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

27 year old social media manager and content creator trying to juggle it all 💻🧠✨✌🏼

Dayana Collazos Ibarra

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

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 🙌🏼

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

I AM PROUD TO BE LATINA!!! 

Qué rico es ser latino… ❤️ These were the words Bad Bunny used to open his Super Bowl half time show.

Bad Bunny left a powerful mark with his performance. Not only did he share the culture, the flag, and the pride of being Puerto Rican, he also represented all of Latin America.

He performed his entire show in Spanish, sharing the history, rhyme, and vibes of our Latin American culture. He left a clear message that Latin power has no boundaries.

Watching the performance as a Latina, with parents from Colombia, I felt so proud. Bad Bunny gave us a show that will be remembered in history, a true tribute to our Latin American culture.

Muchas Gracias Benito✨

THIS IS THE REACTIVE MARKETING I LIVE FOR!!! 👏🏼

The team managing the socials for Lidl Spain need to come forward and take a bow!

After Benito Bowl last Sunday (and with this week being all about Valentine’s Day), they created a post that blended both worlds perfectly.

In Spanish, we have a famous saying: Bueno, Bonito y Barato.

The English translation is Good, Pretty and Cheap. We use it when we are looking for a good bargain.

But the team at Lidl did a twist to it. 

With Bad Bunny in the spotlight right now, they switched Bonito to Benito (Bad Bunny’s real name) and promoted their Valentine’s plush toy as the gift sitting in the iconic ‘Casita’ we’ve seen in his performances.

Basically, they’re saying the stuffed toy is a great Valentine’s Day gift, it’s affordable and it’s done in a way that taps into the cultural moment.

Honestly, when I saw this come up on my Instagram feed, I said yes yes yes x1000!!

This is reactive marketing done right in a way that doesn’t sound too icky or cringe, but is a right fit for the brand mixed with the cultural moment.

My journey of working in social media marketing 💻✨💖🧠

This career path has been anything but straight and easy.

From roles that didn’t feel right, to freelancing, to landing a role that changed everything, it’s been full of surprises!!

Somewhere along the way, I also became a public speaker and content creator, which still feels unreal.

I’m still learning, still growing and I know this is just the beginning 🥺🥺

My journey so far! 💻🧠✨

4 years in social media marketing already! 💻✨🧠

Today I’m filming and capturing content, but tomorrow my day will look completely different!! That’s the reality of working in social media marketing. 

Even on the days when you feel off, you still have to find the creativity somewhere.

{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}

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.

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

{AD} WEEK THREE 🧱 | This year, I decided it was time to end my toxic relationship with my phone.

My doomscrolling was getting out of hand, so I’m using Brick to help me break the habit and be more intentional with my time.

Welcome to Week Three of Brick by Brick with Dee!!!

If you’re trying to spend less time scrolling too, catch up on weeks one and two and follow along for the final week next Friday. 🫶

{gifted by the brand}

For a long time, the idea of ‘building a community’ as a small social team has felt like a nightmare!!

Brands are being pushed to nurture communities, not just to grow followers. 

And audiences are looking for spaces that feel more personal and more private, away from the main feed.

We have seen the rise of broadcast channels, WhatsApp groups, Discord serves and in-person events. All with the goal of creating a space where people feel seen and part of something deeper. REFY will ALWAYS comes to mind first.

But when you are working in a small team, it can be hard not to think, I would love to do that, but realistically, how? 

That is when I realised the most important thing. 

Community does not have to be HUGE thing. It just has to be doable for you, your brand and your resources. 

Something you can maintain and show up for consistently.

At Folio, I launched our Folio Fans broadcast channel in July 2024. 

It started really well and we hit around 4,000 followers early on. But after a while it stalled and honestly, it was because we were not able to give it the attention and exclusivity it deserved. 

So we had to shift our priorities.

Now, if there is something we can share early, we share it in Folio Fans first. 

If we have giveaways, we prioritise them there. 

If we want feedback or opinions, we ask there. 

It is not the biggest activation in the world, but it is a manageable way for us to nurture the people who are choosing to be in that space with us.

If you are in a small team or do not have the resources for big community activations, my biggest reminder is this. 

Start with something you can actually sustain. Even if it feels small. Then build from there.

It is better to have a small community activation you can show up for consistently than a big one where you only speak to your audience once every three months.

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.

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