The Folio Society Ltd

Grew Instagram following from 208k to 221k followers in 8 months by launching a new social media marketing strategy

Social Media Executive

I created a TikTok food and travel account (@biteswithdeee) with over 480k video likes sharing travel, eating and leisure activities in the UK and around the world. 

Over 3 videos have reached over 1 million views each.

TikTok Content Creator

Here are some of my KEY achievements for my clients: 

Generated 1,771 website clicks and 400 email subscribers from TikTok for my client The FORTH Club over 7 days

Sold 80 tickets for my client The FORTH Club fitness class in just 12 minutes as a result of a single TikTok video that generated 68.7k views.

Collaborated with GMGN Labs marketing agency to lead a TikTok-centric influencer campaign promoting the relaunch of two VR games, resulting in the recruitment of over 230 TikTok creators

Created 8 short-form videos for State of Play, the owners of Hijingo and Bounce UK, to share on TikTok and Instagram. These videos promoted special offers like the August Bank Holiday bottomless brunch.

Social Media Manager & TikTok Specialist 

Aqua Restaurant Group

Grew Instagram following for all Aqua Restaurant Group London restaurants' accounts by 14k within 6 months.

Social Media Coordinator

Echelon Fitness Multimedia, LLC.

I managed an influencer campaign with 10 fitness influencers and content creators in the Echelon brand ambassador scheme, which increased brand awareness of the brand and Instagram followers.

Social Media & PR Executive

Simply Clinics

Marketing and Social Media Intern

Hola I'm Dayana! 👋🏼 I'm all about breaking down social media marketing, ONE post at a time! ⚡️

I've been in the social media world for over three 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 250k followers in 8 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 💌 | To get to know me on a more personal level, follow me on TikTok and Instagram: @dayanacollazosi

Can we just talk about what Uber did here 👏👏

Uber posted this on their Instagram three days ago, and honestly, I have to give it to them!!!

This is such a clever and creative way to tap into psychology.

It positions Uber perfectly as a solution to not just one, but two problems their users constantly face.

Because let’s be real, people want more time and convenience, right?

By creating this visual that compares two calendars, one chaotic and one calm (thanks to using Uber), they’ve nailed it. It’s simple, relatable, and effective.

I love when brands make social content fun and creative while keeping their product at the heart, without it feeling too salesy.

Love love love it!! 🥺

Dayana Collazos Ibarra

Top 25 Marketer to Follow in 2025 ✨| Social Media Executive @ The Folio Society 📚 | Public Speaker, Panelist & Workshop Host 🎤

graphical user interface, text, application, chat or text message

I didn’t think I could grow a brand’s account by nearly 100k followers in a year and a half.

When I first started at Folio, I took over the Instagram account at 208k and just a few weeks ago, we hit 300k.

Over the last 18 months, we have been testing, experimenting and seeing what sticks 

(with a strategy in place, of course 🤭).

But instead of writing a “10 things I did to grow this account” post, I want to highlight one key learning, the power of tactical changes.

The biggest shift we made was prioritising video content.

This was by far the most effective change that contributed to our brand awareness goal. 

At Folio, we sell beautiful books, and the best way to showcase that beauty is through video. 

And what do platforms recommend if you want to grow? Video.

It was literally a match made in heaven. 

Of course, there were other things that played a part too like, partnerships, collaborations, giveaways, better use of content, consistency and stronger launch campaigns.

But the main takeaway is this, growth and connection with your ideal audience does not always require big, dramatic changes or wild new ideas.

For us, it was as simple as shifting from static imagery to video.

Sometimes growth begins with looking at your current strategies and content, rethinking your priorities, and making small but powerful adjustments.

Biggest shifts in social right now? I had the chance to talk about them this week in Wales 🥺🎤🏴󠁧󠁢󠁷󠁬󠁳󠁿

I was lucky to share the stage with Sheeza and Matt at Social Media Conference Cymru where we spoke about the biggest changes happening in social today.

Working in social isn’t easy, which is why every time I step on a stage my goal is to inspire, support and encourage others on the same journey.

If I had to sum up the panel in four takeaways, they would be:

✨ Don’t fear AI. Use it within your systems to make your work easier and to support the work you do.

✨ Engaging with your audience is a non-negotiable. If we don’t interact with them, why should they interact with us?

✨ Focus on fewer platforms and do them well. One or two with the right strategy will always beat being stretched across too many. You don’t need to jump on Threads or Bluesky just because it’s the new thing in town. 

✨ Social search has changed content longevity. It’s not just about the first 24–48 hours anymore, but about optimising for search so content keeps performing long term.

What’s one of the biggest shifts you’ve noticed in social this year? 💭

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I guess posting on LinkedIn isn’t so bad. 🎤🤭 Sharing a little BTS from my panel talk at the Social Media Conference Cymru.

a busy morning working as a social media manager 💻✨ CapCut Sprout Social, Inc. Canva

I used to think job hopping would hold me back in my career.

In the first two years of my career, I had already held three job roles.

There were many reasons for that. One role wasn’t the right opportunity, another wasn’t the right stage in my career, and the last one was due to personal reasons.

When I started looking for a 9–5 again at the beginning of last year, I felt really anxious. I’d heard that job hopping was a bad thing and that employers wouldn’t see me as a loyal employee.

And truthfully, yes, you do get questioned about it. I was asked about my job changes in every interview.

But it’s not a bad thing when they do.

It’s an opportunity to explain why you made each move. Most of the time, employers aren’t trying to catch you out, they just want to understand your circumstances and what you’re looking for in your next role.

Those interviews taught me that you shouldn’t fear job hopping. There’s so much growth that can come from it, both personally and professionally.

Especially now, as the working world continues to change, more employers understand that people move between roles to find the right fit for their goals and careers.

I really wish more people knew how to handle questions and concerns around job hopping because it can make such a difference. I hope my experience helps to shed a bit of light on it.

Have you ever been questioned about changing jobs?

I promise you that no career journey path is linear…

6 years ago, I started a careers education page. It didn’t work out.

5 years ago, I launched an e-commerce lash business. It didn’t work out.

4 years ago, I began a career in HR. It didn’t work out.

2 years ago, I quit my job to freelance. It didn’t work out.

But the one thing I can say is that every time I had a new idea, I still went for it, because there was honestly nothing to lose.

I know you have seen and heard this from everyone because I have… 🥺

But it’s the truth because each ‘failure’ gave me lessons, skills and experiences that I now carry with me. 

Some have already served me and others will at a later stage.

That’s why I believe the real loss isn’t in failing, but in never trying at all. 

When you don’t take action because you’re afraid, you miss out on the growth and knowledge that only come from doing.

Everything you try leaves an imprint on you, whether it works out or not.

So if there’s an idea, project or goal you’ve been putting off, please please take this is your sign to go for it.

What’s one thing you’ve been holding back from doing?

There was a time I didn’t think social media counted as a real career…

Social media only became a career with the rise of Facebook in the mid-2000s, but it wasn’t until around 2010 that actual job roles started to appear. (According to Google btw 🤭)

In a nutshell, social media is still a fairly new career compared to your traditional career routes. 

Which is why our families often question what we do or how we have made it a career.

Even in the last four years that I’ve been in the industry, I’ve seen a big shift. 

More social media roles are being created and we can now see a sense of career progression from social media executive to manager to lead and even head of social.

The progression still isn’t linear and there is no clear definition of what each role should cover, since responsibilities vary from company to company. 

Which I really hope will change in the next few years. 

But it’s a strong sign that brands now see the value of having dedicated social media roles.

What’s even better is that those of us working in social, hold an incredible skill. We are on the front line with a brand’s audience. 

Managing accounts and building communities means truly knowing an audience. 

That knowledge can be applied to roles beyond social because understanding and building relationships with people is at the heart of every business. 

I’ve even seen many people in social media move into brand strategy, community management and marketing specialist or director roles.

The industry is changing quickly and I can’t wait to see where we will be in the next 5 to 10 years 💭

Social is always changing, so here are 3 things that stood out to me this week: 🧐🤭

⚡️Hashtags are waving goodbye.

In this week’s The Public Press newsletter, there was a note on the decline of hashtags. 

Honestly, I’m not surprised. 

With the rise of social search and platforms constantly improving their search capabilities, hashtags feel less and less relevant. 

I can’t even remember the last time I used one outside of TikTok, and even there they suggest no more than 5. What about you?

⚡️Social moves fast and so do people.

When something happens online, it feels like the biggest conversation in the world. 
But in reality, those conversations are often temporary. People forget and move on really quickly.

 If you ever find yourself in the middle of a situation, take a step back, evaluate, take action and then keep moving forward.

⚡️Instagram Stories are where your most active audience lives.

I have always neglected Stories, but the truth is they are one of the best ways to reach your engaged audience. 

Many users head to Stories first before scrolling their feed. If you want to capture the attention of people who watch your content consistently, Stories should be a priority, sometimes even before an in-feed post.

What’s one thing you learnt this week? I would love to hear your insights, because as much as we would like to, none of us can know it all.

It still surprises me how many people don’t really know how social media marketing works. 🤔

Even people working in other marketing departments.

Over the last four years, I’ve had countless moments in meetings, conversations and networking events where people have asked me so many questions about how social works.

Because we are in the industry, running accounts, creating content and analysing results every single day, we assume others should know how it all works too.

Especially since everyone uses social media daily for personal reasons, it feels like they should know quite a bit, right?

But that’s so far from the truth.

As social media professionals, part of our role is to educate others and really shine a light on the value of what we do.

That can mean speaking up in meetings, answering questions, sharing insights or taking the chance to explain when the opportunity comes up.

It’s about giving people grace when they see things differently and helping them understand what actually goes on behind the scenes.

We also carry the responsibility of breaking the misconception that anyone can do our jobs. 💬

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