Social, Content & Influencer:

Salary Survey 2021

The pandemic has seen our daily routines dramatically shift, resulting in an increase of channels used for communications. This new normal has not only altered how and when we use technology, but the kind of content we gravitate toward, with social media usage increasing by 72% during the pandemic. As a result brands are investing heavily into paid social and personalised ads.

Covid-19 saw influencers having to search for alternate revenue streams as a result of travelling bans and social distancing. Brands and influencers quickly shifted to ‘at home’ photo shoots, pivoting to more relevant content related to the home, such as comfortable fashion, home improvement, cooking and self-care. Influencers were also able to utilise a much more captive audience across video and story which can greatly accelerated large video sharing platforms such as TikTok.


→ The largest female representation in any of the creative industries at 81% vs 19% male

→ The majority of respondents were aged between 25-34 (81%)

→ BAME representation is currently 21%

→ Most people work in permanent roles (81%)

→ Half of the respondents work agency side (51%), versus 41% brand-side and 8% in start-ups

→ Despite 73% recording they are satisfied in their current role, almost half of respondents stated their desire to leave their current role within the next 6 months

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