Date Posted: Tuesday 8th August 2017
DIARY directory recently caught up with lifestyle blogger Li-Chi Pan. With over 549k followers on Instagram, South African born Li-Chi currently lives in Sydney and balances her role as an influencer with a job as Head of Content at a media agency. She has worked with luxury brands including Audi, Country Road, Dior, Ladurée, Nespresso and Tiffany & Co. A recent campaign saw Li-Chi travelling through the United Arab Emirates creating photography for Dubai Tourism. Her creative content has caught the eye of several style publications, with Li-Chi recently named ELLE S.A’s “Insta-crush." Lichipan.com is currently ranked 6th under the “Top 50 Bloggers in Australia” 2017 list for being one of the most influential bloggers in Australia.
|Date of birth:||07/10/91|
|Country of residence:||Johannesburg, Republic of South Africa|
|3 main areas of focus:||Beauty, Travel & Lifestyle|
You have a love for design and architecture, how did this this develop into you creating your website?
I graduated from my Masters of Architecture and design from the University of Sydney and recall wanting to be a fulltime Architect at the time. My current CEO, stumbled across my Instagram and asked me to come into her firm for an interview for her media agency, MAXMEDIALAB. I decided to follow my heart and took up the opportunity and now work full time as head of content here. I declined my architecture offer at that time and figured that this was a once in a life opportunity and if it didn’t work out I’d just go back to architecture. I’ve been here for almost 2.5 years now and it’s flown by. My CEO also runs a MAXCONNECTORS. So my career took as an influencer as well as head of content for MAXMEDIALAB. I try to balance both jobs and I still consider myself on the way to success. There’s always room for self-improvement!
I recall reaching 500,000 followers on Instagram and suddenly realised how blessed I was. I’m so grateful for all the opportunities I’ve been lucky enough to come across. Don’t ever give up on your dreams!
How has the world of social media and blogging changed since you started?
When I first joined not many people had started blogging and it was still a relatively new market. Social media keeps on expanding and changing every day. Instagram started off initially as a photo sharing platform and has now transformed into a platform which showcases videos, daily Instagram stories, photos as well as carousels. It can be difficult keeping up with the trends and not fall behind!
Are you for or against influencers bringing photographers on press trips?
Most influencers aren’t photographers so it’s understandable that they want to bring photographers on press trips with them. I have encountered several influencers who shoot off tripods but some influencers aren’t comfortable with doing so. I think it should be allowed for influencers to bring a photographer on a press trip – if clients can afford to pay for them, however if the client doesn’t have the budget they should approach influencers who can act as photographers too, using their own equipment to shoot.
Which of your image posts do the best?
Travel & Food creations.
Now blogging has become a such a lucrative business, feeds and posts are becoming more and more curated – do you feel a pressure to keep this standard up?I’ve always enjoyed curating my feed. I find balancing a full-time job in MAXMEDIALAB as well as my lichipan Instagram and blog means that I need to plan ahead of time! I try to do a mixture of authentic content with a few sponsored posts every now and then.
Do you have any top tips for beating the dreaded Instagram algorithm?
I try not to look too much into the algorithm and focus on creating good and engaging content. If you create good content your followers will continue to support your craft and new followers will follow you. I enjoy being able to post whenever I feel like it now – knowing that the time I post won’t affect when my content will appear on people’s feed.
Break down your audience for us.
16% men 84% women, Age: 18-34 highest demographic (35-44) to follow
What do you think is down to the success of your huge instagram following?
Patience, daily uploading, being consistent and hard work.
You use product placement, what are your thoughts on disclosure for ads?
Yes, I do. I try to showcase product placement in a natural and authentic environment. I think it’s important to show your followers that the content is sponsored. Authenticity and honesty are core values for me.
What have been your favourite sponsored collaborations and brands to work with to date?
Nespresso, Land Rover, Pandora for the DO Pandora campaign and tourism Japan & UAE.
What are your tips for creating fun and engaging Instagram stories?
People love seeing ‘real content’ these days – it’s important to showcase unique Instagram stories. I love incorporating short videos which I film on the day!
Where do yourself and your career in five years?
Digital strategist, content creator and social media consultant
What’s the best way brands can approach you and impress you with a press release?
Attention to packaging, unique and creative food sendouts are my favourite too!
What are your biggest pet PR peeves?
When my name is spelt incorrectly.
Li-Chi Pan in 'Media Contacts'
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