There’s a Social AD position at an agency I’m really interested in. However, what would my responsibilities more than likely include? I’m used to doing “all the above” as an Art Director and I’m curious to see how different it would be before moving forward. Those that are or have done it, is it worth it? TYIA!

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Posting as :
works at
You are currently posting as works at

It probably means they want you to work on extensions specifically for social like TikTok, meta etc. You might not get opportunities on bigger platform briefs. As agencies grapple with how to do social that is intuitive to each platform, they’re looking for these specific teams. Personally, I think it’s a miss. Every team should be able to do social but right now that’s not the case. Reminds me of how they broke out ‘digital’ back in the day into whole separate departments or agencies. Hope this helps.

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Thank you! This sounds like what I’ve been reading for similar positions at other agencies. I personally like being able to do everything and not being boxed into one thing in particular. This helps a lot :)

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Depends. If it’s organic social or paid social, or handling both. Organic typically can involve using influencers/content creators, be a range of type of posts from product to lifestyle for a brand. Either creating assets, static & video, for the brand only, or includes managing their social channels (posting for the brand).

Paid social typically will be assets created for the suite of platforms, ads to run on TikTok, Meta, Snapchat, X, Pinterest, and YouTube. Paid is more restrictive — with specs.

Can be a relentless grind. Moreso for the art director or editor w/dealing w/video aspect ratios — having 1:1, 4:5, 9:16, and 16:9 or other special sizes. And clear space variances. Ideation driven by duration of video, typically they’re :06, :15, :30. Paid social is incredibly nuanced.

The thing w/social, seems to be true that every client will do social. And it’s a large percentage of their budget, or media plan. Social is tremendously cheaper than broadcast, and with far more reach. OLVs are the affordable ’tv’ for clients. You can run a 2 minute video, if wanted, on social for a lot le$$. Brands will always have a social presence, that need will not disappear, and agencies should realize & respect that, client social, esp paid, is steady and can keep the lights on. Because losing a client’s paid social business would be a deep gouge. Having it, is some level of financial security. Profitability.

helpful

You’re welcome. And I also believe in variety, and NOT being in a silo or boxed. So unless one loves and only wants social, it’s great to do not have it be ALL that you do. 😁

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