Here’s what we found:

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Only 26% of the listings included canada b2b leads customer care, suggesting those roles lie elsewhere in the organization.
Almost half (46%) mentioned influencer marketing as a core responsibility.
Most director-level listings called out social listening and insights, and those jobs offered significantly higher salary bases ($120,513 compared to $93,162).
Paid social responsibilities correlate with higher average salary bases compared to those who only handle organic ($116,615 compared to $100,693).
These findings illustrate the value skills like data analysis and content amplification offer, and reveal more about what future social teams will look like. These increasingly sophisticated responsibilities will branch out into burgeoning roles (some already have) as social teams expand. Roles like analysts, community managers, paid media specialists, influencer marketing managers and customer care leaders.

Key learning: As you map out how you’ll grow your social team, think about how roles can become more specialized and data-driven—ultimately providing a higher caliber of work and return on investment.

Experience with video-centric platforms is in highest demand
Demand for short-form video content continues to grow. According to a Q4 2023 Sprout Pulse Survey, 81% of consumers want brands to publish more short-form (<15-30 seconds) video this year. Another Q1 2024 Sprout Pulse Survey found that consumers are most likely to discover new products on Instagram (61%), Facebook (60%) and TikTok (46%), underscoring the importance of crafting video-centric feeds.

A stat call-out that reads 81% of consumers want brands to publish more short-form video this year
To meet this increasing appetite, brands are trying to bring more video content creators in-house to join their social media teams. Jobs that list TikTok and YouTube both have higher starting salary ranges than those who don’t—suggesting companies understand the value video content (and the people behind it) delivers.