In this article, we break down what continuous social media marketing investments consist of and what factors affect costs.
Continuous marketing communication on social media consists of planning and production work done by experts and the amount of paid advertising. Additionally, many production-related factors affect the final price. Work can be created within the company's own organization or implemented by an external partner.
Typically, continuous social media content production and management costs 2,500€ / kk - 5,000€ / kk, but several different factors affect the overall cost depending on goals and needs. At the end of the article, you will find a more detailed overview of where social media marketing costs come from.
When a company or organization starts goal-oriented social media marketing, building a social media strategy is essential for success. It is the common thread of work that ensures that relevant activities for the business are done on social media. The strategy translates business objectives into concrete actions and ensures that the brand speaks to the right people in the right channels.
Good strategy work also includes defining the brand's distinguishing factors and planning continuous content concepts. Concepts give the target audience a reason to follow the brand and determine how social media marketing serves the audience's needs. Content strategy should always be planned hand in hand with realities, such as budget and resources.
The "little brother" of social media strategy is channel strategy. It takes a position on how to leverage a chosen channel, such as TikTok, in a goal-oriented and distinctive way.
Read how Moomin Baby renewed its social media strategy
Once the strategy is ready, you move on to planning the actual content. Content is usually planned based on concepts month by month or quarter by quarter. Planning takes into account both current trends and the brand's own communication themes.
A key tool is the content calendar, which is often updated by a copywriter or a content planner specialized in social media in offices.
Social media content production can be implemented in many ways, and the price depends on the amount of content and the production method. It is often a question of how large a production team is needed and how polished an end result is desired.
Especially in video production, equipment (lighting, sound, cameras) and post-production affect the price. Professional editing, for example with Adobe Premiere, and finishing by a graphic designer ensure that the content matches the brand.
In modern social media, faceless content rarely interests people. That's why real people are wanted in content. A brand's own experts can be utilized, but many consumer brands also use external influencers or performers. With their help, the attention value of content can be increased. A separate appearance fee is paid for this, which is affected by the person's fame and the scope of face usage rights.
The community manager's task is to publish content, engage the audience in discussion, respond to comments, and report on results. Successful community management significantly improves the engagement and discoverability of content. An active brand can, for example, on TikTok, gain huge positive visibility just by clever commenting on other videos.
Even high-quality content won't fly without smart distribution. Content can be distributed through paid advertising by either "boosting" feed posts or doing dark advertising (ads that don't appear on the brand's profile). An advertising specialist knows how to build more complex structures, such as retargeting, which moves prospects further along the purchase journey.
Below is a compiled indicative list of pricing in the Finnish market. Each implementation method is unique, so pricing should always be discussed openly with the partner.
A comprehensive social media strategy. The price is affected by the scope of the project, the number of different target groups and distribution channels, and different content concepts.
7,000 € – 15,000€ / project
The social media strategy's "little brother" focused on one channel (e.g. TikTok).
2,000 € – 5,000 € / project
The amount, quality, and production method of content affect the price. At its lightest, content can be planned and produced by one person with a phone, but when a brand wants to produce higher quality and more challenging content (e.g. expert content), planning and production costs also increase. The examples include planning, filming, and post-processing of content.
Light content production (1-2 posts per week): 2,000€ - 3,000€ / month
Quality content production (1-2 posts per week): 4,000€ - 5,000€ / month
Quality active content production (2-4 posts per week): 6,000€ - 10,000€ / month
Publishing, commenting, reporting, and analysis. The price is affected by the number of distribution channels and content.
500 € – 2,500 € / month
Advertising planning, purchasing, optimization, and reporting.
500 € – 2,500 € / month
Advertising budget that is paid directly to platforms in exchange for visibility (Meta, TikTok, etc.).
Recommendation: min. 20–30 % of total budget
