The creators’ guide to content that connects
Meet your creator: Jamie Rosencrans
Wildlife lover Jamie Rosencrans creates big, impactful content from the up-close world of nature. With a massive social media following, she is a creator who puts authenticity front and centre
Words Matty Graham
amie Rosencrans has built a huge online following by revealing the extraordinary world hidden beneath our feet.
I was discovering through my camera lens because it was blowing my mind. The turning point came when sharing that work started opening doors I could never have imagined – becoming an OM System Ambassador, travelling the world photographing tiny wildlife and then being approached to write my book Tiny Nature . What type of content has connected most strongly with your audience and why do you think it worked? My super-abstract macro photography. Maybe my irreverent, slightly dark sense of humour as well. I also get to know my followers, chat with them and appreciate the art they create, too. I give advice if I’m asked, and I’ve made so many friends. My Instagram is essentially an art gallery dedicated to the weird alien universe that plays such a major role in our ecosystem. Now and then I’ll sprinkle a little science in my content or tell the story behind a photograph, but the images have always come first. I think people connect with that sense of wonder. They’re seeing something that feels familiar, but also incredibly abstract and new. How has your approach to making videos changed since you first started? I’ve become much less concerned about how they’re made. These days I film most of my videos on my Pixel because it’s always with me. I call it lazy content creation. I’ve learned that viewers respond to the story and the subject far more than whether something was filmed on expensive, polished equipment. Some of my sleek, professionally shot videos have barely been seen, while my grainy phone footage has reached millions. That has taught me not to overthink it.
Through stunning macro photography and authentic storytelling, she has proved that creativity and curiosity matter far more than expensive equipment or chasing social media trends. We caught up with the OM System Ambassador, author of Tiny Nature and creator behind @this_forest_floor to discover how she built her audience, the lessons every aspiring creator can learn and why she ignores the algorithm. At what point did you realise that content creation could become a real career? I never set out to become a content creator. I just wanted to share the unseen world
Profile Instagram: @this_forest_floor Website: thisforestfloor.com
What is your process for transforming an idea into finished content? It’s very organic. I don’t have a content calendar or a production plan. I spend time in nature when the conditions are right for what I’m in the mood to photograph. Then I photograph whatever captures my imagination, edit the images and, if I feel like it’s amazing, I’ll turn them into a Reel or a post. I honestly don’t think anyone truly knows. If they did, we would all have viral posts every week. Macro photography naturally sparks curiosity because people are seeing a hidden world they may not know exists, and everyone is desperate for something new and interesting. There’s a huge amount of luck involved, at least for me. Sometimes a post takes off, sometimes it doesn’t. I’ve stopped trying to predict why. What is it that makes people stop scrolling and actually watch?
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September/October 2026
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