The Snapchat Public Profile Checklist for Brands
Snapchat moved Show Profiles to Public Profiles. What a brand should have in place now for access, content, publishing workflow and monetisation.
NBK leadership
Matt Cunnelly.
Founder and CEO of NBK Social, based in Dubai. Matt has spent more than 15 years building and operating social for global publishers, with a focus on the systems, teams and commercial partnerships behind consistent growth.
Platform updatesPublishersSnapchatFacebookSocial operationsMonetisation
About Matt
Matthew (Matt) Cunnelly is the Founder and CEO of NBK Social, the social operations partner working across Dubai and Manchester. He has spent more than 15 years building social for global publishers, including UNILAD within LADbible Group and Supercar Blondie within SB Media.
Matt founded NBK to bring the operating discipline of high-volume publishing to brands and media businesses. His work focuses on the structure underneath consistent performance: channel strategy, team design, production workflow, platform operations, commercial partnerships and the systems that move work from idea to published without losing quality or momentum.
At NBK, Matt leads the company’s direction, senior client relationships and operating model from Dubai. He works with leadership teams to identify where social is being slowed by fragmented ownership, unclear decisions or inconsistent execution, then builds a system that can perform repeatedly rather than relying on isolated creative wins.
Focus at NBK
Matt's role sits at the intersection of company strategy, client partnership and delivery. He is responsible for making sure NBK's commercial commitments, team structure and operating systems line up with the outcomes a client actually needs.
- 01Designing operating models for always-on social teams and channel networks.
- 02Shaping senior social strategy and translating it into a deliverable system.
- 03Building commercial and content partnerships that support sustainable output.
- 04Connecting client leadership, internal teams and platform-specific execution.
- 05Building the operating layer behind planning, production, publishing and analytics.
Expertise
Where Matt goes deep.
The areas clients bring Matt in for, each backed by the way NBK actually delivers.
Social operating models
How a team plans, produces, approves and publishes, week after week.
How NBK delivers this →Workflow design
Pipelines from idea to published that hold quality at speed.
How NBK delivers this →Publisher-scale channel growth
Running channels at the volume and pace of the biggest social publishers.
How NBK delivers this →Commercial partnerships
Structuring the deals and revenue models that fund sustained output.
Social team structure
Who a social team needs, how it is organised and where seniority sits.
How NBK delivers this →Platform operations & monetisation
Platform-specific publishing and revenue operations, including Snapchat for publishers.
How NBK delivers this → How Matt works
Most social problems are operating problems. When a channel is inconsistent, I look at how decisions get made before I look at the content. My job is to build the system behind the work, so good weeks stop depending on heroic ones.
Experience
NBK Social
Founder & CEO
UNILAD
LADbible Group
Supercar Blondie
SB Media
From the journal
Writing by Matt.
The pieces readers open most.
What X Original Content Rewards Now Requires
X is retiring Creator Revenue Sharing on 7 September and has moved US payouts to X Money. What Original Content Rewards requires, and who is affected.
Snapchat Publisher Transition Guide
Snapchat’s move to Public Profiles needs careful planning. Here’s what media partners should do, in order.
What Snapchat Monetisation Requires Now
Snapchat asks for 50,000 followers, 15,000 hours of view time and, since 7 May 2026, a 100 hour Spotlight floor. What that means for a publisher at scale.
The Difference Between Snapchat Stories and Spotlight
Stories go to the people who already follow you, Spotlight goes to strangers, Highlights stay on your profile. What each surface is for and what belongs where.
Turn YouTube Shorts Views Into Long-Form Growth
A concrete plan for moving Shorts viewers to long-form, using YouTube’s related-video link, its three viewer segments and the first ten seconds.
The other founder
Two operators. One system.
Matt designs the operating model. Josh sets the strategic and creative standard that runs on it.
Josh Stoddard
Co-Founder & CSO · Manchester
A decade inside the UK's biggest social publishers: UNILAD (LADbible), SPORF (Social Chain) and JD Studios. Leads strategy, creative direction and platform performance.
Work with NBK