Blog

Social media management pricing in 2026: what US and Australian businesses actually pay

The Perroly team·October 7, 2026·9 min read

“Social media marketing pricing” is up 400% in Australian searches this year, and “small business marketing packages” went from nothing to a breakout. In the US, “facebook ads management” and “facebook ads cost” are both climbing. Lots of business owners are getting quotes, and lots of them have no idea whether those quotes are fair.

Here are the numbers we could verify for 2026, and the questions that tell a good package from an expensive one.

Key takeaways

In-house: around $74,000 base in the US (Sprout Social), and AU$68,800 to AU$79,500 in Australia depending on the source.
Agency packages: $500 to $1,500 a month for a starter package, $1,500 to $3,500 for growth, $3,500 to $7,500 for premium.
Freelancers: $25 to $150 an hour, or roughly $500 to $2,500 a month on retainer for a small business.
Ad management is usually billed on top: 10 to 25% of ad spend.
The number to compare is cost per post and per reply, not the monthly fee.

What an in-house social media manager costs

Salary data varies a lot by source, so here is the range rather than one tidy number. In the US, Sprout Social puts the average base at around $74,000, with up to $20,000 more in bonuses. Glassdoor’s median is $71,720 and PayScale’s is lower at $60,478. Location matters enormously: the same title pays very differently in Santa Monica and in Austin.

In Australia, PayScale reports about AU$68,800 on average (with a AU$46k to AU$98k range) and Indeed about AU$79,500. Perth, Melbourne and Brisbane listings tend to sit at the top of that range.

Social media manager average salary, 2026

US, Sprout Social (base)$74,000

US, Glassdoor (median)$71,720

US, PayScale$60,478

Australia, IndeedAU$79,530

Australia, PayScaleAU$68,838

US figures in USD, Australian figures in AUD. Add payroll taxes, super (in Australia), benefits and tools to get the real cost.

Agency packages: the usual tiers

Most agencies sell monthly packages. The tiers below come from 2026 pricing guides built on US agency rates. We did not find a reliable Australia-only survey, so if you are in Australia, treat these as a starting point and get three quotes.

Agency package ranges per month (USD)

Starter$500 to $1,500

Growth$1,500 to $3,500

Premium$3,500 to $7,500

Enterprise$7,500 to $20,000+

Bars show the top of each range. Source: SocialBu, 2026.

What a $500 to $2,000 package usually includes

This is the bracket most small businesses land in, and the one where scope varies the most. A typical package covers one or two platforms, around 8 to 12 posts a month, light community engagement and a simple monthly report.

Read the scope before you sign

Usually included

1 to 2 platforms
8 to 12 posts a month
Basic graphics and captions
A monthly report

Often extra

Replying to DMs and comments daily
Video shoots and Reels editing
Running ads (10 to 25% of spend)
Extra platforms like TikTok or LinkedIn

Do the math: cost per post

Monthly fees hide the real price. Divide by what you actually get. A $1,000 package with 10 posts a month is $100 per post, before anyone answers a single DM. A $2,500 package with 30 posts, daily community management and a monthly strategy call can be the better deal.

Do the same with replies. If your customers message you on Instagram every day and the package does not cover DMs, you are paying an agency to post and still doing the part that brings in sales yourself.

Quick benchmarks

$100per post at $1,000 for 10 posts

$25-150freelance hourly rate (US)

10-25%of ad spend for ad management

8-12posts a month in a starter package

Freelancer, agency, in-house or tool?

Four ways to run your socials

Monthly costBest for

DIY with a toolFree to $100Owners with 1 to 2 hours a week

Freelancer$500 to $2,500Small businesses wanting a person, not a team

Agency$500 to $7,500+Brands that need video, ads and strategy

In-house$6,000+ loadedBusinesses where social drives sales daily

Where Perroly fits

Many of the business owners searching for these prices end up with a mix: a freelancer a few days a month for strategy and content, and a tool for the daily grind. Perroly is that tool: schedule a week across Instagram, Facebook, LinkedIn, TikTok, YouTube and Threads in one sitting, and let automations handle the DMs that ask the same five questions. It is free during the beta, then €40 a month. If you are weighing a tool against a hire, read what an AI social media manager can and can’t do.

Frequently asked questions

How much does social media management cost per month?

For a small business, usually $500 to $2,000 a month with an agency or freelancer. Growth packages run $1,500 to $3,500, premium $3,500 to $7,500.

How much does a social media manager earn in Australia?

About AU$68,800 on average according to PayScale (range AU$46k to AU$98k) and about AU$79,500 according to Indeed in 2026.

How much does a social media manager earn in the US?

Around $74,000 base on average according to Sprout Social, with Glassdoor’s median at $71,720 and PayScale’s at $60,478.

What do freelance social media managers charge?

Roughly $25 to $150 an hour in the US, or $500 to $2,500 a month on retainer for small businesses.

Is ad management included in social media packages?

Usually not. Agencies typically charge 10 to 25% of ad spend on top of the package, plus the ad budget itself.