Social media is a goldmine (1M SEK/mo)
Paid ads only got more expensive. So I built my own audience instead — in Swedish, honestly, and without selling much. Today it turns over 800k–1.1M SEK a month.
I've made money my whole life building online services and finding customers through paid advertising — Facebook, Google, Instagram. It worked for a long time. But about four years ago I noticed two things at once: the ads kept getting more and more expensive as competition rose, and a new trend was emerging — building your own audience instead of renting someone else's attention.
I jumped on it. And like everyone else, I started in English.
The A/B test that changed everything
It was working, but I always felt a barrier in English compared to Swedish. So about three years ago I ran a test: two identical videos, one in Swedish and one in English. The Swedish one gave me four times the views.
It all comes down to attention. Whether you buy it through paid ads or create something people find organically, attention is the currency. In Swedish I got a reach I'd never managed in English — so that's where I stayed.
Social media rarely pays for itself
But social media on its own usually doesn't pay very well. You need a product that lines up with what you talk about. I've tried it all — a trading course, a community, a prop firm (TraderFunder), even a housing service (Livvy) — products that give real value to the same people who watch my videos.
On top of that you can do paid partnerships and get paid for videos. I've been fairly sparing with that, because I want my social media to rest on honesty — not on selling much.
People like to discover things, not be sold to
So I very rarely talk about my own companies. Instead I talk about things in the same niche. In my case that's trading and investing, where I trade an account that's large in a lot of people's eyes — around 10 million SEK.
That, in turn, inspires others to want to trade bigger accounts. And that's where TraderFunder comes in — it gives people the chance to do exactly that, for a small cost and a passed test. I never have to push it hard. It solves a problem the videos already raised.
The honest side seems to win
Today I turn over 800,000 to 1.1 million SEK a month, largely thanks to my social media and a strategy I've proven out: sell little, inspire a lot, and give people the chance to do what I do myself.
And I go against the grain. I don't just show Lamborghinis and feel-good stories — I show a lot of my losses, my setbacks, and the parts that are genuinely hard. Plenty of people message me privately to say it's exactly that honest side they appreciate. It seems to be a winning formula.
A few examples of what I actually post:
The goldmine isn't fast money. It's an audience that trusts you — and something real to offer them.