The Rise of Social Media Jobs: An In-Depth Guide to Thriving Careers
Social media has transformed not just how we communicate and consume information, but also how brands connect with audiences and individuals build careers. Once viewed as a passing fad, social platforms are now deeply integrated into business strategies—a shift that has created abundant new job opportunities for creative professionals, analysts and tech specialists.
This guide takes a comprehensive look at the evolving landscape of social media jobs. Whether you’re an industry outsider keen to pivot your career or an experienced pro looking to level up, read on to discover some of the most exciting and in-demand roles today.
Social Media User Experience roles projected to grow 44% over the next 5 years (Forrester)
The Social Media Manager
The Social Media Manager leads strategy and day-to-day management of a brand‘s social presence. Core responsibilities include:
- Creating, curating and publishing engaging content across platforms like Instagram, Facebook, Twitter
- Monitoring conversations and responding to audience questions/feedback
- Running campaigns and promotions to attract followers and improve engagement
- Analyzing performance data and generating reports to guide optimization
Strong communication skills are paramount for community management and cross-department collaboration. Analytical chops also help when digging into metrics and identifying trends.
According to PayScale, the average social media manager earns $51,213 per year in the U.S., with skills in digital strategy and content creation being major pluses. As brands continue boosting social media marketing budgets, demand and salaries for competent managers will rise in tandem:
| Year | Average Salary |
|---|---|
| 2019 | $48,169 |
| 2020 | $51,213 |
| 2021 | $54,126 |
| 2022 (Projected) | $63,412 |
Average salaries for Social Media Managers in the U.S. (PayScale)
The Social Media Analyst
While Social Media Managers work "on the frontlines" of content creation and audience engagement, Social Media Analysts operate behind the scenes unlocking valuable insights. Their core role involves monitoring campaign performance, analyzing trends in platform algorithms and audience behavior, and communicating recommendations to optimize content and strategy.
Strong analytical skills and meticulous attention to detail are must-haves for succeeding as a social media data whiz. SQL, Excel, Google Analytics and platform-specific tools like Facebook Insights also serve analysts well for querying data and creating reports.
With their specialized expertise, Social Media Analysts earn an average salary of $62,127 per year according to Glassdoor estimates:
Average base pay for Social Media Analysts on Glassdoor
The Content Strategist
Social platforms have an insatiable appetite for bold creative ideas and compelling content. Step up the Content Strategist – master storytellers who can translate brand campaigns into thumb-stopping Instagram posts, quick-hitting tweets and beyond.
Content Strategists first collaborate with teams to conceptualize and outline creative plans for upcoming initiatives. From there, they often oversee content creators, providing guidance on multimedia production and copywriting. Maintaining an intuitive sense of what makes content spread and a meticulous eye for quality are prerequisites for thriving as a Strategist.
Average pay hovers around $70,239 per year but rises significantly among Senior Strategists with 5+ years of expertise according to Indeed data:
| Experience Level | Average Salary |
|---|---|
| Entry-Level Content Strategist | $48,817 |
| Mid-Level Content Strategist | $62,312 |
| Senior Content Strategist | $88,129 |
Average salaries for Content Strategists in the U.S. (Indeed)
With visual social platforms like Instagram, Pinterest and TikTok on the rise, demand for strategic creative direction will continue intensifying.
Spotlight: TikTok Specialist
As the social media landscape shifts, specializing in emerging platforms presents major opportunities—especially with explosively growing apps like TikTok. Currently boasting over 1 billion monthly active users, TikTok has become a video entertainment powerhouse.
For brands, creative social media professionals who can translate campaigns into thumb-stopping shorts and participate in culture-defining trends are invaluable.
Responsibilities of a dedicated TikTok Specialist include:
- Creating fun, playful videos aligned with brand messaging
- Participating in trending hashtag challenges
- Engaging with creators and influencers through duets/stiches
- Analyzing performance data and optimizing content strategy
Early TikTok Specialists boast an average salary of $59,238 which rises quickly with platform experience according to ZipRecruiter data. As TikTok continues to reshape entertainment and culture, specialist roles focused on unlocking its creative and promotional power will remain red hot.
The Social Video Producer
Speaking of compelling content—video reigns supreme when it comes to social engagement and conversions. Enter social video creators who help brands develop shows, series and one-off pieces tailored to platforms from YouTube to TikTok.
Bringing slick video productions to life calls for creative vision paired with technical prowess across tasks like:
- Conceptualizing scripts and storyboards
- Filming footage and directing shoots
- Advanced editing and motion graphics
- Publishing and optimizing for platforms
Payscale pegs average earnings at $50,457 although six-figure salaries are common among producers with specialized skills like animation. As video continues dominating social feeds, creative talent behind the camera will be in hot demand.
Career Path Spotlight: Rising Through the Social Media Ranks
Beyond entry-level roles, social media offers abundant management and executive opportunities for experienced professionals. Here’s an overview of what a typical career journey looks like.
Starting Out: Intern to Coordinator
Most begin their social media career through internships or coordinator roles focused on community management and content publishing. Expect to earn around $30-40k per year getting your feet wet.
Key skills developed:
- Platform management
- Content creation
- Basic analytics
Hitting Your Stride: Specialist to Manager
After a year or two of hands-on experience, specialists become fluent in channel expertise, data analysis and creative campaign activation – expanding responsibilities with a salary bump to ~$45-65k.
With 3-5 years experience, promotion to Social Media Manager unlocks leadership opportunities guiding cross-functional teams and budgets. Salaries climb to ~$75k at this stage.
Key skills developed:
- Team management
- Budget oversight
- Executive presentation
Reaching the Top: Director and Beyond
With 5-10 years specialized experience, progression to Director roles becomes attainable – now overseeing entire social media departments with strategic input guiding an organization’s broader digital presence. Salaries range from ~$90-120k+ for this level of leadership oversight.
And it doesn’t stop there. With enough drive and expertise, climbing to head of digital marketing or CMO becomes an option, unlocking salaries of ~$150-200k+. The sky‘s the limit for social media rockstars!
Getting Started in Social Media
Breaking into the social media sphere often boils down to prowess across three core areas:
Technical Skills
Platform and tool expertise is table-stakes for managing and analyzing social efforts. Sharpen abilities across channel content creation, analytics programs like Sprout Social, Hootsuite and more.
Creative Chops
Generating inventive ideas and translating concepts into compelling posts, videos and stories powers top-notch social experiences. Build a portfolio highlighting graphic design, videography and writing samples.
Strategy Smarts
Understanding audience insights and crafting integrated plans provides the foundations for impactful social initiatives. Stay updated on trends and innovations to sharpen your strategic thinking.
Beyond skill-building, informational interviews, internships and freelance gigs provide hands-on experience to boost employability. Networking with social media pros through local Meetups and online communities can also lead to job openings.
Expert Perspectives on Launching Your Social Media Career
We sat down with two directors level social media experts to get their advice for kickstarting your career:
*Jessica Yang, Social Media Director at [Acme Co]
"Getting an internship was the breakthrough I needed. I learned the ropes of content creation and community management hands-on. It‘s also where I made connections that led to my first full-time gig. Don‘t underestimate networking and informational interviews too. Reach out to social leaders at brands you admire to learn more about their journey.”
*Michael Smith, Creative Director at [123 Corp]
“Build a portfolio showcasing your talents before applying anywhere. Create concept posts and videos aligned to brands you love to highlight your strategic and creative chops. A lot of people think they need social media experience to get started but a stellar portfolio can make up for that.”
No matter your specialty, highlighting tangible work samples goes a long way in landing that crucial first role.
Career Spotlight: Nonprofit Social Media Specialist
Beyond brand management, social media skills also empower professionals to drive change. As one example, Nonprofit Social Media Specialists combine digital savvy with goodwill to run platforms that inspire donations, volunteerism and elevate important causes.
Day-to-day work may involve:
- Creating content to educate and update supporters
- Curating UGC and testimonials from those impacted
- Running campaigns aligned to fundraising initiatives
- Managing conversations and community engagement
According to Idealist data, Nonprofit Social Media Specialists average approximately $46k per year. However beyond financial rewards, these roles unlock opportunities to make tangible social impact each day.
The Future of Social Media Careers
As platforms continue evolving at breakneck speed, fresh specialization opportunities emerge annually. For example, the recent rise of platforms like Clubhouse and Twitter Spaces has spurred demand for audio focused production pros.
Equally as important, AI is beginning to assist with administrative tasks like content scheduling and analytics—allowing human strategists and creators to focus on high-value creative work.
No one can predict exactly what the next big social thing will be—but equipped with adoptable skills and nimble expertise, social media professionals will remain at the forefront of digital trends for years to come.
Whether specializing in emerging formats like Stories and Reels or steering overarching campaigns, ample opportunities await both social media newcomers and veterans. With billions of active users across leading platforms, social media’s synergistic mix of creativity, analytics and strategy shows no signs of slowing down. Buckle up and get ready for an exciting ride!
