We recently welcomed lifestyle and travel content creator Pippa Perriam to the Women on Top stage at the beautiful Castle Suite in The Caledonian Hotel, Edinburgh. With over 135,000 Instagram followers, Pippa has built a powerful personal brand, and our very own Kylie was eager to find out her story. How did it all begin and what’s the secret behind her success?
Pippa’s journey started as a side hustle. While working full-time in production, she launched a food-focused Instagram account, Eatinburgh, purely out of a passion for Edinburgh’s independent food scene. What began as “fun money” soon began to grow.
Then came lockdown, and a turning point. With more free time and a changing work landscape, she began to explore TikTok. In 2023, she took redundancy from her day job, and things aligned. Her first major brand campaign came, and from there, the opportunities kept coming.
By 2025, Pippa had rebranded as @itspippa, moving beyond food to share a more personal mix of lifestyle, travel and authentic storytelling. It was a bold move.
“It was terrifying,” she admitted. “I knew it had to happen, though. It was a natural evolution. A friend came up with the name, and then I had to go into the dark underworld of getting the Instagram handle changed.”
She launched the rebrand with a strategic carousel post and carefully timed PR. The response? Overwhelmingly positive.
Pippa’s work today includes collaborations with major brands including ScotRail and UberEats, but she remains fiercely committed to her values.
“My currency is my credibility. I’ve learned the power of saying no. If it doesn’t align with what I’m about, I don’t do it. I want my community to trust that what I share is real.”
Rather than “reviewing” experiences, she curates content with purpose, helping people discover places, not sell to them. And her plans for the future? “I love what I do, but I don’t see social media as my forever job,” Pippa told us. “In 10 years, I’d love to be working in traditional media - maybe contributing to magazines, newspapers or on TV.”
Pippa’s Top Tips for Social Media Success
Straight from the source at our egg event, here’s what’s working for her right now:
- Carousels are in, reels are out: Use up to 20 photos
- Forget hashtags: Prioritise SEO in your captions
- Use text on screen and behind-the-scenes content
- Try tools like Instagram Edits or CapCut for photo and video
- Post one Story at a time for maximum visibility (24 hours+ between each one)
- Don’t link to other platforms like TikTok, keep traffic on Instagram
- Engage on stories: Ask questions and use polls
- Use TikTok’s creator search insights to find trends
- Threads help boost the Instagram algorithm
- LinkedIn works, if you’re consistent
- Avoid weekends and Friday posting; aim for around 5pm on weekdays
- Authentic beats perfect: spontaneous posts often perform best
- Use ChatGPT for help with captions/SEO but always refine it in your own voice
Quick Picks from Pippa
Favourite light bite in Edinburgh? “Right now, it’s Stockbridge Eating House, formerly Bell’s Diner. Super intimate, always changing menu. The set lunch is only £14.95!”
Top drink spots? “Hey Palu for negroni flights and free snacks, and Little Capo is amazing, especially sitting at the bar.”
A huge thank you to the team at The Caledonian Hotel for such a stunning venue, with delicious coffee and pastries. Shout-out to our event sponsors FreeAgent and Jennifer McLuckie Photography for capturing it all so beautifully.
And of course, thank you to everyone who joined us. It was a joy to see so many eggs come together again. Read about the next Women on Top events in Edinburgh, Glasgow and the Scottish Borders by clicking here.
To join the egg business club, a membership which helps you grow your reach, build your brand and connect with a network of women who get it, just click here.
