Dayana Collazos Ibarra: Influencer Marketing Panel Speaker

2025

Apr 7

At SocialDay’s Social Media Marketing Festival 2025, we’re delighted to welcome Dayana Collazos Ibarra, Social Media Executive at The Folio Society. With a passion for creativity, strategy, and meaningful connection, Dayana brings fresh insight into influencer marketing and organic growth, especially within niche communities.

About Dayana Collazos Ibarra

Dayana is a social media manager with over three years of experience across diverse industries including fitness, beauty, hospitality, and recruitment. Now at The Folio Society, she manages social strategy for one of the UK’s most beloved publishers, celebrated for its beautifully crafted editions of classic and contemporary literature.

Throughout her career, Dayana has built standout social accounts and developed growth strategies that combine content creation, audience insight, and community engagement. She’s also a vocal advocate for supporting others in the industry, sharing tips and advice on how to grow and thrive in the ever-evolving world of social media.

What to Expect from the Panel

As a panellist on the Influencer Marketing Panel, Dayana will share her experience working with creators in the book community and how The Folio Society has cultivated partnerships to grow their audience authentically. Her contribution will explore the strategic thinking behind these collaborations, from campaign design and audience testing to what’s worked (and what hasn’t).

Key areas of focus include:

Collaborating with influencers in niche interest spaces like BookTok and Bookstagram
How testing different creator strategies helped build The Folio Society’s reach
Tips for building genuine, long-term relationships with influencers
The role of user-generated content and community building in influencer marketing today

Key Takeaways

Attendees will gain:

Practical insight into developing influencer campaigns for niche audiences
Inspiration for building customer-led content strategies
A deeper understanding of how organic and influencer content can work together to create impact

Dayana’s Perspective on Social Media Trends

One of the most exciting shifts Dayana has observed over the past year is the way brands are tapping into their own customer base as content creators. Rather than relying solely on big-name influencers, more brands are integrating user-generated content and building stronger relationships with everyday customers.

She cites REFY and Sisters & Seekers as great examples of brands doing this well — leaning into authenticity and building genuine community through inclusive, customer-focused campaigns. It’s also a tactic she’s been testing herself at The Folio Society.

Looking Ahead: The Challenges for Organic Social

Despite the impact social media has on brand success, Dayana believes organic social still doesn’t get the recognition it deserves. Demonstrating clear ROI continues to be a challenge, particularly in businesses that haven’t fully grasped the long-term value of strategic organic growth.

Until social professionals are better equipped — and supported — to show the full impact of their work, they’ll continue to face barriers to proper investment, recognition, and fair compensation.

What’s Next for Social Media?

For Dayana, the future of social should include more respect, value, and visibility for social media marketers. As she puts it:

“We wear so many hats — and we don’t get praised about it enough.”

Social media professionals are strategists, analysts, creatives, and community builders. It's time the industry recognised the breadth of the work being done — and rewarded it accordingly.

Connect with Dayana

Want to learn more from Dayana? Follow her here:

LinkedIn: Dayana Collazos Ibarra

Dayana joins a lineup of leading industry professionals at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.