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How to become a social media manager

Social media managers plan, create and schedule content, look after online communities and measure how well campaigns perform.

You could work for a brand, an agency, a charity, a public body or for yourself as a freelancer. Hours can include evenings and weekends.

There is no licence or required qualification. A portfolio of content you have created, an apprenticeship or a relevant degree can all help.

  • Portfolio helps
  • No licence needed
  • Earn while learning possible

3 routes into this career

Each route is a real, published way in. None is guaranteed, and requirements vary by employer. Select up to 3 to compare side by side.

  • Route AApprenticeship

    Content creator apprenticeship, then Digital community manager

    For those who want to create content and run online communities while earning, with training paid for.

    Starting requirements

    • You apply for an apprenticeship job; each employer sets its own entry requirements
    • The National Careers Service says advanced (Level 3) apprenticeships usually ask for 5 GCSEs at grades 9 to 4 including English and maths, or equivalent
    • Vacancies are competitive and availability varies by region

    Pathway outline

    1. Apply for a Content creator (Level 3) apprenticeship
    2. Work and train; your employer and the government pay for the training
    3. Complete the end-point assessment
    4. You could move on to the Digital community manager (Level 4) apprenticeship
    5. Progress towards social media management roles
    Estimated duration
    15 to 39 months
    How we estimate this

    Find apprenticeship training lists Content creator (Level 3) at 15 months and Digital community manager (Level 4) at 24 months.

    Estimated direct study costs
    Up to £23,000 of training (funding band maximum), paid for youPaid up front by you: £0 — training and assessment are fundedApprentices do not pay for training or assessment. Change the assumptions in Compare costs.
    When you can start earning
    From day one — apprentices are employees and are paid a wage.

    Evidence checked 14 Oct 2026 · Availability varies

  • Route BUniversity

    University degree, then a social media role

    For those who want to study marketing, media, journalism or a related subject first.

    Starting requirements

    • Universities set their own entry requirements (2 to 3 A levels, or equivalent, is typical for a degree)
    • Relevant subjects include advertising, marketing and public relations, digital and social media marketing, digital content creation, journalism and business management
    • A portfolio of content you have created can help when you apply — employers decide

    Pathway outline

    1. Study a relevant degree
    2. Build a portfolio, for example by running social media for a society, charity or your own channels
    3. Apply for social media assistant or executive roles
    4. Progress to social media manager
    Estimated duration
    About 3 years, then work
    How we estimate this

    A typical full-time bachelor's degree in England takes 3 years.

    Estimated direct study costs
    £29,370Paid up front by you: £0Up-front figure assumes a Tuition Fee Loan pays the tuition. The loan is repaid from future earnings above a threshold, so it is shown separately as a loan balance.Published fees only, at the lower and upper ends of official ranges. Training provider fees are extra. Change the assumptions in Compare costs.
    When you can start earning
    Usually after graduating, although many students work part-time or freelance.

    Evidence checked 14 Oct 2026 · Availability varies

  • Route CCareer change

    Start in an assistant or content role and work up

    For those who want to start working now — school leavers or people changing career — and learn on the job.

    Starting requirements

    • An entry role such as marketing or social media assistant, or digital content creator
    • Volunteering or running your own channels can show your skills — employers decide what counts
    • Optional: CIM's Level 4 Certificate (it needs a year of marketing experience or CIM Level 3) includes a Social Media Marketing module

    Pathway outline

    1. Build experience, for example by managing social media for a charity or community group
    2. Apply for assistant, content creator or SEO roles
    3. Learn on the job and take on more channels and campaigns
    4. You could add a CIM qualification
    5. Progress to social media manager
    Estimated duration
    Varies — often several years
    How we estimate this

    The National Careers Service describes progression from assistant, content creator or SEO roles into management without a fixed timescale. CIM's Level 4 needs at least a year of marketing experience.

    Estimated direct study costs
    At least £573Plus: CIM says tuition is set by each accredited study centre and variesPaid up front by you: At least £573Published fees only, at the lower and upper ends of official ranges. Training provider fees are extra. Change the assumptions in Compare costs.
    When you can start earning
    From your first job.

    Evidence checked 14 Oct 2026 · Availability varies

Choose “View full journey” on a route to see every step, cost and source.

Good to know

Related careers — not the same as a social media manager

Each of these is a separate career with its own entry rules.

Questions people ask

Do I need a degree to work in social media?

No. You could start through an apprenticeship such as Content creator, or in an assistant role. A portfolio of your work can help. Some employers prefer a degree; many do not.

Can I go freelance?

Some social media managers work freelance once they have experience and clients. Income can be less predictable than a salaried job.

Sources

Evidence checked 14 Oct 2026. Every fee and requirement on this page links to one of these.

UK reference: median full-time pay for all employees was £39,039 in April 2025 (ONS ASHE, provisional).

Compare routes side by side