How going viral prompted a trans vocal coach to develop courses
More than 3 billion people are users of TikTok making it the fastest-growing social media platform on the planet. The algorithm behind the platform is an unanswered question for many since it's changing constantly. The app does however offer more of an equal playing level to all users when it comes to popularity. No matter if you've got 10 , 500,000 or 10 million followers users, you are able to become to the top of the list on any given day.
Take part in the Creator Challenge!
Begin your own online business by enlisting the help of experienced creators. Please save my place
Trans vocal coach as well as Hero Renee Yoxon has experienced what it's as a first-hand experience to become viral. In May 2020 the group posted their very first TikTok posting about their experience as a trans-vocal teacher and it immediately blew into the air, garnering an astounding 382,000 hits. "All of a sudden I got more students than I could handle...I had to change how I was teaching to be able to reach a greater number of people, and that's why I began making e-courses."
However, they realized that they weren't the only platform to impart their expertise. Following their viral success, Renee has seen success through online classes in which they've managed to help people in the transgender community by sharing their knowledge through lessons.
We'll look at Renee's journey as a viral TikTok creator and how they've leveraged their social media profile to build a successful online course business.
If you want to see a short version of the interview, read Renee's replies to the questions in our Rapid-Fire Q & A series below!
Note: Responses have been lightly edited for clarity.
Do you want to start by sharing your story about how you started?
In the past, I worked as a songwriter, singer, and voice teacher. I did that for about 10 years. In 2018 I made the decision to concentrate upon teaching the voice and specifically singing, to transgender and disabled people. This was due to my disability and trans identity. I thought I could bring something valuable to offer to those groups and it was more beneficial for me. Therefore, I developed a scholarship program called The Right to Sing Award offering no-cost voice lessons for people from these groupings. And because I made that award, a local group located in Montreal came across me. The organization was called Project 10, and they requested me to lead an open workshop for trans voices. I became immediately passionate about the topic. Then another thing happened and I began teaching more and more workshops. In the month of May, 2020, I put out my first TikTok post about my experience as a trans voice teacher--it immediately became a viral sensation. All of a sudden I had more students than I could handle and there was a waiting list waiting for private classes. I needed to alter how I was teaching in order to be able to reach more people which is how I discovered and began making electronic courses.
How do you know that you became to the top of the charts?
I'm not certain. Who knows how the TikTok algorithm actually works. It seems to prioritize people who are new to the platform. This was my first TikTok which gave me an advantage. Plus, I was saying something people had not heard prior to. A lot of trans people said, "Oh, I didn't know I was suffering from the voice disorder until I read your website." It's wonderful when you can help anyone find a solution to alleviate the discomfort.
After you went viral on TikTok What made you decide to start classes instead of focusing on TikTok and attempting to earn money there?
It was my tradition to be a single-to-one instructor. I would teach people. That was the way I worked. Therefore, teaching online courses was an easy progression. I taught one-on-one lessons, to teaching workshops, and finally teaching courses. However, the reason why I did not take the plunge and make money using TikTok is that, foremost, there is no stream of monetization for Canadians on TikTok to Canadians. Furthermore, I'm not an influencer. There has never been a time when I was an influencer. I've never had access to advertising deals or brand partnerships therefore it was not an issue for me. It was just a matter of creating an e-course. Once my TikTok was a success, my website was set in order to let people take advantage of my lessons as well as consult with me. They all got scheduled quickly. Then I took my website down , and replaced it only a way to record email addresses that said "Something is on the way. I'm not sure what it is yet, but give me your contact information." Many people have given me their email. They didn't get any kind of exchange. This showed me clearly that the demand for this service was overwhelming. Also, I was confident that the course could be success.
Before the time your TikTok was a hit What was your opinion on what you were going to make use of social media in comparison to how you view social media now?
I began to cut off from social media in a personal way a couple of years ago. It was becoming the platform for taking students' photos, so I stopped posting about my own life. I'm in my 30s and I can remember the days where we all posted photos of our meals and things we ate on Instagram however, the format has shifted over time. Nowadays, I'm focusing on the use of social media for sharing informational content. One thing I'm trying to accomplish is have the e-courses people can purchase, but I try to also create as much content as possible available on social media so that it's a little bit everywhere. There are a variety of types of learners in all over the world. There are those who excel in an online learning environment, who want to remain in their own space, but who might not have figured it quite ready yet but just wish to have a quiet space with their details. Whereas other people really need private classes. Some people simply want to dip their toe into it using TikTok. If you can provide everything you need, all types of learners are receiving the attention they deserve.
What's your opinion regarding the algorithmic nature of social media? When you're creating posts to TikTok or Instagram, do you take a moment to think about this?
I'm not too conscious of the latest trends in social media in terms of what algorithms are evolving within social media. As I mentioned that I'm suffering from an ongoing pain condition, which means that the business I run must be sustainable for me and I'm going to do whatever works best for myself. And if what works for me is creating short-form video content, great. If, in two years, short-form video content ceases to is effective, I might decide then not to make videos anymore. But I'm not monitoring the Instagram pulse and studying reels and stories. Just doing what I can everyday. Sometimes, the algorithms work extremely efficiently. For instance, with TikTok it was able to push my posts out to hundreds of thousands of people which was incredible. However, occasionally, they serve me less effectively.
Did you have a moment where social media reacted negatively to you? or a moment when you felt it wasn't serving your business?
That's right, it is stressful to become to the top of the charts. I think anybody will tell you that being exposed to numerous people at once can mess the head of a more. But no, there was no time at which social media was negative. The social media I use ranges from neutral to positive.
It's one of the ways to connect with others. It's the method that people discover myself, but it's certainly not the way that I interact with my local community. I'm found on social media or through SEO. Then they'll usually provide me with their email address in exchange for something that I've created. I've got some documents that can be downloaded, for instance an anatomy book that doesn't make the anatomy gendered, which is a lot more enjoyable reading for trans people. Through my email newsletter, readers will learn more about what I've got to offer.
What is the importance to you to build community within the company?
Community is an interesting thing as I like to consider it to be something that occurs in the everyday daily life. The people around you are part of the community you live in, as are your parents and siblings as well as the other people you meet in the everyday life. But trans and disabled people aren't able to find an actual community due to it being very lonely. Our lives are generally spread out. Therefore, creating community online is really, really important to trans individuals. Meeting up with others and finding others who can share their experiences. My business by itself can do that, but I believe that every space where trans folks gather are a form of trans community.
Do you have issues with Imposter Syndrome? If yes, how have you been successful in overcoming it?
I'm not afflicted by Imposter Syndrome. I'm aware that it's very rare. I graduated with a physics degree straight out of high school. And I don't do physics now. But one thing that it gave me an unearned sense of confidence: if I could do that physics degree that I could do anything. In terms of why should somebody learn from me I have been teaching vocal for the past 10 years. When you get to a point, it becomes clear that you're capable of things you claim you're capable of. I've watched many students grow and improve. In my capacity as a teacher it's not my responsibility to improve the quality of life for students. It's my job to provide a supportive learning environment for people to discover for themselves what they really want to know.
How important is it to know the email address of someone?
It's among the most important aspects. Email has a greater degree of predictability than social media. If I send out an email to my list, I have an idea of the number of people who are likely to open the email. I have an idea of the number of people who will turn to sales when I'm offering something. However, with social media, I have no clue. There is no way to know, but I prefer a bit of predictability. So I'm able to kind of think, okay, in the event that the product cost that much, what do I think I can make for this launch? It's not a habit to think about that. There are times when I simply would like to have this course up and running because it's necessary, but at times we also need to know what amount of money the company earns. It is much more difficult to get less people on your mailing list than on social media to achieve the same results. My TikTok has more than 100,000 users, but my mailing list only has 3000 people. I can run a whole business with three hundred individuals. That's a hundred thousand TikTok followers don't mean any more.
Knowing what you know now How would you advise young creators using social networks as the sole method to communicate with their fans?
I'd suggest starting an email list. It's absolutely essential. And this is not my first mailing list that I've ever had--I've been collecting email addresses in various formats as a musician and after which, I was teacher over the past 10 years. Even before that, my friends asked me, "How should I run my company?" Whether you're a designer or private teacher and you're not producing anything online, maintaining an email list is an excellent way to remain in touch with people interested in your services.
What you believe it's to help creators and entrepreneurs like you be successful?
My experience with it is that it has allowed me to accomplish what I want to do. I wanted a platform where I could build my site, host my own mailing list, create my classes, and provide an excellent students experience. It was just everything I was looking for. is great because it supports me and then gets off my path in order to allow me to accomplish what I have to do. I'm grateful for the ability the freedom to manage my business at home (I mentioned previously that I have a disability that causes me to suffer from an ongoing pain. Before the success of the company, my earnings were very uncertain and I had trouble managing my discomfort. I need to take breaks whenever I need and undergo treatments to stay healthy. However, I did not have the ability to accomplish this prior to the triumph of the business . And truly, without the business, I'd not be in a position to travel as widely as I do, and enjoy my life to the fullest.
The conclusion: Virality is short-lived
If you're feeling that the traditional creation economy isn't working for you, sign up for the Creator Challenge, and launch your business with the guidance of creators and entrepreneurs who have made today's creator economy be more effective for their businesses.
Join The Creator Challenge!
Begin your own online business by enlisting the assistance of our experienced entrepreneurs. Save my space
Learn from these Heroes on how they're affected by the darker aspects of the creation economy: