CPM & CPC: What is the average price of an ad on social networks?

How much does an advertising campaign on social networks cost? It's a question that brings together all advertisers who take the floor in digital. From a start-up to an international group, the stakes and scales differ, but the questions are the same. How much does a click cost? How many people will be reached? What advertising budget will be spent to make a sale?

These are questions that are constantly being asked before an advertising campaign. Although these costs vary greatly depending on the objectives, targeting, the quality of the visual and audiovisual creations and the time of year, some averages emerge in 2021. Adintime offers you a quick overview of the costs of a social media advertising campaign in terms of CPC and CPM.

Article Summary: What is the average price of an ad on social networks?

1. Facebook
2. Instagram
3. Youtube
4. Snapchat
5. Linkedin
6. Twitter
7. Pinterest

Average CPM and CPC for an ad on Facebook?

We start our review with the number one channel for social media advertising. It is by far the most complete and powerful advertising tool today and if the social network keeps on weakening under the blows of the competition, the advertising tool is experiencing a quiet growth with a last year estimated at nearly 17 billion of revenues.

• Average cost per click (CPC): $0.97 (about €0.83)
• Average cost per thousand views (CPM): $7.19 (about €6.15)

>>> Run an effective Facebook campaign with Adintime

Average CPC and CPM on Instagram?

As Facebook's loyal lieutenant, Instagram weighed heavily on 2018 ad revenues with $9 billion generated. With innovative formats and the introduction of the "Placement Explorer", the photo network is constantly offering boxes for your ads.

• Average cost per click (CPC): $3.56 (about €3.04)
• Average cost per thousand views (CPM): $7.91 (about €6.76)

>>> Successful Instagram campaign with Instagram Story Ads

How much does an ad cost on YouTube, CPC and average CPM?

We are now looking at the social media pillar of Google's advertising revenues. Following the example of Instagram, Google had the good idea to introduce new juicy advertising placements, including shopping ads. Strong arguments to seduce existing and future advertisers.

• Average cost per click (CPC): $3.21 (about €2.74)
• Average cost per thousand views (CPM): $9.68 (about €8.28)
• Average cost per view (CPV): €0.10 to €0.30

>>> Launching a Youtube Pre-roll campaign without mistakes

Advertising on Snapchat?

The fallen king of the Story format, Snapchat is struggling to stay afloat and seems to have found a formula that works in terms of advertising, with an unrivalled relevance to the 13-24 year old audience. A particularity well anchored in the media thinking of advertisers and agencies.

• Average cost per click (CPC): €0.45 to €90
• Average cost per thousand views (CPM): €2.60

*données 2018

>>> Running a Snapchat campaign

CPM and CPC on Linkedin?

When you arrive at the Linkedin advertising campaign manager, you can forget everything you've read above. It is obviously its focus on the professional sphere that makes it work so differently. Linkedin largely builds its audiences on data provided by each user (job, company size, education...). It is therefore a much more precise targeting tool. And this precision is reflected in the average costs, which are logically higher

• Average cost per click (CPC): $5.26 (about €4.50)
• Average cost per thousand views (CPM): $6.59 (about €5.64) 

>>> Be supported to launch your Linkedin campaign

CPC et CPC on Twitter?

The social network is gaining stability and its advertising revenues are having a fairly prolific year, with significant growth in each quarter.

• Average cost per click (CPC): $0.38 (about €0.32)
• Average cost per thousand views (CPM): $6.46 (about €5.52)

A high CPM on Pinterest!

This year, Pinterest has reached the 400 million monthly active users mark worldwide. A great progression that makes this platform a social network that cannot be ignored and that proves to be very interesting in an advertising strategy on social networks.

• Average cost per click (CPC): $1.50 (about €1.28)
• Average cost per thousand views (CPM): $30 (about €25.65)

>>> Take a look at TikTok In-feed Ads format