Social media marketing pricing is what determines your spending on campaigns performed on Facebook, TikTok, Instagram, LinkedIn, and other similar channels. Prices are still on the rise, which makes money for social media marketers and agencies, as well as for Mark Zuckerberg and his ilk. Just to mention that – as Statista reports – Meta’s (and its predecessors) total revenue in the 2009-2023 period amounted to nearly $117 billion! Yeah, the SM marketing concept is still vital, and nothing suggests that this will change in the near future…
As you are here, you’re probably curious about the current social media marketing price or – more specifically – how much you should pay (or charge) for social media marketing services. You’re, I bet, also wondering what the averages are and how much is… too much. In this post, we’ll try to answer these questions based on data analyzed from industry reports, job postings, forum discussions and other sources.
Ready to go? Let’s start!
Summary:
- The price of social media management services is determined by their scope, chosen platforms, campaign type and objectives, country, industry, and other factors.
- The average social media marketing cost is $150,000 per year, yet most businesses spend on SM services less than $50,000 in the same timeframe.
- Social media marketing packages cost from $850 to thousands of dollars monthly, depending on the components included.
- Charges for handling social media marketing services range anyway from $25 to $300 per hour.
- Paying for professional SM management may yield a precisely targeted audience, enhanced online presence, measurable financial outcomes (in a shorter time!), and boosted engagement.
- Landing pages are a very efficient tool for converting traffic acquired with social media channels.
What Factors Determine Social Media Marketing Cost?
Costs for social media management services depend on the specific platform you utilize, the marketing and business goals you’re going to achieve, the targeted audience, preferred SM content types, campaign duration, targeted locations, the expertise of the hired agency or specialists, and additional services like optimization (if ordered). Let’s expand on these factors, as they are of great value for social media services prices.
Advertising Platform
The choice of social media platforms significantly affects your marketing costs due to differences in audience demographics, ad formats, and engagement rates. It’s clearly visible in the cost per click (CPC) on various platforms. It’s an amount of money you need to pay every time a user clicks on your ad. Here are the current ranges for the most popular social media advertising services:
- Facebook and Instagram often have affordable CPCs, ranging from $0.50 to $2; they are ideal for broad demographics and highly visual content;
- LinkedIn is known for its professional audience, and it typically incurs higher costs, with CPCs between $5 and $10, making it suitable for B2B campaigns;
- TikTok and Snapchat appeal to younger audiences, offering lower initial costs (typically less than $1) but requiring highly engaging, short-form content for effectiveness.
Each platform’s cost-effectiveness depends on your audience and campaign type, so choosing wisely is critical to minimizing unnecessary expenses.
Campaign Objective
Your campaign objective plays a major role in determining costs. Objectives like brand awareness or video views are less expensive because they aim for broader reach and lower-intent interactions, with CPMs (Cost Per Thousand Impressions) often around $5 to $10.
In contrast, lead generation or direct conversions cost more due to the higher effort and advanced algorithms required for precise targeting and tracking, with CPCs potentially exceeding $3 to $5. For example, a campaign targeting form submissions for a real estate company will have a higher cost than one promoting a blog post.
Target Audience
A highly specific target audience improves relevance but can increase costs due to competition. Platforms prioritize advertisers willing to pay more for high-demand audiences, such as young professionals or affluent urban residents.
To put it more precisely: casting a wide net (broad targeting) with general demographics lowers CPC but may dilute relevance. On the other hand, combining location, behaviors, and interests (narrow targeting) results in a smaller but more engaged audience, often with higher CPC or CPM. Refining your target audience helps balance costs and relevance, ensuring that your ads reach those most likely to convert.
Ad Format and Creative Requirements
The format and quality of your ads influence costs and engagement rates. Let’s take a look at a few popular ones:
- image ads – simple and affordable, requiring basic design tools and minimal production effort (= lower cost),
- video ads – highly engaging but more expensive to produce and run, with costs varying based on length and production quality (a professionally crafted video could cost several thousand dollars, while user-generated videos are more budget-friendly),
- carousel ads – useful for showcasing multiple products or services, offering higher engagement but requiring additional creative effort.
Investing in high-quality creative assets ensures better performance, but costs must align with campaign goals to avoid overspending.
Bidding Strategy and Competition
Social media platforms use auction-based systems where advertisers bid for ad placements. Costs depend on factors like industry competition and your chosen bidding strategy:
- manual bidding offers more control but requires careful management to prevent overspending;
- automated bidding optimizes bids for your goal, often resulting in better efficiency but potentially higher costs in competitive industries like finance or e-commerce.
Example: a retail campaign during the holiday season may see significant cost spikes due to heightened competition, with CPMs doubling or tripling compared to off-peak periods.
Campaign Duration and Scale
Longer campaigns or those targeting broader audiences naturally incur higher costs. For example, a month-long campaign promoting a seasonal sale may require a budget of $1,000 to $5,000 depending on the intensity and audience size. Scaling campaigns to include multiple locations or international audiences further increases costs due to additional ad placements and creative adaptations.
Organic Content Efforts
While organic content is technically free, maintaining an active social media presence requires investment in tools, personnel, and time. Social media content creation may include
- photography and images,
- professional graphic designs (just look below at this amazing collage from Samsung’s Instagram – you won’t achieve such an amazing effect with stock resources…),
- and copywriting,
which summarily can cost hundreds or thousands of dollars monthly. If you’d like to have these competencies in your organization, you should hire at least a social media manager, visual designer, and content writer/editor. If you, however, aim to go fully pro, having also UX designer and video creator on the board would be of great value.
Apart from creating content, there is also a need for community engagement, which is typically the domain of community management by a dedicated expert. This entails additional labor costs. Add to this funds for a selected social media management tool.
Furthermore, to evaluate the effects, analytical tools like Hootsuite or Sprout Social are crucial. They cost anywhere from $50 to $500 per month.
Geographic Targeting
The geographic location of your target audience significantly affects ad costs.
Advertising in competitive regions like North America or Western Europe typically incurs higher CPC and CPM rates, with CPMs often exceeding $10!
Targeting low-cost markets, such as Southeast Asia or Eastern Europe, can yield lower CPMs.
Geographic targeting should align with business goals, ensuring budgets are focused on the most profitable regions.
Agency or Freelancer Fees
Hiring an agency or freelancer adds to costs but can improve campaign quality and outcomes.
Freelancers typically charge between $15 and $100 per hour, depending on expertise and scope.
Agencies offer implementing a comprehensive social media strategy but charge higher fees, often starting at $1,000 to $5,000 per month.
While outsourcing social media management can be expensive, it saves time and provides access to specialized knowledge, tools, and resources.
Testing and Optimization
Continuous testing and optimization are essential for improving ad performance but require additional investment on, at least:
- A/B testing (running multiple ad versions to identify the best-performing one in terms of creatives used or most profitable audience segment),
- optimization tools (using platforms like AdEspresso or Optmyzr to perform data analysis – such software may cost $50 to $500 monthly).
Testing ensures campaigns remain effective, helping businesses adapt to audience preferences and market trends for sustained success.
What is the Average Social Media Marketing Cost?
The average social media marketing cost is $150,000 yearly (estimated based on Sprout Social’s and SocialPilot’s data for the autumn of 2024), but in the survey by WebFX, 48% of respondents claimed to spend on marketing anywhere from $1000 to 25,000 per year. What causes such significant differences?
First of all, the average, due to its very nature, is impacted heavily by extreme cases. In this case, especially by rates paid by global corporate giants. Companies like Apple, McDonald’s, and Deloitte spend on social media management services millions of dollars every year.
Secondly, many companies are based in the United States, where average spending is much higher than in, for example, South-East Asia or Western Europe.
Thirdly, I guess that in WebFX’s survey, some respondents claimed to spend $0 on SM marketing, as they prefer other digital marketing channels. This is probably why the values provided in this survey look very low compared to the average.
In general, social media management costs (including marketing costs as well) may vary greatly depending on business size, country, number of social media accounts, different social media platforms used, and the reputation of the agency or experts hired to deal with it.
What is the Average Social Media Marketing Cost for Small Business?
The average social media marketing cost for small businesses ranges between $100 and $5,000 per month, yet the latter value concerns small businesses aiming for quick development, which are rather established by larger brands than those starting from the ground up. Lyfe Marketing reports that most of the small businesses spend on social media advertising and marketing $750-2500 monthly. This usually covers content creation (typically 5-15 posts, reels, or similar content pieces) and basic social media management software (like Hootsuite, Sprinklr, or SocialPilot).
Due to marketing budget constraints, a significant share of small-sized businesses save money on hiring external experts or agencies, which entails managing social media services in-house, e.g., by other specialists.
You should also keep in mind that some SMBs don’t invest in social media at all, as they prefer cheaper strategies, such as acquiring website traffic with SEO (it’s more cost-effective but requires time for success).
What is the Average Social Media Marketing Cost per Month?
The average social media marketing cost per month is $12,500, but the majority of companies spend $1000-2,000 a month. Based on Quora and Reddit discussions, I suppose that the median (the middle value) is around $1500. The average is high due to the inclusion of global brand spending rates, which frequently exceed millions of dollars. In the meantime, most companies are small businesses with very limited expenses on SM.
Anyway, the monthly cost of social media marketing varies significantly based on the service provider – be it agencies, freelancers, or in-house teams – and the specific services required. Here’s a breakdown based on SocialPilot’s, Expert Market’s and WebFX data:
Agencies typically charge between $1,000 and $20,000 per month, depending on the scope of services, campaign complexity, and the agency’s expertise. For specific campaigns or projects, agencies may charge a flat fee ranging from a few thousand dollars to tens of thousands, based on project requirements.
Freelancers often charge between $14 and $35 per hour, with rates varying based on experience and project complexity. Monthly fees for freelancers can range from $500 to $10,000, influenced by the services provided and the freelancer’s expertise.
In-house social media management with appropriate software tools can cost from $0 to $3,500 per month, depending on the platform’s features and the number of users. But, of course, we should also include in this amount personnel costs, namely, hiring cost and salaries for social media specialists handling these tools. To lower costs companies can also delegate these tasks to their current employees, but it anyway takes up resources (time for education and social media training and/or money).
Additionally, beyond management fees, allocating a budget for social media advertising is crucial. Businesses often spend between $1,000 and $25,000 annually on social media ads, depending on campaign goals and target audience.
In summary, social media marketing expenses can range from a few hundred to several thousand dollars per month, depending on the chosen providers, services required, and business objectives. It’s essential to assess your specific needs and budget as early as possible to determine the most suitable approach for your company.
What are the Social Media Marketing Packages Prices?
Social media marketing packages differ in average prices from $850-1100 per month for basic packages through $1,400-2,000 per month for standard sets to $2,500 and more per month for comprehensive (premium) social media management packages. These are rates calculated based on social media management services offered by popular agencies and freelancers (data are available in threads on popular internet forums). What is included in such defined social media packages?
Basic social media marketing packages typically include:
- 1 SM account managed (scheduling, posting, interacting with users),
- 1-3 new posts per week,
- acquiring basic graphics (from photo stocks, generated by AI or self-designed),
- monthly reporting.
Standard social media marketing packages usually include:
- crafting social media strategy (with audience targeting),
- 2-3 related social accounts managed (scope like in the “basic” package),
- 1-3 posts per social platform weekly,
- personalized designs (images, infographics, CTAs, etc.),
- audience engagement (responding to comments, engaging with followers, etc.),
- running ads on one chosen SM channel,
- weekly or bi-weekly reporting.
Comprehensive social media management packages most often include:
- detailed social media management strategy (audience segmentation, hashtag tactics, etc.),
- 3-5 social accounts on multiple platforms managed (for 1-2 brands/products),
- 3-4 unique posts per account weekly,
- professional human-made designs (video content, reels, etc. included),
- audience engagement (more proactive community management, direct messages, unique campaigns. etc.),
- complex management of Facebook/Instagram Ads,
- ongoing reporting.
How much do Social Media Marketing Agencies Charge?
An average social media management agency charges small businesses $850 to $1,500 per month, mid-level or semi-large companies $1,500-4,000 monthly, and enterprise-level global brands $4,000-15,000 a month. This social media management pricing pertains to handling various platforms including
- development of a comprehensive social media strategy,
- scheduling and managing publication calendar,
- content creation (copy and visuals),
- running paid advertising campaigns on various social media platforms,
- increasing social engagement,
- turning social media users into leads,
- analyzing outcomes and reporting results,
- enhancing social presence with influencer marketing.
Caution! Typical social media agency packages don’t include an advertising budget, which contributes to overall spending greatly!
How Much to Charge for Social Media Marketing Services?
Charges for handling social media marketing services range from $20 to $300 per hour, depending on the complexity of your work, your skills and expertise, expected quality, selected timeframe, industry, and region. Here are the ranges for specific services (based on current online job postings):
- content creation: $20-130/hour;
- community engagement: $20-130/hour;
- social media management: $30 – $170/hour;
- paid ads management: $50 – $300/hour;
- strategy development: $50 – $300/hour.
Let’s dive deeper into factors determining the precise value within these ranges.
Scope of Work
The more services you include (e.g., content creation, paid ads, influencer management), the higher the cost will be. Larger businesses may also require more detailed reports and constant communication, which are also additionally paid.
Number of Platforms
If you’re managing multiple platforms (e.g., Facebook, Instagram, LinkedIn), it will take more time and resources, hence increasing the price.
Industry and Client Size
Different industries have varying demands. For example, e-commerce companies or tech startups may require more targeted social media ads and professional content, which can be more expensive.
Experience and Expertise
The more experience and expertise you have in social media marketing, the higher the rate you can charge. Clients expect a return on investment (ROI) when they hire a seasoned professional.
Target Audience
If you’re targeting small businesses, the rates will be lower than if you’re working with larger corporations or brands. Customization and complexity can increase pricing as well.
Geographic Location
Location can affect pricing. Rates may be higher in cities or regions where the cost of living is higher (the USA and Western Europe offer the best earings for social media specialists or managers).
Ad Spend Management
If you’re managing paid ad campaigns, you’ll need to factor in the ad spend. Typically, agencies charge a percentage (10-20%) of the ad budget as part of their management fee. For example, if a client spends $5,000 on ads, you might charge an additional $500 to $1,000 for managing the campaign.
Time Commitment
The more time it takes to manage the accounts, develop content, or engage with the audience, the higher the charge. You’ll need to calculate your hourly rate and estimate how many hours each task will take.
Is Paying for Social Media Marketing Worth it?
Paying for social media marketing services is generally recommended, as over 90% of web users are present on social media, and surely many of them are your potential leads or clients. A well-prepared social media strategy enables precise targeting, leading to enhanced visibility and engagement, both of which can finally translate into conversions like sign-ups or purchases. Ultimately, in many cases, it’s able to give you measurable outcomes quicker than, for example, sole SEO, content, or web marketing. Let’s create a quick rundown of benefits proving that paying for social media is worth it.
Precise Audience Targeting
Paid social media campaigns allow you to pinpoint your ideal audience by targeting specific demographics such as:
- age,
- gender,
- or income level.
Beyond basic demographics, platforms like Facebook, Instagram, and LinkedIn enable you to refine your audience based on interests, online behaviors, and even life events, such as recent relocations or engagements.
This precision ensures that your message reaches the people most likely to engage with your brand or convert into customers, maximizing the efficiency of your ad spend.
Increased Organic Reach and Growth
While paid ads can drive traffic quickly, relying solely on them can be costly over time. By consistently posting valuable content that resonates with your audience, you can increase your organic reach and grow your following without always having to pay for ads. Organic growth builds credibility and often attracts more engaged followers who are genuinely interested in your brand. Over time, this can result in sustainable, cost-effective growth that doesn’t rely solely on paid campaigns.
Boosted Engagement
Social media campaigns (especially paid ones) often lead to increased engagement, such as likes, shares, and comments, which further amplify your brand’s visibility. When people interact with your ads, it creates social proof, encouraging others to explore your brand.
For example, a compelling ad campaign for a new product launch can spark conversations and shares, extending your reach organically beyond the initial paid effort.
Customizable Campaigns and Testing
This point concerns both unpaid and paid SM campaigns. Paid social media platforms offer unparalleled flexibility in campaign design, allowing you to experiment with various ad formats, such as:
- videos,
- carousels,
- or interactive polls.
You can test different headlines, visuals, or calls-to-action to identify what resonates most with your audience. For instance, a restaurant might run two ads, one promoting their delivery service and another their dine-in experience, to see which performs better and adjust future campaigns accordingly.
Retargeting Opportunities
Retargeting, or remarketing, allows you to reconnect with users who have previously interacted with your brand but didn’t convert. Paid social media platforms let you create custom audiences based on website visitors, past customers, or even those who have engaged with your ads.
For example, a fashion brand could show tailored ads featuring abandoned cart items to users who didn’t complete a purchase, increasing the likelihood of conversion.
Optimize Social Media Marketing Costs for Maximum Campaign ROI
As you see, even if social media management pricing looks sky-high at first glance, in a bit longer perspective, it can turn out to be a real game-changer for your business and generate much more money than you put into it. There is at least one tip you can use to make this scenario most likely: integrate your social media profiles with… landing pages.
Yes, landing pages are definitely machines of conversion. If professionally designed, they serve as a final stop for many customer journeys, generating sign-ups, form submissions, or purchases. Just send your traffic from social media channels to personalized landing pages and experience how a targeted user journey turns click into desired actions.
All you need to start is a solid landing page builder and this is where Landingi comes to play. It’s a versatile digital marketing platform for building landing pages (including social media pages) and other digital assets like pop-ups, microsites, lightboxes, forms and much more. It’s also equipped with tons of useful features for matching your pages to your SM profiles. I mean, among others:
- hundreds of industry-specific and goal-specific templates (fully customizable),
- AI-driven content creation tools to adjust messaging to input preferences,
- optimization toolset with A/B testing and event tracking (an alternative to Google Analytics for landing pages),
- scalability pack with automated translations to many languages, programmatic pages and Smart Sections (updating many pages at once),
- lots of integrations with social media management software, CRMs, e-commerce apps and more.
Sign up for free and take your marketing social media efforts to the next level.
