Social media marketing cost has three parts: management (strategy, posting, community), content production (design and especially video) and ad spend paid to the platforms. Freelancers usually charge the least, agencies more for a team and production capacity, and an in-house hire costs a salary plus tools. Most small businesses spend a few hundred to a few thousand a month in total, depending on how many platforms they cover, how much video they need and how much they put into ads.
On this page
- The three parts of social media cost
- Freelancer, agency or in-house
- Social media packages and social media marketing pricing
- Social media advertising cost by platform
- Influencer and UGC costs
- How much to spend on social media marketing
- Cheap vs affordable social media marketing
- Social media pricing models
- What affects social media pricing
- Social media cost by industry
- Frequently asked questions
“How much does social media marketing cost?” depends on what you want it to do. Posting a few times a week on one platform is a very different job from producing weekly video for three platforms and running paid campaigns. This guide breaks down the costs. It is part of our social media marketing guide.
The three parts of social media cost
| Cost | What it covers | What drives it |
|---|---|---|
| Social media management cost | Strategy, scheduling, community management, reporting | Number of platforms and posts |
| Content creation cost | Graphics, copy, photography, video production cost | Volume and production quality |
| Social media advertising cost | Money paid to Meta, TikTok, LinkedIn and others | Audience, competition, goals |
Freelancer, agency or in-house
- Social media freelancer cost: usually the lowest monthly fee; best for one or two platforms and simple content.
- Social media agency cost: higher, but includes strategy, design, video, ads and reporting from a team.
- In-house: a social media manager salary plus tools and production costs; best when you need someone embedded daily.
On in-house vs agency social media: many businesses keep community management in-house and outsource strategy, video and paid social.
Social media packages and social media marketing pricing
Social media management packages are usually priced by platforms, posts per month, video volume and whether ads management is included. Social media marketing packages for small business typically cover one or two platforms with a set number of posts and Reels. A monthly social media retainer should state deliverables clearly. When comparing social media management pricing or social media agency pricing, compare what is delivered and how results are reported, not just the fee. A one-off social media audit cost is often a sensible first step.
Social media advertising cost by platform
Ad prices are set by auctions, so there is no fixed price. Broadly:
- Facebook ads cost and Instagram ads cost: usually the most affordable for reaching consumers and local audiences. See our Meta ads guide.
- TikTok ads cost: competitive for reach; creative quality drives results.
- LinkedIn ads cost: the highest per click, justified for B2B. See LinkedIn ads cost.
Set your paid social budget from your target cost per lead or sale and the number of results you need to learn — usually enough for dozens of conversions a month per campaign.
Influencer and UGC costs
Influencer marketing cost varies with audience size, engagement and usage rights; micro-creators are far more affordable and often perform better for local and niche brands. UGC creator cost — paying creators for videos you run as ads — is usually priced per video plus usage rights.
We scope social media to the results you need, then quote a fixed monthly fee.
How much to spend on social media marketing
How much to spend on social media marketing? Start from the goal: what is a customer worth, and what can you afford to pay to win one? Then:
- Choose one or two platforms where your customers are.
- Fund consistent content first — ads cannot rescue weak creative.
- Add ad spend to scale proven content, starting small and increasing as cost per result stabilises.
- Review your social media budget quarterly against leads and sales.
Cheap vs affordable social media marketing
Cheap social media marketing — templated posts, no video, no strategy — rarely moves the business. Affordable social media management focuses a smaller budget: fewer platforms, a sustainable posting rhythm and video that answers real customer questions. Judge any option by social media ROI, not post counts.
See our social media marketing services and social media management services for how we scope it, or our pricing page.
Social media pricing models
| Model | How it works | Best for |
|---|---|---|
| Monthly retainer social media | Fixed monthly fee for agreed deliverables | Ongoing management |
| Per-post pricing | A price per graphic, carousel or video | Content-only support |
| Paid social management fee | Flat fee or a percentage of ad spend | Ad campaigns |
| One-off projects | Audit, strategy or a social media setup fee | Getting started |
These social media pricing models are often combined. Keep ad spend vs management fee separate on any quote so you know what goes to the platforms.
What affects social media pricing
What affects social media pricing: number of platforms, posts and videos per month, video production quality, whether community management cost (replying to comments and DMs) is included, reporting depth, and ads management.
Social media cost by industry
- Social media cost for restaurants: frequent posting, Stories and local ads; photography is a key cost.
- Social media cost for ecommerce: higher video and creator spend, plus larger ad budgets for sales campaigns.
- Social media cost for B2B: LinkedIn-led, expert content and higher ad costs per click.
For an accurate social media marketing quote, share your goals, platforms and any existing content before asking for a price.
Social media marketing cost: frequently asked questions
How much does social media marketing cost for a small business?
Most small businesses spend from a few hundred to a few thousand a month across management, content and ads, depending on platforms, video volume and ad spend.
Is it cheaper to hire a freelancer or an agency?
Freelancers usually cost less per month; agencies cost more but provide strategy, production, ads and reporting from a team.
How much should I spend on social media ads?
Base it on your target cost per lead or sale and enough budget to get a meaningful number of results each month, then scale what works.
What is included in social media management packages?
Typically strategy, a set number of posts and videos per month, scheduling, community management and reporting; ads management may be separate.
Are Instagram ads cheaper than LinkedIn ads?
Usually yes per click, but LinkedIn can still be cheaper per qualified B2B lead because its targeting is more precise.
Is social media marketing worth the cost?
When it is tied to a clear goal and measured on leads and sales, it often is, particularly for consumer, local and visual businesses.
Is ad spend included in social media management fees?
Usually not. Ad spend is paid to the platforms separately from the management fee; good quotes list both clearly.
Is community management included?
It depends on the package. Replying to comments and messages takes significant time, so check whether it is included.
What is a social media setup fee?
A one-off charge some providers make for strategy, account setup, templates and tracking before ongoing work starts.