Yanina Makoviy: From Viral Storyteller to Thought Leader Championing Women’s Empowerment
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
When Yanina Makoviy hit “publish” on a lighthearted video comparing American and Eastern European cultures, she had no idea it would change her life overnight. But that first clip exploded to 1.6 million views by the next morning, transforming Yanina from an anonymous storyteller into a rising digital creator. It was the start of an extraordinary journey for the Ukrainian-born content creator, who has since grown into a thought leader and lifestyle influencer known for championing women’s empowerment through storytelling.
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
Born and raised in Ukraine, Yanina took a leap of faith at 21 by moving to the United States. Although brimming with creativity, she was initially hesitant to share her ideas openly, held back by a fear of judgment and what others might think. In those early days, she grappled with cultural expectations of how a woman should live and a nagging worry about how people might judge her unconventional path.
That hesitation finally gave way when Yanina stepped out of her comfort zone to film a comedic skit about cultural differences. She hit “upload” despite an inner voice whispering doubts, and the risk paid off spectacularly: the video went viral, amassing 1.6 million views. That overnight success launched her career as a content creator.
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
After that breakthrough, Yanina discovered the power of blending humor with candor. As she continued making videos, she found that her most authentic material resonated deeply; women and girls began reaching out to thank her for helping them laugh or feel supported through tough times. Yanina realized she could be a voice for young women, especially those weighed down by societal pressures, a struggle she understood firsthand after growing up with strict expectations in Eastern Europe. She notes that no matter what path a woman chooses (career, marriage, or motherhood), society often finds something to criticize. By fearlessly sharing her own experiences with wit and authenticity, Yanina began breaking stereotypes and encouraging women to live on their own terms.
Yanina has since built a global presence with over half a million followers and more than 500 million video views online. This expansive reach has made her a sought-after partner for luxury brands. She has collaborated with high-end companies, including Veronica Tharmalingam, the Eustache Institute, Mesolyft, and Icebreaker Matchmaking, on digital campaigns that generated major engagement and boosted brand visibility. As she puts it, her journey “blends artistry with entrepreneurship.” She doesn’t just entertain; she creates content that “empowers, heals, and inspires.”
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
Yanina is recognized as a thought leader. She has built her influence by opening conversations and breaking stereotypes instead of simply chasing the latest social media trends[9]. Her platforms focus on meaningful, relatable content that helps her audience, especially women, navigate self-doubt and societal pressures through humor and honesty. At the same time, brands and public figures turn to Yanina as a social media strategist to help them connect with modern audiences in an authentic, culturally relevant way. Yanina doesn’t just follow the online conversation; she shapes it, using empowerment through storytelling to influence how people think about identity, authenticity, and community.
Her ascent hasn’t come without hurdles. Early on, Yanina had to overcome her fear of visibility, coming from a culture with rigid expectations for women; she had to conquer both external pressures and the inner voice that wondered “what if I fail?” Building a digital career has posed its own challenges too; in the fast-paced world of social media, algorithms change and trends shift daily. Instead of chasing every fad, she learned to stay true to her voice and focus on consistency to maintain her connection with followers. That patient strategy allowed her following to soar into the hundreds of thousands. And as an immigrant adapting to a new country, she had to rebuild her life and network from scratch. Yanina credits adaptability and a relentless work ethic for turning those obstacles into opportunities to reinvent herself.
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
These experiences have shaped Yanina’s perspective on success. One of her core mantras is authenticity over perfection, the idea that people connect with genuine truth far more than with any carefully curated façade. She also learned that consistency is key; real success comes from showing up day after day, not from a single viral moment. And while fear and self-doubt never fully disappear, she has learned to act in spite of them, knowing that courage grows through practice. Her advice to aspiring creators echoes her own journey: “Stop waiting for the ‘perfect time’ to start,” Yanina says. “Trust that your unique voice has value.”
Now her focus is on community and social impact. Yanina is determined to expand her mission beyond the screen and build a real-world community for women, a safe space where they can be themselves without fear of judgment. She wants women from all walks of life to know that their circumstances don’t define their worth or happiness.
This vision took on greater urgency when a close friend endured domestic violence with nowhere to turn, and it opened Yanina’s eyes to how much more support women in crisis need beyond inspiration.
Photo: Dinara Baizakova, Makeup & Hair: Irina Muratkina
In response, she aims to create a platform that combines empowerment with practical resources, so women can find both encouragement and real assistance when they need it. Ultimately, she envisions a future of purpose-driven growth, expanding her voice, building safe communities, and ensuring that through creativity and compassion, no woman has to face life’s challenges alone.
