The World of Social: What Brands and Creatives Need to Know

So, what’s going on?

If you’ve been on a call with me recently, you’ve probably heard me compare the demand for social talent to the demand for developers during early COVID, everyone wanted them, demand smashed supply, and prices soared. Today, almost every brand knows a strong social presence is essential. But many still don’t really understand what a good social strategy is.

Great social strategy tells stories, humanises brands, builds community, and drives sales. Yet some businesses still see it as just posting a few times a week to tick a box.

One big mistake? Giving one person the whole job: strategy, community, content creation, copy, video editing, data analysis. Sure, some can do it all, but many are leaving full-time roles to freelance or consult (trust me, my inbox is full).

Why? Most of them are Gen Z, and they want flexibility and control over their careers.

What does this mean?

For agencies:

You’re not just competing with other agencies anymore. Now you’re up against one-person powerhouses too. You’ll need to work even harder to show your value.

For businesses:

If one person is doing everything in social, is that really driving results? Maybe it’s time to hire a fractional strategist and a junior to manage the day-to-day.

For talent:

Now’s a great time to freelance after hours (with your employer’s approval). It’s a safe way to build your brand before jumping full-time. Want freelance social opportunities sent to you? Sign up to our Hot Freelance Jobs newsletter here.

Skills in demand:

Editing content using tools like CapCut, and understanding both organic and paid social is becoming the new normal.

Financials:

Social salaries have jumped 15–20% over the past year — and because demand outweighs supply, you may pay even more and still risk quick turnover.

What businesses should do:

Hire juniors with strong trend knowledge, adaptability, and sharp copy skills, not just someone with the right title elsewhere. Support side projects (if there’s no conflict). Refusing flexibility just pushes people toward more accommodating employers. And, if you can, become an approved sponsor. It opens access to incredible overseas talent.

For talent:

If you’re a traditional copywriter or creative, it’s time to pivot. Original, human-led content is still in demand, and knowing social is no longer optional.

How to stand out:

Create a quick video like this one. Showing personality and skills together can make all the difference.

Why social media matters for hiring:

Today’s talent checks Instagram for a vibe check before applying. Most websites focus on clients, not culture, but showing what it’s like to work with you is a huge advantage. That’s why Creative Natives makes culture a big part of our attraction strategy.

Get creative with your brand, and the right people will come to you.