A Digital Career in the Digital Age: Q&A with Karina Saniuk

Thumbnail Credit: Karina Saniuk

By Carissa Leong, intern

As the world became increasingly digital through the 2020s, as did its careers. An example lay in the music industry; the shift from physical formats to streaming led to a scramble to figure out how artists would be compensated for their work with people no longer paying for specific music but rather a subscription-based service that encompassed all music. The gatekeeping by record labels to nurture a brand and market became less vital, as it became easy and accessible to market independent artists through viral platforms like TikTok.

In addition to the music industry, this change resonated with many other sectors. Advertising became easier and more accessible–you could do it as long as you had a screen and wifi connection–but the pool of competitors drastically increased. This form of marketing became so necessary for companies to stay afloat that new, media-oriented job positions emerged. With the influx in hybrid and remote working environments post-COVID pandemic and the accessibility of the Internet from almost anywhere, the social media manager is among some of the most flexible to date, though still quite challenging to sustain oneself on.

Paddington Arts’ own Karina Saniuk, freelance social media manager, most recently kept up with her work from abroad during a three-month trip through Central America. Well-seasoned in the industry, Paddington Arts was only one of the clients that she worked with, all spanning various different sectors. I had the opportunity to communicate with her through email to shed some light on the realistic details of the job and the accessibility of it as a marketing career path for youths in-tune with social media.

Carissa Leong (CL): How do you stay on top of the rapidly shifting digital landscape?

Karina Saniuk (KS): I read many articles and follow industry experts.  Some of my favourite are Later, Hubspot, Social Media Today. Also since I manage between 4-10 accounts at a time I’m able to sense shifts naturally throughout all accounts, whether it’s dependent on niche or just an overall change. However, to understand the digital landscape is to understand the psychology of the mind and today’s society too as the rapidly changing world we live in today shapes how we interact with certain topics and social media.

CL: Do you have a favorite sector to work with and why?

KS: I’m particularly drawn to both the charity and food sectors. The charity sector offers a sense of fulfillment, knowing that I’m contributing to something impactful. On the other hand, the food sector allows me to unleash my creativity and experiment, especially when I can showcase more editing techniques with videos.

CL: What was your career trajectory?

KS: I opted out of studying History at The University of Nottingham to explore different paths. With a background in hospitality since the age of 16, I juggled work alongside various courses while nurturing a desire to travel. Shortly after leaving sixth form, I stumbled upon an opportunity to manage a social media account which later evolved into a paid position.

Amidst the pandemic, I launched my own Instagram account, leveraging it to showcase my services to small businesses, particularly supporting women entrepreneurs without charge to hone my skills.

Slowly, people started reaching out to me about my services and I only improved from there. Adaptability has been key; as social media continuously evolves, so must my skills. For example, when I first started working in social media, photos were still very much in, reels did not exist, neither did Tiktok.

CL: What’s the most difficult and most rewarding aspect of freelancing?

KS: The inconsistency that can come with it is the most difficult. Specifically when you lose one of your biggest clients, it is especially a financial stress but it has helped me to become resilient and cultivate a positive mentality. It also has helped me to work with what I have and roll with it.

The most rewarding thing is seeing your work do well knowing full well that you were the one who did that. Also working in small teams is so fun and you get to meet so many people from different walks of life. Being a young woman in her early twenties, it’s nice connecting with different people and seeing the possibilities that are out there.

CL: What campaign are you the most proud of?

KS: In terms of metrics, one of my TikTok campaigns reached an impressive 1.5 million viewers with just a single video. This campaign, featuring myself, was organised for a startup company last summer. While I find satisfaction in various projects, I take particular pride in endeavours benefiting Paddington Arts. The ability to inspire positivity within a community is far more gratifying than merely encouraging users to buy something they don’t need.

CL: What would be the most helpful tip that you would give someone who might also be interested in this area?

KS: The most valuable advice I can offer to anyone interested in this field is to proactively create opportunities for yourself. During times when I didn’t have clients, I invested my energy into crafting content for fictional accounts and actively engaged in conversations about social media. I lived and breathed social media for the first few years. 

Start by establishing your own presence on social media, focusing on topics you’re passionate about, and don’t be deterred by others’ opinions. Taking initiative is key; don’t hesitate to reach out to companies and offer your services. Remember, even if they decline, it’s simply a redirection that can serve as motivation to improve.