A new global survey from Link in Bio paints a mixed picture of the social media profession in 2025. While salaries for senior professionals have climbed sharply, entry-level workers are seeing only modest gains that barely match inflation.
The study gathered responses from more than 2,500 participants across 40 countries and nearly 400 cities, offering one of the broadest snapshots of pay trends in the industry to date. Data shows that early-career roles have grown just over three percent since last year, roughly equal to inflation. In practical terms, that means younger staff are earning slightly more on paper but can afford about the same as before.
By contrast, those who have spent a decade or more in the field are finally being rewarded for their experience. Respondents with twelve or more years behind them reported an average pay rise of about twelve percent, well above last year’s growth rates. Analysts suggest that as social media becomes more integrated into corporate marketing, leadership-level expertise is commanding higher compensation.
Pay patterns by role and title
Salary shifts varied widely depending on position. Social Media Directors saw one of the largest increases, with average earnings rising from about $129,000 to $147,000 year over year. Managers and senior managers reported smaller but steady growth, with combined median pay around $85,000. The report also found a handful of high earners pulling in over $200,000 annually, though those figures represent the top one percent of reported incomes.
Job titles continue to diversify as well. Many respondents identified as social video editors or social art directors, while others described broader roles managing content strategy and brand storytelling. This widening range of specializations is shaping new expectations around how creativity and analytics intersect inside marketing teams.
Industry and employment trends
The technology sector again topped the salary chart, followed closely by advertising agencies. Food, healthcare, beauty, and small business roles all saw double-digit growth in median pay compared to last year’s data. Across employment types, in-house professionals made up roughly seventy percent of respondents, but freelancers and agency employees reported similar overall earnings once benefits were excluded.
Company size still matters. Large organizations with more than a thousand employees offered the highest pay, while self-employed professionals earned roughly the same as those in mid-sized firms. The report also noted that B2B social media specialists typically make about ten percent more than those in consumer-facing roles, reflecting the higher strategic demands of business marketing.
Persistent gender gap
Despite women making up the majority of survey respondents, men continue to earn about a quarter more on average. The report found men were nearly twice as likely to hold director-level positions, reinforcing structural imbalances that remain across much of the creative and marketing economy. Pay for nonbinary and gender-diverse professionals also trailed behind the industry’s overall median.
What the Trends Suggest
Overall, 2025 marked a year of solid progress for experienced professionals but limited momentum for new entrants. The data suggests that senior social media staff are being recognized as key contributors to company growth, while entry-level workers still struggle to see meaningful pay movement.
As salary transparency becomes more common, the survey’s authors hope the findings will encourage open discussion about compensation and equity across the field. For now, the message is clear: in social media careers, experience pays, literally.
Notes: This post was edited/created using GenAI tools.
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