The national line and where social media managers sit
The national full-time adult ordinary-time average, as measured by the ABS Average Weekly Earnings survey for May 2026, sits at $2,083.70 per week. That works out to about $108,352 a year before tax. This is the line that Place a salary on the line uses to show how any given pay compares. But if you are a social media manager, your actual salary may sit above or below that line depending on where you work, who you work for, and how your pay is set.
The ABS does not publish a separate average for social media managers. The occupation is not one of the standard categories in the Employee Earnings and Hours survey. The closest groups are Professionals (average weekly total cash earnings $2,049.60) and Managers ($2,800.90). A social media manager could fall into either, depending on whether the role is seen as a specialist professional or a managerial position. The all-employees median across all occupations is $1,436 per week ($74,672 a year), and the full-time median is $1,887 per week ($98,124 a year). These medians give a sense of the middle of the market, but they are not specific to social media.
Why state matters
One of the biggest factors that can move a social media manager’s salary off the national line is location. The ABS publishes full-time adult ordinary-time earnings for each state and territory. These are averages for all full-time workers, not just social media managers, but they show the broad pay landscape.
States and territories reveals wide gaps. The Australian Capital Territory has the highest full-time average at about $119,090 per year, followed by Western Australia at about $115,825. New South Wales is around $109,658, Victoria $106,137, and Queensland $106,064. South Australia sits at $102,450, the Northern Territory at $103,173, and Tasmania at $96,008. A social media manager in Canberra or Perth is likely to earn more than one in Hobart or Adelaide, simply because the overall pay level in those states is higher.
These differences reflect the mix of industries and employers in each state. The ACT has a high concentration of public sector and professional services jobs, which tend to pay above the national average. Western Australia’s mining and resources sector pushes up average earnings across the board. Tasmania’s economy has a larger share of lower-paying industries like hospitality and retail. Even within the same company, a social media manager based in Sydney may earn more than one in Launceston because of cost-of-living adjustments or market rates.
Award coverage and individual arrangements
Another factor that can pull a social media manager’s pay away from the national line is how their salary is set. The ABS Employee Earnings survey for August 2025 shows that 38.5% of all employees have their pay set by individual arrangement, 34.6% by collective agreement, and 22.7% by award only. For social media managers, individual arrangements are common, especially in agencies, tech companies, and larger corporations. This means the employer and employee negotiate a salary that may be above the award minimum.
However, many social media managers are covered by an award. The most relevant is the Professional Employees Award, which covers employees who perform professional duties such as marketing, communications, and digital content. Alternatively, the Clerks Award may apply if the role is more administrative. Fair Work’s Modern Awards Pay Database contains the minimum rates for each classification. From 1 July 2026, award minimums rose by 4.75% following the Annual Wage Review. The national minimum wage itself is now $26.44 per hour, $1,004.90 per week, or about $52,255 per year on a 38-hour week. Award rates are generally higher than that, but still well below the national full-time average.
A social media manager on an award might earn somewhere between $60,000 and $80,000 per year, depending on their classification and experience. Those on individual arrangements or collective agreements often earn more, especially in high-cost cities or competitive industries. The ABS data shows that employees on individual arrangements earn an average of $1,876.50 per week ($97,578 per year) across all occupations, while those on collective agreements earn $1,746.10 ($90,797). Award-only employees average $922.20 per week ($47,954), which is below the national minimum wage because it includes part-time and casual workers.
How tax affects take-home pay
Once you have a salary figure, it is useful to see what you keep after tax. For the 2026–27 income year, the resident tax rates are: nil on the first $18,200, 15% on income up to $45,000, 30% up to $135,000, 37% up to $190,000, and 45% above that. The Medicare levy adds 2% before any reductions. A social media manager earning the national full-time average of $108,352 would pay about $24,467 in tax plus $2,167 in Medicare levy, leaving around $81,718. If you earn less, your effective tax rate is lower. The Job medians page can help you see where your pay sits relative to other roles.
Putting it together
There is no single answer to “what is a social media manager salary?” because the role spans different industries, states, and pay-setting methods. The national full-time average of $108,352 is a useful benchmark, but your actual pay may be higher or lower depending on where you live and whether you are on an award, a collective agreement, or an individual contract. The ABS data gives you the tools to compare, but you need to consider your own circumstances. Use the line on this site to see how your salary measures up, and check the state and territory averages to understand the regional picture.