Determining the cost of social media marketing in Australia in 2026 is complex, as it’s not a fixed price but rather a function of advertising platform bidding systems, content creation, and management time; costs are determined by how much a business chooses to spend within these systems.
As of December 2025, major platforms like Meta (Facebook & Instagram) and TikTok operate on an auction-based advertising model. Businesses set a budget and bid against competitors to display ads to specific Australian audiences. Costs are calculated using metrics like Cost Per Click (CPC), Cost Per Mille (CPM – cost per 1000 impressions), or Cost Per Acquisition (CPA). Currently, CPC on Facebook in Australia ranges from approximately $0.50 to $2.00, while CPM can be between $5 and $15, but these fluctuate constantly. TikTok advertising, as of December 2025, generally has higher CPMs, often exceeding $20. Platforms now include automated bidding strategies leveraging machine learning to optimise spend. LinkedIn advertising, popular with B2B in Australia, typically has the highest CPC, often above $5. These platforms are compliant with Australian Consumer Law and data privacy regulations. In 2026, we anticipate continued refinement of these bidding algorithms and increased emphasis on first-party data due to evolving privacy standards.
Social media marketing cost is therefore driven by competitive demand for audience attention and the efficiency of the platform’s algorithms in delivering results, rather than a set fee.
