“How much does social media marketing cost?” rarely has a single answer, because two very different things hide inside the question: the fee you pay someone to run your accounts, and the money you put into ads. This guide separates the two and gives current 2026 Australian benchmarks for both, so you can build a realistic budget.
Management fees: what you pay an agency or freelancer
Management covers strategy, content creation, posting and community management. Australian pricing in 2026 generally falls into three bands.
|
Tier |
Monthly fee (AUD) |
What you typically get |
|
Entry / freelancer |
$500 to $1,500 |
Scheduling, basic graphics, one or two platforms |
|
Mid-range agency |
$1,500 to $3,000 |
Strategy, static and video content, consistent posting, basic community management |
|
Senior / enterprise |
$3,000 to $10,000+ |
Multi-platform campaigns, paid social management, reporting and dedicated team |
The mid-range band is the sweet spot for most small and medium businesses that want serious results rather than just a presence. For the wider context across all channels, see our guide to digital marketing pricing in Australia.
Ad spend: the money that goes to the platforms
This is separate from management fees and goes directly to Meta, TikTok or others. Most small to medium businesses start seeing meaningful traction with $1,500 to $2,500 per month in ad spend on Facebook and Instagram.
Current Australian cost benchmarks:
- Facebook CPC: roughly $0.50 to $2.00
- Facebook CPM: roughly $5 to $15
- Average CPM across platforms: around $14 to $22 AUD
- TikTok CPM: often above $20, higher than Meta as of late 2025
For platform-specific detail, we have dedicated breakdowns of Facebook ads cost in Australia and TikTok advertising cost.
A realistic combined budget
Putting the two together, a typical small-to-medium business running managed paid social should plan for:
- Management: $1,500 to $3,000 per month
- Ad spend: $1,500 to $2,500 per month
- Combined: roughly $3,000 to $5,500 per month
What pushes the cost up or down
Several factors move your number within these ranges:
- Number of platforms. Each channel adds content and management hours.
- Content format. Video production costs more than static graphics.
- Industry competition. Competitive niches push ad auction prices higher.
- Posting frequency. Daily output costs more than a few posts a week.
- Reporting depth. Detailed analytics and attribution add to the retainer.
Choosing the right platform mix matters before you spend a dollar, so it helps to know where your audience actually is. Our overview of the most popular social media platforms in Australia is a good place to check.
Getting value, not just a low price
The cheapest option is rarely the best value. A $500 retainer usually means one person managing fifteen accounts at once, while a quality mid-range partner delivers strategy and content that actually converts. If you want to compare providers first, see the best social media marketing agencies in Australia.
When you are ready to turn budget into results, explore our social media advertising services and we will build a plan around your numbers.
