Influencer Session with Isabelle Lieblein

Socially Powerful interviewed food and lifestyle influencer Isabelle Lieblein (@isofbelle) who transitioned from travel content to a successful lifestyle and food creator. Isabelle’s content journey began in middle school, and she gained momentum in 2020 with TikTok. She now enjoys brand collaborations in the food space, where businesses approach her for high-quality video content. Isabelle mainly uses TikTok, Instagram, and YouTube for content creation, and she is experimenting with a new food-focused Instagram. She defines influencer marketing as a process of leveraging trust and influence to promote products authentically. In five years, Isabelle envisions continuing her creative journey by taking each day as it comes.

Isabelle Lieblein @isofbelle

We caught up with food and lifestyle influencer, @isofbelle, to talk all things social media and switching up your content style. Read on to discover how Isabelle speaks to her niche target audience, all while keeping the brand deals flowing in!

Where does your journey as a lifestyle influencer begin?

I have always loved making content. Since Instagram came out as a middle schooler, I loved taking photos and posting them (granted they weren’t very good). But it wasn’t until 2020 with the rise of TikTok and video content that I really got into it.

First, only making content for the small business I had. But things shifted as I wanted to travel more and owning a small business on the side, along with my full time job, didn’t allow for that. So I shut down my small business in exchange for making content about travel. My videos looking back were slow and poor quality but while gaining a following I practiced making better and better videos. By the time I was tired of posting travel tips and was ready to shift my content focus I had honed my craft of making high quality video content. I then started to create lifestyle and food content in April of 2024 and it has taken off quickly.

@isofbelle

#carcamping #iceland

♬ original sound – isofbelle

How has the increased presence of brands online impacted the opportunities you receive? Particularly those within the food space?

With more people searching for the restaurants in their area or reviews about a product they are interested in on social media, more and more businesses want to get in on the action. Due to this I rarely reach out to a business to work with them. I stay booked just by places seeing my work and them wanting me to create a video for them. They know it will be high quality and have amazing engagement.

Which platforms do you predominantly use? Which do you prefer for posting, and which for community building?

I use TikTok, Instagram, and YouTube for my lifestyle content. I have tried to focus on reposting my content on all platforms. But my newest project has been posting on my food Instagram account and that has been very fun.

@isofbelle

But also look at my hat

♬ original sound – isofbelle

How does community engagement vary on your chosen platforms?

Yes! The same video can do 500 views on TikTok, 1 million on Instagram, and 10k on YouTube and for any given video mix those all around. Sometimes it feels like playing algorithm roulette.

What is your favourite type of content to create, and which works best for your audience? Is there a juxtaposition?

For my food account I have found my niche of vlog-style restaurant reviews. For lifestyle anything from an outfit video, me trying new makeup, to a travel vlog have been very successful.

In your own words and experience, how would you define “influencer marketing”?

To me influencer marketing is brands leveraging the influence and trust a creator has with the community they have built, to advertise their product.

Why do you think influencer marketing is so powerful in today’s society?

Most consumers of content are tired of ads and don’t trust them, but they do trust their favorite beauty guru to show them how a product works and give an honest review.

Do you have experience working with brands? How do you decide which brands you would like to work with?

I do. I only work with brands where I truly love the product and would recommend it to a close friend because that is how I see my followers!

How do you foresee the influencer marketing space changing within your niche in the next 12 months?

No clue! I’m super new to food and lifestyle. I have only been doing it for less than a year.

Based on your experience, what would you advocate to change about the online creator community?

I see it going in a positive direction with more and more creators meeting up in real life and helping each other instead of being so cut throat. I would like to see it continue to go that way.

How do you balance your online and offline lives?

I try to not share every aspect of my life anymore. I keep much more private.

@isofbelle

#everestbasecamp

♬ The Days – NOTION Remix – CHRYSTAL & NOTION

Where do you see yourself in the next 5 years?

I have no idea, but I am having so much fun now and will take it one day at a time. Who knows where life will take me!

What is a piece of advice you would give to your younger self when starting out as a lifestyle influencer?

Keep practicing! You only get good at making content by making content. And also be open to new ideas.