This week, we were lucky enough to speak with the lovely Susanna Tolo. She is the mastermind behind @coastalhamptonstyle, and shares with us her career, future endeavours, design inspirations and more. Let’s dive in!

Hi Susanna, thank you so much for taking the time to speak with us! Can you start by telling us a little about yourself?

I run a social media page called @coastalhamptonstyle, which I started over seven years ago. Across Instagram, TikTok and Facebook I have a combination of over 450k followers. On my page, I film and showcase beautiful Australian homes, giving viewers a virtual tour as if they were right beside me. I think people started following because they enjoy my down to earth approach as I’m not a real estate agent, just a passionate home lover who appreciates and celebrates great design.

You have such an interesting background, having lived in multiple countries and travelled extensively during your childhood. How has this shaped your style and perspective?

I’m originally from Italy, and I left at age 10, learning English in Africa. By the time I was 16, I lived in five different countries, which really opened my eyes to diverse cultures and ways of living. Growing up as an expat, I had the chance to see a wide variety of homes and decor styles, which deeply influenced me. However, it wasn’t until I got married that I developed my own style. Now, my home reflects what I love about the Queensland lifestyle a mix of modern coastal elements with classic touches.

Eight years ago, you started @coastalhamptonstyle on Instagram, capturing home tours. What inspired you to start?

I initially started my Instagram page as a source of personal inspiration, sharing Australian coastal homes along with American-style Hamptons homes. I loved the timeless blend of these two styles. When I started posting inspirational photos from designers and architects I admired, my page really took off. At the same time, we just started renovating a 1980s brick home on the Gold Coast, transforming it into an Australian Hamptons-style home. Documenting our renovation journey on Instagram helped me build an incredible community online. However, page grew rapidly after I began taking videos of display homes and posting video walkthroughs. I wanted to take the videos for my own renovation inspiration, but I also shared them on my stories. Once IGTV came in (where I was able to post a video that was 10min long) the videos became really popular. Soon after, builders started reaching out, inviting me to showcase their latest homes.

We love your niche and the classic Hamptons style homes! What is your favourite feature of this style?

I love that it’s timeless. The Hamptons is a group of towns near New York, it is known for its luxurious yet relaxed beach inspired homes. Here in Australia, we’ve adapted the style beautifully, making it perfect for our coastal lifestyle. I love the fresh, airy aesthetic and colour palette, which often includes neutral tones with blues to reflect coastal vibes. Classic features like herringbone floors, wainscoting, coffered or vaulted ceilings, and grand staircases are typical of Hamptons-style homes and give them their distinctive charm that I love.

You’ve amassed a huge following over the past eight years. Could you share how you’ve built such a successful community?

Being a content creator is hard work! Building a community is about earning trust and showing the real you. If someone takes the time to comment on my posts, I make sure to reply, which has helped me connect on a personal level. I genuinely appreciate everyone who follows and engages with my page. I’m proud to say that a great portion of my followers have been with me since the beginning.

In the world of content creation, what are your top three tips for making content?

Consistency is key. When I first started, I posted three times a day for a year, which really helped my page grow and connect with like-minded people. Now, I don’t post as often, but I maintain a mix of reels and photos. People are drawn to pages that inspire them, so creating quality content regularly makes a big difference.

You are an extremely successful digital creator. Do you have any tips for someone just starting out?

You have to love what you do. Whatever your niche, focus on it, especially at the beginning. The first year or two can be tough as you’re growing and getting your content out there. My advice is to follow similar pages and leave genuine comments; building real connections can lead to friendships and help with engagement. Posting consistently is essential. Don’t be discouraged if certain posts or reels don’t perform well; success takes time, but it will come if you don't give up.

We would love to chat with you about brand partnerships. As a content creator, what is your approach to brand partnerships?

I’m very selective about brand partnerships. It’s essential that any brand or product I promote aligns with my page’s theme and interests. For instance, I wouldn’t post about fitness products since my page is dedicated to homes and interiors. Occasionally, I’ll share personal items, like niche perfumes I love, but that’s usually in my stories. My page is kept very clean and authentic, you won't see me trying to sell you things!. And in the occasion that I do agree to a collaboration/ partnership it is usually related to my home.

What is your take on paid partnerships vs. contra gifting for influencers and creators?

Contra gifting is more common since companies aren’t paying directly. I always weigh the time and effort I’d put into a post or reel against the value of the gift. If the gift’s value matches or exceeds what I’d charge for a post, I might accept it. Paid partnerships are less frequent, but when they do come around, I make sure they align with my content and values.

We heard you have recently done some work with Caroma. Is there anything exciting you can share with us?

It was such a fantastic experience! I’ve followed Caroma for years and love their products. They’re always innovating and introducing fresh styles. Their new campaign is set to launch in early December, so keep an eye out as I’ll be sharing some of their exciting new products.

What are you currently working on?

Right now, I’m incredibly busy with home tours! A client is flying me to Melbourne to film and share a new home, and I couldn’t be happier. I truly love what I do!. I would love to have my own TV home series but that's reaching for the stars 😆.

Spotlight On: Susanna Tolo @coastalhamptonstyle