Meet the influencer: Lily Sawyer
In our newest blog post series, we took the time to sit down and have a chat with Lily Sawyer who we have previously had the pleasure of working closely with, most recently on a partnership for Clarke & Clarke, one of the many esteemed brands forming part of the Sanderson Design Group.
What career highlight stands out to date? It could be someone you’ve met, a trip you’ve got to go on or a brand you’ve worked with
This is a hard question as I’ve been so fortunate to have worked with over 250 brands and many of them are a delight to work with. I’ll have to say full room renos or full room styling would be my highlights.
What advice or tips would you give someone wanting to start out in the industry?
Contrary to what people think, content creating is not always a breeze and it takes so much time to finish a project. But of course, there are many perks to the job. I guess my top advice would be to say yes to projects because you love them and can live with them. Keep putting out personal projects as that would eventually catch people’s eyes and get your message / style / personality out there more consistently. Don’t worry about the algorithm. You don’t need a huge following to be successful!
What is a typical day for you as a content creator?
I have a posting schedule and try to stick to it, so I work my week around that schedule whilst juggling with family duties and commitments. A typical day would be to get all my family sorted first then work to ensure content is ready for posting as per my schedule. This could involve DIY, styling, filming and photographing and creating final output like reels, carousels or a blogpost. Then I try find time to sit in front of my computer and deal with emails or send content to brands for pre-approval. I usually get my posts ready late in the evening before I go to bed making sure captions and music are good to go first thing in the morning. There are days I post early in the morning and some days I post in the evening just because these are the times that work best for me in terms of practicality around my family. But I try to stick to these times and not post outside them. It helps with routine and keeping life a little more organised. When I post I stay on the app for 1-2 hours to engage and then check again at various points during the day like lunchtime and after work time (5pm ish) to keep the engagement going especially if it’s an ad for a brand.
How do you think the world of Instagram and content creation has changed over the last 2/3 years ago?
There was a time when you could work with the algorithm. Now it keeps changing and some people get lucky with it and others not so much. So instead of always trying to guess what the algorithm likes, I would just stick to my plan and get my message across as clearly as possible to my audience after all the ones who listen and engage. There are many who may not engage but I know they are listening. An example is when I once posted a product and could not get the direct link up very quickly on my stories. Not long since the post went up, I got several direct messages from people who never engage with me telling me the link is not there and asking me for it! They may not engage but they are watching and if it’s for them they act on it quickly.
What do you look for in a brand partnership?
I believe it is essential that my values and the brand values are aligned. Brand values are top of my criteria. It will also have to reflect my personal lifestyle and design taste to a good extent. For example, in the past I’ve been approached to do ads for the lottery which I have turned down simply because I never play them. I’m not against it or for it, but I never play it and have no plans to do so, and I’d feel hypocritical if I then agree to do an ad for it. Another example is when I get a request to collaborate on posters and art with neon graphics or with swear words. These are not things I would like to put on my grid as these are not my style, so I decline them politely.
Do you feel working as an influencer has opened doors within the interiors industry as a whole?
The short answer is absolutely! I’ve worked with brands I’ve only ever dreamed of working with. I’ve discovered brands that have inspired me, opened new opportunities for me and even influenced the course of my evolving style. I’ve attended fun events too which are usually a treat especially when I’ve been working from home for over a decade.
Who inspires you within the interiors space?
There are too many to mention and from various niches too. I don’t get inspired by just one style of creators. Inspiration comes from everywhere and I soak up what’s right for me from different sources and come up with something that fits my own style and personality. That’s what I’m hoping I’m doing anyway!
Where do you see yourselves being in five years’ time? Do you have any unfulfilled ambitions/things you would like to achieve?
It feels like five years is a long way away still! I’m hoping to be able to work with more brands that align with my values and at the same time get my home to the place I want it to be in terms of decoration and structure. I also hope to be more creative and confident especially putting myself out there which is always daunting for me. I’ve made baby steps over the past couple of years but hopefully this will progress more!
You can check out some of Lily’s work with Clarke & Clarke here and see how she transformed her kitchen on a budget.
