Want to become more financially literate? Then you’ll want to tap into Reni Odetoyinbo’s (@xoreni) content.
After working in the financial services industry and purchasing a home at just 23 years of age, Reni pivoted to content creation, launching a digital platform called Reni, The Resource, to school others on the ins and outs of personal finance.
Today, the full-time content creator has a following of over 150,000 strong, and has continued to build up her content and product offerings to help them reach their financial goals. This includes a podcast, Don’t Go Broke Trying, which she launched four years ago in response to her followers’ requests for more content about her homebuyer journey.
Another thing about Reni? She’s very transparent, whether it’s about how much she earns or how she was raised. Reni credits her upbringing and parents for her financial literacy. In her content, she has talked about the fact that her parents made time to teach her about money as new immigrants to Canada.
Of course, social audiences are keen to see creators whose lives resemble theirs, especially when it comes to complex financial topics. So it’s really no surprise that Reni’s real, heartfelt content has blown up on social media. As a Black woman in this niche, she’s also been able to help an array of financial brands reach new audiences.
We sat down with Reni to talk about becoming a content creator, building trust with her audience, and monetizing her expertise. Let’s dive in!
Tell us a bit about your content creation journey.
I’ve been a content creator since high school, back when I was posting my OOTDs on Facebook, but I started Reni, The Resource back in 2020 when I purchased my first home at 23 years old. At that time, I had about 2,000 followers and was receiving a lot of messages from people asking me to start a podcast about how I bought my home. I was really fortunate that my parents taught me about financial literacy at a young age.
Now, I’ve been running my podcast, Don’t Go Broke Trying, for four years. In October 2021, I quit my banking job because I felt that I would have to leave if I wanted to continue to grow as a creator. At that point, I was already burnt out and felt that I could put more effort into my YouTube channel.
That’s super interesting, can you tell us more about your YouTube Channel?
Like my platform Reni, The Resource, my YouTube channel is also a resource where people can learn from. I believe that they’re tied together since my platform is a hub for helping people increase their wealth and become more financially literate.
I also decided to use YouTube first as opposed to other social media platforms because that’s the platform I was mainly consuming content from. If you want to post long-form content and go in-depth about a particular topic, you have to be using YouTube. From a monetization perspective, I’m also able to make money from AdSense.
Speaking of monetization, what have been the best ways for you to monetize your content?
The best monetization method for me has been brand deals. I’ve been able to work with international corporations and some of Canada’s biggest banks. Speaking engagements have also been a great way for me to make money as a creator.
I also run an accountability group on Facebook, which members can join for $20 per month. There, we host monthly events and I bring in financial experts to talk about different topics, such as debt repayment. I would say the people in that group are some of my most engaged followers since I’m able to meet 1:1 with them to really build those relationships.
On top of that, I also use affiliate links, sell a budget template, and offer 1:1 coaching calls.
When creating financial literacy content, how are you able to maintain trust with your audience?
I think working in the financial services industry prior has helped me in simplifying complex topics for my audience. However, a lot of my content is me speaking from my personal experience, especially after I bought my house. The average person wants to learn about financial literacy from someone like themselves.
What are some opportunities you’ve gained through content creation?
Last year, I was invited to the reading of the 2024 budget in Canada. They invited five of us to join them and learn about it. I thought it was really exciting and got to meet the Prime Minister.
I also had the opportunity to be part of YouTube Black in 2022. It’s an accelerated program that supports Black creators and they also gave me a grant. That opportunity led me to be featured on TV!
How do you remain inspired as a creator?
I like to take a lot of breaks and intentionally build rest into my calendar. I also hang out with a lot of other creators who inspire me and teach me new ways of doing things.
Regarding burnout, I’m not sure if I’ve fully hacked it yet. I’m still working on it and finding sustainable practices.
What tools or resources have you found helpful as a creator?
I have a virtual assistant who helps me manage my partnerships. For tools, I use Google Trends because it tells me what people are talking about within the finance niche, so I know what topics to create content about. I also use ChatGPT, Notion for product management, and Canva for my graphics.
Outsourcing tasks such as editing helps me a lot, but I know it isn’t always feasible for creators.
What are your tips for aspiring content creators?
Just start and iterate as you go. It sounds obvious but it’s hard to give advice if you haven’t tried. Figure out what value you want to add and how you’re going to do it. Be sure to create content with brands in mind.
What’s next in your content creation journey?
I would like to run a coaching practice. I love social media, but want to build beyond social, as well. I’d also love to speak in different countries. I currently have 6,000 subscribers on my mailing list and 10,000 is my goal. I really want to build it well.
How do you price your digital products and how do you build the confidence to sell them to your audiences?
When pricing my digital products, I look at the average price for similar products within my niche. For instance, I’m currently selling on Etsy and can see how budgeting templates are sold there. When it comes to selling to my audience, I add so much value to them and they’re open to purchasing. But I didn’t sell until three years in as I wanted to build a product with them.
In terms of building confidence to sell, I’d say sell at a low price to start. People are scared to put an amount down. If it goes well, you can justify the price.
How do you monetize your content?
I made around $300,000 in total, pre-tax last year. If I broke down my income by percentages, my brand deals are probably 50%, speaking engagements are 20%, and the remaining 30% would comprise of my digital products, accountability group, and affiliate links.
Could you walk us through the process of creating your digital products?
I used Fiverr, which is a freelance services marketplace. I already had the process in my head, I just needed someone to bring it to life. To do this, I created a brief and learned that you have to be extremely detailed in what you put in your brief. For example, you don’t want to be going back and forth with creators on Fiverr as it’s a waste of both of your time. Just be as specific as possible from the beginning.
This interview has been edited for clarity and length.
Photo: Courtesy of Reni Odetoyinbo
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