Both can help your brand grow, but they do different jobs. Here's what each one does, what each costs and how to choose based on your stage and budget.
Once your business starts growing, you'll reach a point where you can't do all the marketing yourself. The two most common options are hiring a social media manager or working with a marketing agency. Both can help, but they do different jobs. Picking the wrong one usually means paying for work you don't need, or missing the work you do.
1. What a social media manager does
A social media manager looks after your brand's presence on platforms like Instagram, TikTok and Facebook. Their work usually includes:
- Planning a content calendar and posting regularly
- Writing captions and creating or editing simple content
- Replying to comments and DMs
- Building a community around your brand
- Reporting on followers, reach and engagement
Most social media managers focus on organic content: the posts you don't pay to promote. Some can run basic ads, but paid advertising, email marketing and your website are usually outside their role. You can hire one full-time or as a freelancer.
2. What a marketing agency does
A marketing agency gives you a team with different skills instead of one person. Depending on the agency and the package, that can include:
- A marketing strategy built around your sales goals
- Paid ads on Meta, TikTok and Google
- Creative, such as ad designs, videos and product content
- Email marketing and automated emails
- SEO and website improvements
- Tracking and reporting on sales, not just likes
An agency's job is usually to grow sales across several channels. It's less likely to handle day-to-day tasks like replying to every DM, unless that's part of the package.
3. What each one costs
Prices vary a lot depending on experience, location and scope, so always get quotes. What matters more is understanding what you're paying for.
A social media manager costs a monthly salary or freelance fee. On top of that, you may still need to pay for:
- Content production, such as photoshoots and videos
- Design and scheduling tools
- Someone else to run your ads, if they don't
- Your own time to set direction and check the work
An agency usually charges a monthly retainer that covers an agreed set of services. Your ad spend is paid on top, straight to the platforms. The retainer is usually higher than one person's fee, but it covers several skills you'd otherwise hire separately.
Here's a simple way to compare. Say a social media manager costs you ₦250,000 a month. If you also need ₦100,000 for content and ₦150,000 for a freelancer to run your ads, the real cost is ₦500,000 a month, and you're managing three people. An agency retainer at a similar price might cover all three. If all you need is regular posting, though, ₦250,000 is the better deal.
4. The pros and cons of each
Social media manager
- Lower monthly cost
- Knows your brand closely and can respond quickly
- Great for community, daily posting and customer conversations
- But one person can't be an expert in everything, and you'll need to manage them
Marketing agency
- Several skills in one team, including ads, email and strategy
- Focused on sales and growth, with reporting to match
- Experience from working with other brands
- But it costs more, and it may not be as close to your day-to-day as an in-house person
5. How to choose based on your stage
- Just starting out, with a small budget: a freelance social media manager is often enough. Your main need is posting consistently and building an audience.
- Selling online and ready to run ads: an agency makes more sense. You need ads, tracking, email and a website that converts, all working together.
- Growing fast: many brands use both. An agency handles strategy, ads and email, while an in-house social media manager handles daily posts and community.
Ask yourself what you need most right now: more content and engagement, or more sales. If it's content, start with a social media manager. If it's sales, start with an agency.
Not sure what budget you have to work with? Read How Much Should a Small Business Spend on Marketing in Nigeria?
6. Questions to ask before you hire
- Can you show results for businesses like mine?
- What exactly is included each month, and what costs extra?
- Who will actually do the work?
- How and how often will you report to me, and on what numbers?
- What do you need from me to get started?
- How long is the contract, and how much notice do I need to give?
7. Red flags to watch for
- Guaranteed results. Nobody can promise a set number of sales or followers.
- Bought followers. Fake followers make your numbers look good and your results worse.
- No access to your own accounts. Your ad accounts, pages and data should always be in your name. You should be an admin on everything.
- Reports with no sales numbers. Likes and reach are useful, but they shouldn't be the only thing you hear about.
Not sure which you need?
We work with ecommerce and fashion brands on ads, email and content. If you're unsure whether you need an agency yet, book a consultation. We'll look at where your business is and tell you what makes sense, even if that isn't us.