Can you build a lasting, lucrative career from social media?

People have stopped just tweeting for “lols” and retweets or instagramming for the “yasss” and “SLAY” comments. The generation with the most well exercised thumbs in history is using social media to try build their careers.

In an era where it has finally become more acceptable to pursue creative jobs, social media is now one of the ways to brand yourself, to network and to create exposure. 

There is no denying the fact that our favourite social networks are overflowing with opportunity and to simply ignore opportunities that are literally at our fingertips would be a waste of our data.

Today’s youth spend a large portion of their day interacting with and consuming information on social media.

See the infographic here.

This means that content circulated on social media platforms now gets more exposure than the print or small screen content we used to rely on not too long ago. 

So increasing your online presence seems like a genuine career prospect, considering the job market has been giving university graduates across the country the cold shoulder.

It would appear as though young people have taken it upon themselves to start their own fires by making a name for themselves. But when you’re an unemployed graduate with no work experience, capital to start a business or “create your own job,” as the baby boomers keep suggesting, is hard to come by.

If being an influencer is what you are after then money is not an issue, as brands are more interested in your social capital.

Gaining brand recognition entails expanding your reach by being highly visible online, but the trick is to have a clear, recognisable brand across all your platforms.

You can’t be a photographer on Instagram, and a designer on Twitter. That makes it appear as though you’re not entirely clear on the direction you want your career to take. You know what they say - Jack of all trades, master of none.

Read more: How to start freelancing - a beginner's guide

Of course we're not disputing the fact that one can be a photographer and a designer and be equally good at both, but if that is the case, push both hustles across all your social media accounts to cultivate a consistent image.

Speaking of which, building a career on social media shouldn't be a one dimensional, superficial practice for popularity. There are skilled individuals, yes like photographers and bakers, who genuinely need social media to advertise their services.

Freelance fashion journalist, Tshego 'Red' Mosiane, advises that you not rest on your laurels once you feel like you're getting even the slightest bit of social media attention. She is of the belief that "popularity on social media opens doors, but it's not enough to sustain a career."

You have to be just as active offline too.

But is social traction enough to build a lasting career that can feed a family of four and keep that white picket fence maintained years to come? 

A social media executive told Vocativ that “brands are going to start realising that the amount of followers you have doesn’t mean shit.” Tshego echoes the same sentiments, as she says that the number of people who see your posts does not necessarily translate to the number of users who actually interact with the post.