Unfold Your Brand's Story

Social media strategy and management services for businesses looking to grow engagement and build a loyal community.

Start building your community

Feeling stuck with low engagement, minimal results, and wondering if social media is even worth the effort? You’re not alone.

Through our community building strategies and creative content creation, our freelance social media services help you connect with your audience and grow a brand people care about.

Ellie with brown curly hair wearing purple t-shirt holding up mini mic to mouth.

Services

Social Media Strategy

Great content starts with a solid strategy. Together, we’ll unfold your brand story, define your audience, and shape content themes that fit your style, capacity, and goals so you can show up online with clarity and consistency.

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Social Media Management

Rooted in strategy, creativity, and community building, our approach to social media isn't just posting. We take the time to understand your brand and create a solid strategy before unfolding your story and attracting your audience through engaging content.

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Website Design

Clean, purposeful design that does more than look good, it guides visitors through your brand story and builds connection as they explore. Every page is created with simplicity in mind, clearly showing what you do, who it's for, and why it matters.

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"She [Ellie] has a gift for creating content that connects ... by telling stories (she's really great with videos) and leveraging trends that people want to watch and share. She took initiative and was instrumental in creating a brand-new high-value social media strategy for the brand."

Bolade Adebayo, Marketing Manager, Tall Ships Youth Trust

"Ellie brought a fresh perspective and clear creative direction to our social media. Her work contributed to a noticeable increase in organic web traffic and re-engaged our audience, leading to improved sales and stronger overall performance across our socials."

Kelly Clark, Marketing Manager, YMCA

“I had a wonderful time working with Ellie at Unfold Social she was so professional and friendly and really made an effort to understand the nuances of my business she went on to produce a fabulous piece about me and my business for social media I'm really happy with it and would whole heartedly recommend Ellie.”

@StyleSolutionsBySarah

And that’s on how to make your social media manager happy 🤪

#socialmediamanagement

Stop blending in. This is how to stand out on the Explore page 👇

The Explore page is personalised for every user. It is a great way to reach new people, but only if your posts stand out amongst the wall of content. To cut through the noise:

✅ Simplify your graphics, use short hooks instead

✅ Lead with your story, trends won’t get you noticed

✅ Design for the platform with bold visuals and consider using reel previews

It’s easy to copy others and jump on trends thinking it’s the right thing to do. But original, relevant and bold design is what will make your content stand out and get noticed.

And remember, your imperfections are your superpower. Go own your story and shine!

10k followers won’t fix this problem ⬇️

More followers ≠ more sales.

Your reach depends on:

✨ Past engagement

✨ Algorithm predictions

✨ Content type

A post that gets engagement will be pushed to more followers + non-followers.

The secret? Build an engaged community.

Would you rather have 500 and growing engaged followers or 10,000 who don’t care?

#socialmediastartegy #socialmediamarketing

Running a business is hard enough… and then social media gets added to the list. 🥵

If you’re:

Posting without a clear plan

Unsure if posting is worth it

Treating social like a noticeboard for offers

…you’re stuck in promo mode. And the algorithm is not on your side.

The good news? You can get unstuck.

By thinking like a community builder, you will:

✨ Create content your audience actually cares about

✨ Engage with your audience

✨ Work with the algorithm (instead of against it)

✨ Make social media more feel less of a chore

Social media isn’t worth it is you’re just using it to post offers. You need a community building mindset and a content strategy if you want to grow on social media.

Ready to stop stressing over social media and start seeing results?

DM me and I’ll share some ideas to help you get unstuck.

Want more Reel views? Get to know this new Insta feature.

IG just dropped a feature I’m genuinely excited about: Link a reel.

Think of it as a “play more” button for your content - the perfect way to keep viewers bingeing your Reels (think Netflix’s “you might also like this”).

Here’s how to use it:

1️⃣ Go to the Reel you want to link and tap the three dots (top right)

2️⃣ Select “Link a reel”

3️⃣ Choose the Reel you want to link

4️⃣ Add a click-worthy title (it’ll show up as “Watch [title]”)

Why it’s great:

Boosts views on older content
Perfect for series or themed Reels
Pulls people into your content

Will you be using link a reel?

Guys, you’ve got to stop doing this 🙈

Your socials are NOT ad boards.

If your posts are just flyers saved as JPGs, it’s no wonder your content isn’t landing. Flyers are boring. They’re hard to read. And no one feels connected to them.

👉 Social media works when you unfold your story

👉 Social media works when you create for your audience, not for your company noticeboard

Start sharing your story, not just what you’re selling. That’s how you get seen.

Still stressing about which hashtags to use? 🤔 Instagram just dropped a BIG update that could change your reach forever.

Newsflash: Hashtags won’t save you if your content is boring. You need to start asking yourself: “Is my content sharable?”

The Update: Instagram’s new Repost feature lets users share public posts and Reels directly to their own profiles. These reposts appear in follower feeds and have their own dedicated tab on user profiles

Translation? If people share your content, your reach multiplies.

Why this matters: Instagram’s algorithm is now prioritising content people send to friends or repost not what gets likes.

What you should do next:

Create content that sparks conversations.

Build a community that wants to share your posts.

Focus on valuable content that resonates.

a little July recap 😌

Social Media Strategies are taking off and bringing clarity and confidence to clients wanting to get consistent with their socials. 👏

More ‘Small Biz Stories’ filming. This month with the lovely @louisebowditch out in nature capturing her business story and some great pieces of content she can use on her socials.

Launched my first client website under Unfold Social. 🎉

Went to the @forbakessake.uk opening in Gosport to support this amazing growing business plus treat myself to scrumptious cupcakes.

Subway but CAKE 😍

Congrats to @forbakessake.uk on their bakery opening on Gosport high street.

Ra from For Bakes Sake reached out to me a couple months ago, letting me know about her pop up event on her drive with @thedreammachinewithrich — an opportunity to pitch my freelancing dream to @helpbnk and @simonsquibb.

So, when I heard about their store opening. I had to be there and of course get some cake. 😍

Ra has the most incredible story, so do check out their page and give them a visit for some scrumptious and fun treats. 🧁

Emily’s journey to becoming a yoga teacher 🧘‍♀️

Emily’s always enjoyed yoga and thought maybe she’d become a yoga teacher when she retired.

But after starting a family and feeling the strain from her stressful corporate job, she reassessed what she wanted in life and took the leap.

Emily’s story is a reminder that you don’t have to wait until retirement to live the life you truly want.

We love her holistic approach to yoga therapy, and her powerful perspective on reframing success — not as productivity, but as inner peace and wellbeing.

If you’re feeling stuck in survival mode and craving calm, connection, and clarity, @emilybruce.yoga offers classes, events, and retreats to help you reset.

The video was filmed as part of our ‘small biz stories’ series, a free content opportunity for small business owners.

A match made in heaven 🤩

Why should you avoid links in your posts?

Social media platforms tend to deprioritise posts with external links

Posts with links often get less engagement (this could be because people can easily spot when they are being advertised to and their instant reaction is to keep scrolling)

You want people to engage with your content, not click away

What to do instead?

Make use of the clickable link in bio or link in bio tools to add multiple links

If you need to share a link, add it in the first comment for platforms like Facebook and LinkedIn (not for Instagram as they’re not clickable)

Keep it tidy by removing the https:// and www. You can use link shorteners if you need to

Focus on storytelling content, a much more powerful way to make people want to explore more about you or your business (without the need to type “click here.”)

Ready to start community building? Here’s how to make it a sustainable.

Posting one story isn’t what builds a community, you can’t dip in and out of the approach. You’ve got to be all in.

But that doesn’t mean posting daily. You need a level of consistency that you can actually keep up with. So, ask yourself, what’s realistic for you right now?

That could be one Reel and one carousel per week.

Done well, that’s enough to show up, add value, and start conversations.

Next, choose content types that feel achievable.

If you don’t like being on video, you might lean more into carousels and voiceovers.

If writing long posts isn’t feasible, you might lean more into talking head videos.

The goal is to create a plan that works for you.

And remember to make time for engaging with your community.

That could be blocking 30 minutes a day to respond to comments, reply to messages, and engage with other posts and stories.

So, make sure to:

Find a manageable content rhythm

Choose a couple of strong, consistent formats

And block time every day to listen and engage with your audience

“Community building content doesn’t drive sales” ??? This is a common misconception about community building on social media I hear all the time 🫠

When you’re asking for sales in promotional posts, it can feel like a quick win. You write a caption, drop a CTA, and you’re done.

But then what? You’re stuck doing it all over again next week… with no results.

It’s a waste of time.

When you consistently show up with community building content

- Your DMs get warmer.
- Your links get more clicks.
- Your customers become your best advocates.

The conversion still happens but it just starts with connection.

And though some people think it is time consuming. It’s actually smarter work.

Because when your building a community, you’re not starting from zero every time you post.

You’re building awareness and consideration.

Comments become content. DMs spark new content ideas.

And your audience starts creating with you

The real shift isn’t more effort. It’s a different approach.

So if you’ve been holding back on building community because you think it won’t convert or take too long…

It absolutely will convert and it’ll give you more back in the long run.

Is it just me or did June really fly by?

My second month as a freelance social media manager has not been short of variety.

I have been creating a lot of content from my social shift content series, helping you change your approach from posting on social media to community building, to starting ‘Small Biz Stories’ filming with the lovely @stylesolutionsbysarah and @emilybruce.yoga.

Keep an eye for their stories coming soon…

We’re back with another #MondayPostSwap

Helping you move from promotional posting to community building on social media.

This week, we’re looking at a summer holiday club that wants to encourage early bookings.

The original post uses second-person language, which is a solid start. But, for it to gain reach organically, you need to weave in storytelling.

By introducing real characters and painting a picture of the experience, you make the offer more relatable, memorable and emotionally engaging. It also encourages other parents to talk about their great experience too in the comments.

And for people to book, we want to show this isn’t just childcare. This experience is shaping a child’s summer, their confidence and friendships. That’s something you don’t want to miss out on.

Are you stuck in promo mode?

Welcome to the Social Shift series, where over five parts, I’ll be helping you move from promotional posting to community building on social media.

Signs your stuck in promo mode:

Every post links to your website

You’re only posting graphics, or pictures of your product (no behind the scenes)

You post and ghost. You’re not replying to comments, not showing up in Stories, not engaging with others

Your next post could easily be a poster Karen from sales has asked you to “quickly post” 👀

Your posts have low saves, shares, and comments

Being in promo mode doesn’t get you results.

Because…

Social media platforms, by definition, are social networks.

They were built for people to connect with their people and community.

And that core purpose hasn’t changed. But the algorithms have.

Platforms like Instagram are now designed to show users content they’ll most likely engage with — not what’s been posted most recently.

So if your content doesn’t aim to add value then it’s not going to get engagement and it’s simply not going to get seen.

Think you’re in promo mode? That means you’re ready to shift.

In the next episode, I’ll talk about what community-first content actually looks like and how to start thinking like a community builder.

I’ve just had the loveliest little break in Mallorca

I am now planning posts and a content series that I hope you’ll love, all around how to move from promoting to community building

PLUS Small Biz Stories filming kicks off next week. I’m still looking to secure one more business for June. 👀

Small Biz Stories is a video series I’m launching to spotlight all you amazing small businesses. Sharing your stories to show how powerful storytelling can be on social media and to celebrate the amazing people in our communities. It is FREE to be featured.

So a big fat Hello to June. Lots of exciting things coming. 🤩

Ellie x

One month of growing Unfold Social (officially) Here’s a roundup of what I’ve been up to:

Lots and lots of networking

I pitched my dream to Simon Squibb and @The Dream Machine.

Cooked lots of hearty and nutritious meals to fuel the small biz grind. 💪

Met the cutest puppies! 🐶

Peach (my rescue cat) is living her best life with unlimited cuddles.

Sent out lots of proposals and secured my first website client! 🎉

Discovered that writing contracts is... not my calling 😂 (thankfully I have a very clever friend speed dial to help me out here)

All in all, a full-on first month. Looking forward to seeing what June brings.

#FreelanceLife #SocialMediaManager #SmallBusinessJourney #Portsmouth #Hampshire #Fareham #Storytelling

I just pitched my dream to @simonsquibb 🙀

@thedreammachinewithrich is travelling around the UK to help people pitch their dreams to Simon Squib and the @helpbnk team and spread the word about his new book (that made me go all in on my dream!)

To pitch, you ring a @ring doorbell on the side of the van, record a short video, and it goes straight to Simon and his team.

There was also a raffle to help fund two people’s dreams – and Simon even donated a day of his time as a prize, which was amazing. 🤩

It was such a brilliant day – inspiring, friendly, and the encouragement I needed to keep going with my dream.

Big thanks to Ra from for Bakes Sake for inviting me and truly making my day with her yummy bakes. 😋

Obsessed is an understatement for this trend and it is ELITE for storytelling

#narratortrend #storytelling #behindthebusiness #socialmediamarketing #behindthescenes #socialmediamanager #fareham #portsmouth #hampshire

Start showing up with intention

Stop scrambling for last minute ideas

Sharing a random photo because you haven’t posted this week

Get yourself a strategy 😎

#socialmediastrategy #socialmediamarketing #socialmediasuccess #socialmediamanager #businessgrowthtips #smallbusiness #fareham #portsmouth #hampshire

It’s been a sticky… but sweet journey to Unfold Social 💜💛

#storytellingmarketing #socialmediamanager #socialmediamarketingstrategy #marketingcareer

Spilling the tea on ‘social media hacks’

There is so much content on social media tips, tricks and ‘hacks’

I would strongly recommend you scroll on from any ‘hacks’ trying to sell you digital products that teach how to sell exactly the same digital products. They often call themselves digital marketers. They are not.

All these ‘hacks’ are stopping you from focusing on the most important thing when posting content. Your audience.

Put your mind in the place of your audience. Think, what are their values, challenges and interests.

Focus on creating content that speaks to them, posting will become a lot more enjoyable and you’ll start to see your engagement grow.

#socialmediamarketing #socialmediamanager #storytellingmarketing #engagementboost

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ellie@unfoldsocial.co.uk

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