Facebook and Instagram advertising costs have dropped by 18% over the past quarter as platform competition intensifies and advertisers become more sophisticated with targeting. The trend is welcome news for small businesses struggling with marketing budgets.
Meta's ad auction system is seeing reduced competition as TikTok and emerging platforms draw away advertising dollars. Cost per thousand impressions (CPM) on Facebook has fallen from $14.50 to $11.90 on average.
"We are seeing a buyer's market for social media ads for the first time in years," said digital marketing consultant Rachel Moore. "Savvy advertisers are taking advantage to build brand awareness at lower costs."
Instagram Reels ads have proven particularly cost-effective, with engagement rates 40% higher than traditional feed ads at comparable prices. The format is attracting major brand investments from companies like Nike and Coca-Cola.
TikTok's advertising platform maturity is putting pressure on established players. The ByteDance-owned app now offers sophisticated targeting capabilities that rival Facebook's, but at 20-30% lower costs for many audience segments.
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