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

Don’t wake me up as I partner with my dream brand!! 🥺🎤🙏🏻

Spending the afternoon with Sprout Social, Inc. at their London Vantage event to learn and talk all things innovation, social ROI and all things social in business. 

Can’t wait to show you what I get up to and learn!!!

Dayana Collazos Ibarra

Social Media Executive @ The Folio Society 📚 | Public Speaker, Panelist & Workshop Host 🎤

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Imagine a brand like Gymshark partnering with corporate creators or better yet, LinkedIn creators… 

Hear me outttt 🤭

This year we’ve seen a real shift where brands are collaborating with creators outside of their usual industry to reach new audiences who are still their consumers.

So the other day I was thinking… 

imagine if a brand like Gymshark launched a campaign focused on helping people in full-time employment to stay committed to their fitness journey.

Because let’s be honest, one of the biggest struggles of a 9 to 5 is actually making it to the gym, classes or clubs. 

Some of us try going before work (I’m a 5am gym girlie) while others drag themselves there after 6pm and end up fighting for machines or classes (aka Hunger Games hours).

And then there are the people who simply can’t make it to the gym because life is just too busy.

Now imagine a campaign where Gymshark partners with LinkedIn creators or corporate creators, to spread awareness around how we can regain and maintain a fitness routine despite time constraints. 

At the end of the day, we are also their consumers. I know I am.

This idea came to me because we are starting to see a real change in who brands choose to partner with. They are thinking outside the box to reach untapped audiences. 

LinkedIn creators are going to be a huge thing, not just in B2B but also B2C very soon.

And let’s be honest, we all follow at least one corporate creator now…

Hey, I'm Dayana! First thing is first, I LOVE all things food! 🍔🍣🍕

After graduating from university in 2021, it has been a rollercoaster finding the job or industry that would allow me to learn, grow and, most importantly, enjoy!  

Since September 2021, I have: 

🌶 Ran and managed Instagram and TikTok accounts for Simply Clinics, a London Beauty Clinic Franchise. During this period, the Instagram account had reached over 10,000 accounts. Wrote ten blog articles for the official Simply Clinics website based on different beauty treatments. 

🌶 Managed the online community for Echelon, aimed at all 
8,000 members to share their fitness experiences for support and motivation from the rest of the community. 

✨ Next thing you know, I found my passion for restaurants! 🥩🌯🍛

🌶 Landed the opportunity to manage the social media accounts and influencer campaigns for all restaurants in the Aqua Restaurant; Aqua Kyoto, Aqua Nueva, Aqua Shard and Hutong in London.
Focusing mainly on video content creation for TikTok and IG Reels, copywriting and producing effective social media strategies. 

👉🏽 My passion is to help restaurants get more bums on seats through social media; unfortunately, posting just pictures of food doesn't work anymore on social media platforms. ⚡️

📧 Want to get in touch? Message or email info@dcisocial.co.uk

Speaking at Sprout Social, Inc.Vantage event was INCREDIBLE! 🥺🎤

I’m so thankful for the opportunity and a big thank you to Autumn Benitez for giving me the chance to share my experiences and stories on stage.

One of my favourite parts was talking about how tough it can be for people in social to back ourselves and our expertise. When someone wants you to post a content idea but you know it won’t add value, it’s having the confidence to challenge that. 

And trust me… I’m still working on this because it’s scary!!!

Autumn also made sure everyone knew I was a LinkedIn creator (appreciate you for that 🥺), so I talked about how I’ve positioned myself on the platform, how it led to speaking opportunities and how I’ve found the courage to get on stage even with butterflies and the urge to cry. 

It’s all part of the process.

I can’t wait to share more!!! Don’t worry, the vlog is on its way. Stay tuned 🩷

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Helping others will always be one of the most rewarding parts of what I do!!

The reason I share content on here and have stepped on stages and hosted webinars this year is to pass on everything I’ve learnt and experienced.

There’s something so magical about sharing your knowledge or experiences in a way that can help others too.

When I first started in the industry, I was so lost and overwhelmed with all the information online, especially on TikTok, about how to do things.

I struggled so much because there was so much advice out there and I didn’t know which of it was actually relevant to me.

Some people helped me along the way and I’ll forever be grateful for that.

Now, I want to do the same. 

Whenever I get a DM or message with questions, I try my hardest to reply with as much information and insight as possible because I’ve been there before.

Before stepping on stage for a panel or joining a Zoom call for a webinar, I always make sure I’m prepared to share my knowledge in a way that’s clear and easy to digest, so others can take away valuable insights and actions.

I’m a firm believer that there’s no need to gatekeep. We can all share and support each other. 🫶🏼

I started following Pretty Little Marketer back in 2021 and next week I’m speaking at the 2025 Rewind webinar!! 😭🎤🥺🫶🏼

The community Sophie Miller has built is truly INCREDIBLE and when she reached out with this opportunity, it was an instant YES from me.

It’s also my last webinar of 2025 so of course it had to be a BIG one.

I can’t wait to dive into all things personal branding, lifestyle content, the B2B world and what we think is coming in 2026 although with socials you never really know, right?

I’ll be joining Christina Pearo and Georgina Honeyman and it’s such an honour to be speaking alongside both of them.

So if you’re free (and even if you’re not, you can register and watch the recording later) come join us next Thursday 3rd December for an incredible chat. 🫶🏼

Can’t wait to see you all there!! 👋🏼

I guess I’m adding guest lecturer to my CV now!!🤭

I got invited back to ICMP - The Institute of Contemporary Music Performance to host two marketing sessions to give students a better insight of what it means to build a career in marketing and how to get a head start before entering the working world. 

Thank you so so much Laura for trusting in me and giving me the opportunity! ✨🙌

Spent the best afternoon with Sprout Social, Inc., diving into how to showcase the real value of organic social media marketing!

Honestly had an incredible time and I can’t wait to apply everything I’ve learned to my own reporting.

I also had the chance to step on stage to share my journey at The Folio Society, along with a few tips on being a LinkedIn creator and growing as a public speaker 🤭🎤

#SproutSocialPartner #AD

another day another dollar working as a social media manager 💻✨🧠📱 Sprout Social, Inc. CapCut

In the last few months, I’ve lost my creativity.

This is something I’ve been struggling with recently, finding it hard to come up with new ideas, concepts and campaigns for social.

It has led me into this sort of brain rot, doing the same things over and over because they’re easy and just feeling uninspired in my work.

So honestly, this was bound to happen at some point, especially because I’ve always felt like I’m constantly working on Folio’s social accounts or my own. There was never really a switch off button.

I know many of us have been here or might be going through the same thing. And everyone says we need to step away from being online and find creativity outside our phones because scrolling is not going to spark anything, it is just filling our brains with more noise.

And the truth is that, they are right.

So now, I’m trying to navigate how to find my creativity again and more importantly, how to maintain it in a way that feels sustainable.

I wanted to share this because losing creativity is normal and it is something we will experience multiple times when working in marketing.

It is not about figuring out how to never lose it, but about keeping your creativity sacred so you are less likely to fall into those moments where ideas stop flowing and motivation goes out the window.

Recently, I’ve been trying to be more present in what I do, both personally and professionally. Less time on my phone and more time exploring the parts of life that spark something new.

At the end of the day, losing creativity happens and it’s okay.

If you don’t engage with your audience, why expect them to engage with your content?

Yes, people follow you to see your content but the real relationship is built through engagement.

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

In the last 4 years, I’ve really struggled with proving the impact of organic social media marketing.

Especially when paid campaigns are running and analytics get blurred because some platforms still can’t separate the two.

Over time, I’ve learned a few things that have helped me isolate the impact of organic social. 

⚡️Use platform analytics to separate organic and paid

Platforms like Meta let you see the % of certain metrics attributed to ads. 

Take a look at the numbers and manually calculate the % driven by organic. 

It will give a solid estimate of organic socials impact. 

⚡️Use analytics tools like Google Analytics

I was introduced to GA when I joined Folio and honestly, I don’t know what I was doing before then 😅!! 

It’s been a game changer for tracking conversions and revenue driven by organic social.

⚡️Analyse engagement quality

Paid ads can boost visibility, but the power of organic lies in community and relationship building. 

Look at metrics like engagement rate per post, comments, saves and shares. 

These often show the true value of organic social, something paid can’t always replicate.

This has been one of my biggest challenges, but bit by bit I’ve learned how to show impact while paid activity runs in the background. 

At the end of the day, both work hand in hand, but it’s so important to highlight the impact we make every day through organic.

I would love to know if anyone has any other ways in showing the impact of organic social whilst paid activity is going in the background!

There’s nothing that social media managers cannot do!!

Not only do we manage social media accounts but in order to do that we need have 2190393 skills. 

Brainstorming, filming, editing, reporting, analysing, community engagement, design, you name it. 

So next time you have you see a piece of content that you really like on socials, leave a comment even if it’s little one because trust me we will appreciate it!! 🥺

I just LOVE social media marketing because: 

⚡️You gain feedback from your customers in 2.5 seconds

Honestly, need to get some product feedback, customer thoughts, or opinions on anything? Or want to know your customers’ response to a product launch?

Post an Instagram story with a question box or share a post on your social channels and ask for feedback in the comments, you’ll get it.

It amazes me how quickly you can access your customers through social media.

⚡️Want new people to discover you? Social media can do that quickly

I know going viral isn’t it anymore but the power that social media has to help you be discovered by new audiences so easily, so fast, and just by pressing post is insane! One post can truly put you in front of new potential customers and brand fans in no time (if done strategically, of course).

⚡️Want to build that 1:1 relationship with your customers? Social has a way.

With the rise of private interactions this year and brands moving into private and IRL spaces to build those relationships with customers, social platforms are making that easier than ever. We now have Instagram broadcast channels, Telegram chats, Discord channels, you name it.

⚡️Social contributes to every part of the marketing funnel

Now that I’ve been in my career for a while, I’ve learnt that social contributes to every part of the funnel.

Awareness? You got it.

Consideration? Sorted through UGC and social proof seen online.

Conversion? All the links in bios and links in Instagram stories work.

Loyalty? The Instagram broadcast channel with exclusive content helps.

Social Media Marketing in my opinion, is one of the best channels ever!!

You can’t do social right if you stay quiet…

This is something I’ve struggled with for a long time and I know so many social media managers will feel the same.

I’ve never been the most confident when it comes to speaking up or challenging an idea, even when I know it’s not right for social or won’t fit the strategy.

But honestly, over time I’ve realised how important confidence is in this role. People will share ideas, plans and ‘fun concepts’ all the time without really knowing if it makes sense for social or the brand.

And that’s where we come in. We have to trust what we know and have the confidence to say, ‘This won’t work’ or ‘We don’t have the time or resources for this right now.’ 

Because if we don’t challenge things, we end up doing content or campaigns that don’t align with what we’re actually trying to achieve.

It took me a while to build this confidence (and I’m still working on it) but it’s honestly so key. 

Especially as we keep educating others on how social actually works… because let’s be real, everyone thinks they can do our job!!

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