What is the difference between a targeting specialist and an SMM specialist: a deep analysis of roles and tasks

The segment of digital marketing is often shrouded in myths and misunderstandings. One of the most popular misconceptions is related to the confusion between the roles of a targeting specialist and an SMM specialist. Who really rules the advertising, and who works magic with content? Who deals with numbers, and who with creativity? To effectively manage an advertising strategy, it is important to understand the difference between a targeting specialist and an SMM specialist. Let’s talk about this in the article.

Who is a targeting specialist really?

A virtuoso of the target audience is someone who knows how to deliver advertising messages straight to the hearts and minds of the TA. This specialist’s main task is to set up targeted advertising using analytics and data to minimize costs and maximize conversions. They manage advertising campaigns on platforms such as Facebook Ads, Instagram Ads, as well as VKontakte and MyTarget – platforms widely used in Russia.

Main functions of a targeting specialist:

1. Analysis of the target audience and identification of potential buyers.
2. Setting up and optimizing advertising campaigns.
3. Continuous evaluation of the effectiveness of advertising messages and their adjustment.

Using data on user behavior, the strategist can segment the audience and choose who exactly to show the ads to.

What skills does a targeting specialist need?

They need not only knowledge of marketing tools but also the ability to work with numbers and understand audience behavior. This is an analyst who needs to understand consumer psychology and master analytics tools: Yandex.Metrica and Google Analytics. In addition to this, the ability to work with Excel and a good understanding of A/B testing are also part of their everyday arsenal.

Who is an SMM specialist and what do they do?

An SMM specialist differs in many ways from a targeting specialist. They are an artist and a communicator in one person. Their job is to create content that attracts, intrigues, and retains the audience’s attention. The main goal of an SMM specialist is to develop the brand on social networks through interesting posts, promotions, communication with subscribers, and increasing engagement.

The key task of an SMM specialist is to create emotionally engaging content and interact with subscribers, ensuring the brand’s constant presence in the audience’s life.

What skills does an SMM specialist need?

An SMM specialist must be a content master. They must possess creative thinking, the ability to write interesting texts, knowledge of the specifics of each social network, and a good understanding of audience preferences. Proficiency in programs such as Canva for creating visual content and Hootsuite for post management is also critically important for their work.

Applying copywriting skills, understanding how platform algorithms work, and creating visual content make an SMM specialist an important link in the marketing chain.

Targeting specialist vs SMM specialist: what’s the difference?

The difference lies not only in tasks but also in working methods. A targeting specialist works with advertising accounts, sets up targeted advertising, manages budgets, and is responsible for conversion metrics. An SMM specialist creates content, increases engagement, and develops the audience.

List of main differences:

1. Tasks: a targeting master sets up ads, an SMM specialist creates content.
2. Tools: a strategist works with advertising platforms, an SMM specialist works with creative programs.
3. Focus: a targeting specialist is sales-oriented, SMM is communication-oriented.

What is the difference between targeted advertising and SMM?

Targeted advertising is aimed at attracting new customers, its goal is a specific result: leads, sales, conversions. SMM, on the other hand, is more about building a brand and long-term communication with the audience, where engagement and reaction are important.

Who earns more: a targeting specialist or an SMM specialist?

Income can vary significantly depending on various factors such as experience, geographical location, and project scale. In Moscow, for example, a targeting specialist with 3 years of experience can earn from 120,000 to 200,000 rubles per month, while beginners earn around 60,000 rubles.

An SMM specialist in Moscow earns on average from 80,000 to 150,000 rubles, depending on creativity level and skills. Income also depends on the number of clients. Freelancers can range from 50,000 to 300,000 rubles per month. On average, a targeting specialist earns more because they directly impact the company’s revenue by setting up advertising that brings in customers.

However, in some cases, an SMM specialist may be more in demand, especially when it comes to brands actively developing their presence on social media and needing bright and recognizable content.

Conclusion

Understanding the difference between a targeting specialist and an SMM specialist helps businesses allocate tasks wisely and achieve better results. These are two different approaches to promotion, one focused on lead generation, the other on building a loyal audience.

By examining the differences and main functions of each profession, you can understand who to engage to solve specific marketing tasks.