This month we’re getting to know Lisa Dawson, an interior and home design blogger with a background in fashion retail and an “obsession with vintage and retro styling”.
When did you first set up your social channels, and what got you started?
I started posting interior shots regularly to Instagram in January 2016 when we moved from Berkshire to Yorkshire. We bought a Georgian house that had been redeveloped by a property developer and it was a blank canvas for decoration. At this time, there was no interior network really on Instagram, so in September of that year I launched a hashtag called #myhomevibe with a couple of interiors friends, so that other interior mad users could post to it. It now has nearly half a million posts and there’s a really solid interior community on the platform.
How has the digital landscape changed for you and how you share content since then?
Initially, there was very little interior content but it’s grown hugely over the past two years. I still keep to the same posting schedule that I’ve used since I started. I only post really good content – if I’m not happy with it, I won’t post it. I use relevant hashtags and keep my captions engaging – I use my Insights to work out the best time to post, which really hasn’t changed since I started. I don’t filter my pictures – when you are working with brands, it’s important to keep the picture sharp so that the product is clear. Mostly, I engage. And engage and engage! It’s the most important part of Instagram – it’s a social media, that means you need to be social. Instagram Stories are an important part of this – my Stories are always active.
What advice would you give a brand or PR representative looking to potentially work with you to create content?
Check statistics. It’s all very well having hundreds of thousands of followers, but if they are not authentic then it’s pointless. If you are working with an influencer, you need to see that their audience are fully engaged – look for the likes versus follower ratio and ask for Insight proof of demographic and impressions. This is so important when employing someone to sell your product. Account growth rate should be consistent. A good influencer doesn’t need to have loads of followers but they do need to have excellent engagement – that’s what sells. The algorithm is unpredictable nowadays but you can still get factual information about engagement by looking at reach and impressions. For example, my post likes can be up and down but my statistics are pretty much consistent. Also, a good influencer will not produce quality content free of charge – it takes time and hard work to produce. For me, it’s a full time job. As an influencer, you are marketing, photography, stylist, project manager, everything all in one. The best brands I work with check me out before they employ me and understand that they are paying me to provide a service based on my statistics.
What kind of projects do you enjoy doing most?
I love working for brands that I can really engage with. Because my following know that I only work with brands I love, they’ll share my excitement. Story based projects are also really interesting to do – there are so many ways of putting across a brand on Stories – videos, chats with the brand, hyper lapsed content and good photography. There’s a never ending source of ideas when it comes to what you can pull together.
What advice would you give someone looking to build their social channels?
Be consistent. I run workshops on this subject and I always say the same. Keep your content quality high, stick to a niche, work with Stories, use the platform to it’s fullest. Use relevant hashtags and always engage. If someone takes the time to comment on your post, comment back. The algorithm can be hard work and you won’t gain followers quickly anymore, but there’s still plenty of scope to create your own brand online.
Our consumer lifestyle PR team specialises in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PR, Food PR, Retail PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge can be found at www.escapadepr.com/about-us.