Social media marketing is an ever-evolving domain, and with the rise of platforms like Instagram, TikTok, and LinkedIn, the demand for skilled professionals in this field has skyrocketed. As more businesses recognize the power of social media in reaching their target audience, the question arises: “How much do social media marketers make?” In this guide, we’ll delve deep into the earnings of these digital mavens, backed by recent data and insights.

The Growing Importance of Social Media Marketing

Before we dive into the numbers, it’s essential to understand why social media marketing has become such a pivotal part of modern business strategies. Social media platforms offer businesses a direct line to their customers, allowing for real-time engagement and feedback. Moreover, with the advanced targeting options available, companies can reach specific demographics, ensuring a higher ROI on their marketing spend.

For those considering a career in this dynamic field or businesses looking to hire, understanding the salary structures can offer valuable insights. Let’s explore.

Salary Ranges: What the Data Reveals

According to PayScale, the average salary for a social media marketing manager in 2023 stands at $59,930. However, this figure isn’t set in stone. Several variables come into play, such as the individual’s location, experience, and specific skill set.

For instance, if you’re just starting, you might be eyeing the position of a social media marketing coordinator. These entry-level roles offer an average salary of around $32,000. But as you climb the ladder and gain expertise, the numbers can be quite enticing. A social media director, with their vast experience and strategic acumen, can command a salary well over $100,000, as highlighted by Udacity.

Job titles, too, play a significant role in determining the pay scale. A marketing specialist, for instance, can expect a salary ranging from $39,000 to $70,000. In contrast, a marketing director’s earnings can fluctuate between $43,000 to a whopping $130,000, as per data from PayScale.

And if you’re aiming for the role of a social media communications manager, the rewards are even higher. As of September 25, 2023, the average salary for this position in the United States is a commendable $112,428. The range typically oscillates between $97,773 and $129,442, as reported by

Factors Influencing the Pay Scale

While the numbers above provide a general overview, it’s crucial to understand that salaries in the realm of social media marketing aren’t one-size-fits-all. Several factors can tilt the scale in favor or against a particular figure.

Experience Matters

It’s no surprise that experience plays a pivotal role in determining one’s salary. An entry-level social media marketing manager, fresh in the field with less than a year of hands-on experience, can anticipate an average total compensation of $41,805. However, with time, as they hone their skills and strategies, their earnings see a considerable bump. An early career social media marketing manager, boasting 1-4 years of experience, can expect an average total compensation of $53,731, as highlighted by PayScale.

Location, Location, Location

Just like real estate, location plays a crucial role in the salary structure of social media marketers. Major metropolitan hubs like New York and San Francisco, known for their bustling business landscapes, often offer higher salaries. In contrast, those based in smaller cities or rural areas might find their compensation on the lower end of the spectrum.

Skill Set: The Key Differentiator

In the digital age, skills are the new currency. And in the world of social media marketing, certain skills are more sought-after than others. Mastery in areas like social media optimization, content creation, and digital marketing can significantly boost one’s earning potential. As businesses vie for a more substantial digital footprint, professionals adept in these skills find themselves in high demand.

Diving Deeper: The Intricacies of Social Media Marketing Salaries

The Role of Specialization

In the vast realm of social media marketing, specialization can be a game-changer. While a generalist might be adept at handling multiple platforms, a specialist who focuses on, say, Instagram marketing or LinkedIn B2B strategies can command a higher salary. Their in-depth knowledge of platform-specific algorithms, trends, and audience behaviors makes them invaluable to businesses aiming to dominate a particular social media channel.

Platform-Specific Marketers

With the plethora of social media platforms available, businesses often seek experts who specialize in one or two platforms. An Instagram marketing expert, for instance, would be well-versed in crafting visually appealing posts, stories, and reels, understanding the platform’s unique audience. Similarly, a LinkedIn marketing maven would have a keen sense of B2B strategies, content curation, and professional networking nuances.

According to Glassdoor, platform-specific marketers, especially those focusing on emerging platforms like TikTok or Clubhouse, can expect salaries that are often 10-15% higher than generalists.

The Impact of Industry

The industry in which a social media marketer works can also influence their salary. For instance, a marketer working for a tech startup in Silicon Valley might earn more than someone in a non-profit organization. Similarly, industries like finance, pharmaceuticals, and luxury goods, known for their hefty marketing budgets, often offer higher salaries to skilled social media professionals.

E-commerce and Social Media Synergy

E-commerce businesses, in particular, are on the lookout for adept social media marketers. With platforms like Instagram and Facebook now offering integrated shopping features, the line between social media and online shopping has blurred. Marketers who can leverage these features, creating seamless shopping experiences for users, are in high demand. Data from Comparably suggests that social media marketers in the e-commerce sector often earn salaries on the higher end of the spectrum.

Freelance vs. In-House: The Salary Divide

The world of social media marketing isn’t just limited to in-house roles. Many professionals choose the freelance route, offering their expertise to multiple clients simultaneously. But how do freelance salaries compare to in-house roles?

The Freelance Landscape

Freelancing offers flexibility, both in terms of work hours and choice of clients. Top-tier freelance social media marketers, with a robust portfolio and client testimonials, can command impressive hourly rates. Platforms like Upwork and Freelancer have numerous listings where businesses are willing to pay a premium for experienced social media experts.

However, freelancing also comes with its set of challenges. Unlike in-house roles, freelancers might not have a steady income stream, especially when starting. Building a client base takes time, and there’s also the added responsibility of managing administrative tasks and taxes.

In-House Stability

In-house social media marketers often enjoy the stability of a regular paycheck, along with benefits like health insurance, paid leave, and opportunities for professional development. Moreover, being an integral part of a company’s marketing team offers a deeper understanding of brand voice, objectives, and long-term strategies.

According to a survey by Udacity, in-house social media marketers, especially those in managerial roles, often have higher average salaries compared to their freelance counterparts. However, top freelance professionals, with a steady client base, can sometimes out-earn in-house experts.

Navigating the Future: Maximizing Earnings in Social Media Marketing

Continuous Learning: The Key to Higher Earnings

The digital landscape is ever-evolving, and what’s trending today might be obsolete tomorrow. For social media marketers aiming to maximize their earnings, staying updated with the latest trends, algorithms, and platform features is crucial. Continuous learning and upskilling can set you apart in this competitive domain.

Embracing New Platforms

While platforms like Facebook, Instagram, and Twitter have been around for a while, newer platforms are continually emerging. Think of TikTok’s meteoric rise or the buzz around audio platforms like Clubhouse. Social media marketers who are early adopters, understanding the nuances of these new platforms, often find themselves in a lucrative position. Businesses are always on the lookout for experts who can help them gain a foothold on emerging platforms, offering a competitive edge.

Building a Personal Brand

In the world of social media, your personal brand can be a significant asset. Marketers who have a robust online presence, showcasing their expertise through insightful content, webinars, or even online courses, can command higher salaries. A strong personal brand not only attracts better job opportunities but can also open doors to speaking engagements, consulting gigs, and collaborations.

Networking: Your Secret Weapon

Building meaningful relationships within the industry can significantly impact your earnings. Networking with peers, attending industry conferences, or being part of online communities can offer insights into better job opportunities, freelance gigs, or even potential clients for those looking to start their own agency.

The Role of Certifications

While hands-on experience is invaluable, certifications from reputed institutions can give you an edge. Certifications in areas like social media strategy, paid advertising, or content creation can validate your skills, making you a more attractive candidate for higher-paying roles.


In the dynamic world of social media marketing, the question “How much do social media marketers make?” doesn’t have a one-size-fits-all answer. Salaries vary based on experience, location, industry, and a myriad of other factors. However, with the right strategies, continuous learning, and a proactive approach, professionals can navigate this field successfully, maximizing their earning potential.

As businesses continue to recognize the unparalleled power of social media in shaping brand narratives and driving sales, the demand for skilled professionals in this domain will only grow. Whether you’re an aspiring social media marketer or a business looking to hire, understanding the intricacies of salaries in this field can offer valuable insights.

For those keen on diving deeper into the world of social media marketing, exploring strategies, trends, and best practices, Cush Digital offers a wealth of resources. As experts in digital strategy, SEO, email marketing, and more, we’re here to help you navigate the digital landscape, ensuring optimal results for your business.