Social media, Storytelling and Self-Expression: Matthew’s Helsinki
Content creator Matthew Schueller first picked up a camera when he started video blogging on YouTube in 2007. It was a way for him to feel like I could fully express himself without judgement as a young, closeted teen in highschool.
Through YouTube, he connected with individuals like himself all over the world, and this inspired him to want to travel to visit them. As he graduated high school, he took his camera with him to travel in Europe and visit some of the YouTubers he had met online. Along the way, he snapped photos and video clips of his journey… and it just continued from there!
Eventually capturing his relationship with Michael. Social media became the natural place to share those snapshots, and he loved how quickly it turned into storytelling, not just photography. Matthew never set out thinking it would become a career, but once he saw how people resonated with the stories he’d share, he knew he wanted to build something more intentional around it.
A Place To Call Home. Koti.
People crave connection through travel
People crave connection, and travel is the perfect backdrop for it. In group trips, you don’t just see a new place, you also see yourself reflected in new friendships and connections with others. When we remove the distractions of everyday life, unbusy ourselves, declutter our minds, get out of our comfort zones and immerse ourselves into new groups of people full of new experiences, we become much more open to deep conversations, shared laughs, and life-changing epiphanies. For the LGBTQ+ community, intentional group travel like what Matthew Schueller does at SideQuests creates safe spaces where belonging feels natural. That sense of “I found my people” is what resonates so deeply.
Finding perspectives at the intersections of travel, belonging, and queer joy
For Matthew, photography isn’t about perfection, it’s all about perspective. A photo should make you feel something first, then show you something second. His philosophy is to capture the truth of a moment–whatever that may be. You can feel the texture of rain on a jacket, the laugh lines in someone’s face, or the way a city street exhibits joy or stress or grief depending on the stories the people hold walking on the sidewalk. Matthew loves to tell people’s stories through the use of photography.
In Helsinki, inclusion is woven into daily life and the fabric of the city
According to Matthew, Helsinki’s Pride feels refreshingly organic. It isn’t overly commercialised or performative. The city doesn’t just put on rainbow colors for one weekend… inclusion is woven into daily life and the fabric of the city. He was stunned to see thousands upon thousands of individuals march in the street together during the Pride parade. It was both a joyous occasion and a protest. Brands and marketing ploys seemed far away from this, and to Matthew it resonated as a city for the people and by the people. The tourism opportunities here in Helsinki mirror that same authenticity: from saunas on tiny archipelago islands to world-class design hotels, everything feels intentional, warm, and human-centered.
That mix of design, nature, and true inclusivity is what sets Helsinki apart.
-Matthew
Matthew hopes his work helps people see that cities don’t have to mean chaos or disconnection from the natural world. Helsinki is proof that urban life and nature can coexist beautifully together. If his images can make someone pause and realize, “Oh, I could step out of a coffee shop and be on a ferry to an island forest in 20 minutes,” then maybe they’ll start seeking out those kinds of urban-nature balances at home too. It’s also all about our participation in change too. We can foster positive change through our support, whether that be activism, donating to environmental causes, or being active participants in recycling, voting for more city parks, gardening… there’s so many way we can promote a healthy city environment while raising our own enjoyment in life.
Visual storytelling has enormous power to shape desire
If influencers only glamorize overconsumption or unsustainable experiences, that broadcasts the message that that’s what matters in life… and perhaps, even subconsciously, that affects people’s perspectives. But if we showcase public transit that works, sustainable restaurants, the real down-and-dirty of a life, inclusive spaces… we make it known that this reality exists, and not only frame sustainability in an aspirational light, but remind everyone of how ubiquitous and accessible it can be. Photography and influencer marketing can move responsibility from “a nice idea” to “the standard.”
TIP: Don’t wait until you think you’re “ready.” Pick up the camera and just start creating! Let the work teach you. Perfection is the enemy of storytelling, and what matters most is your honesty, consistency, and heart. People don’t connect to polished pixels, they connect to perspective and story. The hardest part is often letting go of control. Weather shifts, light disappears, crowds form, and sometimes attractions close down. You can’t always make conditions perfect, and most of the time we have to just go with the flow. The challenge (and the art) is adapting quickly: finding new angles, embracing the imperfections, and trusting that the story you’re telling is more powerful than a flawless composition or itinerary.
One that sticks with Matthew is walking on the LGBTQ+ history tour with Juho from Yoo-hoo! Tours. Listening to him share hidden stories of Helsinki’s queer icons, and seeing how much love and pride he carries for his city was unforgettable. His kindness and generosity as a host willing to do anything for his guests really stood out. He reminded Matthew of Helsinki’s hospitality and general sense of gratitude towards visitors. The walking tour was about sightseeing, but also about feeling the heartbeat of the community through his words.
Right now, Matthew is pouring his heart and energy into expanding SideQuests Travel, the LGBTQ+ group travel company, while continuing to collaborate with destinations he deeply believes in, like Helsinki. 2026 will bring more international group trips, new creative campaigns, and a continued focus on weaving storytelling, photography, and community together. And he’d love to eventually turn these experiences into a larger photography-driven project, maybe a book that celebrates the intersections of travel, belonging, and queer joy.
Follow Matthew
Follow Matthew on social media @michaelandmatt