We were lucky to catch up with Michelle Hotaling recently and have shared our conversation below.

Michelle , thanks for taking the time to share your stories with us today Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?

There has been no greater gift than making a living from my creative work on my own terms. Before creating Michelle’s Sanctuary, I relied on others to say “yes” and book me for their projects. It was a constant hustle, and the erratic schedule of a performer left me battling insomnia. In 2015, I discovered sleep hypnosis and meditation videos on YouTube, which ultimately helped me overcome my sleep issues. This inspired me to start creating similar content that was more imagery focused. As a fan of choose-your-own-adventure stories as a kid and someone who has vivid dreams, I thought my stories would give people a chance to enjoy a second-person narrative that felt like a dream– where anything is possible. I also found how the art of storytelling and personal challenges could help me create meditations for pain relief. To date, my “Migraine Relief Meditation” has been licensed all over the world and every day I receive beautiful messages about how it is helping migraine sufferers ease their discomfort and fall asleep.

Initially, I eased into it without putting pressure on myself to earn money. I continued booking performing work and a side gig as a cheese educator (another fun journey). This allowed me the financial stability to explore this new path. At that time, sleep stories for adults were virtually unheard of, so I had the opportunity to grow alongside the niche and be one of the originators. Early on, I was thrilled when a video reached 1,000 views. Last year I reached over 100,000 subscribers on YouTube, over 90,000 new listeners on Spotify, and millions of streams.

When the pandemic hit, I saw it as the right time to fully commit to my creative work. Since then, I’ve released at least one new story or meditation every week. Over time, I’ve been amazed by the partnerships and licensing opportunities that have emerged in this space. I am sometimes hired to consult or create content for apps such as BetterSleep, Wondery, and Wysa. Owning full creative control and rights to my work has been empowering—I can decide where to release it and how to share it with the world.

My approach has always been about accessibility. I keep my content free on ad-supported platforms while offering premium options for those who can pay. This balance has allowed me to grow a loyal audience while staying true to my mission. It also gives my audience the freedom to listen the way they enjoy most as I’ve made my stories available on the Michelle’s Sanctuary for Sleep Podcast, Aura, Insight Timer, Spotify, Patreon, and YouTube.

Looking back, my biggest lesson learned is that I maybe should have been more productive earlier on and prioritized this work. I’ve struggled with having ideas and content taken by bigger companies, as well as recognize how much easier it is for Wall Street-backed companies to grow faster and dominate the field. But in my heart, I’ve appreciate keeping a direct connection with my listeners. The moments before sleep are delicate and intimate, so it’s vital to surround yourself with content that fosters peace and trust and it helps to know who you are listening to.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Michelle’s Sanctuary began as a YouTube channel and has grown into a beloved brand that offers imaginative bedtime stories, meditations for healing, and a supportive community for like-minded insomniacs. My mission is to transform bedtime into a soothing escape and to help people reconnect with their dreams—both literal and aspirational.

Beyond the content I create for my audience, I consult with brands in the sleep and wellness space, from hardware companies to mindfulness apps. These collaborations allow me to share insights about what helps people relax, sleep better, and feel more secure in their lives.

The mantra of Michelle’s Sanctuary is “it’s time to dream away.” For me, this reflects a dual purpose. First, it embraces our need to unwind, fall asleep, and indulge in our dreams. Dreaming can be a form of planning and envisioning the life we want. But our dreams also may offer solutions and self-discovery that help us find a way through challenges in our waking lives.

What I’m most proud of is the connection I’ve built with my listeners. Hearing their stories and learning how my work has impacted their lives means everything to me. For example, a listener recently shared how migraines often ruined her holidays and special moments. After using my migraine relief meditation, she was able to prevent the pain from taking over and fully enjoy those moments again. Stories like hers are why I started this journey: to help just one person feel better. Knowing my work has helped millions sleep better and feel safe is an indescribable reward.

At Michelle’s Sanctuary, I strive to reframe sleep from being a nightly chore to a well-deserved mental holiday. I want my stories and work to soften the world and offer a place where everyone feels welcome and served.

How did you build your audience on social media?

Several factors helped me in the early stages of my journey. While algorithms are constantly changing, I was fortunate to learn about the best times to post, what to prioritize, and how to maximize viewer engagement. As my channel began to grow organically, I eventually hit a plateau. Without hesitation or shame, I reached out to the top creators in my niche for advice and guidance. Their insights were invaluable, helping me better understand what worked, how to market my stories effectively, and how to identify the right keywords. Along the way, I also formed incredible friendships with these creators, which I deeply cherish.

Being a creator can feel isolating at times, so having allies and kindred spirits who face similar challenges has been a tremendous support. They know what it entails to create quality content on a frequent basis without burning out and we swap ideas about this. Whether it’s navigating technical issues, handling criticism, or managing the complexities of working with large tech platforms, having a network of people who truly understand is priceless.

Another key to my growth has been staying authentic in my work. Audiences have a remarkable ability to sense authenticity, which is why it’s so important to remain genuine. This is also why many new AI-generated channels struggle to grow despite producing large amounts of content—viewers can feel the lack of a human touch.

Have you ever had to pivot?

Between 2019 and 2020, a series of events forced me to pivot both personally and professionally. The pandemic completely upended my income sources, but it also presented a unique opportunity. With a captive audience at home, seeking ways to de-stress and sleep better, I knew it was time to fully commit to growing Michelle’s Sanctuary. This was also a time when many people in the tech world wanted someone like me for my insights on creating stories and growing their own brands.

Just before the pandemic, I had ended a ten-year relationship, which doubled my expenses overnight. Suddenly faced with the reality of covering everything on my own, I had a moment of panic. I found myself scrambling to take on any odd job, not fully confident that Michelle’s Sanctuary would catch up to where I needed it to be. One day, I paused and took the time to write down all the ways I could build on what I had already created. That exercise gave me the clarity and nudge I needed to shift from survival mode to growth mode.

I’ve always been driven, but I had grown complacent with simply getting by. This period became a wake-up call. When I saw how effective my work was—how much it helped people—I realized I owed it to myself and to those who needed support to fully embrace and expand my brand. It was no longer just about me. It became about serving a community. That realization pushed me to let go of reservations and shyness and to step into a larger role.

Contact Info:

• Website: https://www.michellessanctuary.com
• Instagram: https://instagram.com/michellessanctuary
• Facebook: https://facebook.com/michellessanctuary
• Youtube: https://www.youtube.com/@MichellesSanctuary
• Other: https://www.youtube.com/@MichellesMeditationSanctuary

Image Credits

Headshots by John Deamara