You know that moment when you’re deep in a TikTok scroll and think, “Wait, someone gets paid to make this stuff?” That job you’re imagining? It’s probably a Social Media Manager – and no, it’s not all memes and trending audio (though there’s some of that too).
Social media has gone from something we’d sneak in lectures to a full-on career path. Brands now rely on it to connect with people, build communities, and drive sales. Behind every clever tweet, viral TikTok or aesthetic Instagram Story, there’s usually a Social Media Manager making it happen.
So, what does a Social Media Manager actually do?
It depends on the company. In smaller teams, you might do everything: writing captions, filming Reels, replying to DMs, and checking analytics. In bigger setups, it’s more strategic: planning campaigns, analysing data, and working with creatives (and occasionally stopping bad ideas in their tracks).
You’ll likely work with designers, copywriters, and influencers, using tools like Hootsuite, Canva, and Meta Business Suite – while staying on top of trends, algorithms, and whatever Gen Alpha is saying this week.
How do you actually get into it?
There’s no single route in, but there are common ones. If you’re wondering how to become a Social Media Manager, it often starts with roles like assistant, content creator, or community manager. Internships are great for experience and connections.
Some come from marketing or media degrees, others just start posting and learning. If you’ve grown an account – even your own – and can explain your thinking, that counts. Helped a local business or society with their socials? Even better.
You don’t need to know everything on day one. Curiosity, creativity, and a willingness to learn go a long way.
Experience: the real deal-breaker
Employers care more about experience than perfect grades. You don’t need years of it – just something to show.
Run your uni society’s Instagram. Help your mate’s band on TikTok. Start a themed account and grow it. Freelance if you can. The goal is a portfolio that says, “I made this, here’s how it did, and here’s why I did it that way.”
Plenty of students find their first student job in social media through platforms like Unibeez – real projects, real experience, and yes, actual pay.
What skills should you sharpen?
You don’t need to master every tool, become a TikTok star, and code in your sleep. But there are some core skills worth building:
- Copywriting: Your captions should do more than just “vibe.” Learn to write clearly, with tone.
- Analytics: Likes are nice, but engagement rate, reach, CTR? That’s where the magic happens.
- Creativity: You don’t need to be Banksy, but fresh ideas go a long way.
- Organisation: Scheduling posts, juggling platforms, managing campaigns… it adds up.
- Trendspotting: Know what’s new, what’s tired, and what your audience actually cares about.
- Emotional intelligence: Honestly? This one’s underrated. Knowing how to respond to a negative comment or pick the right tone can save a brand from disaster.
Here’s a concise list of tools a Social Media Manager should be comfortable with (or at least familiar with), grouped by type:
🗓 Scheduling & Management Tools
These help plan, publish, and manage content across multiple platforms:
- Hootsuite
- Buffer
- Meta Business Suite (for Facebook and Instagram)
- TweetDeck (for X/Twitter)
📊 Analytics & Reporting
For measuring performance, tracking KPIs, and making data-driven decisions:
- Google Analytics
- Meta Insights (Facebook & Instagram)
- TikTok Analytics
- LinkedIn Analytics
🎨 Design & Content Creation
Visual content is everything, especially for Instagram, TikTok, and Pinterest:
- Canva
- Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro – more advanced)
- CapCut or InShot (for video editing on mobile)
- Figma (especially if collaborating with designers)
📣 Paid Advertising Tools
For running social media ads and tracking campaigns:
- Meta Ads Manager
- LinkedIn Campaign Manager
- TikTok Ads Manager
- Google Ads
📅 Content Planning & Team Collaboration
To stay organised and work with others:
- Notion or ClickUp (for content calendars and planning)
- Trello or Asana (for task/project management)
- Slack or Microsoft Teams (for comms)
Do you need qualifications?
Not necessarily. A degree in marketing, comms, or something media-related can definitely help – but it’s not the only way in. Free online courses are a great option too, especially when you’re just getting started. A certificate can boost your CV, but what really matters is whether you can put that knowledge into practice.
Many Social Media Managers got their first break because they knew how to do the thing, not just talk about it. So yes, courses are great – but pair them with practice.
What about long-term?
One of the great things about this job? It grows with you. You could start out managing a brand’s Instagram and end up leading a whole digital strategy team. Some Social Media Managers go on to become Head of Content, Digital Marketing Managers, or even run their own agencies.
There are loads of ways to specialise too. Want to dive into data? Social media analytics might be your thing. Love influencer culture? You could become an Influencer Marketing Manager. Obsessed with aesthetics? Head towards creative direction.
A quick note on confidence (or lack of it)
It’s easy to feel like you’re not qualified enough for jobs like this. But social media changes fast – what worked six months ago might not work now. That means there’s always room for fresh ideas.
If you’re after a student job in social, check out platforms like Unibeez. You’ll find real, paid projects that help you build your skills, confidence, and CV.
It’s more than just posting
Being a Social Media Manager is really about understanding people – what grabs their attention, what makes them care.
It’s a mix of listening, creating, adapting, and experimenting. If you’ve ever analysed why a post worked (or didn’t), or enjoyed crafting the perfect caption, this could be your thing.
Still figuring it out? That’s normal. Try stuff. Say yes. Post something weird. Learn. Repeat. Honestly, that’s what we’re all doing anyway.
