Meet Lizara Katulanda, a content creator and digital storyteller who is the force behind Tote Boutique and Socials by Liz. Lizara’s journey began with a spontaneous brand collaboration in 2021. What started as a casual promotion quickly evolved into a deeper creative pursuit. With a lifelong passion for capturing everyday moments through photos and videos, Lizara naturally found her voice in digital storytelling, crafting thoughtful, aesthetic content that reflects her love for visual storytelling and her unique perspective on life.

You have built a personal brand that effortlessly blends food, fashion, travel, and lifestyle. What sparked your journey into content creation and digital storytelling?

I often get asked how I got into content creation and digital storytelling, and the truth is, it all started by coincidence. Back in 2021, a brand that sold handmade bracelets reached out to me for a collaboration. That was my very first promotion, and shortly after, I had another successful collaboration with a jewellery brand. These early experiences gave me a glimpse into the world of content creation.

But looking back, the foundation was always there. I’ve always been someone who loves capturing moments, whether it’s taking pictures of random things I find interesting or making short vlogs whenever I visit cute cafes. That passion for photos and videos has been a part of me since childhood. I’ve always loved creating little memories through visuals and that instinct naturally fed into my content creation journey.

I did take a break for a while to focus on my personal life and studies, but in May 2023, I decided to fully commit to content creation. Since then, I’ve been working consistently, combining my creativity with my long-time love for documenting life.

Tell us about Socials by Liz. What inspired you to launch your own boutique agency and how does it differ from the typical digital marketing firm?

Socials by Liz is a boutique marketing agency that focuses on creating impactful, engaging content tailored to your brand. Unlike a typical digital marketing firm, we treat your brand as if it were our own, bringing not just strategy, but genuine passion, dedication, and creativity to help you grow and reach wider markets.

What inspired me to launch my own boutique agency was, in fact, a humble request from many of the brands I’ve worked with. With the experience I’ve gained at a young age – and the consistent feedback I received about my creativity in digital marketing and beyond – I realised I could turn this passion into something bigger. 

I wanted to create a space where brands could benefit from both my vision and hands-on content expertise, which is how Socials by Liz came to life. It’s been going really well so far and I’m excited to keep growing alongside the brands I support.

You describe your agency as one that drives results for “bold brands”. What does a bold brand mean to you and how do you bring that vision to life?

To me, a bold brand is one that offers a product or service that genuinely stands out, even in a saturated market. It’s not just about what it sells, but how it sells it. 

A bold brand has a clear identity, a strong voice, and a unique value proposition that sets it apart from the usual brands offering the same product. Whether it’s through its storytelling, design, messaging, or values, bold brands dare to do things differently and that courage is what catches attention.

One of the most important aspects I look at is how a brand markets itself. A bold brand knows how to connect with its audience in a meaningful, authentic way. It’s not just about pushing products; it’s about building a community, creating an experience, and evoking a feeling. That emotional connection is what makes people trust, remember, and choose a brand again and again.

Your content is both aesthetic and authentic. How do you maintain that balance between curated and real?

When it comes to balancing curated content with real, everyday moments, I always make sure that every brand I collaborate with or review is one that truly resonates with me and adds value to my life personally.

I always put myself in the consumer’s shoes, asking, “If I were a customer, would I genuinely purchase or use this product or service?” This perspective helps me stay honest and selective about what I share.

If I ever have a negative experience with a brand or its product during a collaboration, I choose not to share that review on my social media. This is because I don’t want to mislead my audience into thinking something is good when it wasn’t a fit for me personally. Authenticity is really important to me, so I’m careful about the brands I work with and the content I create.

Many creators struggle with turning influence into impact. How do you use your platform to create value, not just for brands, but for your audience?

For me, using my platform to create value means focusing on authenticity, trust, and relevance; not just promoting brands, but truly connecting with my audience.

I prioritise working with brands that align with my values and that I believe will genuinely benefit my followers. Instead of pushing products for the sake of promotion, I share honest stories, helpful insights, and real experiences that my audience can relate to and learn from.

My goal is to make sure that anyone who interacts with my content walks away feeling informed, inspired, or uplifted.

What does your creative process look like – from campaign ideation to shoot day and final delivery?

As much as the creative process can be tiring at times, I genuinely enjoy it. Ever since Grade 6, business and marketing have been my favourite subjects and that foundation has really helped me in my content creation journey. After all, content creation is essentially a part of marketing.

My creative process typically begins with shortlisting content ideas that I believe would work well for the brand. I then discuss these concepts with the brand to see if they align with its vision. Once approved, I set a date and make the shoot happen. From campaign ideation to shoot day and final delivery, the part I enjoy the most is editing. 

I always strive to deliver the content as quickly as possible and if there are deadlines to meet, I make sure to deliver on or before them. What truly motivates me is hearing my clients’ feedback – it’s like the cherry on top. I pride myself on never disappointing the brands I work with and I pour my heart and hard work into delivering the best content possible.

How do you stay grounded and care for your own well-being in an industry that never sleeps?

In a world where people often prioritise work over their social well-being, I make it a point to stay grounded and prioritise myself. What many people don’t know is that I’m also a student, currently studying IT and business management. Content creation is just one part of my life – there’s a lot more happening behind the scenes.

It’s important to remember that what we see on social media isn’t the full picture. Most people share only their accomplishments, rarely showing the behind-the-scenes struggles and obstacles they face. Recognising this helps me keep perspective and take care of my well-being.

One of the biggest reasons I can stay grounded is because I have a strong support system, especially my mom. She’s the person I turn to for every problem and challenge. She’s truly my comfort and inner strength, and with her support, I believe I can overcome anything. My grandma, aunt, and uncle are also incredibly supportive of my work, always encouraging me along the way. 

Apart from family, my closest friends act as my personal cheerleaders. They know who they are, and while I won’t be naming names, I deeply appreciate all the people who are close to me. Because of their support, work feels less stressful and I’m truly grateful to have them in my life.

Social media is evolving fast, with short-form video, Artificial Intelligence (AI), and algorithms. What’s your take on where content creation is headed next?

AI definitely has its pros and cons. While it brings many benefits, it also has its limitations. When it comes to content creation, I don’t fully agree that AI can do everything.

Think about it, would you rather be persuaded to buy a product by a human or by a robot? Most people prefer the human touch because humans bring emotions, senses, and personal experiences to the table, making their approach more relatable and authentic.

That said, AI does offer great advantages, like speeding up content creation and providing helpful tools. With AI technologies advancing, it’s surely becoming a useful resource for both creators and brands.

What’s next for Tote Boutique and Socials by Liz?  

I definitely have a lot of exciting things coming up, including working with big brands, some of which I was once a consumer of. It truly feels like another ‘pinch me’ moment, just like I mentioned earlier. Alongside that, Socials by Liz also has many new projects coming up. There are plenty of new clients and unique requests coming in.

For Tote Boutique, we have a couple of new product launches on the horizon. We have also been collaborating with large corporate companies to curate our products for their corporate events, which has been going well. Many of our products are highly requested and often result in repeat purchases.

I encourage everyone to stay tuned and follow our social media channels to catch all the exciting updates and launches. 

PHOTOS © LIZARA KATULANDA