Freelancer vs. In-House vs. Agency: What’s the Best Fit for Social Media Management?
I’ve heard it so many times: “Whoever that intern is running [insert brand’s name here] Instagram is hilarious!”
It’s a harmless joke—until it isn’t.
Is there anything wrong with being an intern? Absolutely not. I interned for plenty of companies at the beginning of my career, and yes, I helped create social media content for them. But to say I was running their accounts? That’s basically saying social media is simply a side project. That it’s not a massive part of a brand’s marketing strategy in 2025. Which to spoil the ending for you, it is!
Interns are just one part of a much larger (and much more strategic) team.
So who is running your favorite brand’s social accounts? The answer varies, as social media management definitely isn’t one-size-fits-all. Neither is the person (or team) behind it.
Today, I’m breaking down the three main options: freelancers, in-house teams, and agencies. Each has its pros and cons, and choosing the right one can affect everything from your tone and workflow to your results and budget.
If you’re a business owner or marketing director wondering what kind of social media support makes the most sense for you, this one’s for you. Let’s dive in!
Freelancer
Freelancers are independent social media professionals—usually self-employed—who contract directly with businesses. They can range from side-hustling creatives just starting out to full-time consultants with years of experience. Depending on their skill set, a freelancer might be your go-to for everything from writing captions and scheduling posts to developing full-blown content strategies and reporting on performance. It truly depends!
Freelancers typically work on a project or monthly retainer basis and often juggle multiple clients at once. Because of this, the level of involvement can vary widely. Some freelancers will act as an extension of your team, attending regular meetings and working closely with you, while others may operate more independently and simply provide you with a content calendar to implement yourself.
So, how do you find a freelancer? A few common routes:
Referrals from other businesses or creatives
Platforms like Upwork or Fiverr
Posting on job boards like LinkedIn or Indeed
Instagram, TikTok, or LinkedIn
Working with a freelancer can be a great way to get flexible, personalized social media support without hiring in-house. That said, it’s not always the right fit for every business.
Pros:
Flexible working arrangements and pricing
Often more affordable than hiring in-house or an agency
Can offer fresh, outside perspectives and creative approaches
Many specialize in specific industries or platforms
Easy to scale up or down based on project needs
Cons:
Limited availability (they’re usually juggling multiple clients)
May not be embedded in your team or fully immersed in your brand
Onboarding and briefing can take time
You’ll still need to manage them—think content approvals, strategy alignment, and feedback
Not always able to provide the full range of services (like paid ads, advanced analytics, or graphic design)
In-House
An in-house team is a dedicated group of full-time employees who work directly for your company to manage social media. Depending on your business size and needs, this could mean a single social media manager running everything from content creation to community engagement, or it could mean a whole team of specialists focusing on different aspects of social media, like strategy, content, design, and analytics.
What sets in-house teams apart is their deep immersion in your company’s culture. They know your brand inside and out and can infuse every post with a tone that feels authentic and on-brand. These teams typically report to internal leadership and collaborate closely with departments like marketing, sales, and customer service, ensuring a unified approach to all your marketing efforts.
So, how do you build an in-house team? Often, it starts with hiring a single person like a Social Media Manager or Content Creator, and then growing from there as your needs evolve. Larger companies might have entire social media departments, while smaller businesses may rely on one person who wears many hats.
An in-house team can deliver consistency, strategic integration, and a strong connection to your brand, but all that comes at a cost!
Pros:
Full-time, dedicated individual(s) who are always available
Deeply embedded in your company’s culture and brand voice
Seamless collaboration with other internal teams
Greater control over strategy and execution
Potential for quicker response times to social media events or issues
Cons:
Can be more expensive than freelancers or agencies (especially if you hire multiple roles!)
Additional costs like PTO, insurance, and benefits can make in-house teams even pricier
Limited by the skills of the in-house team. You might need to hire for different roles as your needs grow (i.e. video editing, paid ads, etc.)
Risk of burnout if the team is small and overworked
May lack the outside perspective, fresh ideas, and knowledge of changing marketing tactics that an external freelancer or agency could bring
Agency
An agency is a business that provides professional marketing services to other companies. When it comes to social media, agencies typically offer a full team of specialists who handle everything from content creation and strategy to community management, analytics, and even paid advertising.
Hiring an agency gives you access to a built-in team—without the overhead of building one in-house. Depending on your partnership, agencies can handle day-to-day management, high-level strategy, or both. Here’s what that might look like when working with an agency like ours:
Dedicated Resources: Agencies often use high-end tools and platforms that may be cost-prohibitive for individual businesses. From social media scheduling and analytics dashboards to content creation gear—we’re fully equipped.
Consistency & Commitment: Unlike internal teams where social media can get pushed down the priority list, agencies are hired to stay consistent. Our job is to keep your strategy moving, your audience engaged, and your brand front and center.
Cost-Effective Expertise: Instead of hiring multiple full-time employees, you get access to a team of specialists—writers, designers, strategists, ad buyers—for a fraction of the cost.
Risk Mitigation: When your social media relies on just one person, burnout and turnover can be a real concern. Agencies provide a more sustainable solution, with backup and support always built in.
Now, I’ll admit—I’m a little biased. But I’ve also seen firsthand the value that agencies (especially small, local ones like ours cough cough Chair 8!) can bring to businesses. Not all agencies are huge and impersonal. Some are built on close client relationships, personalized service, and a deep investment in your success.
That said, agency partnerships aren’t one-size-fits-all either. Here’s a look at the pros and cons to help you decide if this route might be right for you:
Pros:
A full team of experts with specialized skills
Fresh, outside perspectives that bring creative solutions to the table
Comprehensive service offerings, from content to paid ads
Dedicated account managers who keep strategy aligned with your goals
No need to hire multiple in-house employees
Experience across industries often leads to innovative approaches
Cons:
Can be costly or require a longer-term contract
Larger agencies may feel impersonal or slow to respond
Less direct control over day-to-day execution
Communication may take longer due to multiple team layers
Onboarding and alignment take time, especially if the agency is new to your industry
The Best Solution For You
So, which option is best? The truth is, I can’t answer that for you—and that’s actually a good thing.
Each approach we’ve covered (freelancers, in-house teams, and agencies) has its own strengths, and the right fit depends on your business size, goals, budget, and internal bandwidth.
In fact, the best solution might not be just one of these—it could be a mix. Many businesses start by hiring a freelancer to get their social media off the ground, then transition to an agency for more comprehensive support, and eventually build an in-house team as their needs and resources grow. Others might keep a hybrid model, like an in-house marketing lead working alongside a freelance designer or an agency for strategy and paid ads.
And guess what? That’s perfectly normal!
Your social media needs will evolve as your business grows. What worked for you last year might not be cutting it this year—and that’s your sign to reassess and adjust.
Not sure what the right fit looks like for your business? We’d love to help. Drop us a line at hello@chair8media.com and let’s talk strategy.