedback. If someone offers genuine criticism in the comments, I take it to heart and consider how I can improve. You can usually tell from the tone of the comment whether it's worth paying attention to or not.

I've come to realize that I inadvertently hold up a mirror to a lot of people. I'm just a regular guy who loves hockey and refused to give up. I turned Junior B hockey into a full-time job through sheer determination. Some people see that and resent it, wondering why they couldn't do the same.

Many dream of being a professional athlete or an influencer, and I'm fortunate enough to be both. I'm not exceptionally skilled; I'm just someone who persisted. And I think that fact frustrates some people.

How have you monetized your business model?

Money is a big deal in this industry. You could have a billion views a month, but if the cash isn't flowing, it doesn't mean much. I don't mean to disrespect anyone working a nine-to-five, but if you want to break out of that cycle, you've got to make money.

When I launched Trav4oillers, YouTube AdSense was the go-to. But even now, it's so unpredictable. You might rake in a million dollars one month, and the next month, barely scrape by with ten bucks. You're at the algorithm's mercy. My relationship with YouTube AdSense is a rollercoaster ride of fluctuations. It's not millions, but the earnings swing like that.

Sponsorships have evolved since I went full-time. They're now a significant chunk—about 60-70%—of my income. I set the terms and the price. I tell them what I offer and what I expect.

“There was a period where my mom would go online and pick fights with everybody in the comment section. I told her - listen, you can follow what I’m doing. You just can’t engage with anybody. ”

To sum it up, my income from Trav4oillers comes from YouTube AdSense, brand deals, and sponsors—considering brand deals and sponsorships separately. For instance, Sheath underwear is a brand deal where I feature their products, while I also have sponsorships like BetterHelp or NordVPN through kickback programs.

Then there are commission-based programs where I've partnered with companies long-term, like Manscaped. Additionally, I sell my products and receive funding from Patreon and YouTube channel members. That's six income streams. The same goes for my podcast and blog—that's how I make my money.

Ultimately, we all aspire to be full-time creators. That was my dream, too. It took me about six and a half years to gain solid traction, with lots of ups and downs along the way. It wasn't until around late 2018 that I could finally go full-time, and I haven’t looked back since.

Looking back, I think I stumbled into this creator path. Maybe it was fate or just plain luck. Back then, sponsorships weren't as rampant. I focused on building my YouTube AdSense and creating better content to transition to full-time, and then the sponsorships came.

Nowadays, some creators are pulling in huge sums from Instagram campaigns—five figures per post. Zac Bell, for example, isn't living lavishly for no reason; flying around in private jets and wearing Louis Vuitton everyday. He's making a fortune off Instagram—insane, right?

What are your biggest lessons learned & challenges faced?

Throughout my journey, my drive has always been fueled by a simple desire: to create captivating videos that make a difference in people's lives. It all goes back to my childhood, when I vividly remember struggling with hockey gear alongside my dad, who was completely clueless about it. That experience planted a seed in me, a determination to help others navigate similar challenges.

When the debate between part-time and full-time income arose, things got intense. I pushed myself to the limit, churning out five Trav4oilers videos a week for nearly three grueling months. It nearly burned me out completely.

But I soldiered on, scaling back to three videos a week for a year and a half, with the occasional dip to two videos in a week. Surprisingly, that consistency became the bedrock of my channel's growth. Nowadays, I stick to a schedule of one video every Sunday, occasionally throwing in a Wednesday upload.

Reflecting on that period, I'm amazed at how I managed it all. It's also when my then-girlfriend decided to split with me. We'd been together for two and a half years, but my relentless pursuit of turning my passion into a full-time gig took its toll on our relationship. In hindsight, her leaving was a blessing in disguise, as it freed up my time to focus on video creation. Sacrifices were made, both in terms of time and relationships, but they ultimately propelled me forward.

Back then, I scraped together whatever I could to meet the demands of three videos a week. The YouTube algorithm was my best friend during that period, letting me gain subscribers incredibly quickly.

Fast forward to today, and the algorithm isn't as kind, but my videos have evolved into polished productions, driven by storytelling and meticulous attention to detail. Quality has taken precedence over quantity, and I'm content with producing one high-caliber video per week.

Overall, my mantra remains unchanged: stay consistent and never give up. Success in this field demands unwavering perseverance. There are no shortcuts, but those who persist will inevitably reap the rewards, while the rest will look back and think “what if”.

What technology & tools do you use?

I primarily use a Sony A7s III camera for shooting all my podcast material. Additionally, about 50% of the Trav4oilers clips I capture are with my iPhone. There's something remarkable about the visual aspect and composition that an iPhone offers, especially in wide view with good lighting and sunshine – it just looks fantastic.

I'm also a big fan of my drone, a DJI Mini 3 Pro. There's a certain magic to capturing that helicopter POV, even though it's controlled remotely. I enjoy flying it around downtown Vancouver, capturing the city's beauty from above – it truly is stunning.

When it comes to editing, I rely on Final Cut Pro X on my MacBook Pro. I recently upgraded to a new Mac last summer because my previous one, which I had for three years, was too slow. For instance, exporting the podcast on my old laptop would take a staggering seven hours. I'd hit export and then have to wait overnight for both the video and audio versions to finish.

Now, with the new setup, it's a different story. Exporting is lightning-fast. Within an hour, I have both the audio and video versions ready to go. The speed and power of the new MacBook Pro are impressive. But really, that's all the technology I need. You don’t need a lot to get started in this field.

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

My future goals boil down to maintaining authenticity in my Trav4oilers brand and other ventures. Take my Slangin’ the Bizkit podcast, for instance. I'm committed to discussing topics I'm passionate and knowledgeable about, then ensuring the content resonates by emphasizing key clips.

I've set a new goal of posting a daily clip for the show. There are no excuses – consistent content is crucial for growing both the show and my personal brand. This is where my focus lies now, as my enthusiasm for the game of hockey has kind of subsided.

While I still adore goaltending, my passion for hockey as a business has faded. Recently, my girlfriend asked about my plans for hockey amidst my upcoming network deal. Truth is, the idea of gearing up for another season, training and all, repulses me. I'm navigating this uncertainty, but it’s tricky to find the right way forward.

Though I lack excitement for another hockey season, the right offer could reignite my motivation. For now, I'm prioritizing authenticity and making decisions that align with my brand and personal values.

What advice do you have for aspiring content creators?

Since I began my journey, I've witnessed countless creators come and go. There's a saying I like to share: "Creators come and go, but Trav4oilers stays the same." I've been fortunate to stay dedicated through it all. If I could advise my past self, I'd say: "Be authentic and true to yourself."

From day one, unknown to me at the time, I've adhered to that advice. I've always been unapologetically myself. Whether critiquing lackluster products or praising ones I believe in, or sharing my honest experiences in hockey, I've never shied away from speaking my truth.

I believe this authenticity has contributed to the loyal following I've built. I'm grateful that nearly every video I post on YouTube garners around 20,000 views, demonstrating the connection people have with my content.

Whether I'm negotiating a podcast deal in Vancouver, competing in the Fed, filming in Europe, or even documenting a week in Jasper with no hockey content, people tune in. My video chronicling two years in Sweden has almost hit a million views. It's all about being genuine and sharing my authentic self, regardless of whether it's everyone's cup of tea.

Thankfully, the algorithm has favored me to some extent. However, you’ve got to remember that success in this realm is largely at the mercy of the algorithm. I could produce the most exceptional content imaginable, but if it only garners a couple of views, does that make it the worst? Probably not. On the other hand, if the algorithm boosts me to a million views, does that make me the best? Probably not either, as it's all subjective.

So, staying true to oneself and not succumbing to a quick buck is crucial. Engagement is key for anyone aspiring to break into the content industry. There's a parallel between dating girls and creating content online: both require avoiding boredom at all costs. You can entertain me or hate me all you want - but you can’t for a single second bore me.

In the online realm, I aim for emotion, whether it's love or hate, because it signifies that someone cares. Getting people to care is the essence of online success. It might not be the most thrilling answer, but it's the truth. Create emotion, be authentic, and success will follow.

Trav4oilers: Growing to 96K YouTube Subscribers by Talking Hockey

Travis Ridgen (aka Trav4oilers) talks about how he grew his passion for hockey into a full time creator career…

Creator Brand: Trav4oilers, Slangin’ the Bizkit (podcast)

YouTube: 96K subscribers, 27 million views

TikTok: 42.6K followers, 2.1 million likes

Instagram: 53.5K followers

Linktree: @Trav4

Full time creator: Yes!

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