Advertisers spent 73% more per campaign on TikTok Reach than on Meta Awareness campaigns in 2026

Budget allocation

Awareness & Reach campaigns: spend per campaign — Meta vs TikTok, 2026 (USD)

Awareness & Reach campaigns: spend per campaign — Meta vs TikTok, 2026 (USD)
Platform	Spend per campaign (USD)
Meta	$493.65
TikTok	$853.15

Reader Note:: The two are not the same product: this sets TikTok's Reach objective against Meta's Awareness objective, which the platforms define and optimise differently. In money it is $853 a campaign on TikTok against $493 on Meta. Spending 73% more returned 2.2 times the impressions, so per dollar the gain is about a quarter, not a doubling.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: 44,355 advertisers worldwide running paid campaigns on Meta and TikTok; 628,969 campaigns; $471,491,072.74 in ad spend; compares January-June 2025 vs January-June 2026; grouped by advertisers' average monthly ad spend.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

Nearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%

Share of respondents by % of influencer budget allocated to consumer research and analytics before campaign execution
Budget allocation range	Share of respondents (%)
0% (no dedicated research budget)	48%
1-5%	35%
5-10%	19%
10-15%	0%
More than 15%	0%

TikTok and Instagram creator video pricing varies significantly, with Instagram typically being the pricier channel by follower tier

Sponsored video price range by influencer follower count, TikTok vs Instagram Reels
Influencer follower count	TikTok video pricing low (USD)	TikTok video pricing high (USD)
1K - 10K	$50	$200
10K - 100K	$200	$1,000
100K - 500K	$1,000	$5,000
500K - 1M	$5,000	$10,000
> 1 Million	$10,000	—

61%

of marketers plan to increase their investment in creator content in 2026

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Typical macro influencer campaigns cost $8,000 to $25,000, while nano campaigns cost $400 to $1,200

Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers

Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Advertiser size	Losers (%)	Mid-range (%)	Winners (%)
Micro (<$10K)	31.5%	45.6%	23%
Small ($10K-$50K)	25.7%	39.7%	34.6%
Medium ($50K-200K)	18.6%	28.1%	53.3%
Large ($200K-1M)	17.1%	26.4%	56.5%
Enterprise ($1M+)	13.8%	22.4%	63.7%

71%

of organizations said their influencer marketing investment increased year over year