Noumi Berlin, ClubMed, Cetaphil

My audience is primarily: Demographics • 65% women, largely millennials and older Gen Z (roughly 25-40 age range, typical for expat-parent and family content) • 57% based in Germany, with the remainder spread across Europe and international followers connected to the expat community • A mix of new and expecting parents, alongside general food and travel enthusiasts Interests & lifestyle • Expat life and relocation — followers navigating life abroad, particularly in Germany • New parenthood — pregnancy, baby products, parenting routines, and honest “real life with a baby” content • Home cooking and food exploration — recipes, restaurant finds, and food culture across Europe • Family travel — practical, real-world travel with young children (strollers, babywearing, toddler-friendly stops), not luxury/aspirational travel content Engagement behavior • Highly engaged relative to follower count — 5% engagement rate and 40k reach on 890 followers, meaning content reaches well beyond my immediate follower base and resonates strongly with people who do see it • Audience tends to engage most with authentic, unpolished, “real life” content over polished ad-style posts — comments and saves skew toward relatable, first-hand experiences rather than aspirational content