In December 2012, Li-Chi Pan decided to start up an Instagram account to keep in contact with overseas family and friends (Pan is South African-born). Fast-forward to 2016, and the influencer is earning around 1000 new followers every day – with 210,000 fans at the time of publication.
With a background in architecture, March last year saw Pan quit her job to start work as a content producer and photographer at MAXMEDIALAB/MAXCONNECTORS. In August 2015, it was announced Pan had been signed on as part of the stable of influencers represented by MAXCONNECTORS.
Here, BEAUTYDIRECTORY chats to the food and lifestyle blogger about her rising social media success, working with MAXCONNECTORS, and juggling brand commitments.
The last year has really seen you take off! Can you tell me about some of the growth and achievements you have experienced?
I hit my goal of 100,000 followers on Instagram which I was really proud of last year. I’ve been able to work with some incredible brands such as Audi, Lancôme , Ladurée, Nespresso and Flight Centre for Tourism of New Zealand. I was also blessed with the opportunity of travelling through the United Arab Emirates for Dubai Tourism. I really feel so humbled to have been given so many opportunities from Instagram and my blog.
What has been your growth in Instagram followers in the past year?
My following has been exponential since hitting 100,000 followers. I recently hit 200k in April!
Has this been gradual growth or has it stemmed from particular activities?
It was gradual growth initially, but after my campaign to Dubai, it really took off. I focused on delivering content I knew my followers would enjoy seeing. I also received regrams and mentions from bigger accounts such as TopShop and Kayla Itsines which really helped with my growth. Adore Home Magazine, Elle South Africa, Elle Decoration, The Daily Telegraph and the Daily Mail also published interviews on me and I received mentions on Snapchat from Tastemade as well as Yahoo which really helped my numbers grow rapidly.
With the increase in Instagram followers, have you noticed more traffic going to your blog?
Definitely! I added my blog link in my Instagram bio and I noticed that my blog is receiving a lot more views. I see my blog as a visual diary and way of keeping track of my travels and personal experiences. I enjoy sharing a more personal side of my life through my blog with my followers. I enjoy letting my followers see a more raw and real side of me through my blog.
Why do you think you have experienced such recent success?
My gramps always told me to work hard and stay humble and I try to do this on the daily.
Do you believe being managed by MAXCONNECTORS has helped aid your success?
My management has been incredible! They signed me when I was at 25,000 followers on Instagram and really believed in me and helped me to get as many opportunities as possible. As I work full-time at MAXMEDIALAB, it can get really difficult managing all the emails and collaborations. My managers Jill [Birmingham] and Jess [Durrington] are always on top of this and give me guidance and advice in which brands to work with. Remaining authentic and genuine is still important to me.
Do you have more brands wanting to work with you since experiencing this growth?
Yes.
How do you juggle all the brands wanting to work with you?
MAXCONNECTORS helps with this. Brands will initially contact my manager and she will follow through with the business side of things. Discussing a happy medium between both parties and coming to an agreed social media arrangement will take place – and I will follow through with the agreed brief on either my blog or my Instagram.
You're also a content producer at MAXMEDIALAB and MAXCONNECTORS. What does this role involve?
This role involves styling, directing and photographing content for digital and print collateral. My work at MAXMEDIALAB has been featured across a variety of publications ranging from Harper's Bazaar Online to Elle Decoration magazine. I create content for the following clients: Audi Australia, Clarins, , , Moët and Chandon, Patron, Ralph Lauren, Seafolly, , and Yves Saint Laurent.
What has been your career highlight in the past year?
Working alongside Lancôme for Advanced Génifique and producing my first YouTube video!
What are you hoping to achieve with the Li-Chi Pan blog and brand?
To create beautiful and aesthetically pleasing imagery which inspires people.
Image: Instagram.com/LiChiPan + hellolichipan.com
