Just a couple of decades ago, it was rare to find someone aspiring to work in content creation or social media. Today, however, it’s one of the most sought-after careers across all kinds of companies—from fashion brands to media publishers. Why? Because if you’re not online, you don’t exist—and being well-positioned is essential.Andrea Verdejo, an alumna of the Vogue Master’s in Fashion and Beauty Communication and the current Social Media Manager at Vanity Fair, shares her firsthand experience. Although her original dream was to work in editorial, Verdejo discovered a fulfilling and successful career in content creation and social media management. She tells us exactly how to build a career in social media and succeed in the fashion world—particularly in the publishing sector.
How Do You Build a Visual Narrative as a Social Media Manager?
“It’s crucial for a media brand to have a distinct personality that can translate across any platform or format,” Verdejo explains—one of the key fundamentals of the job. In Vanity Fair’s case, the brand boasts a strong visual identity, defined by its iconic typography, design, and color palette. “Readers can recognize our content no matter where they’re viewing it. To ensure consistency, many teams are involved—from writers to the art department, and for social media specifically, the Social Media Manager,” she says.
For fashion brands like Chanel, building a visual narrative is just as strategic and meticulous. Chanel has cultivated a recognizable identity based on elegant typography, an iconic color scheme—white, black, and gold—and a minimalist design that reflects luxury and sophistication. This identity goes beyond visuals; it extends to polished video and photo content that evokes the same refined feel. Establishing a consistent editorial tone is equally essential.
When starting from scratch, it’s important to define what message the brand wants to communicate, using images, typography, color, and other design elements. For example, a luxury Korean beauty brand built around sustainability might adopt a soft, nature-inspired aesthetic—emphasizing greens to reflect environmental awareness. The brand might feature product photos alongside imagery of sustainable practices or ingredient sourcing. Typography could be light and modern, perhaps incorporating Hangul script to connect with its Korean roots, while keeping graphic elements clean and minimal to maintain a sense of elegance in every post.
After that, a posting strategy is vital: understanding when your audience is most active and testing which content types resonate best. Every platform is different—Facebook, TikTok, and X (formerly Twitter) each require tailored approaches.
What Format Is Trending Most on Social Media?
Video is currently one of the most popular formats among social media users, especially younger generations—both for entertainment and information. However, Verdejo points out that it all depends on “what you’re trying to achieve with each piece of content.” “Social media allows for more direct interaction with users and almost instant feedback from our audience.” So how does a social media manager know when content is resonating? “Comments, saves, article clicks, and shares all tell us what our audience thinks, which personalities they want to see more of, and which stories they want us to explore further on our site,” she says.
At Vanity Fair, the top-performing content falls into two contrasting categories: “On one hand, breaking news—like engagement announcements, film sequel releases, or Queen Letizia’s latest appearance—generates massive engagement. On the other hand, nostalgic, in-depth features about Hollywood’s golden age or rare photos of Diana, Princess of Wales, Grace Kelly, and Jackie Kennedy also perform incredibly well.”
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Where Is Social Media Management Headed?
The role of the social media manager is shifting from primarily operational to increasingly strategic. It’s no longer just about publishing content—it’s about designing integrated strategies aligned with broader business goals. AI and automation have made content creation and data analysis easier, but the human touch remains essential for authenticity and audience connection. Verdejo emphasizes the importance of creativity and originality above all.
“It’s hard to predict exactly where things are going, but I believe those who succeed will be the ones who bring a unique perspective to storytelling. Those who can uncover surprising angles, personal reflections, compelling news, and exclusive interviews—things not everyone else is doing. Audiences can access the basic facts of any story quickly, but only a few platforms or creators go beyond the surface,” she explains.
What Skills Are Essential for Working in Fashion Social Media? What’s the Most Common Mistake?
“Consistency, curiosity, and focus. You need to be deeply engaged with the platform you’re publishing on—but also understand what your audience isn’t interested in at all. The most common mistake? Thinking you have to post everything and jump on every trend, even if it doesn’t align with your audience’s interests. Never underestimate your followers,” Verdejo says.
Trial and error is one way to learn—but training can save time and money in the long run. Vogue College of Fashion offers an online course designed specifically for this: the Online Vogue Course in Social Media Marketing for Fashion. It runs for three months and covers how to build effective content strategies, manage online communities, analyze key metrics, and stay on top of digital fashion trends. The course also includes real-world case studies and sessions with industry professionals, allowing students to apply what they learn to real-life scenarios—all from anywhere in the world, on their own schedule.
