Upwork’s Top Skills for 2025

According to Upwork’s latest report on the Most In-Demand Skills for 2025, some of the most sought-after skills in the freelance marketplace include accounting, full stack development, and social media marketing. The report also highlights the fastest-growing skills across various categories such as accounting, consulting, coding, web development, and design.

Emerging Marketing Skills on Upwork

For those keen to turn their public relations and communication skills into income, several of Upwork’s rapidly expanding marketing skills are worth noting.

Display Advertising

Freelancers specialising in display advertising create ads that appear as banners on platforms such as YouTube. This skill is on the rise due to the ongoing popularity of social media and the typical online behaviours of consumers. As per Kelly Monahan, managing director of the Upwork Research Institute, companies seek to grab the attention of users on websites and mobile applications. While a degree may not be essential, experience in advertising, digital marketing, and graphic design is advantageous, according to LinkedIn. Additionally, platforms like Google and Amazon provide tutorials on effective display ad creation. Experts in this field can charge up to £210 per hour on Upwork.

Campaign Management

Campaign management encompasses not only display advertising but also social media posts and features in traditional media. Monahan notes that businesses require someone to oversee their online presence across all platforms, including Instagram, YouTube, and TikTok, to effectively promote their products. Many clients look for professionals with practical experience or a marketing degree. Campaign managers on Upwork can earn as much as £250 per hour.

Email Marketing

Although email marketing isn’t new, it remains in high demand, particularly due to the rise of newsletters and the consistent use of email as a communication tool. These marketers create email campaigns for clients, monitor customer data, and scout for potential new clients. Interested individuals can acquire the necessary skills through courses on platforms like Coursera, HubSpot Academy, or LinkedIn. Email marketers charge around £590 per project on Fiverr.