My Friend Shells

My Friend Shells Organic Social & Content Strategy
Helping brands show up with clarity & direction. Partner to founders & teams.
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Your social and content bestie aka the one you call when the brief feels flat, the strategy needs energy, or the idea hasn’t landed yet. I breathe life into concepts, optimise opportunities, and wrap it all in creativity that connects.

26/05/2026

How to shoot social first content for brands and businesses 🤳👩🏼‍💻✨

Tell me in the comments if you have tried this?

For a long time, I’ve helped brands & business owners behind the scenes without really sharing how you can work with me....
25/05/2026

For a long time, I’ve helped brands & business owners behind the scenes without really sharing how you can work with me. So here it is 🤍

From Stratergy (intentional, because you don’t just get another strategy… you get a Shelley Sträter strategy, one of a kind)→ to content direction, filming, editing & ongoing advisory, these are the ways I support brands & business owners through organic social.

Because content should do more than fill a feed. It should build trust, connection & brand recall.

Welcome to the MFS lobby ☁️

DM me “LOBBY” if you’re ready to grow your brand through organic social.

21/05/2026

Sharing some friendly advice

Hear me out 👆

3 years of My Friend Shells. 🥂 Not every year of business looks loud from the outside. Some years look like rebuilding...
19/05/2026

3 years of My Friend Shells. 🥂

Not every year of business looks loud from the outside.

Some years look like rebuilding.
Refining.
Pivoting.
Learning who you are, what you stand for & where you actually want to go.

This year stretched me in ways I didn’t expect creatively, emotionally & professionally. But I’m proud that I still showed up anyway.

Thank you to everyone who has supported, referred, collaborated, trusted or backed My Friend Shells over the last 3 years. Truly.

🩵Shells ###

17/05/2026

Orchestra Victoria 70th Anniversary styled by wearing .official, accessories from 💎🪩🎻

What a fabulous night!

Most service-based businesses aren’t boring. They just haven’t found their voice yet. I specialise in taking what makes ...
12/05/2026

Most service-based businesses aren’t boring. They just haven’t found their voice yet. I specialise in taking what makes you different your offer, your personality, your USP
and translating it into a social strategy and content that actually reflects it.

Strategy with a creator’s instinct. 15 years understanding how people behave online. And as a millennial, I’m likely your buyer so I know what stops the scroll and what builds trust.

The results speak for themselves. Swipe to see some of the studies 👆

08/05/2026

If you’re posting randomly, you’re not just wasting time. You’re actively working against yourself.

Here’s what most people don’t know:
The algorithm watches everything. Inconsistent posting. Irrelevant content. Low watch time. It files all of it under on category, not worth showing.

And once it decides that? Getting back in front of your audiences costs you twice as much effort.

Random posting doesn’t just underperform. It trains the algorithm to ignore you.

Every post without a purpose is a signal that says: this brand doesn’t know what it’s doing. And the algorithm believes you.

The fix is not posting more, it’s posting with intent.

One piece of content with a clear objective, a strong hook, and an audience in mind will outperform ten random posts every single time.

Stop feeding the algorithm noise and give it a narrative.

Save this if you needed to hear it, and if you’re ready to stop posting randomly and start posting with purpose, that’s exactly what I help with.

Here’s the truth said it first I’m just telling those who missed it down the back.
08/05/2026

Here’s the truth said it first I’m just telling those who missed it down the back.

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Melbourne, VIC

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