Social Media Management Market Guide from

by Alex Bogins 15 minutes read updated on April 21, 2023

Nowadays, every business has to use social media to promote its products and services, build brand awareness, reach new customers and keep in touch with its existing customer base. Social Media Management involves business processes such as competitor analysis, account management, content creation and placement, communication with subscribers, as well as statistics and analysis of results.

This segment of the marketing space is experiencing excellent growth: the Social Media Management market is predicted to grow by almost 300% between 2021 and 2026, from $14.4 billion to $41.6 billion.

The companies active in the Social Media Management market can be divided into 4 categories:
  • Specialised marketplaces
  • Freelancers & Agencies
  • Software
  • AI tools

Specialised marketplaces

These are platforms where a business can create a request for a job to be carried out, and professionals will respond to it, quoting different prices. Based on pricing and reviews, the business can choose who will write their texts, do their design, or make their videos. As a rule, these are various narrow specialists, but there are also some who provide all services at once.
Examples of companies in this category:
These companies, in essence, represent a pool of field-specific specialists, where a business can find a professional of any category and for any budget. Not everything, however, is that simple.
  • First, separate tasks must be performed by separate specialists: one person to write your Instagram posts, another to edit the pictures and a third to create a video. Later, you will have to combine all that content and publish it, so most of the job is still on you.
  • Secondly, there is the need for constant communication and monitoring. You need to communicate with the creators to pass on your assignment, then you have to make sure they understand your idea, later you will have to remind them of their deadlines, and in the end, if you are not satisfied with the results, you will need to communicate again and again, with the creators themselves, with the support team, with the managers, and so on. Easy to see how it can become a huge waste of time and, consequently, money.
  • Thirdly, the results may not always live up to your expectations, there is a risk of misunderstandings, disparate opinions and visions, uneven quality and so on. Different specialists work the way they think is best, and there are no quality standards.

Freelancers & Agencies

Businesses turn to these specialists when they have a need for a specific service: they explain their ideas and preferences in a brief (a document filled in by the customer at the initial stage of cooperation, where the approximate project tasks are written down and possible technical nuances are detailed), and then an agency or freelancer submits their job offer – on a one-time or monthly basis.
Examples of companies in this category:
The abovementioned websites offer freelance services and include professionals of different levels and categories: SMM managers and content creators, as well as specialists who are engaged in the full SMM cycle and those who specialise in a particular area or specific social networks.
This is similar to the situation in an advertising agency, only there the specialists are united in a company and better managed. There are highly specialised agencies, and there are large agencies with the widest possible list of services. The point is: this is a job that involves a large number of people, and this type of business is very difficult to scale.
As a rule, here you get the full cycle of social media management – that is, you will not have to switch between finding authors for different types of content, in an attempt to put it all together, then schedule the postings and so on – it can be done without your direct participation.
The most tedious aspect, however, is the constant communication involved. When working with an advertising agency, you will be repeatedly asked to explain things and evaluate the work or different parts of it. There is also the problem of correspondence and discussions, involving managers, specialists, general directors, support and others. When working with freelancers, they will get in touch with you when it is convenient for them and ask questions or transfer work to you in the form that is best for them.
Agencies and freelancers share one additional problem – delivering the ordered service on time. Since the work is done by a person, you may have to deal with an overestimation of capabilities, an underestimation of timing, a change in mood or weather or any other factor that can affect a person’s actions.


Software tools are used to complement the work of human specialists: to automate the processes that can be automated and to ease the processes that can be done with less effort.
Examples of companies in this category:
These are tools for managing content, scheduling publications, and overseeing communication with an audience on several social networks. They simplify and automate many of the routine processes of managing social network accounts and also provide a platform for data collection and analytics – all of this in one interface.
But software tools are just that – even if in very capable hands, they do not completely solve the business issue. These tools do not provide you with any content to post, nor do they analyse your competitors or suggest a content plan.
They are tools that simplify processes involving data and content management, but they provide neither the data nor the content itself. You will have to do it all by yourself – come up with ideas for your content and create said content – and software tools will then make it easier for you to publish and analyse the results.
To use these tools, you should already have an understanding of what to publish on social networks and why, as well as an understanding of your audience and the ability to interpret the results of analytics. Such software tools are normally used by marketers and employees of advertising agencies, not by business owners. Therefore, marketers need to be provided with as many features as possible at the lowest cost, and business representatives need to be taught why they need such a service at all.

AI tools

These are web services that help generate textual or graphic content. They can, for instance, replace human copywriters by creating various types of original content in minutes with a GPT (Generative Pre-trained Transformer). You only need to supply the topic or general idea of the text, some description of what it should be about and the context, and decide your preferred writing tone.
Examples of companies in this category:
In essence, these are artificial intelligence-based content generators used to create different kinds of texts and graphics. You can open an account there and work independently; however, if you need to create social media posts, you will discover that in order to publish a text on social media, you need to come up with a topic for it. The neural network will not come up with a topic for you, it will only write a text on the topic you provide.
With these tools, there is no such scenario in which you enter the service, let it know that you run an Italian restaurant and that you need 10 social media posts with texts and graphics drawn for them.
Moreover, neural networks can either draw graphics, like MidJourney and Stability AI, or write texts, like GPT-3 – they cannot do both. Furthermore, for a network to draw successfully, you need to know how to work with it, give it specific requests and continually work to master this tool. The neural networks that write the texts will also only write them at your request. That is, you need to know exactly what each post on your social network will be about – so you need to have some marketing skills and knowledge.
And in the end, any social media post needs both text and graphics. All these tools cost money, they cost tens and hundreds of hours of development, and hours of work.
Then, even if the graphics are drawn, you will need to add a logo to them, a phone number or an address, a promotional text or a slogan. That is, you cannot just publish a beautiful photo, you also need to master the classic graphics tools yourself. is a proprietary content creation system that handles the full cycle of social media management, from competitor analysis to content creation, publishing and statistics. All this allows us to create a single ecosystem of social network accounts with common messages and goals. Our service combines the strengths of all 4 players and eliminates their weaknesses.

Quality standards

Both AI and human experts are responsible for creating content. Our AI works according to proven algorithms and constantly improves the quality of its work, and our experts work in accordance with guidelines with strict adherence to quality standards. AI strengthens the experts, and the experts bring their knowledge and expertise, which no AI in the world has yet. Thanks to this symbiosis, can ensure that the provided services are reliable and of excellent quality. is the official technological partner of social networks. The client connects their business social media accounts to the service interface and receives an automated system that works for all their social networks.
Social media posts, created with due consideration for cross-platform strategy and personalisation, are posted to all our clients’ social media accounts without their participation, at a time when their target audience is most active. Statistics are collected and analysed. All this contributes to increasing the reach of the client's business.


As our client, you will receive content for your social networks within 5 days, without much need for communication or reminders. analyses your competitors, writes texts, creates graphics and adds to them everything you noted in the questionnaire (such as addresses, logo, phone number, corporate colours). In addition, it publishes to your social media accounts automatically and independently in the period when your target audience is most active.
All this happens without the need for communication or constant monitoring, without the client needing to be involved in the process. The client only needs to allocate 10 minutes of their time to fill in the questionnaire once and provide answers to questions once every 2 months (which should take no more than 30 minutes) – the service does everything else on its own.

Understandable product for business does not provide separate AI tools or software; rather, it takes over the entire social media workflow, using artificial intelligence in all stages to strengthen its experts.
The result is a perfect combination of human and artificial intelligence that allows us to automate the processes that AI excels at and involve people in the processes that require the human touch.
Summary is a "new wave" Social Media Management start-up, after Hootsuite and the like. Hootsuite, mentioned earlier in the software category, whose Corp Dev team focuses primarily on M&A and corporate strategy, is one of the market leaders and a "unicorn" – and they have contacted us with an offer of investment, partnership or acquisition.
Our team already has experience building an outstanding product – Postoplan, which belongs to the Software category and is currently successfully serving tens of thousands of customers. In 2 years of work with Postoplan, we have accumulated a lot of data and statistics on people’s behaviour on social networks: at which times, in which countries, in which languages ​​people are the most active on social networks, and which content works best. scales not through people, but through technology.
For our clients, this is what it looks like: “I went to the website, paid, filled in a questionnaire, waited 5 working days and received content for a whole month – not from a template but specifically for my business.” It’s that simple. Like magic, really.
Get up to 10X more social media followers and clients
Awesome, effective, and unique posts
Automatic posting to your accounts
Autopilot runs without your input