Building the Future: Skills and Careers in Social Media

About this video

Daniel Rae leads a panel on skills and careers in social media, joined by Sophie Lee (Electric Peach) and Esme Rice (Vayner Media). This panel explores how social media careers have evolved from passion projects into specialised professions shaped by rapid tech changes and AI. From influencers to specialists: Influencer marketing has matured, requiring more strategic content and contract management. Platform shifts: TikTok has disrupted norms, forcing platforms like Instagram and LinkedIn to adapt. Essential skills: Creativity, storytelling, emotional intelligence, and adaptability are critical. AI literacy is becoming a must-have. Personal branding: Building an authentic presence—especially on LinkedIn—helps career growth. Soft skills as strengths: Curiosity and psychological safety in leadership are key to nurturing talent. Career advice: Be a “jack of all trades” early on, specialise later, expect constant change, and value your worth. Storytelling power: Stories cut through noise, creating emotional and lasting connections.