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Market Update: Social Media Marketer demand and salaries in Australia 2022

By Academy Xi

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Are you contemplating a social media marketing career and keen to find out what’s going on in today’s industry? We’ve put together this market update to bring you all the latest social media marketing insights, statistics and trends.

What is social media marketing?

There are now 4.62 billion social media users globally, which translates to 58.4% of the world’s total population. Simply put, social media marketing involves leveraging the popularity of social media to promote brands, goods and services.

Social Media Marketers use original content to stimulate authentic brand conversations and build a community of loyal followers. The art of social media marketing isn’t just about ramping up activity on Facebook, Instagram, or Tiktok. Instead, it’s about planning an end-to-end content strategy, making its success measurable, capturing your audience’s attention and converting as many of them as possible into paying customers.

Added to this, leveraging social media is a great way to increase customer engagement, which is a primary goal for all marketers. Responsive brands that engage in two-way interactions with consumers are better equipped to serve their needs, tap into personalisation and humanise their brand in a way that builds stronger customer connections.

Are Social Media Marketers in demand in Australia?

Social media recently overtook paid search as an advertising channel, with Sprout Social recording 25% year-on-year growth and spending that broke the $137 billion mark (edging the $135 billion spent on paid search).

Following a surge in the industry, there’s currently a sizable skills gap for Social Media Marketers in Australia. This is reflected in the 3,668 roles advertised on Seek.com.au (as of August 2022). Breaking these numbers down by state: 

  • New South Wales offers 1,410 roles 
  • Victoria offers 1,030 roles 
  • Queensland offers 728 roles 
  • Western Australia offers 242 roles
  • The rest of Australia currently offers 258 roles (Seek, August 2022) 

It’s also worth remembering that many social media marketing roles can be fulfilled remotely. Carrying out a remote social media marketing role can be every bit as collaborative and engaging as working in-person.

The Australian Financial Review has predicted the shift toward remote work will continue throughout 2023, with Seek currently advertising 384 remote Social Media Marketer roles throughout Australia.  

Your earning potential as a Social Media Marketer in Australia

The earning potential for Social Media Marketers in Australia is representative of a lucrative industry that’s always on the hunt for new talent. 

The latest stats from Talent.com record the average Social Media Marketer salary in Australia as $90,000. Even Junior Social Media Marketers earn an average annual salary of $78,500, while Senior Social Media Marketers make $117,620 a year on average.   

Which industries most commonly hire Social Media Marketers?

Social Media Marketers have the capabilities to help businesses of any kind turn followers into customers. Far from being just a ‘nice to have’, a strong social media presence is now a core component of any good marketing strategy. Subsequently, Social Media Marketers are highly sought after in most industries. 

Some of the industries that frequently hire Social Media Marketers include:

 

Marketing

Unsurprisingly, the industry that hires by far the most Social Media Marketers is the marketing industry. Currently, 85% of all social media marketing roles advertised on Seek.com.au involve working in a marketing department or for a marketing agency. 

Social media marketing is one of the marketing industry’s fastest growing fields. According to Hootsuite, the cumulative efforts made to reach consumers through social media now accounts for one third of all digital marketing spending.

 

Retail

Bigger Australian retail companies like Kmart and Woolworths have a large following on social channels, but smaller retailers can also make a big impact on socials too. Retailers can use social platforms to build brand awareness quickly and cost-efficiently, with posts potentially reaching an audience of millions.

As well as building a customer base and generating sales, social media efforts offer retailers a steady stream of customer feedback, which can be used to finetune their wider business strategy. As a result, the retail industry is always on the lookout for new social media marketing talent.

 

Education

With the education industry primarily targeting a younger demographic, it’s vital that modern education institutions have a strong social media presence. Because social content is instant, visual and potentially driven by the students themselves, it can encapsulate the student experience like no other medium.

In recent years, many universities and colleges have mastered using organic and paid social media marketing to encourage campus visits and increase enrollments. The same institutions will often use social media for course announcements, as well as maintaining interactions with alumni.

 

Fashion

The fashion industry is all about timeliness and being one step ahead of the latest trends. Because of the lightning-fast speed at which content travels, the fashion industry was one of the early adopters of social media marketing. 

The reach of social media means fashion brands can share new styles and lines with millions of people in just a few clicks. Fashion brands also rely on social media as a research tool, using it to stay up-to-date with what consumers are purchasing and emerging trends.

Visual content is the cornerstone of fashion socials, which means anyone keen to build a career in the industry will need the skills to work with graphics, photos and video content.

What other titles do Social Media Marketers go by?

When you’re searching for Social Media Marketer positions, it’s useful to keep in mind that Social Media Marketers often go by different titles. In some instances, the following job titles can refer to roles that have a remit of social media marketing:

  • Social Media Strategist
  • Social Media Coordinator
  • Social Media Specialist
  • Community Manager
  • Content Strategist

What are the top skills a Social Media Marketer needs?

A successful Social Media Marketer needs a wide range of capabilities, including a mix of hard and soft skills. 

What are the top 5 hard Social Media Marketing skills? 

Strategy 

Being able to plan and execute a content strategy might be the most important skill a Social Media Marketer can have at their disposal. Having a big-picture strategy will ensure your social media marketing efforts are properly aligned with your business’s broader objectives. 

Formulating a social media strategy includes determining your goals, the tactics you will use to reach them and the metrics you will track to measure your progress. It’s wise to then work backwards to create content which reinforces your goals. Another vital component of a social media strategy is selecting which platforms you’ll use, based on the nature of your business and the habits of your target audience.
 

Content creation

In the world of Social Media Marketing, content really is king. The right content can play a pivotal role in helping a business reach its marketing goals, from brand recognition and thought leadership, to audience engagement and lead generation. 

Creating content involves identifying post ideas that will appeal to your target audience and then creating content that addresses their wants and needs. There are a range of creative skills that go into crafting original, attention-grabbing content, including copywriting, graphic design and videography.
 

Calendar management

Social Media Marketers rely on calendar management to proactively plan and schedule their content, coordinating what they will post and when. This will enable you to track deadlines, sync content with seasonal events and manage campaigns that consist of multiple posts.

A Social Media Marketer’s content calendar is the hub of their marketing strategy and it’s vital that you maintain it on a daily basis. Content calendars will normally take the form of spreadsheets, Google calendars or, for those who use social media management tools, interactive dashboards.  
 

Community management 

Community management allows a business to nurture personal relationships, build brand trust and create a larger pool of potential customers. 

In practical terms, social media marketers must constantly monitor posts on their business’s profiles. As well as replying to all the positive feedback, it’s vital that you respond to negative posts quickly, since unanswered complaints can damage a business’s reputation and strengthen the voice of unsatisfied customers. 

Effective community management calls for creativity, a sense of humour and the ability to adopt a brand’s voice. Additionally, you’ll need the analytics skills to sift through social data to identify opportunities and community insights.  
 

Analytics

Social Media Marketers will begin by defining what success looks like for a campaign and then determine a set of metrics that will help them measure its progress. 

Social media platforms offer a wealth of data, shedding light on how users engage with, view, or share content. As a result, social media marketers have to be able to analyse data and use data insights to make adjustments to their content strategies.

Social media marketers also rely on data analysis skills when pinpointing their audience, using data to target people who are likely to have an interest in their product, service or brand. 

What soft skills does a Social Media Marketer need?

While many marketers focus on learning technical skills, there are a range of soft skills that are needed to advance as a Social Media Marketer. Some of the soft skills anyone entering the industry should have include:

  • Creativity – Social media followers will unfollow a brand when its content becomes boring or repetitive. This means Social Media Marketers need to consistently come up with new and creative campaign ideas that help brands stand out from the crowd.
  • Communication – If you want to engage your audience, it’s vital that you have strong communication skills. Social Media Marketers also have to share their strategy ideas with teammates and stakeholders, which means you’ll need public speaking and presentation skills. 
  • Collaboration – An end-to-end social media campaign will often be the result of a collaborative effort, relying on the different ideas and skills that your teammates offer. This means that it’s vital that you’re able to work effectively with your marketing team, or even cross-functionally with other departments.  
  • Flexibility – Social media is constantly evolving and the best Social Media Marketers can quickly adapt to emerging platforms. To ensure their content stays relevant, they’ll also stay up-to-date with the hottest conversations and latest social trends. 

The latest trends in social media marketing

With new platforms and features always pushing the possibilities of social media marketing, it’s an exciting time to be involved in the industry. Here are a few of the biggest social media marketing trends to keep an eye out for throughout the rest of 2022 and beyond. 
 

The rise of TikTok

TikTok recently broke the 3 billion user mark and is now the 5th most popular social media platform (4th, if chat networks are discounted). Although TikTok has a way to go before becoming the most used platform, Sprout Social reports that the number of TikTok users increased by a record-breaking 45% in the last year (compared to 6% for Instagram). Growing at this rate, TikTok seems destined to become the most popular platform. 

Invariably, marketers will adopt the platforms that offer them the largest audience. In short, they go where the users go. As a result, expect more Social Media Marketers to focus their efforts on TikTok as time progresses.
 

Social media commerce

In the coming years, more social media users will not only want, but expect to buy directly through social platforms. According to Insider Intelligence, direct social commerce will reach $80 billion by 2025. In Russia and China, 50% of social media users have already made purchases through social platforms.    

Navigating to a transactional website is not only an extra step in the checkout process, but also a leak in the conversion funnel that businesses want to avoid. As a result, social media companies are now working around the clock to add transactional facilities to their platforms. Expect to see social media purchases take up a much larger proportion of ecommerce in the near future.
 

Audio-only content

Since Clubhouse went live in 2020, audio-only social media content has grown in influence. In June 2021, Facebook joined the trend by launching its Live Audio Rooms, which many businesses have used to publish promotional podcasts. Twitter launched an audio content platform, Spaces, not long after. As well as being used for direct marketing efforts, hosting live video streams has become one of the best ways for companies to establish themselves as thought leaders in their industry. 

A recent Hootsuite survey on social media trends found that 74% of businesses plan to include audio-only content in their social media marketing strategy throughout the next year. 

Entry points and career pathways in social media marketing

Entering the world of Social Media Marketing might seem intimidating, but getting a foothold in the industry is easier than you might think. 

To launch a career as a Social Media Marketer you’ll need to follow a few simple steps:

  • Get educated – you’ll need to master the essential tactics, tools and practical skills.
  • Get exposed to working with as many platforms as possible – you don’t need to be an expert with all of them, but understanding the basics is essential.
  • Build a portfolio demonstrating your ability to create original content and execute a social media strategy.

When searching for your first role, it’s not uncommon to start as a Junior Social Media Marketer, which will entail:

  • Maintaining content calendars
  • Writing copy for social posts
  • Designing graphic elements for posts 
  • Editing photo and video content
  • Responding to user engagement on social platforms
  • Monitoring social trends 

Once you’ve built up your industry experience, you’ll have the chance to apply for mid-level roles as a fully-fledged Social Media Marketer. 

For those keen to climb the industry ladder, more senior positions include that of a Social Media Manager. As a Social Media Manager, your focus will shift from creating and posting content to managing a team that’s responsible for executing a social media strategy.

Social Media Manager roles typically call for an analytical mindset. You’ll spend plenty of time analysing data to establish what’s working and what’s not. These insights will inform ongoing strategic decisions made by you and your teammates.

For those with big ambitions, it’s possible to move into a consultancy role. As a Social Media Marketing consultant, you’ll maintain multiple client relationships and help a range of businesses deploy social media strategies. You’ll be responsible for helping your clients to build brand awareness, increase website traffic and generate sales.
 

Become a freelance Social Media Marketer

It’s also important to note that many Social Media Marketers go freelance. Clients will hire freelance Social Media Marketers for their unique skillset on a short-term contract or project-basis. 

When you’re working as a freelance Social Media Marketer, no two projects will be the same. That said, there are certain key skills that clients will always look for. 

To kickstart a career as a Social Media Marketer, it’s vital you undertake practical training that helps you to get to grips with the industry’s latest platforms, techniques and tools. 

Ready to harness the power of socials in your career?

Academy Xi now offers a Social Media Marketing course that’s built and taught by industry experts. 

Our Social Media Marketing: Elevate course equips you with the full spectrum of skills and knowledge needed to deliver an effective end-to-end social media strategy. 

This course is ideal for those who want to:

  • Upskill and secure a promotion by learning Social Media Marketing
  • Implement a Social Media Marketing strategy in a current role
  • Use social channels to effectively grow a small business

With a dual focus, this course covers strategy and execution. You’ll learn how to plan a big-picture strategy that’s aligned with your business goals and develop the technical skills needed to put that strategy into action. By graduation, you’ll be able to:

  • Combine social media strategy and execution
  • Choose platforms based on your audience, brand and goals
  • Create context-specific content assets
  • Manage content calendars
  • Measure outcomes and refine your strategy with analytics
  • Use the latest platforms, including Facebook, Instagram and LinkedIn 
  • Use industry tools including Canva, Ad Mockups, Google Analytics and URL Builder   

You’ll walk away with an industry-recognised certification and a stand-out portfolio demonstrating your new skills to employers. 

Want to discuss your transferable skills and course options? Speak to a course advisor today and take the first steps in your Social Media Marketing journey. 

Academy Xi Blog

Why Marketing degrees are often out-dated

By Leola Small

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I’ve been in marketing for 20 years now. I started in a shop-front business which was part of a global conglomerate. A lot of our Marketing Strategy and efforts were driven from our parent company based in the USA. I recall having shared folders and waiting for them to upload promotional campaign collateral for our offices to print and place at our POS and window displays. Back then I thought it was so easy.

Four years into that role saw me become the Head of Marketing at a very young age. Looking back at the role I had, I was basically a Marketing Coordinator for Australia. I took direction from the US and formatted the collateral to fit AU standards and ensured marketing campaigns were running, the sales team had the right sales tools and was the point of contact for inbound enquiries.

You could say that I “fell into” Marketing, and although it certainly wasn’t planned, I found that I enjoyed what I was doing and that I was good at it. Having said that, Marketing is a totally different ball game to what it was then.

I ended up studying Marketing part time while working as I wanted to learn more about the fundamentals. It served me well then, and I felt I understood broader marketing as a concept for various markets and audiences.

That was 15 years ago.

If I walked into a Marketing interview now (in 2021) with the knowledge I had learned while studying in 2006 – I absolutely would not get the job. Heck, I wouldn’t hire me!

So what does that mean for traditional education and degrees? Are they still relevant? Do you need a degree to get a job in Marketing?

As a Marketing Manager, these are the 5 things I consider when hiring:

  1. Passion and Curiosity – My favourite values. Over the years I’ve come to value passion and curiosity so much more. I know I can teach someone a new skill, but I can’t teach them to be passionate about it, or instill curiosity to want to learn more. Lifelong learners are my kind of people.
  2. Relevant & Timely Study – Believe it or not, I never look at degrees or qualifications. The reason I don’t is because I know that marketing, especially Digital Marketing, is continuously evolving. The theory you learned 15 years ago (or even 5 years ago!) is either out-dated or has improved. Look at shorter industry-recognised courses which teach content that is on-trend and up to date – such as the rise of influencers, social media marketing and Google Certifications.
  3. Technology Adoption – This one is quite important when seeking new talent for your Marketing team. Tech adoption matters because it identifies your ability to learn new technologies, if you’re tech-agnostic and it can also provide a gauge as to how quickly you might grasp a new system. Martech is constantly evolving and you should be across most technology, with at least an understanding of the function they perform.
  4. Practical Experience – This is a tricky one, especially for applicants who have never worked in Marketing before. But if you can demonstrate that you’ve used marketing principles or concepts before and understand the logic behind it, then you’re one step closer. You just need to be able to nail your pitch around Marketing Strategy or a Marketing Plan – if you can demonstrate your understanding and explain it in practical terms you’re on the right track.
  5. Cultural fit – I didn’t realise how important cultural fit was until I started building larger teams. This (in my opinion) is just as important as experience. You can hire the most skilled person to do the job, but if they don’t work well with the team, it’ll fall apart.

So, do you need a traditional qualification to work in Marketing? The short answer is no, but  you do need to understand relevant and up-to-date marketing concepts, trends and technology.

Good luck!

Academy Xi Blog

The Difference Between Growth Marketing and Traditional Marketing

By Academy Xi

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Nick Chernih is a former marketing instructor at Academy Xi and has experience in both the digital and growth marketing space. From working at Airtasker, Nvoi and Koala Mattress, Nick shares his insights on the industry and why growth marketing is becoming a highly sought after role in Australia.

What is the difference between marketing and growth marketing?

Digital marketing has always been around acquisition and just getting people in the door. Growth marketing, on the other hand, is the entire user journey. A growth marketers role is to try and nurture people through the entire funnel.

I see growth marketing as more encompassing of a lead. Once you get them in, you still have to worry about them forever. You have to think about how you’re going to nurture them into becoming revenue, how you’re going to solve their problem, how you will keep them as active users and how you will encourage them to talk to their friends.

 How do you get started as a growth marketer?

I started as a digital marketer, working agency side for a long time. Then I started doing digital marketing for startups and I saw what it was like on the other side of the fence.

From a business perspective, you can’t just look at the top of the funnel, that alone doesn’t tell you if you’re product is actually working. To quantify the users you’re bringing in and to see if they’re of value, you have to look further down the funnel. That’s how I got into growth marketing, by seeing how I could increase the quality of people that I’m bringing in.

 

What’s an example of a growth marketing success story in Australia?

Canva are probably one of the biggest success stories. They’re famous for not using any paid advertising, and they’re really big on hiring growth people there.

Their design school is probably one of their bigger wins. It’s a resource for designers or people wanting to learn design to educate them on how to become better designers and how they can do that via Canva.

There may be over a million people reading their blog per month and that’s a great way to cross-sell that into their business. They educate people to become better designers and therefore more people want to become designers and want to use their product.

Check out our digital marketing online courses and how they could help elevate and transform your career

Data Analyst Working area

Academy Xi Blog

Why your next career move should be in Data Analytics

By Academy Xi

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Data Analytics explores the methods, processes, algorithms, and systems used to extract knowledge from data. Data Analysts are investigators, storytellers, and most importantly, problem solvers, who convert raw data into draw actionable insights.

As the backbone of any well-informed decision, data has become vital in driving the strategy and future roadmap of many businesses. The world’s big data industry has grown by 62% since 2018 and is currently worth an eye-watering US$274 billion.

As more industries become heavily data-reliant, new opportunities for data science roles have emerged including; Data Scientists, Data Analysts, Data Architects, Data Engineers, Statisticians, and Database Administrators.

A snapshot of the data analytics industry:

How data analytics provides business value

With data becoming the new currency for business decisions and strategic roadmaps, some key benefits of data analytics include:
  • Helping businesses define decisions and goals: By dissecting previous performance, businesses can use data to prioritise their goals according to the highest importance and optimal results. Rather than making decisions based on gut, data can prove what has worked well within a business and define what future goals they should work towards.
  • Adoption of best practices: Applying analytics to the design and control of processes enables businesses to optimise their activities to fulfil customer expectations and achieve operational excellence.
  • Test informed decisions: Effective data collection enables businesses to stay competitive by testing and validating informed decisions and anticipating market demand.
  • Reduce risk and fraud: Data Analysts are able to identify data patterns that can be used to make frameworks to detect fraud. These alerts help businesses track unusual activity and respond in an appropriate time frame.
  • Deliver personalised experiences: By using data to tell stories, Data Analysts are able to empower sales and marketing teams to better understand their audience. With increased knowledge of buyer behaviour and motivations, organisations are then able to make personalised, well-informed solutions.

Key attributes of a Data Analyst

As a main driver of strategic business decisions, Data Analysts are in high industry demand and possess a wide range of skills. Here are some key attributes of a successful Data Analyst:

  • Critical thinking: Before developing any hard skills such as programming, it is vital that a Data Analyst adopts a mindset of critical thinking. To ensure useful insights can be drawn, it is necessary that a Data Analyst has the ability to ask the right questions. The role of the analyst is to then uncover and synthesise connections within data, make sense of those connections and present their findings in an easily digestible manner.
  • Understanding the data lifecycle: Data Analysts need to be comfortable with the acquisition, management and pre-processing of data, as well as mathematical and statistical analysis. Reporting and decision making is also extremely useful. Working through the full data lifecycle allows a Data Analyst to interpret data and present it in a meaningful way that can be used to support business decisions.
  • Computer programming: Competency in programming languages such as R, Python, SQL, SAS, MATLAB and Excel are invaluable for Data Analysts, who use programming skills to extract, discern, and manipulate data. This information can then be presented into digestible visualisations in tools like Tableau.
  • Data visualisation and presentation: Data visualisation and presentation are hand-in-hand skills for a Data Analyst. The ability to tell a compelling story with data and draw valuable insights is key to making any data useful.
  • Machine learning: Machine learning and predictive modelling are fast developing fields that data science now relies on heavily. To develop these skills, a Data Analyst is required to have proficiency in programming languages in order to make predictions and automate existing data systems.

Data analytics aligns results in a quantifiable commercial outcome that is realistic and applicable to each situation. This takes a lot of patience and creativity.

Felipe Rego, Analytics Partner

Opportunities in the data analytics world

On a global scale, 2.5 quintillion bytes of data are created each year, with over 90% of all the data that exists today only created within the last two years. That’s a lot of data!

With the increasing demand for Data Analysts, there is a multitude of benefits of kickstarting a career in data including:

  • Huge job opportunities: With data production only destined to grow, expect increasing demand for Data Analysts. For anyone keen to future-proof their career, there’s no chance that a data analytics skill-set will become obsolete, as long as it’s kept up-to-date to reflect industry innovations. Having data analytics capabilities is a great way to ride the next wave of digital change in the workforce.
  • Increased earning potential: As with the basic economics of supply and demand, the growth of the big data market means that Data Analysts will continue to command high salaries.
  • Expanding career development: Organisations of all sizes are beginning to prioritise data as an important part of their business operations. With new technology enabling increasingly sophisticated data analytics with large and diverse data sets, there are a multitude of roles and career pathways to choose from. Anyone entering or progressing in the field can pick from three types of data analytics to work with: prescriptive analytics, predictive analytics, and descriptive analytics.
  • Data visualisation and presentation: Data visualisation and presentation are hand-in-hand skills for a Data Analyst. The ability to tell a compelling story with data and draw valuable insights is key to making any data useful.
  • Ability to work with some of the world’s biggest brands: The world’s largest brands such as Apple, Amazon, and Uber are all looking into data to make well-informed decisions. For Apple, data is used to understand what additions and modifications customers need to deliver exceptional user experiences. For Amazon and Uber, predictive algorithms are used to map out recommended purchases and travel routes.

In the last 30 years, the rise of data, and how it is produced, consumed, and stored has dramatically revolutionised the way businesses make decisions. With the number of career opportunities set to increase, transitioning into a role in data presents an array of exciting pathways.

Learn how you can use data to make informed business decisions and present compelling stories with an Academy Xi Data Analytics course. Our Data Analytics courses come in two flexible online formats, so you can boost your skill-set and accelerate your career without putting the rest of life on hold.

To find out more and discuss your options, talk to a course advisor.

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