Creative Strategy

Future

Romy Raymann is a writer based in Amsterdam. Her Substack, Orange & Kin, covers womanhood, motherhood, identity, and sustainable well-being, and has been quietly building a loyal readership since she launched it. Great writing alone doesn't find its audience, so we decided to use Instagram as a discovery channel, a way to introduce Romy's voice and perspective to people who hadn't found her yet and give them a reason to follow her deeper into her work. I handle both the production and the content direction, building a presence that feels genuinely like her while working strategically toward real growth in the right market.

Client:

Romy Raymann / Orange & Kin

Role:

Content Strategy & Production

Year:

2026 - Ongoing

  • Womanhood –

  • Identity –

  • Storytelling –

  • Well Being -

The Goal

To build an Instagram presence that works as a genuine entry point into Romy's Substack, Orange & Kin. Not just a feed that looks good, but one that attracts the right audience and gives them a clear reason to go deeper into her writing.

The Approach

Research into what was resonating with similar audiences and what comparable creators were doing revealed a clear pattern: authenticity and consistency were outperforming polish across the board. Rather than trying to compete on production value alone, the opportunity was to stand out through a clear, repeatable content structure that felt genuinely human. That research shaped three content pillars, each serving a distinct role in the overall strategy.

1st Content Pillar

Yap Videos

The YAP format has become one of the most effective tools in the personal brand space: selfie-style videos, usually off the cuff, no script, minimal editing, with subtitles and a text hook. The reason it works is straightforward: it directly counters the over-edited feel and the rise of AI-generated content by being visibly, undeniably real. For Romy, whose whole brand is built on honest, considered writing about real life, the format was a natural fit. The goal here was reach and discoverability, giving the algorithm something consistent and personal to work with while introducing new audiences to her voice before they'd ever read a word of her writing.

1st Content Pillar

Yap Videos

The YAP format has become one of the most effective tools in the personal brand space: selfie-style videos, usually off the cuff, no script, minimal editing, with subtitles and a text hook. The reason it works is straightforward: it directly counters the over-edited feel and the rise of AI-generated content by being visibly, undeniably real. For Romy, whose whole brand is built on honest, considered writing about real life, the format was a natural fit. The goal here was reach and discoverability, giving the algorithm something consistent and personal to work with while introducing new audiences to her voice before they'd ever read a word of her writing.

1st Content Pillar

Yap Videos

The YAP format has become one of the most effective tools in the personal brand space: selfie-style videos, usually off the cuff, no script, minimal editing, with subtitles and a text hook. The reason it works is straightforward: it directly counters the over-edited feel and the rise of AI-generated content by being visibly, undeniably real. For Romy, whose whole brand is built on honest, considered writing about real life, the format was a natural fit. The goal here was reach and discoverability, giving the algorithm something consistent and personal to work with while introducing new audiences to her voice before they'd ever read a word of her writing.

2nd Content Pillar

What I Noticed This Week

A recurring weekly format, each episode a calm, considered window into Romy's week, visually reflecting the tone and pace of her newsletter writing. The strategic intent was consistency: giving existing followers something to look forward to on a reliable schedule, the same way her Substack subscribers wait for a newsletter. Where the YAP videos are designed to reach new people, this pillar is designed to deepen the relationship with people already paying attention, reinforcing the personal brand visually while creating a natural, low-pressure bridge toward the Substack.

2nd Content Pillar

What I Noticed This Week

A recurring weekly format, each episode a calm, considered window into Romy's week, visually reflecting the tone and pace of her newsletter writing. The strategic intent was consistency: giving existing followers something to look forward to on a reliable schedule, the same way her Substack subscribers wait for a newsletter. Where the YAP videos are designed to reach new people, this pillar is designed to deepen the relationship with people already paying attention, reinforcing the personal brand visually while creating a natural, low-pressure bridge toward the Substack.

2nd Content Pillar

What I Noticed This Week

A recurring weekly format, each episode a calm, considered window into Romy's week, visually reflecting the tone and pace of her newsletter writing. The strategic intent was consistency: giving existing followers something to look forward to on a reliable schedule, the same way her Substack subscribers wait for a newsletter. Where the YAP videos are designed to reach new people, this pillar is designed to deepen the relationship with people already paying attention, reinforcing the personal brand visually while creating a natural, low-pressure bridge toward the Substack.

3rd Content Pillar

Lifestyle

Candid, unposed photography of Romy's everyday life. The goal was to convey warmth and relatability, making the account feel human and consistent across the more produced pieces.

3rd Content Pillar

Lifestyle

Candid, unposed photography of Romy's everyday life. The goal was to convey warmth and relatability, making the account feel human and consistent across the more produced pieces.

3rd Content Pillar

Lifestyle

Candid, unposed photography of Romy's everyday life. The goal was to convey warmth and relatability, making the account feel human and consistent across the more produced pieces.

Style:

Slow Cinema, Everyday Life

Production:

Iphone 17 Pro

Freewell VND Filter

Black Magic App

Rode Wireless ME Mic

Post Production:

Editing and color correction

in Davinci Resolve


Audio mixed

in Logic Pro X

What the numbers showed

The reach numbers told a clear story. The strongest video reached 87% non-followers, meaning the vast majority of views came from completely outside the existing audience. Across Reels overall, 70% of reach consistently came from non-followers, showing the content was finding new people rather than just circling the same ones. The top performing video was picked up predominantly by an American audience, which makes sense given the language and subject matter.


Romy's Substack grew steadily during this period, with new subscribers coming in consistently alongside the Instagram activity. The harder challenge was converting profile visitors into Instagram followers. 780 profile visits produced genuine interest but converting that into follows remained the part of the funnel still being worked on. That gap has shaped how I now think about content: reach and conversion are different jobs and they need to be built for separately, not treated as the same ask.