Strategist + Copywriter | Exploring creativity, storytelling, content and self-expression

Miles Warner

Hola I'm Dayana! 👋🏼⚡️

I've been in the social media world for over four years and I absolutely love what I do.

I've had the chance to work in some really fun industries, from fitness and beauty to hospitality and recruitment ☁️

Right now, I’m lucky to be surrounded by beautiful books as the Social Media Executive at The Folio Society 📚 Recently, I've grown our Instagram account from 208k to 300k followers in 16 months.

I’m also super passionate about social media marketing and love sharing tips on breaking into the industry, growing as a social media professional, navigating trends, and adapting to this ever-changing world 👀

For enquiries: collazosibarrad@gmail.com 💌 | follow me on TikTok and Instagram: @dayanacollazosi

Dayana Ibarra

Inside a working day as a social media manager aka an octopus 🐙💻✨  Canva CapCut

Dayana Collazos Ibarra

Social Media Executive @ The Folio Society | Speaker & Content Creator 🎤🎥

Say hello to the newest Adobe Express Ambassador! 👋🥺💻

A month ago, I received an email inviting me to join the program and I honestly thought it was a scam because I just couldn’t believe it.

I’ve been using so many Adobe softwares since sixth form, so being able to now be part of the community feels completely out of this world.

My creative brain is already activated!! 🤭 I’m planning my first YouTube video (coming at the end of the month 👀) and let’s just say… it has something to do with Adobe. That’s all I can say for now.

Thank you so much to Kate O. and the Adobe Ambassador team for giving me this incredible opportunity to join the community. 

Bring on sharing all things Adobe Express!!! 🚀✨

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a day in the life of a social media manager switching between filming, editing and copywriting! 💻

the tools that I cannot live without: Sprout Social, Inc., CapCut and Apple!!! 🤭

Let’s talk nostalgia marketing 😩

The other day I saw this post from Crayola on their global Instagram and I instantly thought… this is SUCH a good way to make people feel nostalgic.

Because the second I saw it, I was like omg I can literally smell it through my phone. 

It took me straight back to nursery and primary school, when I was obsessed with Crayola crayons (and I mean OBSESSED) and that smell was everything.

And it got me thinking, this is exactly how you tap into people’s emotions. 

Nostalgia marketing works so well when your product or brand has those little memory triggers that take people back instantly.

I loved this from their social team 🙌🏼

The realities of working in social media part one! 🥺💭

When the brand speaks the audience's LANGUAGE!! 👏🏼👏🏼

But also promotes their product in the most subtle way 🤭

Natural Cycles° posted this a few months back to promote their NC Partner View feature and they did it by stepping directly into the shoes of their audience.

They positioned the brand within couple dynamics, using the language and scenarios that couples recognise, creating that instant feeling of "this is so us."

I LOVE how it's relatable, entertaining and highly SHAREABLE because it's exactly the kind of post you'd send to your partner, which of course fuels private sharing on Instagram.

Their product is present without being the focus, yet still positioned as a simple solution to a real need, helping partners better understand the cycle in a way that feels educational and human!!

4 years in social media marketing already! 💻✨🧠

Yesterday, I celebrated International Women’s Day, running my first 5k run event with Women’s Run Series. 

I started running properly 8 weeks ago where my sub time was 42 minutes for a 5k. 

Yesterday, I completed this 5k in 33 minutes, hitting a new PB as my fastest ever 5k. 

To think that all my life, I’ve been against running and I would always say I’d never do it to now completing this run is incredible. It’s a true testament that we can do anything we set ourselves. 

Running is more mental strength than anything else. It’s continuing to push yourself no matter the shin splints, stitches, the feet pain and your body just giving up on you, you still continue no matter that. 

The atmosphere was incredible and I was inspired by all the women that took part in the run. Flip me us women are just incredible man. 

I will continue to push everyday and this only the beginning of my running journey. 10k run is now calling me. 

But for now here’s to celebrating us incredible women and my first ever (but not last) running medal.

If you do any type of social media reporting or data analysis, here’s one thing I think you should start adding to your reports.

Our social platforms are now optimised as search engines and that has changed the lifespan of our content.

Before, we would measure success in the first few hours or days. Maybe weeks at a push. Once engagement slowed down, it was bye bye for our content. 

But now, content can resurface weeks, months even years later because someone is searching for that exact information.

Which means success is no longer just about short-term engagement. Long-term performance is just as important. 

Recently, in my monthly reporting, I’ve started tracking content that gains traction outside of the reporting period or any specific timeframe I’m looking at. 

It helps me see:

🧠What content is being discovered through search

🧠What topics still have demand

🧠Where we can build further

I first used this for YouTube, but I’m now applying the same thinking to Instagram and TikTok. It has helped with reporting and spotting content gaps, making my life a little bit easier.

Next time you’re creating a report, look at spikes that are not linked to content published in that timeframe.

You might find opportunities you would have otherwise missed.

It took me two years to make my weekly social media reports something my team actually cared about!!!

Here’s what I include now 🤭

When I first started at Folio, I wasn’t confident analysing data or reporting. 

I was mostly following what the previous social team had done, but the reports didn’t really show how the accounts were growing or make the insights easy for stakeholders to understand.

At first, I tried to include every metric possible. Views, likes, engagement rate, follower growth, total followers, link clicks, comments. LITERALLY EVERYTHING.

Then I realised something simple. Your reporting should reflect your social media strategy and show how your efforts contribute to your goals.

Another important thing is comparison!!! 

You need to measure performance against something, whether that’s week on week, month on month or year on year. I usually report year on year, but will include other time frames if there are trends worth highlighting.

I normally have about 5 minutes on a Monday to present a recap of social, so this is what I focus on:

⚡ Top performing content from our main channels

⚡ Key metrics and their % growth or decline vs last year. I usually track follower growth, saves, shares and link clicks.

⚡ Context behind the numbers. If something drops year on year, I look at what happened last year.

Andd here’s how I would present it: 

Our Instagram saves are down 35% YoY. Last year we launched our Limited Edition of The Great Gatsby, which it’s content drove a high number of saves. This year we did not have a comparable launch.

Context helps YOU and the team understand why the numbers changed, not just that they did.

Over the last two years I’ve learned that reporting needs to be concise, clear and actionable.

But I’m always up for learning so let me know what else you include in you’re social media reports!!

Today marks 2 years since I joined The Folio Society Ltd!! 🥺

I honestly can’t put into words how life-changing this role has been for my career. 

From building the social media strategy, creating 100s of unboxing videos, growing our audience online, to launching our Instagram Broadcast Channel so we could connect more closely with our community. 

It has been incredible!!!

I’ve truly been able to shine in my capabilities as a social media marketer. 

My biggest achievement, not only at Folio but in my whole career so far, has been growing our social channels by 194k followers across the board in just 18 months.

In 2024, our Marketing Director set my manager and I a challenge as soon as we settled into our roles. 

Grow the social channels and reach the book community worldwide and knowing that we have achieved that feels surreal.

The development I’ve experienced in this role has been out of this world. 

From building systems that help me work better, having the freedom to experiment and nurture my creativity, improving my communication skills through meetings and presentations, learning to love data and numbers to guide strategy and deep diving into the book space.

The growth has honestly been mind-blowing and I can’t wait to keep experimenting, keep learning and most importantly keep creating impact with our online presence!!

P.S. my favourite Folio book has been and always will be The Song of Achilles by Madeline Miller. 🤭

{AD} End of my series with Brick 🧱

I didn’t expect this little device to make such a difference, but it genuinely helped me stop doomscrolling and create more content than I consume.

The biggest impact has been learning to use my time with intention. And yes, I’ve officially become best friends with my Google Calendar 🤝🏽

So if you’ve been thinking about getting a Brick, take this as your sign to do it. It’ll change how you use your time, how you use your phone, and how often you catch yourself scrolling on autopilot 🫶

{Gifted by the brand}

AD The backpack that fits everything you need for work!Can’t wait to take my Stubble & Co Roll Top to work 🤭

Thank you so much to Emplifi for hosting such an incredible International Women’s Day breakfast and bringing together so many amazing women in the marketing space.

It was such a powerful reminder that International Women’s Day is not just about celebrating one day, but about how we continue to empower and support each other every day by sharing knowledge, guidance and experience to uplift one another.

Feeling very grateful to have been in a room full of inspiring women. 💛

Let's have dinner and talk all things social media detox 🤝🏽

I am SO excited to be a panelist at Swwim - Social Media Agency Food for Thought dinner event on Wednesday 29th April!

I'll be joining the incredible Charlotte Black to talk about marketing in an era of digital detox. 

With more and more people becoming aware of the impact of doom-scrolling and wanting to switch off from socials, audience behaviour online is shifting. 

Whether that's deleting apps, setting screen time limits or using tools like Brick to create more distance from socials, this shift is having a real impact on brands and how they show up.

On the night, I can't wait to unpack this topic from two perspectives, as a social media manager working on the brand side, but also as a consumer of social media myself. 

I'll also be sharing my experience with Brick so far and how it's changed my relationship with socials.

We're going to have a great evening of conversation and, of course, my favourite thing... EATING!!

If you'd like to join us, event information and tickets are available to purchase via the link below.

Can't wait for an incredible evening full of discussion and food! Thank you to Becky Shepherd 🌊 for creating this space for us all to come together. 🙌🏽

https://lnkd.in/eZgCtpTB

If you work in social media, you’ve probably had a moment where you needed to speak up and didn’t 🥺

We’re in a role where so MANY people will have an opinion on what we do and how we do it, even if they’ve never worked in it.

In the last 4 years, I’ve sat in meetings where I’ve been told how to ‘do social’ and honestly, a lot of the ideas and processes being shared weren’t taking things in the right direction.

I know I’m not the only one who’s been in those rooms, taking it all in and nodding along. Either because it feels like we have to or because we don’t have the confidence to push back.

I’ve struggled with this too and for me, it comes down to fear of backlash or judgement.

But one thing that’s helped me is working on my communication skills. 

Not just for speaking up when it matters, but for everything that comes with the job. Meetings, presentations, panels… it all ties together.

and if you’re on the same boat, I 1000% recommend Vinh Giang. He’s amazinggg at teaching communication skills and his YouTube videos are honestly pure magic.

Communication skills are important in any job, but I genuinely think it’s x10 more important when you work in this space.

taplio

The Battle

Miles Warner

Dayana Ibarra

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taplio

The Battle

Miles Warner

Dayana Ibarra

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dayana Ibarra's LinkedIn Performance

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