A career in social media looks promising: these are the most in-demand roles and skills

Over the past decade, the role of social networks In our lives, social media has undergone a massive transformation. Today, it has evolved from facilitating casual interactions to becoming sources of instant news, entertainment, discovery, and product promotion. Moreover, more and more businesses are moving into the social space to generate awareness about their products and services, so it is ripe with opportunities and is looking for new talent.

Jobs in demand and courses to get them

Talking about the social media roles that are in demand for professionals just starting out in their careers, Yash Chandiramani, Founder and Strategist, Admatazz, says that the role of social media manager is in high demand, particularly among freshers, as content strategy needs to be done by people who use and understand it best.

Apart from that, user experience or UX, though highly underrated in India, is starting to grow. Often confused with UI or web design, user experience is a big career Choice. Undergraduates should consider pursuing a postgraduate degree at IIDE or the UX course at HFI, he says. Jai Hind College (Mumbai) has started a full-time degree in digital strategy, he adds.

According to Sunitha Natrajan, Digital Strategy Director at Social Panga, positions like social media manager, brand head, or brand solutions director are seeing a surge in demand. To excel in these roles, she says, a strong foundation in social media fundamentals along with strategic thinking from a branding perspective, team management, and business acumen is essential. Courses in digital marketing, brand development, leadership, and business strategy can prove highly beneficial in gathering valuable insights.

There is currently a significant demand for roles that bridge the gap between creativity, data analysis and brand storytelling, says Harjiv Singh, CEO and founder of Gutenberg. These include social media strategists, content creators, community managers, social media analysts and social media advertising specialists.

In terms of courses, she recommends taking programs in social media marketing, content marketing, and data analysis with a focus on AI tools, as well as obtaining certifications from platforms like Facebook, Instagram, TikTok, or LinkedIn to demonstrate expertise and stay up to date on the latest features.

The skill requirement

Given the highly competitive nature of today’s job landscape, people need a mix of technical and non-technical skills to present themselves as suitable candidates. One highly undervalued but important skill in any digital marketing department is problem-solving, says Chandiramani. Everyone working in digital marketing should also learn SEO. skillsNatrajan says that while people need to be proficient in platform management, content creation, analytics and design, skills like creativity, communication and adaptability are also important. Additionally, practical experience through internships or freelancing is crucial to understanding industry dynamics and personal strengths.

In the tech space, Singh lists social media management tools, data analysis and reporting, content creation tools and AI literacy as some of the most sought-after skills.

At Gutenberg, Singh says they cover any potential skills gaps through comprehensive training programs and mentorship by experienced digital media professionals.

Campus hiring trends and salary expectations

For all organisations, campuses have emerged as well-suited talent pools for young, skilled and visionary minds. Chandiramani says that in the case of courses that train students in digital marketing, hiring at campuses is showing a positive trend. Positions in social media, SEO and performance marketing are seeing hiring directly from reputed courses. As for the salary structure, he says it can vary depending on several factors but typically starts at Rs 400,000-500,000 per annum.

Natrajan says the war for talent has certainly intensified hiring on campuses for entry-level social media positions. The emergence of new platforms, strategies and service offerings such as influencer marketing, content production and the integration of artificial intelligence are some of the factors responsible for the expansion of such opportunities. That said, he says that while salaries have increased, they vary based on location, company size, position and individual skills.

Singh also reports an increase in campus recruiting for social media positions. While several factors influence the number, he says entry-level social media positions typically offer competitive salaries and benefits packages that are attractive to recent graduates.

Freelance opportunities

Like any other industry, the social media landscape is also experiencing a surge in demand for temporary and contract opportunities.

Freelancers in areas like SEO, social media, design and even UI/UX are a boon for small businesses that can’t afford the services of a big agency, says Chandiramani. However, he points out that a lack of professionalism has plagued the freelancing industry. Sometimes clients aren’t good with payments and outreach, and sometimes freelancers don’t deliver what they promised.

According to Natrajan, the social media industry has seen a significant increase in freelance opportunities, especially since the COVID-19 pandemic. Positions spanning content creation, social media management, advertising, influencer marketing, and analytics are in high demand. Despite the flexibility and diversity of projects, he says, challenges such as payment delays and inconsistent work in certain areas, such as content writing, remain. Fields such as CGI art, design, and technical writing appear to offer more stable freelance prospects due to the specialized skills involved.

According to Singh, the freelance market on social media is booming and there is a huge demand for freelance social media managers, content creators (written, graphic or video), community managers, social media analysts and paid advertising specialists.