We’d all love to be the next Steven Bartlett, with millions of followers hanging onto every post, but what most people don’t realise is that this “fame” doesn’t happen by accident. There’s a full team behind every successful brand’s social media, working hard to keep everything running smoothly. And here’s the tough truth: good social media isn’t cheap.

Let’s talk numbers, people, and most importantly – reality.

Breaking down the social media dream team

Imagine this scenario: you’re a brand that wants to be seen, to make an impact, and to drive real results on social. You need consistent, engaging posts crafted to capture attention. But here’s who you’ll need on the payroll to do it properly:

1. The Social Media Strategist

Salary: £45,000 – £65,000/year

This person is the mastermind behind the content calendar, campaigns, and overarching strategy. They research trends, analyse audience data, and shift direction based on what’s working (and what’s not). And yes, they’re needed full-time.

2. Content Director/Creative Director

Salary: £60,000 – £80,000/year

The creative director is all about vision. They ensure every post aligns with the brand’s image and messaging. They’re the ones who add that extra spark to make your content stand out.

3. Social Media Managers (2-3)

Salary: £30,000 – £40,000 each/year

Social media doesn’t sleep, and neither do Social Media Managers. Ideally, you’d have two or three managers, each focusing on different platforms or goals. They’re the ones handling uploads, comments, and general engagement every day.

4. Videographers and Photographers

Salary: £25,000 – £35,000 each/year

These team members handle the visuals – videos and photos that bring your brand to life. Content creation isn’t a quick job, and they’re constantly capturing new material for posts, ads, and stories.

5. Graphic Designer

Salary: £28,000 – £35,000/year

Every infographic, illustration, and animated post comes from the graphic designer. They give the brand its aesthetic and keep the visuals consistent, working daily to create quality assets.

6. Video Editor / Social Media Editor

Salary: £28,000 – £35,000/year

Good content needs polish, especially with video. The editor is responsible for making each piece look perfect, adding soundtracks, effects, and edits that capture attention in a heartbeat.

7. Copywriter

Salary: £28,000 – £32,000/year

Every caption, call-to-action, and headline is the copywriter’s work. They give the brand its voice, crafting everything from punchy captions to witty responses in the comments.

8. Social Media Data Analyst

Salary: £35,000 – £45,000/year

The analyst is the behind-the-scenes wizard who tracks metrics like engagement, clicks, and reach. They help the team make real-time decisions about what’s working and where to pivot.

Total Cost: To hire a full, effective social media team in-house costs between £320,000 and £450,000 per year.

Why are companies willing to spend this much?

Because it works. Organic social media is one of the most powerful growth engines. In the 2024 Sunday Times 100, 60% of the top 20 brands were social-first companies, up from just 35% in 2022. Additionally, a study from Deloitte showed that social media marketing is the top priority for 72% of brands in the UK, and it’s no wonder why. When done right, social media drives brand awareness, builds credibility, and delivers real return on investment.

The demand for skilled social media teams is so high that industry salaries have risen by 60% in the past three years alone. Companies understand that social media isn’t just fluff. It’s visibility, credibility, and direct impact on the bottom line.

The reality of making just one post

Now, let’s talk about what goes into a single post, because when you break it down, it’s not as simple as snapping a photo, slapping on a filter, and hitting “post.” Here’s the play-by-play:

1. Planning and strategy

The strategist and director decide the theme, goal, and key message. This step alone can take several hours, especially if it’s tied to a larger campaign.

2. Content creation

The videographer, photographer, or graphic designer gets to work, capturing visuals, setting up shots, and making sure everything aligns with the brand’s vibe. This can take another few hours to a full day.

3. Editing

The editors add the polish. They adjust colours, trim videos, and apply effects. For video content, this is easily a day’s work.

4. Copywriting

The copywriter crafts captions, hashtags, and a call-to-action. They fine-tune the tone and messaging, ensuring it hits the mark.

5. Review and approval

The content needs final approval from the director, and sometimes the strategist as well. Any revisions add time.

6. Scheduling and posting

The social media manager uploads the post and makes sure it’s optimised to go live at the right time for maximum reach.

7. Engagement and monitoring

After it’s live, the team monitors engagement, replies to comments, and tracks performance in real time.

All in all, one post can take 8-12 hours of work, and most brands need to post multiple times a week, often daily, across multiple platforms.

Beyond organic: the added costs of paid social, influencers, and UGC

And we haven’t even touched on the extras; paid ads, influencers, user-generated content (UGC), and PR:

• Paid social: Brands commonly spend £5,000 – £20,000 per month on ads to boost reach and engagement

• Influencers and UGC: Partnering with influencers or encouraging UGC can cost anywhere from a few hundred to tens of thousands per post. Many brands set aside £30,000+ a year for influencer and UGC partnerships

• PR costs: A PR campaign that aligns with your social strategy could cost £10,000 – £50,000, depending on the scale

Add these in, and the total cost of “good” social media can reach well over £500,000 per year. And that’s not counting new equipment, software subscriptions, or emergency campaign tweaks.

So, what’s the takeaway?

This isn’t to scare anyone off. It’s about understanding the reality behind social media success. One social media manager can’t realistically deliver what a fully resourced social team can.

Clue content: making social media accessible

This is where Clue Content comes in. Our mission is to make high-quality, strategic social media accessible to more brands. We know that most companies don’t have half a million pounds lying around. That’s why we created a platform that does the heavy lifting, analysing data, making predictive suggestions, and guiding you post by post. And our team? Think of us as your fractional social media team; providing the skills of a full team at a fraction of the cost.

With Clue, we remove the guesswork, bringing you a data-driven strategy and creative insights so you can enjoy the results of “good” social media without the jaw-dropping price tag. Because social media isn’t just about looking good. It’s about impact, growth, and getting a return on your investment.

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