The changing nature of paid social technology in the UK market

As new trends in paid social emerge, agencies are relying more and more on native social ad tools, such as Power Editor and trumping third party bid management tools. What effect is this having on the recruitment industry and how can a candidate increase their chances of getting their ideal paid social role? Here, Sumo explores the issue.

How is paid social changing?

Paid social media accounts currently make up about 80% of all branded content. However, despite its rise as a dominant platform for advertising, the landscape of social media is changing all the time, and the trends within paid social change as well to keep up. Recently, one such change has been the rise of native paid advertising tools, such as Facebook’s Power Editor, which allows advertisers to create, edit and publish multiple ads at once, leaving third party apps struggling to keep up. As a result, the use of third-party tools such as Kenshoo Social and Socialmoov has been decreasing, as advertisers cut them out of the paid social equation.

What does this mean for candidates?

The newfound complexity and range of tools offered by native paid advertising tools have led more and more companies to seek out talented paid social candidates directly, rather than turning to agencies. Currently, agencies need the use of third-party tools to be justified, meaning agencies primarily use them with very high spending and sophisticated social advertising campaigns.

So should you look to an agency for your ideal paid social role, or would a company looking for someone directly be a more direct, beneficial route? From a purely financial perspective, agencies tend to pay paid social candidates less than employers on the client side of the equation. Tech companies, in particular, are offering higher than average base salaries, and often offer extremely generous bonuses to their prospective paid social talent.

Where does this leave agencies?

However, this needs to be balanced out against several other factors that are keeping agencies in the paid social recruitment ring. One thing agencies retain over their competition is the range of experience they can offer through their broader portfolio of clients and campaigns. Whereas a candidate may expect to work on a particular and focused campaign if working client side, at an agency they can gain more exposure to different paid social tools, as well as an experience of the various types of campaigns, across multiple sectors.

Paid social is a highly candidate-driven market, and having as broad a range of skills and knowledge as possible can open many more doors further down the line of a candidate’s career, especially when compared to the more siloed approach of working on single, unvaried campaigns for one client. Even if an agency paid social role is not a candidate’s ideal end-game, it can still act as a solid stepping stone and learning curve on their way to their goal.

As a London recruitment agency specialising in all things digital, we’ve noticed first hand as more and more communications and content companies have added paid social to their services, significantly increasing demand for a very a particular set of skills.

If you’re looking to make your start in the world of paid digital, or are looking for your next step along your career path, browse our vacancies here or get in touch to find out how we can help.

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