Matt Cunnelly
Founder & CEO · Dubai
15+ years building social for global publishers, from UNILAD (LADbible Group) to Supercar Blondie (SB Media). Focused on the systems behind consistent, large-scale growth.
Dubai × Manchester · Social operations partner
Social, run at
Social, run at
publisher scale.
Strategy, production and daily publishing for publishers, sport and creators, run by the operators who built social for UNILAD, SPORF and Supercar Blondie.
NBK Social is the agency behind this publication. We run social as an operation for publishers, sports organisations, creators and consumer brands: strategy, production, daily publishing, and the weekly read of the numbers that decides what changes next. The founders built social at UNILAD, SPORF and Supercar Blondie, and the same operators who take those accounts report and edit the journalism you find on the rest of this site. That is the whole idea. The judgement comes from running channels every day, and it stays current because we read the platforms every day too.
600M+
Views every month
300yrs
Of watch time, monthly
46K+
Posts shipped
25yrs
Senior experience, combined
Channels we operate, end to end Strategy → production → publishing → optimisation
Facebook Feed · Reels · Live
Instagram Reels · Carousels
TikTok Organic · Trends
YouTube Shorts · Long-form
Snapchat Discover · Spotlight
X Real-time · Reactive
Trusted by the teams behind
Selected work
Results, not just activity.
How NBK turns social from scattered output into a calm operating system, and what that produces.
01
Digital media · Snapchat
6.9×
Public Story views on Rankworthy (June to August pace)
Taking Ranker from Shows to Public Profiles
Snapchat audit · Show-to-Profile transition · Editing & packaging · Channel operationsRead ↗
02Sport · Football club
91M+
Views across our four active months (March to June 2026)
Running Burnley FC's channels at Premier League pace
Channel management · Community & engagement · Matchday operations · Reporting & strategyRead ↗
03Attraction & wildlife · Organic
1.9B+
Organic views in 18 months, 2023 to 2024
Making a regional zoo go viral, organically
Organic social strategy · Content & community · Video & editing · Multi-platform launchRead ↗
Where we go deep
Sectors we know cold.
We're not generalists. Our edge is in the verticals where attention moves fastest, built from years inside them.
01
Publishers
High-volume channels that need a system, not more hands.
Advisory at scale 02
Sport
Fast-twitch, reactive social where moments are won in minutes.
Live & reactive 03
Entertainment
Always-on networks and IP that live or die on daily output.
Daily, always-on 04
Creators
YouTube catalogues re-cut for the feed, published daily.
Catalogue-led 05
Gaming
UA creative, organic social and in-game promos, at volume.
High-volume creative 06
Influencers
Personality-led IP, native to each platform, not repurposed.
Talent-led 07
Competitions
Prize draw brands, where trust and cadence convert.
Always-on + campaign 08
Brands
Always-on brand channels, run to a publisher standard.
Always-on Services
A practical operating model for growth.
Each service stands alone, but the strongest results come when strategy, workflow and execution are improved together.
01
Social audits and strategy
We break down how your social works today, find what is holding it back, and build a clear strategy for sustainable growth across platforms.
02
Social media management
We handle daily execution with precision: publishing, planning, scheduling, community management and optimisation tailored to each platform.
03
Video production and editing
We produce fast, social-first video built for performance, turning raw footage into edits designed to earn attention and hold it.
04
Workflow and ops consulting
We fix the systems behind output: workflows, roles and processes that help brands run social properly, without bloat or inefficiency.
05
Team training and support
We upskill internal teams, improve how they work, and support them with ongoing guidance so they can execute confidently and consistently.
06
Platform optimisation and recovery
We tune channels that are working and turn around channels that are not, from creative and packaging to declines with a diagnosable cause.
07
Revenue and performance forecasting
We model where your social portfolio is heading month by month, so budgets, targets and platform bets are set on evidence instead of hope.
Specialisms
See the Meta practice ↗ Facebook & Instagram for YouTubers, publishers & brands. The platforms the founders built their careers on, alongside dedicated practices for Snapchat, football clubs and mobile gaming.
A fixed-price way to work with NBK
Explore the Account Review ↗ One account. An expert second opinion. No sales call. Send one public profile and get a concise diagnosis, ten prioritised actions and a 30-day checklist from NBK, for $1,500.
How we operate
Your social runs as one operation.
Every brand we run moves through the same pipeline from idea to published, with analytics in one place and senior operators doing the work. Your team keeps final sign-off on everything that goes live.
- 01
Sourcing
Ideas logged and shortlisted, ready to write.
- 02
Scripting
Scripts written, reviewed and approved.
- 03
Video editing
Editors claim, cut and finish each piece.
- 04
Publishing
Scheduled and pushed live, your team on the button.
Who does the work
No hand-offs to juniors and no machine doing the thinking. The people who built social for the biggest publishers run your channels day to day.
- Owns the channelA senior operator owns each account: strategy, format mix and the daily call on what ships.
- Cuts every pieceEditors claim, cut and finish each piece, platform-native and on brand.
- Signs off every publishA person signs off everything that goes live. Silence is never approval.
- Reads the numbersPerformance is read against the real numbers every week by the people doing the work, and the plan changes with it.
Who runs NBK
Operators, not account managers.
Founder-led, with a senior studio behind it: two decades of building social for global publishers, now focused on the systems behind consistent growth.
Pedigree UNILAD · SPORF · Supercar Blondie Where we built our craft
Experience 25+ years combined Building social for global publishers
Footprint Dubai × Manchester Operating across EMEA, APAC & the UK
Approach Operations-led Systems, not just more content
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.
Dubai × Manchester