Roya Lotfi

Roya Lotfi

Welcome! I'm an experienced Social Media Producer based in NYC with experience in long-form (TV and YouTube) and short-form (Reels, Shorts and TikTok) video production, social media copywriting and audience analytics.

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Roya Lotfi

Selected work

Case studies — what I've built

Creators and organizations I've partnered with. Tap any project for the full story: the goal, what I did and the results.

Creators

Tina Huang

YouTube creator

  • 23.8KInstagram
  • 1.31MYouTube

Matt Wolfe

AI + Tech

  • 48.5KInstagram
  • 1.01MYouTube

Baratunde Thurston

Host + Writer

  • 213KInstagram

Organizations

GrowNYC

Nonprofit · NYC

  • 65.1KInstagram

Andrew Carnegie Foundation

Civic engagement

  • 13.1KInstagram
Coming soon

A Starting Point

Political news

  • 140KInstagram

Your project next? I work with creators and mission-driven organizations on strategy, production and growth.

Let's talk

What I do

Services

Video Producing

Research & Script Writing

Editing & Graphics

Beyond the case studies

More work

Where I started

NBC News · Meet the Press

I started my video production career working in live TV news on the historic show Meet the Press.

Playlist X Instagram

Community

Local Organizations

Small, local organizations that I've worked with professionally.

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Podcasts · Design · Writing

Everything Else

Podcasts, graphic designs, and writing I've done or contributed to through the years.

View all work

About me

I've always admired people who live diverse, storied lives — who have ripped apart the rulebook and followed a path of their own making. My career journey has routed me through various fields, including science, local and national politics, international relations and geopolitics, community building, journalism, live TV news, tech and AI, and now freelance video production. Throughout it all my mission never changed: to inform the public on what matters.

Most traditional corporations would find fault in my nonlinear background. If you're someone who sees the value in learning every day, adjusting to new challenges, thinking on your feet, never settling for mediocrity, and above all, making cool and impactful content, then I'd be thrilled to work together.

Roya Lotfi on screen in the NBC News Washington, D.C. newsroom

Contact

Let's make something worth watching

Interested in working together? Fill out this form or send me an email and I'll be in touch shortly.

roya@royalotfi.comEmail Roya LotfiLinkedIn

Creator · YouTube

The goal

Build Tina's Instagram presence from scratch while strengthening her YouTube content strategy and production.

What I did

Tina was locked out of her Instagram account and hadn't posted in months. I developed a new short-form content strategy, which included coming up with content ideas, scripting, editing, publishing, and ongoing optimization. I also supported her YouTube channel through video ideation, outlining, production management, and content strategy.

The impact

Created a consistent, scalable content system designed to grow Tina's audience across platforms while allowing her to focus on creating.

Example videos

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Creator · AI & Tech

The goal

Scale Matt's social media presence across Instagram, YouTube Shorts, TikTok, and LinkedIn and manage his growing roster of brand partnerships.

What I did

I manage Matt's day-to-day content operations—from full-scale short-form video production and growth to cross-posting his messaging and creating social graphics. I also oversee partnerships and sponsorships, including ad copy, scheduling, communication, and publishing.

The impact

Grew Instagram from 15K to 45K followers and LinkedIn from 5K to 11.5K followers, while building a streamlined production and sponsorship operation across platforms.

Example videos

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Example graphics

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Example LinkedIn posts

“This is actually worrying…”LinkedIn post “Have you heard about the piss filter?”LinkedIn post “Would you let ChatGPT track all your browsing activity?”LinkedIn post

Creator · Host & Writer

The goal

Develop a growth-focused Instagram strategy and create a more consistent, engaging content operation.

What I did

Baratunde had built an impressive audience, but that audience had become disengaged as his content shifted through the years. I developed new series and content ideas that re-engaged his current audience while also finding a new one. I manage the entire production process with a focus on Instagram-specific growth and performance.

The impact

Grew Instagram from 156K → 209K followers, while increasing average views from 6.5K → 28.5K.

Example videos

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Nonprofit · New York City

The goal

Create a short-form video series that makes GrowNYC's programs, services, and benefits more accessible and engaging for New Yorkers.

What I did

Produced a 6-part PSA series, developing the videos from concept through production and post-production. The series translated GrowNYC's resources into clear, engaging social-first content.

The impact

Turned complex information about GrowNYC's programs into approachable, shareable videos designed to reach and educate a broader audience.

The series

Watch all 6 PSA videosDropbox

Foundation · Civic engagement

The goal

Create a short-form video series that introduces young people to civic engagement and encourages them to become more active participants in their communities.

What I did

Produced a 6-part social video series centered on Carnegie's youth civic engagement program, taking the project from concept and scripting through production and post-production.

The impact

Translated the program's messaging into accessible, social-first storytelling designed to connect with younger audiences and make civic participation feel relevant and approachable.

The series

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Thanks for reaching out! I'll be in touch soon.