I think we're about to see a significant shift towards highly specialized, unconventional social media roles.

I think we're about to see a significant shift towards highly specialized, unconventional social media roles, meaning more positions that hinge on niche expertise, more teams behind semipublic figures, and less of the multi-hat wearing generalist. What I'm paying attention to here, and the obvious precursor fueling this prediction, are the kinds of job postings that I'm seeing these days, which, PS, is an excellent way to forecast the near future of work. So let's take a look at some interesting ones. The first two I want to highlight come from content creators who are going through meteoric rises. We're looking for smart, strategic growth managers to scale their personal brands. Catherine Goetze goes by CatGPT on her channels and posts non-patronizing educational style videos about AI. She announced that she was hiring with this hilarious tagline and is looking for someone based in person in LA. Eugene Healey is a consultant and strategist creating mind-expanding content about branding and desire, who also recently put out a quiet call on LinkedIn, now closed, for a very unique, fully remote role. Then come the specializations. Like this post for a professional Redditor from Ramp or this Senior manager of CEO Social Communications, which involves building the personal brand of PayPal's CEO. Both of these require in-depth, platform specific knowledge and fluency. Another prominent category is video, specifically vertical and short form. I recently seen interesting roles from Microsoft Time and Substack, all three of which directly cite storytelling as a core proponent of the job. From my perspective, this is a really positive shift that signals a deepening collective awareness of social media's massive impact, and the timing makes perfect sense. A huge subset of social pros are now rounding the corner on a decade plus of experience wrangling the algorithms and practically earning honorary doctorates in human psychology. Now their brains are pickled, their skin twice as thick as the average human, and they are ready to expertly carve the next wave.