Photo courtesy of Lizzy Friedman
Lizzy Friedman is a rising social media influencer hailing from Lower Merion with an Instagram page that has nearly 40,000 followers, and she works with businesses as a social media consultant on top of it all.
The 27-year-old started her Instagram page, @lowermerionfoodie, six years ago, with the idea of highlighting small businesses in her community that she enjoys going to. And with that success, Friedman was able to build her own business, Iconic Creative Consulting, using the knowledge she gained from her social media journey to help others gain traction.
Friedman is also an involved member of the Jewish community, with her Jewish identity being central as a third-generation descendant of Holocaust survivors. She is also connected to organizations like the Jewish Business Network and Jewish Young Professionals.
Friedman co-founded the Instagram page Shtick Together Philadelphia, which celebrates “Jewish pride, unity and resilience,” according to the page’s About section. Friedman takes pride in being a voice for the Jewish community through her influencing and wants to continue doing good for the community.
What does your social media page do?
Through my page, I like to highlight small businesses. I told myself that, if I could have one new pair of eyes on a small business that I was raised on, then I was doing something correct. And so in the last six years, I’ve really built up this page where I engage with the local community and feature other small businesses, and built up this very loyal, trusting follower base, because I really am authentic with my content, and I only feature places that I go myself, and I brought a lot of business and a lot of social media and marketing, just like exposure to small businesses in the area.
What has the journey growing your influence been like?
The one word that I would say is rewarding. I feel like I was put on this planet to help people and to do well. To see the impact that I have on these businesses is the most rewarding thing in the entire world. I never had a goal. I never had to rely on my content financially. I just did it for fun, and I just wanted to see where I could take it. And because of that, I grew exponentially, and it’s really impacted small businesses.
What has made you so successful as a communicator?
Sometimes it’s just about reaching the right people. I think the key to it is just connecting with the community rather than posting. I mean, posting compelling content is important, but it’s the tip of the iceberg. It’s about connecting with the community, which is kind of the foundation of why I do Jewish content as well. That’s how I get people to listen.
Can you describe how your Jewish identity impacts you?
When I think of my identity, being Jewish is number one. It is always a priority. My grandparents are Holocaust survivors. They met in Dachau, and without their bravery, I literally wouldn’t be here. So, I really dedicated my life to being proud of who I am, because it’s the reason I’m alive, and I have used my channel to really convey that as well, on top of creating a company [Shtick Together Philadelphia] with my friend Matt. I do use my platform to voice how proud I am.
What are some ways you’ve been able to use your platform to showcase your identity?
I talked at Jewish Heritage Night during Chanukah for the Sixers a few years ago. I’ve done a few videos with the governor, who is lovely beyond belief. We just did that during Passover, talking about the meaning of Passover and the meaning of tradition, and fighting antisemitism. I really do use my channel to voice that. And people who know me know how much I love being Jewish because they see me online.
What are some highlights from your influencing career?
Last year, I won Philadelphia Magazine’s People’s Choice Award for the influencer awards. It was the most rewarding moment of my entire career. Another favorite moment is when I created an event with my friends after the [antisemitic] Barstool incident last May. In 24 hours, we got it together, and then in 72 hours, launched the event. We had 400 people come, and we raised $10,000 towards a local foundation to fight antisemitism. It just was so cool to stand on stage and to just see the crowd of people coming together, hugging each other, saying ‘Oh my God, I haven’t seen you since camp,’ and just making that Jewish connection. That was another really, really proud moment. And I know I’m making my grandparents proud.
What is the importance of being a Jewish social media figure during this time?
You have the audience to speak up to. You have put yourself as a leader of the community in a way, and you’re using your influence to do good and to speak on what makes you, you, and to be proud of who you are. And I’ve done that through a few videos on TikTok, and they’ve gone like minimally viral. And just speaking on the atrocities that have been happening, especially since May. It’s really when I started doing it, just being able to be the voice in the community and putting myself as a leader, it makes me really proud.