Survey highlights CM responsibilities

A 2026 survey by BDM and Iconosquare shows that community managers (CMs) are increasingly handling a range of tasks beyond just managing social media accounts. While 90% of CMs still focus on animating social media accounts, this percentage has dropped slightly from 2025.

Content creation and strategy take precedence

Producing editorial content is the second most common task for 84% of CMs, up slightly from the previous year. Meanwhile, tasks involving analysis, reporting, and strategy are now more prominent, with 81% of CMs incorporating them into their roles, surpassing the 78% who produce photo or image content.

Time spent on tasks varies

Although animating social media accounts remains the most time-consuming task for 27% of CMs, this figure has dropped by 6 points since 2025. Producing editorial content is now the second most time-consuming, cited by 23% of CMs, a 3-point increase from last year.

Objectives for CMs are shifting

The main goal for 80% of CMs is still to build brand or service notoriety, though this has decreased by 3 points. Acquiring new clients or members is now the second priority, mentioned by 51% of CMs, down from 55% in 2025. Informing the target audience has gained 3 points, reaching 29%, while retaining current clients has risen to 19%.

Metrics of success are evolving

Engagement, or interactions with posts, remains the top performance metric for 80% of CMs, though this has slightly decreased. Visibility, or how many people see the content, has increased to 71%. However, the number of followers has dropped to 56%, down from 61% in 2025. Metrics related to sales and customer satisfaction are also gaining importance, with 37% of CMs tracking conversions and sales, and 27% focusing on customer satisfaction.