Social media management is one of those services that can look deceptively simple from the outside.
A client may say they need someone to "manage their Instagram" or "handle their social media," but that description doesn't tell you how much work is actually involved.
Are you only creating and publishing posts? Are you expected to create the content as well? Will you respond to comments and messages? Are you responsible for the social-media strategy?
Before deciding what to charge, define exactly what "social media management" means for the project.
Once the scope is clear, you can build a price around the amount of work and resources required.
The service can involve many different tasks.
Social media management isn't a single task. Depending on the client, you could be responsible for several different parts of their online presence.
Content
Creating posts, captions, graphics, videos and other content.
Publishing
Scheduling and publishing content across the client's social platforms.
Strategy
Planning content, campaigns and a broader social-media direction.
Engagement
Responding to comments, messages and interactions with the audience.
Managing one platform isn't the same as managing five.
One of the first things to establish is which platforms the client expects you to manage.
Instagram, TikTok, Facebook, LinkedIn and other platforms can each require different types of content and approaches.
A client who wants you to manage multiple platforms may therefore require significantly more work than a client who only needs one.
Define the quantity before you define the price.
"Manage our social media" doesn't tell you how many pieces of content you're expected to produce.
Find out how much content the client expects during the agreed period.
- Number of posts
- Number of short-form videos
- Stories or other temporary content
- Captions and copywriting
- Graphics
- Content calendars
The difference between creating four posts a month and creating content every day can be enormous, so don't quote until you understand the expected workload.
Are you creating the content or simply managing it?
This is an important distinction when pricing social media services.
Some clients may already have photographs, videos and other assets and only need someone to organise, write and publish their content.
Other clients may expect you to create everything from scratch.
If you're responsible for graphic design, photography, video editing or copywriting in addition to social media management, those tasks need to be considered when determining the project scope.
Know what your time needs to earn.
An internal hourly rate can help you estimate the amount of work involved in a social-media management project.
÷
Realistic billable hours
= starting hourly rate
You can then estimate how many hours the client's social-media management will require each month and use that as part of your pricing calculation.
This is particularly useful when you're deciding whether a monthly retainer is sustainable.
Engagement can turn a simple package into a much bigger job.
Responding to comments and messages can take considerably more time than simply publishing content.
Before including community management in your service, establish what the client expects.
- Are comments monitored?
- Are direct messages answered?
- How frequently should responses be made?
- Are customer-service questions included?
- What happens with complaints or sensitive issues?
If engagement is included, make sure the amount of time it can consume is reflected in your price.
Strategy is different from simply posting content.
Some clients want someone to execute an existing content plan. Others want you to develop the plan yourself.
Strategic work may involve researching the audience, identifying content opportunities, planning campaigns, reviewing performance and deciding what to change.
If you're expected to provide this level of input, don't treat it as though you're simply scheduling posts.
More responsibility usually means more work. Make sure your scope reflects it.
Social media management often works well as a monthly service.
Because social media is ongoing, many clients and freelancers use monthly packages or retainers.
A monthly arrangement can make sense when the scope is clearly defined.
For example, a package could specify the platforms, number of content pieces, revision limits, publishing responsibilities and reporting included during the month.
The important part is avoiding an unlimited promise for a fixed price.
Running a social-media service has expenses.
Depending on your setup, you may have costs related to design software, scheduling tools, editing software, internet, advertising, stock assets or other services.
If you are also producing photographs or videos, your equipment and production costs may be relevant as well.
These costs should be considered when determining what your service needs to earn.
Price the whole service, not just the posts.
There isn't one universal social-media management rate that every freelancer in Kenya should use.
Start by understanding your own income goals, business costs and available billable time.
Then define the client's scope: platforms, content volume, content creation, publishing, engagement, strategy, reporting and revisions.
Once you know what you're actually responsible for, you can build a price that reflects the work rather than simply choosing a number based on what someone else charges.
Pricing another type of freelance work?
Explore the other Service Price pricing guides.
Social media pricing
How much should I charge for social media management in Kenya?
There isn't one fixed price. Your rate should depend on the number of platforms, content volume, content creation, engagement, strategy, reporting, revisions and the amount of time required.
Should social media managers charge monthly?
Monthly packages can work well because social media management is usually ongoing. The key is defining exactly what is included in the monthly scope.
Should content creation be included in social media management?
It can be, but it should be clearly defined. Creating graphics, videos, captions or other content adds work to the service and should be reflected in the scope and price.
How many social media platforms should I manage for one price?
There isn't a universal number. Different platforms can require different content and workflows, so define the platforms included in each package before agreeing on a price.
Should social media managers charge separately for strategy?
Strategy can be included in a broader package or priced separately depending on the service. What matters is making the scope and responsibilities clear to the client.