Koffee with Karina & Holly Casto: Self-Love, Patience & Authenticity when launching a creative project

Holly Casto is a 29-year-old designer and content creator. She lives in small-town Ohio with her husband and Goldendoodle. She started a small design shop and blog after college as a creative outlet while working at a 9-5. The shop quickly grew into her full-time business, and her products were featured in many major online and print publications. Since then, she has taken on freelance work and grown a YouTube channel to inspire and inform other creatives to live intentionally and design a life they love.

What inspired you to start a YouTube channel?
I had been watching/listening to YouTube videos in the background when I worked for years and I wanted to be part of the conversation! I also felt like most of the YouTubers out there were in the beauty space and I didn't see many YouTubers talking about things like business and personal development so I decided to go for it.

Before starting a YouTube channel, did you feel afraid? if so, how did you get passed it?
No, I really didn't. To me, it didn't seem like that big of a deal because I had been creating online content for a few years already on my blog and I'm comfortable in front of the camera from acting, so filming myself in my home seemed pretty laid back. I also mentally prepared myself for troll comments and things of that nature prior to getting started (because I always saw the craziest comments being posted in other videos) so it is a pleasant surprise how nice everyone has been so far!

The online content creative world (YouTube, Podcast, Blogs) have grown so much in the past years! What advice do you have for someone who wants to become an online content creator but thinks there is no space for her content?
There is always room! Different people are drawn to different types of personalities, different ways of presenting information, etc. so just because someone else is creating the type of content you want to create, you might have something different about your personality that will attract a different audience. The most important thing is just to be yourself.

Online content creating is really unpredictable! So sometimes, we create what we believe is a fantastic post or video and do not get the results we want! What are some tips to keep young women motivated when they do not see the results they wished?
I think one of the biggest problems in this space is that people go into it to make lots of money, get lots of views, subscribers, etc. and if you go into it really results-oriented, you will not stick with it. I think you just have to have no expectations about the results of your videos or blog posts. Do your best work consistently and over time it will grow. If you're creating content that you care about, you won't get bummed out when a video doesn't get a ton of views because you won't be so wrapped up in the numbers. 

I absolutely adored the video on feeling like an imposter, I have those feelings a lot! What are ways to feel confident and self-assured (following the phrase, "fake it 'til you make it) while still being authentic?
Yes, I think many of us deal with imposter syndrome at least once in our lives! I think it's important to get in touch with your "why" and fall in love with the process rather than the result. This took me a long time to figure out, but if you're always focusing on the end goal (a certain number of subscribers or sales or followers etc), then you will always be comparing yourself to others and feeling like a failure/fraud by comparison. If you're doing something because you love it and it has meaning for you, then you will focus inward on your personal journey and honing your craft, and when you're focused in that way, there's no room for self-doubt. 

I think that one of the reoccurring thoughts that creatives and entrepreneurs go through is, "Is this worth it? Am I going on the right path?" When do you think they should listen to these thoughts and when should they choose to ignore it?
This sort of goes back to my previous answer, but I think it's important to do regular check-ins with yourself about your "why". Like, am I drawn to this because it strokes my ego? Because it makes my parents proud? Because of the money? There's nothing wrong with having those reasons as a piece of your overall motivation, but if you're wrapped up in only external motivators like those, you're playing a dangerous game because they are fleeting and can be taken away at any time. I'm an INFP personality type, so having meaning in my work is really important to me, and I do this type of practice regularly. I think that some people avoid these types of "check-ins" for years and wake up one day realizing that they hate their work or that they've been going in the wrong direction because of some external reason. Find work that you love the process of and that you can deal with the negative parts of (because every job has negatives), and you will be on the right path. I heard a quote once that said if it's right for you, you won't have to betray yourself. I love that. I also think work that leaves you tired but not drained at the end of the day (which is an important distinction) is a good way of thinking about it. So, I would ask yourself some of these questions, and you will know whether or not to stick with something or to change direction.

What advice do you have for women who are YouTube creators?
Be yourself! It's simple, but not always easy.

Favorite camera to film with:
 Canon g7x: http://amzn.to/2uFErty
Favorite video editing software: I use iMovie
Favorite picker-upper when you need motivation: Gary Vaynerchuk videos
Favorite GirlBoss: Martha Stewart
Favorite video you have made: probably my video "just start!" which was one of my very first videos. The lighting is horrible, I shot it on my webcam, the editing is bad, but the content is still so relevant and I believe it's a message that so many people need to hear: 

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