From Viral Videos to Teaching and Marketing: Evelyn Ramli’s Journey of Growth

The courageous first step into the unknown is the very same one toward growth. 

Evelyn Ramli began her journey striding into the unfamiliar world of content creation amidst the COVID-19 pandemic. What was intended to be a simple outlet for creativity would eventually blossom into a thriving platform, accumulating over 65K followers across TikTok and Instagram. Through her exploration of fashion, beauty, and lifestyle in her videos, Evelyn has dedicated countless hours to captivating millions of viewers across the world.

Yet, the same willingness to embrace the unknown has propelled her even further, leading her to Indonesia, where she assumes roles as both a marketing specialist and a teacher. Deviating from the lucrative career path she has worked tirelessly to build as a content creator, Evelyn strives to search for personal fulfilment. With zero formal background in marketing and welcoming a world of uncertainties ahead, Evelyn’s story is a testament to the growth that comes when we dare to push beyond the familiar.

Childhood: Finding a Home in Unfamiliarity

Evelyn’s early life was marked by movement, adaptation, and a search for belonging. Born to Indonesian roots, Evelyn spent her first few years in Jakarta before moving to Qatar, where she often felt like an outsider. “I didn’t know a lot of people there. I was pretty much the only Asian,” she remembers. With these feelings of displacement and alienation, books became Evelyn’s sanctuary, igniting a lifelong passion for reading and storytelling. “I found a lot of comfort in reading rather than talking to people who weren’t always kind to me.” 

At age 12, Evelyn’s family moved to Malaysia, further underscoring the ever-nomadic nature of her life. She spent her adolescent years assimilating to yet another culture, navigating primary and secondary school in a foreign environment. Grappling with the challenges of fitting in, Evelyn found solace in creative pursuits that allowed her to express herself in ways she couldn't always do socially. Her passion for writing solidified early on, initially inspired by a teacher who complimented one of her short stories. “He was so specific about the parts he liked, and I remember being so touched. It made me think, maybe I could be a writer.” Through the accumulation of moments like these, she understood the gratification that creation and creativity brought her.

From Lockdown Creativity to Campus Confidence

When the pandemic hit, the world grounded to a halt. Like many others, Evelyn sought a way to channel her creativity amidst the immense restrictions of the lockdowns. “I started making videos as a way to pass the time,” she recalls. In the beginning, Evelyn dedicated herself to posting up to four videos a day, experimenting with different niches and honing her skills through trial and error. As Evelyn’s understanding of her niche and the art of video-making grew, so did her audience. “At first, I didn’t understand the numbers. I saw the views and the followers, but I never connected them to real people. Evelyn recalls the first time she was approached at university as “weird, amazing, and intimidating.” 

When pandemic restrictions eased, campus life at The University of Nottingham Malaysia (UNMC) opened new doors for Evelyn’s personal and academic growth. She naturally pursued a degree in English Literature, a decision rooted in both her passion for the subject and her appreciation for the university’s serene campus. “The location felt perfect. I loved the nature, the lake, and the calm environment. I knew I’d be able to focus there, away from the distractions of city life.” 

After being locked in for 2 years, Evelyn embraced every opportunity to make the most of her remaining student life. She joined Particle, the university’s literary magazine, where she grew from junior poetry editor to co-editor-in-chief in her final year. “Being part of Particle helped me connect with the creative side of myself. I loved the process of bringing writing to life and working with a team to share stories.” Evelyn’s ambitions extended beyond the written word. Not content with remaining behind the scenes, she also stepped into public-facing roles, becoming an emcee at university concerts and book launches outside school. “At first, I was terrified, especially for events where my classmates would see me. But I realised that the things that scared me the most often turned out to be the most rewarding.”

For Evelyn, these years were pivotal. From discovering content creation during lockdown to refining her creative voice through literature, leadership, and public speaking, every step helped her grow. “The pandemic gave me time to explore something new, and campus life gave me the confidence to take it further.”

From Influencer to Educator: A Journey of Reinvention

Evelyn’s pandemic experiment soon evolved into a flourishing business, her followers growing to the tens of thousands. Her presence in the social media world earned her brand deals and recognition that showcased the surprising profitability of the influencer world. “I never imagined I could make five times what I earned tutoring just from creating content,” she admits. But alongside the rewards came significant challenges.

The more time Evelyn devoted to making videos, the more she unveiled the many misconceptions of being an influencer. “People think it’s not a real job or that it’s easy, but the competition is intense, and the pressure to constantly innovate can be overwhelming.” Burnout followed as her focus shifted from creativity to analytics: chasing views, engagement, and perfection. Eventually, she took a step back to realign her content with her values, transitioning from beauty and skincare to themes of personal growth and work-life balance. “I want my content to reflect who I am now, even if it means letting go of what’s familiar.” 

Coinciding with this period of self-reflection, Evelyn was met with a bold new opportunity. She travelled back to her homeland, Indonesia, to pursue work in both marketing and teaching (the former in which she has had no prior experience or formal training in). The transition was daunting for her, leaving behind a path of comfort and familiarity, moving yet again to another country, and doing work she had little experience in. 

Being the sole marketing strategist for the growing math enrichment centre Seriously Addictive Maths, Evelyn’s responsibilities range from managing campaigns and partnerships to organising large-scale events. “I’ve had to learn everything on the job, and it’s been both exciting and overwhelming.” Evelyn’s journey in marketing has taught her the power of storytelling and community building: two important keys to creating authentic marketing campaigns, and, in turn effective. Evelyn also stresses the importance of word-of-mouth marketing, identifying it as “the highest form of conversion”. In her work, she has learned to find a balance between meeting audience expectations while staying true to her evolving passions, ensuring her job stays meaningful.

Alternatively, her work as an English teacher at I CAN READ has offered a counterbalance to the pressures of marketing. Evelyn found unexpected joy and satisfaction in planning lessons, building connections with students, and watching their growth. Interestingly, being a teacher has helped her with marketing. Evelyn has a more thorough understanding of education and what it takes to advertise it authentically. Beyond anything, teaching has given Evelyn the sense of certainly that she has often struggled to find. “Teaching has been such a comfort; it’s something I feel I can fall back on when everything else feels uncertain.”

While these new roles are less lucrative than making content for big-name brands on social media, Evelyn prioritises the growth that they provide. “I don’t need as much money right now, and I feel more fulfilled knowing that I’m exploring work I’ve always been curious about,” she explains. Her career pivot represents a desire that goes beyond a higher paycheck, a desire to create something meaningful and sustainable. 

Dare to Evolve: Advice, Aspirations, and Growth

In a life shaped by movement and change, Evelyn Ramli’s journey is rooted in one simple philosophy: “Do what scares you the most. That’s where growth happens.” From starting content creation during the pandemic to moving to Indonesia for new professional roles, she has consistently embraced fear as a catalyst for transformation. Public speaking gigs and unfamiliar challenges once terrified her, but each leap proved to be a stepping stone toward confidence and fulfilment.

When asked about future ambitions, Evelyn envisions a self-described “lazy-girl job”, characterised by balancing financial stability with personal joy. “Right now, I’m in what I’d call my hustle era: working hard and exploring different jobs I’ve always been curious about. A ‘lazy-girl job’ doesn’t mean I don’t work hard. It’s about finding something fulfilling and stable that doesn’t drain me completely.” The pursuit of this aspiration underlies a deeply personal goal: reconnecting with her parents and making up for the years spent apart, showing them the love and care they deserve.

Evelyn’s journey unveils the courage to evolve and redefine, underscoring that “fear is not a stop sign, it’s an invitation to grow.” By stepping into discomfort and pursuing what scares her, Evelyn has turned challenges into opportunities, reminding us all that growth begins at the edge of our comfort zones.