No 10’s ads for a TikTok team show why social media is a smart career move

The Guardian's deputy editor of social platforms, Lauren Spearman, shares her experience of how social media has become a vital career move. Coming from a background not originally inclined towards social media, Spearman recognized the platform's growing importance when she joined CNN in 2023, where she took over producing for the TikTok channel.

The account's growth to nearly 12 million followers demonstrated the potential of social media as a powerful tool for audience engagement. As mainstream media begins to emulate the strategies of content creators, the industry has changed rapidly, making it difficult to follow a traditional path into the field. Spearman emphasizes that while social media is often underestimated, it has become crucial for businesses to hire savvy professionals who understand their audiences.

The job market reflects this shift, with the government's Burnham operation creating several high-level social media roles, some paying up to £70,000 annually. However, Spearman argues that businesses sometimes struggle to understand the needs of their audiences, leading to unclear roles and unaligned strategies. Ultimately, she believes that social media is more than just a platform for entertainment and information; it is a vital space for civic engagement and should be taken seriously by those in power.