Discussion Sessions: Emerging Patterns in the Digital Media Field
In the wake of the COVID-19 pandemic, the job market for digital media professionals has undergone significant changes and adaptations. The creator economy and digital marketing fields, in particular, have seen impressive growth, albeit with some competitive freelancing dynamics.
One of the key trends is the surge in demand for roles such as video editors, thumbnail designers, and producers in the creator economy. Employers have shown a 80% increase in hiring activity for such roles from January to June 2025. These roles often offer competitive pay and leverage skills from traditional media, while operating predominantly in a freelance or contract-based environment.
Digital marketing roles continue to expand at around 6%, with the industry's valuation expected to reach $1.5 trillion by 2030. This growth is driven by the need for companies to establish a strong online presence through social media, SEO, and paid advertising. The field offers strong job security and numerous job openings, with relatively low entry barriers compared to traditional IT careers, making it an attractive option for career switchers.
The rise of AI and generative AI skills is also influencing job postings, particularly in digital media-related fields that intersect with AI technologies. Positions requiring AI skills tend to pay significantly more, reflecting the premium on these competencies. While AI hasn't dominated overall labor market trends, its responsible integration into business workflows is creating niche demand, which digital media professionals may benefit from if they adapt to these technologies.
However, it's important to note that the second quarter of 2025 saw a modest cooling in the digital marketing job market, with a 6.7% drop in job postings quarter-over-quarter, longer job posting durations, slower hiring speeds, and fewer early-career positions. Despite this, demand remains high for senior, strategic marketing roles such as Product Marketing and Growth Marketing, indicating a market correction rather than a collapse.
In this dynamic job market, having a well-rounded skill set is crucial. Being a "jack of all trades" continues to be a valuable asset in the digital media industry. Real-life experience is also important for developing these skills. Amy McSheffrey, a member of the institution's Advisory Board, is a prime example. She graduated from ASU's Walter Cronkite School of Journalism with a B.A. in Broadcast Production and ran Chili Pepper Productions for over 25 years. McSheffrey has created many award-winning corporate videos, television commercials, and fundraising videos for clients across the country and internationally.
When it comes to securing a job in the industry, punctuality, reliability, trustworthiness, and being easy to work with are essential qualities. Candidates should also avoid taking credit for someone else's work or using unauthorized materials (copyrighted music or images). Being a team player and demonstrating strong communication skills are also highly valued.
In the video reel, candidates should highlight their best work, ensuring it is short, varied, and clearly explains their role on the project. Employers in video production expect an online "reel" via Vimeo or a personal webpage.
A talented, hard-working person can be hired in the industry out of high school with work experience, but a degree can help move up into leadership roles more quickly. McSheffrey, for instance, started her career at Honeywell and Timberline Productions before launching her own video production company, Chili Pepper Productions.
In the current job market, lack of these skills can lead to quicker dismissal than any other factor. Listening and learning from those with more experience is also important in the video production industry.
References: [1] "The 2025 Creator Economy Report: A Comprehensive Analysis of the Trends, Opportunities, and Challenges Facing Creators Today." (2025). [2] "Digital Marketing Industry Report 2025: Trends, Opportunities, and Challenges." (2025). [3] "AI in Digital Media: A Study on the Impact and Implications for the Workforce." (2025). [4] "Marketing Job Market Report: Q2 2025 Analysis." (2025).
- In the digital media industry, individuals with diverse skills, such as a combination of video editing, business acumen, technology know-how, education, and self-development, are highly sought after due to the rapid growth and intersections with emerging technologies like AI.
- As the digital marketing landscape continues to evolve, careers in finance, specifically those focusing on managing marketing budgets and investing in marketing technologies, are becoming increasingly important in maintaining a strong online presence for companies.
