01
Strategy
Where the audience actually is, what they respond to, and what the channel is meant to achieve commercially.
05 / Marketing
Social that earnsits place.
Channel management, content production and paid campaigns for businesses across the UAE. Any industry — hospitality, retail, property, education, professional services. Sport is where we started, not where we stop.
Most accounts post. Very few of them work
The common failure is not effort. It is that the feed has no job. Posts go out because the calendar says so, nobody can say what any of it was supposed to achieve, and by month four the whole thing quietly stops.
We start from the commercial goal — bookings, enquiries, footfall, applications, sponsor value — and build the channel backwards from that. What gets made, how often, and on which platform all follow from the answer.
The other difference is that we shoot our own material. Running events for years meant building a production team that can turn up, capture a day properly and have it edited within days. That same team covers a restaurant launch, a showroom, a school open day or a match.
Included
What we handle
Take the whole thing, or just the part you are missing.
02
Content production
Stills, video and design shot by our own team on location — not stock, not repurposed.
03
Channel management
Scheduling, captions, hashtags, community replies and the day-to-day nobody has time for.
04
Paid campaigns
Meta and TikTok ads with proper targeting and creative testing. Ad spend billed to you directly, never through us.
05
Sponsor & partner value
For clubs and events: placement built into the plan, with a record you can put in front of a sponsor.
06
Reporting
What reached whom, what converted, and what to change next month. In a format you can forward.
At a glance
Industries we run social for
Use this to narrow things down before you get in touch. Anything here can be adapted.
| Sector | What the channel is usually for | Content that works |
|---|---|---|
| Hospitality & F&B | Covers, bookings, new menu launches | Food on camera, room atmosphere, staff |
| Retail & showrooms | Footfall and product launches | Product in use, arrivals, short demos |
| Real estate | Qualified enquiries on specific units | Walkthroughs, drone, area context |
| Education & academies | Enrolment through intake windows | Students and results, open days, parent trust |
| Professional services | Credibility and inbound leads | People and expertise, explainers, LinkedIn |
| Sport & events | Sponsor value and match-day audience | Live coverage, player stories, highlights |
A month of work
What a monthly retainer actually looks like
Content is produced in batches rather than scrambled together each week. That is the difference between a channel that lasts and one that fades by March.
-
Week 1
Shoot day
One or two full days on location capturing enough material for the month — stills, video and the offcuts that become short-form later.
-
Week 1–2
Edit and build
Selects graded, video cut to platform lengths, captions written, the month's calendar laid out and sent to you for approval.
-
Weeks 2–4
Publish and manage
Posted on schedule, comments and DMs handled, and reactive content added when something worth posting actually happens.
-
Ongoing
Paid support
The posts that perform organically get budget behind them. Testing creative against real results rather than guessing up front.
-
Month end
Report and adjust
Reach, engagement and conversions against the goal, plus what changes next month and the reasoning behind it.
Straight answers
What we need from you
Social work stalls when access and approvals are unclear. These are the things worth settling before the first shoot.
- Account accessCollaborator or admin rights through the platform's own tools. We never ask for a password, and you can revoke access at any time.
- A named approverOne person who can sign off a post quickly. Approval chains kill anything time-sensitive.
- Location accessSomewhere to shoot, and permission to film staff, customers or players. Worth checking early — it is the usual delay.
- The commercial goalBookings, enquiries, footfall, applications. Vague goals produce vague content.
- Brand assetsLogo files, fonts and colours if you have a brand guide. If you do not, we will work to what your material already looks like.
Process
How an engagement runs
Five stages, one point of contact throughout.
-
01
Audit
We look at the channel, the competition and what is already working. Some clients need less than they think.
-
02
Strategy
Goal, audience, platforms, posting rhythm and the content pillars everything else hangs off.
-
03
Produce
Shoot days scheduled monthly, so there is a real bank of material rather than a scramble each week.
-
04
Publish
Posted on schedule, with community management through the week and paid support where it earns its budget.
-
05
Report
Monthly numbers against the goal, plus what we are changing and why.
Questions
Before you ask
The things people want to know before they get in touch.
We are not a sports business. Is this still for us?
Yes. Sport is our origin, not our limit. We run social for hospitality, retail, real estate, education and professional services clients across the UAE. The production skill transfers directly — a room, a product or a person is a shoot either way.
Do you need access to our accounts?
Yes, as a collaborator or admin through the platform's own tools. We never ask for a password, and you can revoke access at any time.
Which platforms do you cover?
Instagram, Facebook, TikTok and YouTube as standard, LinkedIn where the audience is a business one. We will tell you if a platform is not worth your time rather than bill you for it.
How does ad spend work?
You pay the platform directly from your own account. We manage the campaigns for a separate fee. Nothing is marked up and there is no incentive for us to spend more of your money than necessary.
Can you work with our existing photographer or designer?
Yes. If you already have people producing good material we build the plan around their output and fill only the gaps.
What is the minimum commitment?
Three months. Anything shorter cannot show whether the strategy works — the first month is mostly setup and learning.
Want the channel doing actual work?
Send us your handles and tell us what the business needs. We will tell you honestly what is worth doing and what is not.
Also from Top-Knock
Other things we run
Most clients start with one service and end up using three.