Social Media Job Market 2025: What Recruiters Are Really Looking For
“Is social media really a career worth pursuing in 2025?”
That’s the question we hear from students, career changers, and even recruiters every week. The short answer? Yes—but the reality is more nuanced. Social media careers are evolving fast, and so are the salaries. If you’re in the UK market right now, understanding the numbers can help you negotiate better, position your skills strategically, and plan your career growth with confidence. You can also keep an eye on the latest social media job listings to stay ahead of market shifts.
Social media isn’t just “posting on Instagram” anymore. Brands now expect strategists, analysts, paid ads experts, and content creators rolled into one team. That shift has pushed salaries upward for specialists—but it’s also widened the gap between entry-level and senior roles. In 2025, knowing where you sit in that spectrum is crucial.
Trend #1: Entry-Level Roles Are Stabilising
For new graduates and career switchers, entry-level social media salaries in the UK typically sit between £22,000–£28,000. That hasn’t shifted much in the last 2 years, even with inflation. Why? Because competition is high. Employers know there’s a steady flow of people eager to get into digital marketing.
- Social Media Assistant: £22k–£25k
- Community Manager: £23k–£28k
- Content Creator (junior): £24k–£27k
The differentiator at this stage isn’t years of experience—it’s your portfolio. Employers want proof you can manage accounts, design content, and grow engagement, even if it’s through personal projects or volunteer work. That’s why building a professional social media portfolio is now a must-have, not just a nice-to-have.
Trend #2: Mid-Level Salaries Are Rising Faster
Once you’ve got 3–5 years of experience, salaries jump considerably. In 2025, mid-level social media managers in the UK earn £32,000–£45,000, depending on company size and sector. Checking the latest job postings will give you real-time benchmarks for what employers are currently offering.
📊 In-house roles (finance, healthcare, tech) now pay 10–15% more than agency roles at the same level.
Why? Stability and larger budgets. Agencies may offer variety and faster learning, but brands with big marketing spends are willing to pay for consistency.
Trend #3: Specialists Outpace Generalists
In 2025, the real salary accelerators are specialist skills. Employers are paying more for:
- PPC & Paid Social Campaigns
- Data & Analytics
- Influencer Partnerships
- Video Production (short-form)
- Platform-Specific Expertise (TikTok, LinkedIn)
Salaries for these roles often break the £50,000 barrier, especially if combined with management responsibilities. Candidates who can prove their impact with case studies or a strong digital portfolio are in the best position to negotiate.
Trend #4: Freelancers and Side Hustlers
Freelance social media managers in the UK charge anywhere from £20–£50 per hour, with day rates for experienced specialists reaching £250–£400. Platforms like TikTok have created huge demand for short-form video editing—one of the fastest-growing freelance services right now.
The challenge? Consistency. Freelancers often report income swings of 30–40% month-to-month. That makes portfolios with client testimonials even more valuable, as they reduce client hesitancy and shorten sales cycles.
Final Thought: Salary Is Only Part of the Picture
Social media salaries in the UK are healthier than ever—but raw numbers don’t tell the whole story. Flexibility, remote work options, and career growth opportunities often outweigh an extra £2–3k in base pay. The best career move you can make in 2025? Position yourself where demand is strongest, keep proof of your impact front and centre, and track the latest career opportunities regularly.
Looking to boost your career this year?
Create a portfolio on Social Media Board today and start attracting recruiters directly.
