Have you recently navigated through LinkedIn and caught yourself thinking, “Is there something unique about social media job listings?,” well, you’re not mistaken.
We conducted an examination of 50 distinct social media job postings to gain insights into the skills and experience that brands expect from applicants. What we discovered were social media positions showcasing heightened levels of specialization and complexity—pointing to the future of social roles.
We also identified a deficiency in industry standardization regarding career levels and remuneration, factors that adversely impact job longevity. A Q3 2023 Sprout Pulse Survey revealed that two primary reasons marketers would remain in social roles are financial incentives and opportunities for advancement. Yet, 42% intend to leave social marketing in the near future—indicating a need for clearer roles and pay—which begins with job postings.
Let’s explore our comprehensive analysis and why—despite some areas needing enhancement—career outlooks for social marketers are improving.
About the data: For this report, we examined 50 social media job descriptions from various locations, brands, and sectors. The positions primarily focused on specialist, strategist, manager, and director roles. Data was gathered from May 15 to May 24, 2024.
The distinction between strategists and managers is ambiguous
Initially in social media, most professionals were labeled either as “interns” or “managers,” leading to confusion about the experience necessary to secure each job title currently.
The credentials expected of a strategist often closely resemble those of a manager. In some scenarios, manager roles may call for fewer years of experience and reduced responsibilities.
Numerous social media manager job postings we reviewed indicated the management of a team of direct reports—including strategists, coordinators, or interns—but many did not. The distinction between strategists and managers frequently came down to semantics.
Observe how this strategist position holds more extensive responsibilities compared to this manager role when juxtaposed.
Strategist:
- Years of experience: 10 years
- Compensation range: $145,000-$165,000
- Responsibilities: people management, video content production, social listening, and paid social
- Company size: 1,300+ employees
Manager:
- Years of experience: 3-5 years
- Compensation range: $113,050-$234,000
- Responsibilities: video content production
- Company size: 700+ employees
Key takeaway: The decision to hire a strategist or manager ultimately hinges on your team’s structure and business requirements. It’s important to critically assess the responsibilities assigned to a prospective employee and how they compare to the career bands within other departments of your organization. Ensure that clear career advancement paths are established for both strategists and managers, preventing any one employee from being overburdened with responsibilities.
Variable salary ranges highlight the lack of industry standardization
Our research shows that compensation for social marketers experiences significant growth as one ascends the corporate hierarchy. However, the disparities from top to bottom are more pronounced than in other sectors, such as finance or sales. While some specialists earn as little as $20/hour, listings for senior managers indicate salaries as high as $360,000.
Taking a closer look, there are broad compensation ranges at every tier of the social media profession, and sometimes discrepancies can be found even within a single job description. Companies are often sending mixed signals regarding the actual compensation for open positions, a warning sign for many job seekers.
According to our findings, specialists can earn an annual average of up to $93,654, strategists can reach up to $121,800, managers can earn up to $194,721, and directors can make up to $216,570. However, there is a wide range of salaries at each level, providing candidates with considerable room to negotiate.
Key takeaway: The lower limit of your compensation range should not dip below half of the upper limit. Collaborate with your HR partners to create ranges that align with industry norms, synchronize with other internal departments, and adequately reward individuals for their contributions and expertise. Provide transparency regarding a realistic salary range in your job descriptions and during candidate interviews, as well as the criteria that would qualify someone for the upper end of that range.
Job duties are becoming increasingly complex
Throughout the 50 job descriptions we analyzed, we identified responsibilities that exhibited a higher degree of social media maturity, such as customer care, social listening, community management, paid social, and influencer marketing.
Here are our findings:
- Only 26% of the listings included customer care, suggesting those responsibilities are handled elsewhere in the organization.
- Almost half (46%) included influencer marketing as a primary responsibility.
- Most director-level listings emphasized social listening and insights, with those roles offering significantly higher salary averages ($120,513 vs. $93,162).
- Paid social responsibilities correlate with higher average salary bases in contrast to those solely handling organic social ($116,615 vs. $100,693).
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These insights highlight the valuable role that skills like data analysis and content amplification play, shedding light on the future structure of social teams. As social teams expand, these increasingly intricate responsibilities will lead to the emergence of new roles (some are already manifesting), such as analysts, community managers, paid media specialists, influencer marketing managers, and customer care specialists.
Key takeaway: As you plan how to expand your social team, consider how roles can evolve to become more specialized and driven by data—ultimately yielding a higher quality of work and return on investment.
Experience with video-centric platforms is at a premium
The appetite for short-form video content continues to rise. A Q4 2023 Sprout Pulse Survey noted that 81% of consumers want brands to produce more short-form (≤15-30 seconds) video content this year. Another Q1 2024 Sprout Pulse Survey found that consumers are most likely to discover new products on Instagram (61%), Facebook (60%), and TikTok (46%), highlighting the necessity of developing video-focused feeds.
To cater to this growing demand, brands are seeking to hire more video content creators to integrate into their social media teams. Positions that list TikTok and YouTube as requirements exhibit higher starting salary ranges compared to those that do not—indicating that companies recognize the value of video content and the individuals who specialize in it.
Additionally, we noticed that half of the job listings specify a desire for candidates who are “extremely online” and connected to internet culture, reflecting today’s rapid trend cycle driven by short-form video.
Video content production does not eliminate the need for static image and text-based social expertise, however. Nearly half of all job descriptions we assessed still reference X (previously Twitter). The newer platform Threads was mentioned less frequently, indicating that many brands are still testing its effectiveness and deciding how to integrate it into their strategies.
Key takeaway: Skills in video content production are valuable and candidates possessing this expertise will likely seek higher salaries. Incorporate this into your financial planning. However, do not underestimate the significance of static content creation and copywriting.
Build a top-tier social media team
Social media has transitioned into a fundamental business function. What’s next? It’s apparent that many brands are still navigating the complexities of what an advanced social team truly entails.
Our research revealed an expanding level of specialization and sophistication within social jobs, alongside a lack of standardization in career levels and pay. As this landscape evolves, companies must offer clearer advancement opportunities and competitive compensation. Despite these hurdles, the increasing demand for advanced skills, particularly in video content production and data-driven strategies, suggests greater recognition and opportunities for social marketers.
For job seekers, this developing market signals a need to refine your skills and demand higher standards from potential employers. For marketing leaders and hiring managers, it’s time to strategically consider how to assemble a social team that satisfies future needs and fosters growth for both your organization and your personnel.
Download this social media organization chart guide to establish, expand, and fortify a vibrant social media department.
The post We examined 50 social media job descriptions: Here’s what we discovered about the state of social careers first appeared on Sprout Social.
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