Creator Voices: Lila Delilah

What’s your biggest source of inspiration?

To be totally honest, I am probably most inspired by my audience. I love “talking” to nearly anyone about fashion. I am always curious about what people are drawn to, what they love, and what they think is ridiculous.

What kind of value do you aim to create for your audience from your content?

Before posting, I always try to think about how the content will serve the audience. What will they get out of it? How will it inform, educate, or entertain? 

My goal is to create a space to share our love of fashion and inform our audience about price opportunities.

What’s your best piece of advice for Creators who are just getting started?

Be responsive! I think half my success comes from the fact that I usually answer emails immediately. If someone sends an inquiry, that means they are interested in something. 

If you wait two days—or even an hour—their attention has shifted, and they might not be interested any longer.

What was your first brand collaboration, partnership, or campaign? How did you get it?

My first collaboration was with a small jewelry company that came to me because they wanted to promote showroom sales. I was just starting to draft my first media kit. The timing was perfect, and it was incredibly validating.

Shortly after, a representative from Nordstrom emailed me because they were starting an affiliate program. I didn’t know what that was, but I emailed him right back and set up a time to call. I figured, “Why not?” I used some links and poof—I made $300 in commissions. You have to remember, it was 2010 and I was completely blown away.

What’s one thing every Creator needs to know or have before securing their first brand partnership?

The creative is only part of the job. Partnership is about working together. If you agree to work with a company, it’s your obligation to make it work and for them to have an ROI. I will do everything I possibly can to thrill my partners.

How do you balance creating content that inspires you with creating content that performs best or feeds the algorithm?

I don’t think about the algorithm; I think about my audience. I am a big believer that if you create something valuable, your audience will carry it. 

If a post doesn’t do well, it isn’t the fault of the algorithm. It means that what you posted wasn’t as valuable or useful as you thought. 

It’s not a big deal. You move on and try again.

Do you have any secret hacks for growth or engagement that other Creators would benefit from? 

I don’t think there are any hacks! It’s just a lot of work and consistency.

What are the top 3 tools that you can’t live without?

I LOVE Instagram’s layout app. They don’t support it anymore, and it’s always crashing. It’s horrible to use, but there is nothing as good. I also use CapCut for video editing and Instasize to resize photos.

What’s the hardest thing about being a Creator that no one talks about?

The hours. I think it’s hard to imagine that there are so many 14-hour days. I was recently in Paris on “vacation” and saw some fashion shows. Two of the three nights I was there, I was up until 4 a.m. working.

I am very lucky that I love what I do because I don’t think that it would be sustainable otherwise.

Do you ever suffer from creative burnout? If so, how do you manage it?

I do get burned out. Sometimes I will be sitting at my computer at midnight or 1 a.m. and feel like I can’t do anymore. I just push forward because I feel so lucky that this is what I get today. 

I know that not every day will be as taxing, and in the end, I’m so lucky to have commitments that are important to me.

What’s your secret to setting boundaries between your “online” life and your “offline” life?

This is really a hard one. I had two babies when I started MadSpy. I gave birth to my third child, and the next morning my computer was on my lap—while still in the hospital! 

I think it’s always been a double-edged sword because I am always accessible, but a lot of the time my attention is divided. When they were little, I would go to an office, and they wouldn’t see me till 8 p.m. 

Now my kids are all teenagers and off at college. There is nothing that I want less than for them to be involved in “mom’s business.”

What’s the biggest thing you’ve learned about yourself from being a Creator?

I don’t think I really appreciated my own creativity until recently. Can you believe it’s taken this long?