Alright – so today we’ve got the honor of introducing you to Svetlana Kandybovich. We think you’ll enjoy our conversation, we’ve shared it below.

Svetlana, thanks for joining us, excited to have you contributing your stories and insights. Was there an experience or lesson you learned at a previous job that’s benefited your career afterwards?

I’ve been a motion graphics designer since 2012, working in the TV industry and content creation world. My background is in arts—I have a classical education in fine art and a degree in animation. Horses, though, have always been my passion. A few years ago, I found myself craving a creative outlet where I could express that side of my life. That’s how my blog was born—it became the space where my professional skills and personal love for horses finally came together. Everything I’ve learned from my “day job” in design and storytelling now helps me build and shape my content as an equestrian influencer. It’s been such a rewarding way to merge two parts of myself.

Svetlana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi! I’m Lana Kandybovich—a motion graphics designer and a dressage rider based in Wellington, FL. Outside of work, I’m also an equestrian content creator. My horse Mousse is my constant source of inspiration—he’s absolutely hilarious and ridiculous in the best way, and he keeps my content light, fun, and real.

I started my Instagram blog as a creative outlet to combine my passion for horses with my skills in design and storytelling. Over time, it evolved into a space where I share relatable equestrian humor, riding adventures, and behind-the-scenes moments, along with collaborations with brands I genuinely love.

I love bringing humor, honesty, and creativity into the horse world. My reels often have a cheeky or relatable twist, and I use my design background to make everything visually fun and engaging. I’m also super proud that my platform has grown organically—my community is full of passionate, kind, and hilarious horse people from all over.

What’s the most rewarding aspect of being a creative in your experience?

For me, the most rewarding part of being a creative is seeing people’s reactions. When someone comments that my video made them laugh, smile, or feel a little less alone in their horse-girl chaos—it means everything. That moment of connection, when someone says “this is so me” or “I needed this today,” is absolutely priceless.

I also love collaborating with brands and watching their products gain momentum through our work together. Knowing that my content can help a small business grow or introduce a great product to the right audience feels incredibly fulfilling. It’s like we’re all creating something bigger together—and that’s the magic of it.

Any insights you can share with us about how you built up your social media presence?

My professional background in motion design and content creation definitely helped, but building an audience took a lot more than just skills—it took consistency, patience, and a whole lot of heart. When I first started, I committed to posting a reel every single day for an entire year. Same time, every day. It was my way of showing up for myself and for the community I was hoping to build.

If you’re just starting out, my biggest advice is: find something you genuinely love—something you’d talk about even if no one was watching—and build around that. Stay consistent, but also make sure you’re enjoying the process. People can always tell when you’re having fun and pouring your heart into your content. That energy is contagious. Be patient, keep showing up, and trust that your voice will find the right people.

Contact Info:

• Instagram: https://www.instagram.com/equestlana/
• Facebook: https://www.facebook.com/p/Equestlana-100069965260418/
• Linkedin: https://www.linkedin.com/in/lana-kandybovich-4581b2170/
• Other: TikTok:
  https://www.tiktok.com/@equestlana