Social marketers have finally made it to the big leagues

But still struggle to make the big bucks

From the early days of modern social media marketing (back when we were still poking each other on Facebook) until now, the profession has seen countless transformations, fueled by the speed of social media itself.

Needless to say, the last couple decades have been a wild ride for social marketers. 

But today, they pride themselves on effectively using social media to catapult their brands’ success—and they’re (slowly) gaining more respect for it.

So in 2023, we can finally say (with confidence) that social marketing has blossomed into a full-fledged career, which makes it the perfect time to talk about it.

In the first report of its kind, we’re spilling the tea on what it’s really like to work in social media management. We explore salaries, career progression, mental health, and more—providing the insights and advice you need to make informed decisions and take control of your career.

It’s the career guide (and emotional support) you’ve been waiting for. Dig in.

All your feelings—validated

Working in social media can be an emotional rollercoaster, one that social pros often turn into jokes (or even social content).

But we take those feelings seriously. It’s why we’re putting those emotions front and center.

You’ll notice these icons as you browse—they hint at what’s to come and how you might feel about it (whether you need to grab some tissues, have your meditation app on standby, or cue the music for your happy dance).

Research methods

This report is based on a survey of 3,842 qualified social marketers, and was conducted in March and April 2023.

We also conducted primary interviews with social media practitioners and leaders across different industries.

Our primary data has been supplemented by secondary research from The Conference Board, Marketing Week, Pew Research, McKinsey, U.S. Bureau of Labor Statistics, Mind Share Partners, American Psychological Association, LinkedIn, Built In, and others.