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When Alex Nino started his Youtube channel in 2018, he wanted to give viewers a glimpse into his life. His videos were low-key, local content. He was hanging out with his kids. He got his hair cut. He flipped tortillas. He grew a beard.
But people listening to his videos weren’t necessarily focused on the main events of the clips. They wanted to know what was going on in the background. Why does his filming environment change so often? Why was he far from home? Why did his room “look like a spaceship”?
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Instead of telling the commenters, Nino showed them: He was – and is – a professional truck driver who made videos on the road.
To his surprise, viewers were in. As, really in it. His previous videos had garnered a few thousand views each. His new clips, like one about how much he earns as a trucker and one about scary driving experiences, have started grossing millions.
Nino, who is 24 and started driving trucks after his uncle’s encouragement, has been uploading videos related to his work for nearly a year. During this period, his channel has grown from less than 1,000 subscribers to almost 300,000, and from less than 20,000 views per month to more than 30 million. His growing audience has changed his whole life, Nino says, but that doesn’t mean he’s considering quitting driving.
“It’s my career and I get to share it with the world, and that makes it even more fun,” he says.
Check out our conversation with him below.
Tubefilter: Let’s cut to the chase! Your channel has grown very quickly, and one of the main reasons it caught my attention is that I dig channels where people make videos about their work. What made you decide to create videos on the trucking profession?
Alex Nino: So I started doing trucking videos because before, I was doing different kinds of content, and I was always inside my truck, and I was always getting comments and people were like, ‘Where are you ?” “Why does the background look like this?” “Why does your room look like a spaceship?” So one morning, I decided to make a video of my nighttime routine, and the rest is history.
Tubefilter: OK, let’s back up for a second. For those who don’t know you, where are you from? How did you come to truck driving?
A: My name is Alex Nino and I am a 24 year old truck driver. I come from the central valley of California. I got into truck driving when my uncle introduced me to it and told me to quit my old job and that he would pay for my education and find me a job locally as soon as I got my license.
Then a year passed and I was about to have my second child and I still had a warehouse job where I was struggling (financially), and that’s when I realized, ” Shit……I need to start making more money.” So I accepted my uncle’s offer and started driving trucks.
Tubefilter: Do you remember if there was a specific video that really took off and propelled the growth of views and subscribers on your channel? Or has there been a collective increase in videos?
A: So the video that really took off for me and gave me the following was the one where I showed my subscribers my nighttime routine, including my seatbelt trick. They seemed really fascinated by the seat belt thing, and I explain to them that I do this when I stay in dodgy areas. I believe this video has been viewed over 2 million times in less than 24 hours and currently has over 20 million views.
Tubefilter: What does an average day look like for you? How do you integrate the production of videos?
A: An average day for me is waking up in my truck or waking up in my bed at home and getting ready to get in my truck. Honestly, incorporating videos into my day can be either very stressful or very easy, it all depends on how my day is going at work. There are times when packing houses takes forever, and that’s when I can knock out five videos in one sitting. Then there are other times when I don’t have time at all, and I even get stressed about doing just one video.
But I discipline myself to make sure I’m consistent, because after all, consistency is the key to success.
Tubefilter: Kind of a related question, but do you have someone helping you behind the scenes? A publisher or something? Or are you a one-man show?
A: So behind the scenes, I have no one but my wife to help me. She will send invoices to companies from which I receive referrals. But other than that, I don’t have an editor, it’s all me. And I like it that way – I feel like it’s more natural. It’s still fun to me and I feel like if I had an editor and people helping me in the background it would feel more like a job, and I feel like it doesn’t would be more fun for me.
Tubefilter: What do you think attracts people to your videos? Have your viewers/commentators ever said what makes your videos so intriguing to them?
A: I feel like the style of my videos is what grabs people’s attention. I was talking to a friend of mine recently and he said my videos were almost mesmerizing, and I feel like it’s because of the point of view style that I do and the voice overs and what I actually do in the video. It intrigues people.
So, for example, I can do something completely random inside my truck, like maybe clean myself or brush my teeth, but the voiceover will be a story about a scary experience I had in driving a truck. So I feel like it gives people more things to focus on, because they’re like, “So why is he doing this but talking about that?”
Tubefilter: Has anything changed for you personally and/or professionally since you launched your YouTube channel?
A: My whole life has started to change since I started my YouTube channel, not only financially, but when I go out I get people noticing me a lot more. I’ve had a lot more opportunities with bigger brands, and everything in general has completely changed for me since I started doing YouTube. It is truly a blessing.
Tubefilter: You upload a lot of content to YouTube Shorts. Did Shorts play an important role in the development of your channel? Do you think you would be able to make as many videos as you do without Shorts?
A: YouTube Shorts has been a huge part of my channel growing instantly and fast. I went from 30,000 subscribers to almost 300,000 subscribers in less than three months. I feel like Shorts is perfect because a lot of people’s attention span is under a minute, and Shorts helps with that perfectly. If you make great content, people will subscribe because they want to see more of you. I definitely wouldn’t have so much content if it wasn’t for Shorts.
Tubefilter: How do you see YouTube fitting into your life going forward? Do you plan to continue to be a truck driver? Have you ever wanted to try creating other types of content?
A: YouTube has been my dream since 2016, so it will definitely stay in my life. I like to create content. I plan to be a truck driver. It’s my career and I get to share it with the world, and that makes it even more fun. I would love to create different types of content in the future, but for now I’m going to stick to truck driving videos because that’s what the majority of my followers are looking for.
Eventually I would like to do something like FaZe Rug. It happened to do Call of Duty gameplay videos to the kind of videos he makes now, and still has his fanbase behind him whether or not he plays video games in his videos. In fact, I look up to him and will make a video with him someday. Mark my words, lol.
Tubefilter: Do you have any plans or goals for yourself and your channel? Any cool projects you can mention?
A: I have a lot of personal goals for this channel that I want to keep to myself just so I don’t mess them up. I’m really superstitious and feel like saying out loud that my goals can ruin them. A cool project that’s going on is I’m driving an electric tractor-trailer all day and charging into it and seeing what it’s like to drive an electric tractor-trailer with 80,000 pounds behind you .
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