Is Social Media a “Real” Job?

Is Social Media a “Real” Job? A Reflection on Creators, Influence, and Value

Last week, I ran my first workshop in London. I was very excited, and also a little nervous. To break the ice, I asked the audience how they feel about social media. Words like overwhelmed, frustrated, and “a lot of work” came up quickly. Naturally, I started wondering whether influencers had shaped the way they now think about social media, and judging by the room, the answer was mostly yes. What followed was real engagement and passion. People genuinely wanted to talk about it. 

That conversation made me reflect on my own relationship with social media and the role of creators. Even though I’ve been in this industry from the very beginning, for years I hesitated to proudly say that I work as a social media manager and content creator. It was my full-time job, the job that paid my bills and allowed me to live comfortably in London. Yet in my mind, I didn’t always treat it as something fully serious or respectable. 

I wonder now whether that was because it came so naturally to me. Even while running successful campaigns, I didn’t frame it as an achievement. I also think a big part of that perception came from how influencers were viewed ten years ago, especially when platforms like Instagram were dominated by beauty content. 

Don’t get me wrong,  I’m not here to shame influencers (maybe some 😅). Their contribution helped shape the platforms we all use today. They fed the algorithm, expanded audiences, and created the space that now allows businesses to advertise their services, products, and ideas. In many ways, they built the foundation. 

And yet, even now, when entire businesses are built on social media and a significant part of revenue comes from these platforms, there is still a strange sense of shame around the profession. 

You see it in job ads: a “social media manager” role that expects video, editing, copywriting, design, strategy, and organisation, often for £35k. An underpaid role for the value it brings. And socially, it’s still framed as “the Instagram girl who posts online,” as my niece describes my job, but she’s 9, so I’ll let her off. What’s harder to understand is when adults in management positions think the same way... 

So I’m curious, how do you really feel about social media as a profession? As an industry? As a legitimate career path? 

I’d genuinely love to hear your thoughts.