Did You Know?
Duolingo's TikTok account grew from a standard language-learning brand into a viral sensation with millions of followers after its social media manager turned the company's owl mascot into a chaotic, meme-driven character with almost nothing to do with language learning.
The Numbers Behind the Career
There were about 434,000 advertising, promotions, and marketing managers, including social media managers, in the U.S. in 2024.
About 36,400 openings for advertising, promotions, and marketing managers are projected each year over the next decade.
The 2024 median annual salary for advertising, promotions, and marketing managers was $159,660.
Where This Career Is Headed
Social media management is evolving rapidly as new platforms emerge, content formats shift, and brands invest more heavily in their online presence. Short-form video continues to dominate engagement across platforms, pushing social media managers to develop stronger video production and storytelling skills. Artificial intelligence tools are beginning to assist with tasks like content scheduling, audience analysis, and even copywriting, but the need for human creativity, brand judgment, and authentic audience connection remains central to the role. As consumers increasingly expect brands to be transparent, responsive, and socially aware, the strategic importance of social media managers within organizations continues to grow.
The continued growth of short-form video platforms like TikTok and Instagram Reels is creating strong demand for social media managers who can produce engaging video content and build audiences through visual storytelling.
The rise of social commerce, where consumers discover and purchase products directly through social media platforms, is making social media managers increasingly central to a company's revenue strategy.
Growing demand for authentic brand voices and community engagement is creating new specialized roles in areas like community management, influencer partnerships, and brand reputation strategy.
Education & Certification
Social media management does not require a single fixed educational path, which is part of what makes the field accessible. Many social media managers hold bachelor's degrees in marketing, communications, journalism, public relations, or business, but others enter the field through hands-on experience building and growing their own accounts. Employers typically look for strong writing skills, a working knowledge of major platforms and their analytics tools, and a portfolio that demonstrates the ability to create engaging content and grow an audience. Professional certifications are not required, but programs like the Meta Blueprint Certification, Hootsuite Social Marketing Certification, and Google Digital Marketing Certificate can help demonstrate expertise to employers and provide structured training in platform-specific tools, advertising, and analytics.
To Prepare...
Build strong writing, visual communication, and storytelling skills through English, journalism, graphic design, or media production courses.
Start creating and managing your own content on social media platforms to build a portfolio that demonstrates your ability to engage audiences and experiment with different formats. Be sure to follow online safety best practices and check platform age requirements before creating any accounts.
Explore free digital marketing courses and certifications from platforms like Google, HubSpot, or Hootsuite to gain foundational knowledge of analytics, advertising, and content strategy.
Spotlight: Explore the Life of a Social Media Manager
Explore more resources for a future Social Media Manager
Click, Post, Succeed Social Media and Digital Marketing for Kids
Bahamon, Nicolas
Why We Picked It
Career Connection
Social media managers must understand both the creative potential and the ethical responsibilities of the platforms they work with, and this book builds the digital literacy and critical awareness that make someone a thoughtful practitioner from the very beginning of their career.
Hashtag Authentic: Finding creativity and building a community on Instagram and beyond
Tasker, Sara
Why We Picked It
Career Connection
Social media managers build genuine audiences by creating content that is authentic, visually compelling, and consistent, and Tasker's approach to building a real community through honest, personal storytelling reflects the principles that separate great social media work from generic posting.
How a Hashtag Changed the World: Stories, Lessons and Reflections from the #LinkedInLocal Movement
McAfee, Anna | Johnston, Nicole
Why We Picked It
Career Connection
Social media managers use hashtags strategically to build communities, extend reach, and start conversations that grow beyond any individual post, and this book shows what that power looks like when it catches organically and spreads around the world.