Let’s be honest, there was a time when “growing your social following” meant playing the hashtag game, jumping on trends, or posting at just the right time. Fast forward to 2025 and things look very different. Social platforms have matured, audiences are more selective, and brands are being held to a higher standard. Engagement now beats reach, trust matters more than visibility, and yes... the algorithm still keeps us all on our toes.
At Kin Collective, we speak to marketers every day whose roles touch on social in some way, whether they’re managing a brand channel, building a personal presence as a freelancer, or supporting start-ups trying to make noise on limited budgets. And what we’re seeing this year is a shift away from follower-count obsession, and towards something a little more human.
Authenticity is the new strategy
We know, we know "authenticity" may feel like one of those overused words in marketing. But in 2025, it’s more relevant than ever. Whether you’re a brand or a freelancer, what audiences want is realness. They want to feel like there's a person behind the account. They want to connect with values, not just promotions.
For jobs eekers, especially those in roles like social media management, digital content or brand marketing in places like Cambridge or Norwich, that means showing you know how to build trust, not just followers. Employers are looking for people who understand tone, community engagement, and long-term brand building, not just quick wins on TikTok.
The personal brand boom
We're seeing more and more marketers (especially freelancers and consultants) using their own personal channels as a marketing tool. LinkedIn, in particular, has become the go-to space for building a name in your niche. We’ve had candidates land roles through posts that resonated with their industry, and businesses request talent based on what they’ve seen rather than what they’ve read on a CV.
If you’re working freelance or want to be seen as a go-to in your area (say, a Paid Social Strategist in Cambridge), your content is your credibility. Not sure where to start? A good rule of thumb: share what you know, show how you think, and speak like a human.
What employers are really looking for
In our recent briefs for social media roles across the East, here’s what employers consistently ask for:
Experience building engaged, relevant communities (not just numbers)
Strong understanding of platform differences (and what works on each)
The ability to create native content quickly, creatively and with confidence
A feel for brand tone and storytelling, especially for consumer-facing channels
Whether it's a Content Exec role for a heritage FMCG brand in Suffolk or a Social Lead for a disruptive app in Cambridge, the common thread is this: they want someone who gets what today’s audience wants. And that comes from spending time on the platforms, experimenting, listening, and refining.
Don’t forget the “why”
Social media has become a career path in its own right. But the strongest marketers we work with, whether junior or senior, always tie their social strategy back to wider business goals. Engagement is lovely, but what does it lead to? Are you building brand awareness? Driving signups? Creating advocates? That’s the level of thinking employers want to see in interviews, especially in roles with leadership potential.
In short? Social media success in 2025 is less about going viral and more about building value. From a recruitment perspective, we believe it’s a brilliant time to be in social, but only if you’re bringing something real to the table. If you can marry creativity with purpose, community with conversion, you’re already ahead of the game.
Want to work on your social strategy or find your next role in content and community? That’s what we’re here for. Whether you're looking for permanent or contract-based work, Kin Collective supports marketers across Essex, Suffolk, Norfolk, Cambridgeshire and beyond in finding you the right marketing roles (and telling your story, online and off).
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