How Content Really Works in the Day-to-Day Life of Social Media Managers
In the fast-moving world of social media, it's easy to get lost in trend reports, best practice guides, and flashy case studies. But what does content creation really look like for in-house social media managers? Spoiler alert: it’s rarely glamorous, and it’s almost never just about following trends.
As part of a qualitative study for my master’s thesis, I interviewed social media professionals across industries – from wellness resorts to non-profits and shopping centers. What emerged was a clear and candid picture of everyday content work: messy, pressured, strategic (when there’s time), and deeply tied to operational constraints.
Here are five key insights into how content is actually handled in the real world – and what agencies should understand if they want to be truly helpful partners.
Most interviewees were not full-time social media managers. Instead, social media is a slice of a much bigger job – squeezed in between graphic design, event planning, internal comms, and reporting.
“I run our Instagram account – but I also do all the graphic design, newsletters, and coordinate our events.”
This has massive implications: social media content needs to be easy to produce, reusable, and not overly dependent on elaborate coordination. Templates, plug-and-play formats, and clear processes are key.
2. The Pressure to Perform is High – but Support is Low
There’s an overwhelming pressure to be creative, follow trends, and generate results – all without the time, budget, or tools to do so properly.
“We have so many cool ideas – but absolutely no time to execute them.”
“I know Reels work best, but filming and editing them on top of everything else? It’s just not feasible.”
Content strategies that assume large teams, full production setups, or endless creativity often fail the real-world test. What’s needed are scalable, time-saving approaches – not more content ideas to stress over.
3. Reels Rule – but Not at Any Cost
Instagram Reels were widely praised as the most engaging and inspiring format. But they also ranked as the most difficult to produce. Most respondents loved watching Reels – and dreaded making them.
“Reels are great for reach, but editing them eats up hours I don’t have.”
Agencies that offer short-form video support – or help clients create flexible video templates – immediately stand out. Bonus points for helping with filming on-site.
4. Social Media is a Trust Channel – Not a Playground
While humorous or behind-the-scenes posts help build rapport, they’re not what drives professional decisions. Many respondents emphasized the need for clarity, relevance, and visible proof of competence.
“I like seeing agency personalities, but I really want to know what they’ve actually delivered.”
In other words: inspiration is great, but social proof (like case studies, before/after posts, or content performance examples) is better.
5. Your Content Needs to Work in Internal Meetings
One of the most overlooked insights? Social media managers often act as gatekeepers, not final decision-makers. They evaluate agencies and content – but still need to justify their choices to marketing leads or executives.
“I need something I can show my boss to explain why this agency is worth it.”
That means your content isn’t just about visibility – it needs to be transferable. Think clear Reels with measurable results, slide-style carousels summarizing services, or visual project snapshots they can forward internally.
Reality Check: What Content Truly Supports the Work
Content has a double job: to be aesthetically appealing and to help justify decisions internally. That means agency content isn’t just for scrolling — it’s for forwarding, pitching, and defending.
So what kind of content actually helps social media managers navigate their overloaded days?
I asked them. Here’s what they told me:
Real Content Needs: What Makes a Difference in Daily Work
Based on qualitative interviews, this chart highlights the types of content that social media managers say truly support their daily responsibilities — from argumentation to inspiration and execution.
Based on qualitative interviews, this chart highlights the types of content that social media managers say truly support their daily responsibilities — from argumentation to inspiration and execution.
Interestingly, the top-performing content isn’t just creative — it’s practically useful. Case studies and Reels support aren’t just “nice to have” assets — they’re tools that help social media professionals do their jobs more convincingly and more efficiently. Slide-style posts and clearly structured service breakdowns also rank high, reinforcing the idea that clarity and transferability often matter more than polish.
Final thoughts
The reality of content work is shaped by limits – of time, of headcount, of clarity. But that doesn’t make strategy less important. It makes it more important to meet real people where they are: under pressure, multitasking, and looking for partners who understand the gap between vision and execution.
If you’re an agency, here’s the takeaway: don’t just show what you can do. Make sure what you post is actually useful for the people evaluating you – and usable in the messy, real-world context of content work.
Deeper Insights:
Article from a fellow student: From Accident to Expertise: My Content Strategy Story