Welcome to Ingrained
Hey, Jake.
You're in as our new Social Media Manager. This hub covers what you own, who you're working with, and the client you're starting on.
You're starting with Elliot Castle across Instagram, TikTok, and YouTube Shorts. More clients will likely follow as we grow.
Your Role
What you own. Core first, then secondary.
Core responsibilities
Day-to-day platform management
Run Elliot's Instagram, TikTok, and YouTube Shorts. Posting, scheduling, keeping things live and on-brand.
Community engagement
Reply to comments in Elliot's tone of voice, and engage with relevant content from others in the same voice. This runs every day, even when no content is going out.
Growth & engagement strategy
Actively suggest growth ideas and engagement plays for each platform. Don't wait to be asked.
Short-form video editing
Cut short clips from Elliot's existing long-form video content for use across IG Reels, TikTok, and Shorts.
Cross-platform coordination
Liaise with Hareem (who runs Elliot's LinkedIn) on upcoming events worth posting cross-platform.
Secondary responsibilities
Posting on WBAH & Sold channels
Post approved content to the WBAH and Sold company pages (LinkedIn, Facebook, Instagram). Sign-off comes from Freddie / Maya.
Graphics for company pages
Create graphics as briefed by Freddie / Maya for Elliot's company pages (WBAH, Sold) and for Camille (new client in June).
Daily Responsibilities
Your day-to-day, broken down. Click to expand.
The Team
Who you're working with and what they cover.
Freddie
Founder
Creative: caption ideas, proofreading, tone of voice
Maya
Head of Growth & Partnerships
Ops: posting, scheduling, logistics
Jake Fernandes-Long
Social Media Manager
IG, TikTok, YT Shorts for Elliot + graphics
Hareem Shahzad
Account Executive
Runs Elliot's LinkedIn. Coordinate with her on events and anything worth posting cross-platform.
Husnain Habib
Data Analyst
Brief monthly for analytics across IG, TikTok, and YT Shorts to inform what's working.
Your Starting Client
Elliot is your focus to begin with. More clients will likely come on as we grow.
Elliot Castle
Founder & CEO, Castle Property Group
Client Bio
Founder & CEO of Castle Property Group, which encompasses We Buy Any Home and Sold.co.uk. A high-volume residential property trader operating across England and Wales.
Campaign Overview
Build Elliot an active audience numerically while attracting JV partners. The most visible voices in UK property lack real-world credibility, and the most credible operators are invisible. Elliot fills that gap. Your job is to extend that across IG, TikTok, and YouTube Shorts.
Campaign Logistics
Elliot's campaign centres around video. We film roughly every 6 weeks, producing 12 long-form videos. These are the source material for short-form across IG, TikTok, and YouTube Shorts. Adapt per platform rather than duplicating. Each cut needs a platform-specific hook. Use the framework: Hook, Context, Insight, Implication, Clean Close. WBAH and Sold also have LinkedIn / Facebook / Instagram brand pages. You'll likely pick more of these up over time.
Target Audience
Three audiences: (1) JV and capital partners evaluating operator quality. (2) Property professionals (agents, brokers, solicitors) looking for reliable referral partners. (3) Homeowners needing a quick, certain sale.
Tone of Voice
Calm, grounded authority. Willing to use business wealth markers and strong hooks where appropriate. Operationally specific, measured but confident, always assumes the reader is intelligent. Content test: (1) Does this position him as a disciplined, high-volume trader? (2) Would a JV partner find this credible? (3) Is the hook strong enough to hold attention?
Content Pillars
- Market observations and insights from high-volume property trading
- Myth-busting and raising industry credibility standards
- Process transparency for homeowners
- Calling out weak or unfounded credibility claims in the industry
Posting Cadence
IG Reels, TikTok, YouTube Shorts: repurposed from filming sessions with platform-specific hooks. Aim for consistent presence on all three; no platform should go quiet.
Platform Focus
Your focus: Instagram, TikTok, YouTube Shorts. Hareem owns LinkedIn, so coordinate with her on cross-platform moments and events.
Tools & Platforms
What you'll be using day-to-day.
Heads up: store all logins in NordPass. Use VPN set to UK when posting from client accounts.
Editing software
CapCut / Premiere / your tool of choice for cutting short-form clips.
Internal team chat and async client comms.
Analytics
Brief Husnain monthly for platform performance reports.
Client drives
Shared Google Drive folders for briefs, assets, and final files.
Resources
Bookmark these.
First Weeks Checklist
Saves automatically.