Let's play a game. Build your dream in-house social media team on paper. The people you'd actually need to produce the kind of content that stops the scroll, grows an audience, and drives real business.
Not one overworked generalist. A real team.
Then let's see what it costs. And then let's compare that to what an agency charges for the exact same output.
The gap is going to make you uncomfortable.
The Team You Actually Need
To run professional social media in 2026 — the kind that competes with what the best Dallas brands are putting out — you need these roles:
1. Social Media Manager / Strategist
What they do: Develops the overall strategy, plans content calendars, manages publishing schedules, tracks analytics, adjusts based on performance, handles community management.
Dallas salary: $52,000-$68,000/year
This is your quarterback. Without strategy, everything else is just noise. They decide WHAT gets posted, WHEN, and WHY. They track what's working and pivot when it's not. They respond to comments and DMs. They keep the algorithm happy.
But they're not creating the content. They're planning it.
2. Videographer
What they do: Shoots all video content — Reels, TikToks, YouTube videos, client testimonials, behind-the-scenes footage, product demos, event coverage.
Dallas salary: $48,000-$70,000/year
Video is everything in 2026. Instagram prioritizes Reels. TikTok is pure video. LinkedIn video gets 5x more engagement than text. You can't compete without a shooter who knows lighting, composition, movement, and how to capture content that looks professional on a phone screen.
A videographer also needs professional equipment. Camera bodies, lenses, gimbals, lighting, audio — that's $7,000-$15,000 in gear. (Full equipment breakdown in our video production cost guide.)
3. Video Editor
What they do: Takes raw footage and turns it into polished, scroll-stopping content. Cuts, transitions, color grading, text overlays, sound design, captions, trending audio integration, platform-specific formatting.
Dallas salary: $45,000-$65,000/year
Shooting video is half the job. Editing is where the magic happens. The hooks, pacing, transitions, and text overlays that make someone stop scrolling — that's all post-production. A great editor can turn decent footage into viral content. A mediocre editor can make amazing footage fall flat.
They also need serious hardware. A computer capable of smooth 4K editing runs $2,000-$4,000. Add Adobe Premiere, After Effects, DaVinci Resolve, and stock music subscriptions.
4. Graphic Designer / Content Creator
What they do: Creates static graphics, carousels, Story templates, branded assets, infographics, and any visual content that isn't video.
Dallas salary: $45,000-$60,000/year
Not everything is video. Carousel posts, quote graphics, infographics, promotional banners — these still play a major role in a balanced content creation strategy. A designer ensures every piece of content is visually on-brand and polished.
5. Copywriter
What they do: Writes captions, scripts for video content, blog posts, ad copy, email campaigns, and anything else that requires words.
Dallas salary: $48,000-$65,000/year
The hook in your Reel. The caption that sparks conversation. The ad copy that drives clicks. The blog posts that rank on Google. Words matter — and writing for social media is a specific skill. It's not the same as writing a press release or a brochure. Social copy needs to be conversational, punchy, and platform-specific.
6. Senior Marketing Manager / Director
What they do: Oversees the entire team, aligns social media with business goals, manages paid advertising campaigns, reports to leadership, handles budget allocation, coordinates with other departments.
Dallas salary: $85,000-$120,000/year
Someone has to lead. Without a senior person providing direction, your team of specialists works in silos. The strategist plans content without understanding the sales pipeline. The videographer shoots without knowing what the data says works. The designer creates beautiful graphics that don't drive conversions.
A marketing director connects the dots and makes sure every piece of content serves the business.
Feeling the sticker shock yet? Keep reading — the comparison gets even more dramatic. Or skip ahead and get a free consultation to see what this would cost with an agency.
Adding Up the Full In-House Team
Let's total the salaries using mid-range figures:
| Role | Annual Salary | Monthly | |------|---------|---------| | Social Media Manager | $60,000 | $5,000 | | Videographer | $58,000 | $4,833 | | Video Editor | $55,000 | $4,583 | | Graphic Designer | $52,000 | $4,333 | | Copywriter | $55,000 | $4,583 | | Marketing Director | $100,000 | $8,333 | | Total salaries | $380,000 | $31,667 |
But salaries are just the beginning. (We detail every hidden cost in our hidden costs of in-house teams guide.)
Add the Real Costs
Benefits and employer taxes (28% average): $380,000 x 0.28 = $106,400/year ($8,867/month)
Equipment and software for 6 people: - Camera gear: $8,000-$15,000 - 6 computers/laptops: $12,000-$21,000 - Software licenses (Adobe, scheduling, analytics): $400-$700/month - Stock assets, music, fonts: $100-$200/month - Office furniture, monitors: $3,000-$6,000
Upfront: $23,000-$42,000 Monthly ongoing: $500-$900 Amortized monthly: $1,140-$2,070
Office space for 6 people: Average Dallas office space: $25-$40/sq ft/year. At 150 sq ft per person: 900 sq ft x $32 average = $28,800/year = $2,400/month
Recruiting costs (hiring 6 people): Average cost to fill a marketing role: $4,000-$8,000 6 roles x $6,000 average = $36,000 one-time
Training and development: $2,000/person/year x 6 = $12,000/year ($1,000/month)
Management overhead (your time managing a team of 6): Even with a marketing director handling day-to-day, you'll spend 5-10 hours/month on oversight, strategy alignment, and approvals. At $150/hour: $750-$1,500/month
The True Monthly Cost of a Full In-House Team
| Category | Monthly Cost | |------|---------| | Salaries | $31,667 | | Benefits and taxes | $8,867 | | Equipment and software | $1,140-$2,070 | | Office space | $2,400 | | Training | $1,000 | | Your management time | $750-$1,500 | | Recruiting (amortized over 3 years) | $1,000 | | Total | $46,824-$48,504/month |
That's $561,888-$582,048 per year.
And this doesn't account for: - Employee turnover (average 2-3 year tenure means you're constantly re-hiring) - Sick days and PTO (6 employees x 20 PTO days = 120 days/year of paid non-productivity) - Team dynamics and HR issues - Underperformers who need coaching or replacement - The months of ramp-up when new hires are still learning
Now Let's Look at Agency Pricing
For the same scope of work — strategy, video production, editing, graphic design, copywriting, and senior oversight — a Dallas agency charges:
| Agency Tier | Monthly Cost | What You Get | |------|---------|---------| | Mid-tier agency | $3,000-$5,000 | Full social media management, content creation, strategy, reporting | | Premium agency | $5,000-$10,000 | Everything above + paid ad management, multi-platform campaigns, advanced analytics | | Full-service (comparable to in-house team output) | $7,000-$12,000 | Enterprise-level output across all channels with dedicated team |
Even at the highest agency tier ($12,000/month), you're paying 75% less than the in-house team.
At the mid-tier ($3,000-$5,000/month), you're paying 90% less.
Let's put that side by side:
| | Full In-House Team | Agency (Mid-Tier) | Agency (Premium) | |--|------|---------|---------| | Monthly cost | $47,000+ | $3,000-$5,000 | $7,000-$12,000 | | Annual cost | $564,000+ | $36,000-$60,000 | $84,000-$144,000 | | Strategist | 1 | Included | Included | | Videographer | 1 | Included | Included | | Video editor | 1 | Included | Included | | Designer | 1 | Included | Included | | Copywriter | 1 | Included | Included | | Senior oversight | 1 | Included | Included | | Equipment | You buy ($23K-$42K) | Included | Included | | Software | You buy ($500-$900/mo) | Included | Included | | PTO coverage | You figure it out | Never misses | Never misses | | Turnover risk | Constant | Zero | Zero | | Scalability | Fixed headcount | Flex up or down | Flex up or down |
"But an Agency Can't Match a Dedicated Team"
This is the most common pushback. Let's address it:
"An agency splits attention across clients."
True — but that's a feature, not a bug. Working across multiple clients means agencies see what's working across industries, platforms, and audiences. Your in-house team only sees your account. An agency brings pattern recognition from dozens of accounts.
When we create content for a Dallas restaurant, we apply insights from our work with events companies, product brands, and professional services. When a trend breaks on TikTok, we spot it across all our accounts simultaneously and move fast. Your in-house team discovers it days later.
"Nobody knows my brand like an internal team."
By month three of a good agency partnership, this argument falls apart. A structured onboarding process (brand voice deep dive, content audits, strategy development) gets an agency up to speed fast. And unlike an employee who might leave in 2 years, that institutional knowledge stays with the agency forever. (Read our guide on outsourcing without losing your brand voice.)
"I need someone available 40+ hours a week."
Do you? Or do you need 40+ hours of OUTPUT per week? An agency team can produce more content in less time because they have specialized workflows, professional equipment ready to go, and editors who aren't also shooting and strategizing. Efficiency beats hours.
"What if the agency does a bad job?"
You cancel. No severance, no unemployment claims, no awkward termination meeting. Most agencies work on monthly or quarterly contracts. If it's not working, you walk. Try doing that with 6 employees.
The Realistic Middle Ground
Very few Dallas businesses under $10M in revenue need a full in-house marketing team. Here's what actually makes sense at different revenue levels:
Under $500K revenue: - DIY or freelancer ($500-$1,500/month) - Focus on 1-2 platforms max
$500K-$3M revenue: - Mid-tier agency ($2,500-$5,000/month) - 3-4 platforms, professional content, strategic growth - This is where The Williams Agency operates
$3M-$10M revenue: - Premium agency ($5,000-$10,000/month) - Full-service across all platforms with paid advertising - OR hybrid: agency handles content + 1 in-house coordinator
$10M+ revenue: - In-house team becomes cost-competitive - Agency can still supplement with specialized skills (video production, paid media) - Many enterprise companies use both
For the full pricing breakdown by business size, see our 2026 Dallas social media marketing cost guide.
What $5,000/Month Buys From Each Option
Let's make it concrete. You have $5,000/month for social media. What do you get?
In-house ($5,000/month = ~$42,000 salary after taxes and benefits): - One entry-level to junior social media generalist - Limited video capability (phone only, basic editing) - Probably covering 2 platforms - 12-15 posts per month (they're also doing admin, learning, and non-content tasks) - No professional equipment budget - No strategic oversight (you're managing them) - When they're sick or on vacation, content stops
Agency ($5,000/month): - Dedicated strategist, videographer, editor, and copywriter - Professional equipment and software - 20-30+ pieces of content per month across 3-4 platforms - Video-first content strategy with Reels, TikToks, and Stories - Community management (comments and DMs) - Monthly strategy sessions and performance reporting - Never goes dark — ever
Same budget. Dramatically different output.
The Decision Is Simpler Than You Think
You don't need to build a $500K team to compete on social media. You need a team that can produce professional, strategic, consistent content — and that team already exists. You just hire them differently.
The businesses dominating social media in Dallas aren't the ones with the biggest headcount. They're the ones who've figured out that an agency gives them a full team's output at a fraction of a full team's cost. No benefits. No turnover. No equipment purchases. No management headaches.
Just professional content that shows up, every single week, driving real results.
That's not cutting corners. That's being smart about where your money goes.
Ready to get a full team's worth of output without a full team's cost? We provide social media management, content creation, video marketing, and paid advertising for Dallas businesses — all from one team, one monthly investment. Get a free consultation.