Upwork's report highlights in-demand freelance skills for 2025, emphasizing the rise of social media and digital marketing careers. Key skills include display advertising, campaign management, and email marketing. As businesses increase their online presence, roles like campaign managers—which oversee social media and ad placement—are crucial and can command high hourly rates. The need for expertise in designing display ads is linked to consumer behavior shifts, with high demand for skilled freelancers without necessarily requiring formal degrees. Email marketing continues to thrive due to the growing use of newsletters and email communication.
The skill is likely growing in demand "because of the continued use of social media and just our consumer behavior and being on websites and mobile apps," says Kelly Monahan.
Instagram, YouTube, TikTok - whatever people are on, you need someone who's actually managing where your presence is and where your campaign and all these advertisements are going.
Display advertisers don't necessarily need a degree to dive in, but having some experience in advertising, digital marketing and graphic design helps.
Email marketing is not a new skill, but with the proliferation of newsletters and the regular use of email, it continues to be relevant.
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