At 18, Faith Connally knew she wanted her work to feel meaningful. The realization came one summer in 2020, while she was juggling a part-time job near her hometown mall in Missouri. The experience left her determined to build something of her own, something creative and sustainable.

That decision led her to Instagram. 

During the early months of the pandemic, Faith began sharing book recommendations, literature quotes, and glimpses of her daily life with the tight-knit Bookstagram community. “I’ve always loved classic literature,” she says. “That’s where it all started.”

When Instagram Reels launched later that year, she noticed a major shift in how people consumed content. “At first, everyone’s videos were taking off,” she recalls with a laugh. “It was an exciting time to try new ideas and see what resonated.”

Finding Her Voice

Faith’s creative evolution mirrored her own growth. What began as a literature-inspired feed gradually transformed into fashion, and later, home décor. “When I graduated from college and got my first apartment, I started posting about home décor,” she says. “There are still remnants of books and style in what I do, but I’ve carried them into this new space.”

Her visual language is instantly recognizable: soft lighting, amber tones, and a sense of calm that feels cinematic. “I think the space you live in affects your mood and quality of life,” she says. “Even as a kid, I was always painting my room or rearranging it. The space I was in always mattered to me.”

For many creators, shifting niches can feel risky. Faith embraced it. “A lot of creators don’t shift because they’re afraid of losing followers,” she says. “When I moved from Bookstagram to fashion, I did lose followers. Engagement stalled for a while. But I wanted to do it. This was what I was passionate about.”

Instead of narrowing her focus, Faith built her identity around a consistent tone, what she describes as cozy warmth. “That’s the advice you always see: ‘niche down,’” she says. “But I’ve never subscribed to it. If you have a consistent personality or theme, you can share whatever you’re interested in.”

Defining a Style

By her junior year at Indiana University’s Kelley School of Business, Faith began to see the first signs of traction. “That was when I really started garnering attention and earning my first income,” she says. “It was about the same as a part-time job.”

Signing with G&B Digital Management marked a professional turning point. “My manager at the time, Al, gave me so many pointers,” she recalls. “He helped me understand how to make myself more marketable and interesting to new audiences.”

Her content soon developed a signature aesthetic that made her instantly identifiable online. “If someone sees one of my videos, I hope they think, ‘That’s one of Faith’s,’” she says. “I shoot with a real camera, not my phone. I use warm lighting; lamps, candles, sunlight, and even the font I use has become part of it.”

That cinematic style was inspired by creator Courtney Halverson (@prettylittlefawn). “She shoots beautiful, film-like content,” Faith says. “I thought, ‘What if I merged that aesthetic with my world?’ That’s where I landed.”

A Business Built on Balance

Faith approaches content creation with the focus of an entrepreneur and the eye of an artist. “It’s one thing to make a viral video,” she says. “But viral doesn’t always mean engaged. The followers who stay are the ones who recognize your style and feel connected to it.”

That connection extends beyond visuals. “When people comment asking how I made something or why I chose a design, I listen,” she says. “I’ve even adjusted what partnerships I accept based on audience feedback.”

Behind the warmth of her videos is a detailed workflow. “People think it’s just pulling out your phone and filming,” she says. “But most of my day is spent on emails, contracts, and concept pitches. I probably sit at my desk six hours a day and film for two.”

Creating Brand Stories That Feel Real

Working with G&B taught Faith how to merge authenticity with strategy. “The goal,” she says, “is to make branded content feel natural, something people genuinely want to watch while still showing how a product fits into real life.”

Her approach to storytelling blends subtle product integration with her trademark aesthetic. “If I post a morning vlog, I’ll include moments like doing the dishes or feeding my dog,” she says. “Maybe a brand sees that and thinks, ‘We could fit there.’ You want to leave little question marks for casting directors.”

Adapting to the Platforms

Faith studies platform behavior closely, tailoring her content to each space. “Every platform looks for different things,” she says. “What works on Instagram doesn’t always work on TikTok or YouTube.”

She describes TikTok as a space for spontaneity, “off-the-cuff, real-life moments,” while Instagram has returned to valuing artistry and curation. “That’s good for me,” she adds. Her YouTube content, meanwhile, focuses on longer, more detailed looks at home projects, allowing her to connect with her community in a deeper way.

The Rise of Analog Living

Faith’s recent content reflects a shift in her habits. “People are collecting DVDs again, buying radios, going offline,” she says. “It’s ironic because we share it on social media, but I think it’s great.”

She describes this as part of a broader cultural move toward “analog living,” i.e., a slower, more mindful rhythm that values presence over productivity. “I’ll go on a walk without my phone, read a book instead of watching a movie,” she says. “Simple things.”

Turning a House into a Home

This year, Faith and her partner moved into a new house, which she’s been slowly renovating and documenting for her audience. “We moved in May,” she says. “It’s been slow going, but I’m excited to share the process of turning this house into a home.”

It’s a full-circle moment: the creator who once filmed in her college apartment now shares her life through the lens of intentional design. “I’d love to start consulting on interior design someday,” she says. “Not just sharing my own home, but helping others build theirs.”

Faith’s grounded perspective on success keeps her moving forward with curiosity. 

“Honestly, I have no idea where this goes next,” she says with a laugh. “I’d love to keep doing what I’m doing. But this industry changes so fast. For now, I’m just going to keep going and be curious where it all leads.”

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