Should You Outsource Social Media Marketing?

Managing social media well takes time and skill, and for many small businesses, those resources are limited. 

You might have big goals, but can’t always keep up with daily posting, monitoring and analytics. 

One of your options is to outsource social media marketing.

Outsourcing can save time, plug skill gaps, and free you to focus on core business tasks. 

However, it also involves handing over some control and budget. 

In this article, we weigh up the pros and cons in practical terms for small companies when you outsource social media marketing.

We’ll look at the key factors, examples, cost vs control, and metrics to track. 

Use this guide and checklist to decide whether outsourcing social media makes sense for your business.

If you are curious if you should outsource your digital marketing as a whole – then you can read our breakdown on that here.

Key Takeaways

• Outsourcing social media means hiring external specialists or agencies to run your social profiles, freeing you from daily content tasks.

• Pros: Saves time and training, provides expert content creation, reduces overhead. Small firms especially see gains.

• Cons: Less direct control over brand voice and spending, choosing the wrong partner can harm reputation

• Metrics to watch: Track reach, engagement rate, leads generated, conversion rate (followers → customers), and cost-per-acquisition.

• Options: In-house management, freelancers, agencies. We compare these below.

• Deciding Factors: Do you have the skills / time? What’s your budget? What level of creativity/strategy do you need? Use our checklist to assess if outsourcing is right for you.

What is Outsourcing Social Media Marketing?

When you outsource social media marketing, it means hiring an external person or company to handle your social accounts (Facebook, Instagram, Twitter, LinkedIn, etc.). 

This covers writing posts, creating visuals, scheduling content, engaging with followers, running ads, and analysing performance. 

Instead of an in-house employee, an outsourced team or freelancer takes care of the day-to-day work. 

This gives you access to specialists who know each platform’s quirks and algorithms. 

For example, a small retailer might contract a freelancer to produce weekly Instagram and Facebook posts, or a larger SME might sign with an agency that provides a content creator, community manager and analyst. 

The key is that the work is done off-site by experts, rather than by your own staff.

Should You Outsource Social Media Marketing?

Outsourcing makes sense when your business needs exceed what you can do internally. 

If you lack the time or know-how to regularly post high-quality content, or you want to tap into skilled design and strategy that you don’t have, an outside partner can help. 

Many small companies find that outsourcing is cheaper than hiring a full-time team member. 

A useful rule of thumb – if social media is a low priority or you’re struggling to keep up, outsourcing can add value.

On the other hand, if your brand voice is very niche or you want tight control, in-house might be better. 

Outsourcing introduces challenges like ensuring consistency of tone. 

Also consider cost.

Agencies can be costly, whereas keeping it in-house means only paying an existing person’s time.

Case-style Example

A local bakery wanted daily social posts but the owner was too busy baking. 

They outsource social media marketing, and hire a freelancer who understood the bakery’s style and schedule. 

The freelancer’s posts increased engagement by 50% over two months, bringing in more foot traffic and orders. 

Without the freelancer, the bakery’s social channels would have been sporadic and much less visible. 

This shows outsourcing can jump-start your presence if managed well.

Ask these questions:

• Do you have the time and skills internally? 

• Do you need professional polish? 

• Can you afford outsourcing fees? 

If you answered ‘no’ to having the resources, outsourcing is worth considering. 

When you need heavy creative or strategic input and have the budget, an agency might be ideal. 

If needs are more modest, a skilled freelancer could do the job. 

Ultimately, balance your in-house capacity against the goals you have for social media growth.

The Benefits to Outsourcing Social Media Marketing

There are many advantages to outsourcing your social media marketing.

Saves Time and Effort

You eliminate the daily grind of writing, posting, and engaging. 

Outsourcing frees you up to focus on core business. 

As one agency notes, delegating social saves internal resources and eliminates the need to hire and train staff. 

For small firms, time saved can be reinvested in product development or customer service.

Cost-Efficiency

Outsourcing can be cheaper than a full-time hire. 

You also avoid costs of tools and training, since freelancers/agencies already have them. 

For example, instead of a £40k+ annual salary, you might pay a £500 monthly fee to a freelancer for similar output.

Access to Expertise

External providers bring specialised skills from social media experts. 

They know the latest platform trends and can produce high-quality content (graphics, videos, copy) that might take you much longer to create. 

Outsourced teams often include analysts who track results and adjust strategy, which many small businesses lack in-house. 

You benefit from knowledge of different industries and advanced tools, boosting your chances of effective campaigns.

Consistency and Fresh Ideas

Agencies/freelancers handle social media full-time. 

This means regular posting schedules and creative campaigns even when you’re busy. 

They avoid the ‘posting drought’ that can happen if an in-house team is stretched. 

Consistency is crucial for algorithms and audience growth.

Scalability

As your needs grow, an agency can quickly scale up content and paid ads.

If you need to cut back, you can adjust or pause services. 

You don’t have to hire or lay off staff as demand changes. 

This flexibility is a major plus for small businesses with seasonal cycles or tight budgets.

Potential Risks of Outsourcing Social Media Marketing

While there are upsides, you should be aware of potential disadvantages to outsourcing social media marketing.

Loss of Control

Handing over your brand voice to outsiders can be risky. 

A bad fit can lead to off-message content or inconsistent style. 

It’s crucial to communicate guidelines clearly. 

Cost and Hidden Fees

Not all providers deliver equal value. 

Agencies may require high retainers, and freelancers might upsell extra services. 

There’s a risk of paying for unused hours or unnecessary features. 

Always clarify pricing and what’s included. 

Small businesses must balance the cost of outsourcing against expected returns.

Quality Variability

Quality isn’t guaranteed. 

Some agencies do ‘one-size-fits-all’ content.

Some freelancers might lack graphic skills. 

You may end up with bland or irrelevant posts if the provider doesn’t fully understand your market.

Onboarding Effort

Initial setup takes time. 

You’ll need to educate the outsourcer on your products, brand, and customers. 

During this learning phase, results may lag.

Communication Delays

Unlike an in-house colleague, an outsourced team may not be available instantly. 

Quick changes or urgent updates could be slower. 

Misunderstandings in briefing can cause delays.

Data and Security

Giving account access and business information to external parties carries risk. 

Ensure passwords and sensitive data are handled securely and include confidentiality clauses in contracts.

Selecting the Right People For Outsourced Social Media Marketing

If you decide to outsource, choosing the right partner is key. 

Look for experience and expertise.

An agency or freelancer familiar with your industry or audience can hit the ground running. 

Check their portfolio or case studies for results in businesses like yours. 

Evaluate communication skills – are they responsive and clear during initial conversations? 

This indicates how they will handle ongoing collaboration. 

Compare costs vs value.

Get quotes and understand what you’ll receive. 

Also read client testimonials and reviews to gauge reliability.

You should define metrics to track in advance. 

Ask candidates how they’ll measure and report these. 

For example, your KPI might be 5% monthly follower growth, improving your CPL, or 10 lead conversions per month.

Ensure the freelancer/agency sets up Google Analytics goals or social analytics to track this.

A Brief Checklist for Choosing

• Check expertise in your platform(s) and industry.

• Assess their communication process and workflows.

• Ensure they offer reporting on your key metrics (reach, engagement, conversions, CPA).

• Ask for case examples or references.

• Clarify who retains final content approval and how feedback will work.

• It can also help to start with a small trial project. Some businesses outsource one campaign first to test fit.

Final Thoughts

Outsourcing your social media marketing can unlock time and expertise for a growing business, but it’s not a magic solution. 

It pays off when you lack in-house time or skills, and when you can set clear goals and oversee performance. 

Use metrics like reach, engagement rate, lead conversions and cost-per-acquisition to judge ROI. 

If you need help creating consistent content and community management and have the budget for it, outsourcing (either via a freelancer or an agency) is worth considering. 

However, keep brand control high by providing clear guidelines and reviewing outputs closely. 

The decision should match your resources and objectives. 

Use our checklist and comparison table to weigh in-house versus outsourcing, and choose the approach that best fits your small business’s needs.

For more information about outsourcing your social media marketing, or help with any of your marketing needs, get in contact with us here at Neon Atlas Digital Marketing today.