Dwaine Woolley on making money as an Australian YouTuber and Facebook creator and the worst advertiser he ever dealt with

  • Dwaine Woolley is a YouTube and Facebook content creator who makes videos under the name Dwanta with his wife Shanta Salburo-Woolley.
  • Woolley has built up an audience of millions by posting videos about his young family and their adventures in Australia and the Phillipines.
  • As part of Business Insider Australia’s ‘Under The Influence’ series, Woolley explained his journey to becoming one of the most popular content creators in Australia.
  • Visit Business Insider Australia’s homepage for more stories.

When describing Dwaine Woolley, it’s almost quicker to list what he isn’t.

Woolley is a pilot, board game designer, entrepreneur, event host, singer, drummer and event host.

But most central to his incredibly popular YouTube channel and Facebook page — both named Dwanta, a portmanteau of the names of Woolley and his wife Shanta — is his identity as a father and husband.

After appearing in a Filipino television show, Woolley and his wife have parlayed his celebrity into an enormous online audience who watch as the young family capture their experiences living in the Philippines and Australia.

Woolley spoke to Business Insider Australia for the ‘Under The Influence’ series, which profiles Australia’s top online content makers about their content, career, how they make money, and what sets them apart from other creators.

How would you describe your work in a sentence?

Social media content creator.

Tell us about your audience: how big is it, who and where are they?

Our audience consists of over 1.2 million subscribers on YouTube, 1.7 million followers on Facebook and over 100,000 on Instagram. The majority are from the Philippines and speak Tagalog and Bisaya.

Before you started creating content professionally, what did you do?

I worked in many different fields, however I was not passionate about any of them. They weren’t fulfilling for me. I worked as a floor sander, then a truck driver. I worked in promotions, marketing and finally as a business development manager for a non-bank lender.

When did you first decide to go pro?

Once I was making almost the same amount of money from YouTube as I was from my full-time job, I decided it was time to focus on being a full time content creator.

What’s your average day like?

I think this question needs to be about my week rather than my day. We have a weekly schedule where we film videos 2 days a week, then one day a week we edit them and send some of them to editors. The other 4 days a week I work on side projects such as the new app we are developing, a board game I designed and researching how to create better content and stay alive via social media.

You don’t have to say exactly but ballpark: how much do you earn and where does that money come from?

Our monthly revenue comes from ads that appear on our videos. This is done through Google AdSense.

How much we earn depends on many things: The type of ad that appears (either skippable or non-skippable), whether the viewer engages with the ad by clicking on it, the product advertised as some ads pay more than others.

It also depends on how many videos we upload and whether or not those videos generate a large amount of views. So I can’t say exactly how much we earn because it differs month to month. I’d say on a slow month (meaning we didn’t upload much and we didn’t get many views on those uploads) we’d make about US$1,500. In the best months we made around US$9,000 however this has only happened twice in the four years we have been on YouTube.

Have you ever had a bad experience working with a brand or partner?

Yes, unfortunately. But these were fake brands. One set of scammers emailed us pretending to be another company only to have us download a file with “instructions” that actually turned out to be malware to hack us. We were able to get rid of the viruses it put on our computer though.

There are a million creators out there, but you’re one of the best. What separates you from other creators?

I wouldn’t say I am one of the best. There are over 18,000 Youtube channels with a million subs or more. I’d say what helped us succeed is my talent in speaking different languages and being able to present that as something fun and exciting through videos. Also my determination and drive to be successful by adopting a positive attitude and adapting to change. Especially when something about our content needs to change to reach a new audience.

What other Aussie creators are doing work that you like?

Ozzy Man Reviews and Rackaracka. They have branded themselves very well and stick to their guns. Not to mention Rackaracka’s content is just epic. The amount of effort that goes into them is unbelievable.

What do you think you’ll be doing in 5 years?

I have a 5 year plan actually. Planning is very important. If you fail to plan you plan to fail. In 5 years my wife and I will be living healthy lifestyles. We’ll be on a good diet and exercising regularly. We’ll be making videos for Youtube and Facebook as we are still doing today and running a side business with our app.